Now it appears that a major milestone has been passed – with two thirds of all emails being opened on mobile devices, a strong majority.

The paper from Moveable Ink also found that roughly half of all conversions happen on mobile, and offers a few key pointers to help companies best use this channel.

Of the 2/3 that were on a mobile device, iPhone had the major share at 42%, and Android was just about 10%.

The study also measured Conversions, and found that desktops still represent just over half of all conversions from email. And proportionally, iPhone has many fewer conversions than Android devices.

What are the reasons for this apparent drop-off in mobile conversions? Movable Ink suggests it may indicate that marketers have not yet adequately addressed the full user journey: “We believe it to be an indicator of the click-through experience. It’s not enough to build mobile-friendly emails. You must have a mobile-friendly site to complete the experience.”

The full report details many other interesting factors about the state of mobile and desktop email, including the time spent reading emails per device, email open by time of day by device, open rates by vertical market.

download location for full report

http://info.movableink.com/device-report-q2-2015

The ways in which mobile advertising is purchased is also changing radically. A new study from the IAB shows that programmatic mobile ad sales are surging, a trend that is likely to continue.

Over the past year, nearly half (45%) of the £2.1 billion spent on digital display ads in the UK (both internet and mobile) were traded programmatically. This is up sharply from 28% the year before.

Direct sales of display ads between buyers and publishers has remained roughly stable at about 50%. However the bigger loser is ad sales through networks, which have dropped sharply from 22% in 2013 to down to only 6% in 2014.

And the numbers are even striking for mobile. Given the more fragmented state of the mobile ad market, programmatic has an even stronger effect. In 2014, nearly 2/3 of all mobile ads were traded though programmatic. This was essentially double the 37% seen in 2013.

One other interesting trend is the growth of programmatic selling of video ads.

Many people originally felt that programmatic would be primarily a tool for direct response advertising. However, video advertising – which is often more of a branding exercise – is also increasingly being sold through programmatic. In 2014, almost one fifth (18%) of video ads were traded programmatically.

These two trends – mobile ad spend and video – are likely to continue to propel the growth of programmatic.

Tim Elkington, Chief Strategy Officer at the UK’s Internet Advertising Bureau sums it up: “due to the rise in mobile and video ad spend, we estimate around 70-80% of all digital spend will be programmatic by 2018.”

(see Mobiad article Programmatic Advertising: What is it and Where is it going?)

To address this need, for the past paradormirmejor.org 20 years Mary Meeker has put together an annual presentation about the key trends in the internet and mobile world. The presentation covers a wide variety of topics including mobile advertising, wearables, apps, content distribution, IPO’s, healthcare technology, and lots more.

The report provides not only thought provoking insights, but also detailed numbers to back them up. If your business is effected by developments in digital technology, then this is a report you have to look at. Follow oceannenvironment to know more about digital technology.

Mary Meeker is a partner at venture capital firm Kleiner, Perkins, Caulfield, and Byers, and her annual Trends report has become an institution among people in the technology and media industries.

Below are a couple of the most interesting points from this year’s report, and there is a download link for the full presentation is at the bottom of this article.

Internet/Mobile Subscribers
Internet usage has grown from less than 1% to almost 40% globally over the past 20 years. Mobile usage has grown even faster, from about 1% to almost 75% of the world’s population.

However, the growth is slowing as new subscribers are harder to get, and with most of the remaining growth to come from low income countries.

Engagement & Usage
Consumers’ usage of the internet and mobile internet is growing strongly, with about a 10% Y/Y increase in daily hours of digital media consumption. Mobile represents more than 50% at close to 3 hours, a massive growth compared to 5 years ago when it was less than one hour.

Ad Formats & Buy Buttons
Each new media – e.g. TV, Internet – has taken several years to evolve ad formats which fit the media well. Now, finally, it looks as though mobile optimized ad formats are appearing. These tend to be fast, fun, and often involve video.

And in addition, Buy Buttons optimized for mobile are now appearing on more and more mobile sites and are contributing to the growth of m-commerce.

User Generated Video
Millions of mobile subscribers are now contributing User generated video on sites such as Snapchat. The audiences can also be huge, with some sporting events getting over 30 million views within a 24 hour period. Facebook is also seeing an explosion of video consumption, with up to 4 billion views per day, up 4x in the past 6 months!

Mobile Ad Spend
Growth in mobile ad spending is still strong at 34% Y/Y, although the growth rates for the industry leaders has been slowing. Spending on print advertising is still way over-indexed in relation to time spent with the media, and mobile is still strongly under-indexed (about $25billion in the US alone), indicating that there is still good room to increase.

The full presentation consists of over 190 slides, and covers a wide range of other topics as well, including drones (industrial use & regulations), re-imagining business, cyber attacks, and how internet + mobile have revolutionized work in the US.

Together, the data provided plus the qualitative comments paint a great picture of where our society is heading.

Already the clear leader in impressions for the past year, in Q1 2015 Android also became the leader in total revenue generated.

See the complete statistics here.

Android traffic now is about 65% of all impressions served, with iOS at about 22%. However, the share of revenue is much closer, with Android at 45.8% and iOS at 45.4%.

What is clear is that iOS still has a large lead in terms of “monetization” (the ration of revenue to impressions). iPad is far and away the leader in this area, with a monetization rate more than 6x that of Android phones.

A link for the full report is given below, but some of the interesting highlights for this quarter include:

According to the Digital Marketing Report Q4 2014 , mobile organic search traffic grew 54% from a year earlier, and now represents over 40% of all organic search across the three main search engines (Google, Bing, Yahoo).

And more impressive, on Christmas day mobile plus tablet click share was over 50%!

Paid Search
Google’s Q4 2014 paid search revenue grew by 19% over the previous year. Over 40% of the clicks came from mobile. The 19% resulted from a 12% increase in clicks, and a 7% increase in average cost-per-click.

Organic Search
Overall organic search site visits grew 13%, whereas mobile organic site visits increased 54%. Organic search represents about 1/3 of all site visits in the study.

Social Media
Social media represented only about 2.4% of all site visits in Q4. Although this is small, it is up from 1.4% last year.

Facebook accounted for over 60% of these visits. Mobile made up over 50% of all social media site visits, a major increase from last year’s 37%.

Key Shopping Days
A pattern seems to be emerging, with more sales happening earlier and later in the holiday season. As happened last year, the number one day this year for sales was Cyber Monday, followed by Black Friday.

The pattern for mobile’s share varies throughout the week, as shown in this graph of mobile share of paid search traffic.

Mobile CPC
For Google paid search, mobile CPCs stayed flat compared to desktop CPC’s for the past few quarters, at roughy a 60% discount. Tablet CPCs dropped slightly, but were still essentially the same as desktop CPC rates.

The complete report contains lots more detail on search advertising and comparison shopping engines, as well as display advertising. Take a look!

To get the download link for this study, please enter
your email address here:



and company name here:

]]> http://www.mobiadnews.com/?p=7380 Sat, 20 Dec 2014 15:01:06 +0000 http://www.mobiadnews.com/?p=7380 Mobile payments seems to have remained “on the horizon” for several years.

Products like Google-Wallet and NFC were supposed to have revolutionized payments by now, but have either faded into obscurity or are just now starting to make any serious inroads.

So the question one has to ask is – does anyone really want mobile payments?

The answer is a resounding YES, it is the Millennial generation that is likely to finally drive adoption of new payment technology.

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Millennials are the generation born between roughly 1982 and 2002, in other words people that range from 12 to 32 years old today. And already, almost one half of them say they would prefer to pay by phone rather than by cash.

Generally the children of ‘baby-boomers’, Millennials in general have tended to be more risk averse, both in lifestyle as well as financial choices.

However, they are leaders in terms of adoption of technology, and especially in reliance on mobile as their prime device to interact with the outside world. In the US, overall smartphone ownerships today stands at about 71%, while for Millennials is it over 85%!

As more and more Millennials move into their prime earning and spending years, they are likely to be increasingly influential in what new products and technologies are adopted in the market. And one of the technologies that Millennials want is mobile payments.

The following infographic highlights some of the key statistics about Millennials and mobile payments. It is based on information from Accenture and JWT, and has been put together by payments company @pay.

]]> http://www.mobiadnews.com/?p=7172 Sun, 07 Sep 2014 15:11:06 +0000 http://www.mobiadnews.com/?p=7172 Customer engagement is typically the key objective for most branded, marketing-focused mobile apps. But studies have shown that levels of engagement often decrease very shortly after the first use, and once the customer is out of the habit of using the app, it can be very hard to rekindle interest.

The use of push messaging can be a great way to keep consumers engaged, or bring them back after a quiet period.

This infographic and downloadable guide give you the background, the techniques, and some case examples to help you more effectively use push messaging in your mobile app marketing.

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With the huge number of mobile apps competing for people’s attention these days, keeping someone engaged with you mobile app can be a serious challenge. It is hard enough to convince them to download the app in the first place, but getting them to repeatedly come back to the app can be even more difficult.

Most mobile marketers have found that the proper use of push messages can have a strong impact on the level of engagement, with higher number of launches and a lower abandonment rate.

Boston based Localytics is an marketing and analytics platform whose mission is to help companies build stronger relationships with their mobile and web app users. They have written an informative guide to creating push messaging and in-app messaging content.

To get the download link for this study, please enter
your email address here:



and company name here:

They have also put together the infographic below with gives an overview of why push messaging is so important.

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http://www.mobiadnews.com/?p=7089 Wed, 06 Aug 2014 12:24:14 +0000 http://www.mobiadnews.com/?p=7089 The latest version of Millennial Media’s, Scorecard for Mobile Advertising Reach and Targeting report (S.M.A.R.T.), shows just how fast mobile advertising is growing in certain sectors.

While Entertainment still is the top spending vertical category, other categories are growing faster, with Travel growing over 400% and Pharmaceuticals increasing by almost 500% over the past year!

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Millennial Media is a leading independent mobile ad platform company, and has been publishing their SMART reports for several years. This edition provides an overview of mobile ad growth, with an additional focus on the Telecom industry.

Here are the top spending categories globally:

Beyond simply who is spending the most on mobile ads, the study also looks at what are the most common ‘post-click campaign actions’, as well as the overall campaign objectives for the advertisers.

Mobile advertisers are making greater use of video – 23 percent of the campaigns included a Watch Video action, up from 17 percent last year. And, the companies leveraging video aren’t just the usual suspects like movie and gaming trailers either; Energy & Power advertisers make frequent use of video to drive consumers to their mobile sites and to emphasize positive brand awareness

As we see, generating site or mobile traffic is the most common goal, followed by general brand awareness. Surprisingly, generating foot traffic is the third most common campaign goal, clearly reinforcing the notion that mobile and retail are getting closer all the time.

A detailed examination of the Telecommunications vertical shows some interesting focus. For example, the most frequently targeted consumer group is Home Buyers, an audience that may need to set up cable and internet services at their new home. Telecom advertisers targeted this audience with sign-up promotions to encourage new subscriptions.

To get the download link for this study, please enter
your email address here:



and company name here:

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http://www.mobiadnews.com/?p=7026 Tue, 05 Aug 2014 10:54:08 +0000 http://www.mobiadnews.com/?p=7026
“Retargeting” is a very effective, rapidly growing technique to improve the conversion rate from digital advertising. Only recently have advertisers been able to use the mobile channel for retargeting.

A new study from AdRoll looked at the performance of retargeting ads on Facebook, and found that mobile was not only more effective, it was also less expensive. Check out the full study here, as well as a whitepaper on Facebook advertising.

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For people not familiar with the advertising term “Retargeting”, also known as remarketing, it is a form of online advertising intended to keep a brand in front of a consumer even after the consumer has left the brand’s own website.

As explained on Retargeter.com, “For most websites, only 2% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 98% of users who don’t convert right away.”

An example of retargeting would be where a consumer has visited the Nike site to see a certain pair of shoes. Later, when visiting Facebook, that same pair of shoes would show up in an ad on the Facebook page.

For more on how Retargeting works, see the box at the bottom of this article.

Retargeting on Facebook has been a big success, with many brands adopting this practice. To facilitate retargeting, over the past year Facebook has released both Facebook Exchange (FBX) and Custom Audiences from Website (WCA).

To see just how effective these ads are, AdRoll conducted a study looking at over 800 million ad impressions from over 200 advertisers. Here are some of the top line results:

• The News Feed ad impressions on Facebook mobile generate a 10% higher CTR than ads on Facebook desktop
• The CPM cost of News Feed ad impressions on mobile is 57% lower than on the desktop. Combined with the higher CTR, this results in a 61% lower CPC for mobile.
• Mobile is ideal for driving high click-through-rates and achieving downstream ROI goals. By adding mobile to an existing campaign of web and News Feed ads on desktop, the sample saw on average 29% more clicks.
• The apparel, beauty, and technology industries have had the quickest adoption of mobile ad sizes, while media and entertainment serve the highest-performing mobile campaigns.

According to Adam Berke, AdRoll President, “Now that there are a variety of ways to retarget across the world’s largest social network, and the ability to reach users across a range of devices, we wanted to break down the results so marketers can decide what makes sense for their business, and what to expect.”

To get the download link for this study, please enter
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and company name here:

How Retargeting works

Retargeting is a cookie-based technology that uses simple a Javascript code to anonymously ‘follow’ your audience all over the Web.

Here’s how it works: you place a small, unobtrusive piece of code on your website . The code is unnoticeable to your site visitors and won’t affect your site’s performance. Every time a new visitor comes to your site, the code drops an anonymous browser cookie. Later, when your cookied visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served to only to people who have previously visited your site.

Retargeting is so effective because it focuses your advertising spend on people who are already familiar with your brand and have recently demonstrated interest. That’s why most marketers who use it see a higher ROI than from most other digital channels.

Source: Retargeting.com

Also in MobiAD News: “Retargeting”: A marketers dream coming soon

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http://www.mobiadnews.com/?p=6768 Wed, 25 Jun 2014 09:53:49 +0000 http://www.mobiadnews.com/?p=6768 The pace of technology change and consumer behavior change is so rapid these days that it is very difficult to keep up to date with all developments in the market.

If you only look at one report this year on developments in the market, we highly recommend that you look at this one – Mary Meeker‘s annual presentation about the key trends in the internet and mobile world.

The presentation covers a wide variety of topics including mobile advertising, wearables, apps, content distribution, IPO’s, healthcare technology, and lots more, and not only provides thought provoking insights, but also detailed numbers to back them up.

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Mary Meeker is a partner at Kleiner, Perkins, Caulfield, and Byers – one of the most successful venture capital firms in the world – and her Trends report has become an important annual event. As Forbes magazine wrote, “Every year the entire technology industry stops for an hour to hear what influential analyst Mary Meeker thinks are the most important trends playing out on the internet.”

This year Ms. Meeker presented her trends at the Code Conference in California. Here are a couple of the most interesting points she raised.
[note: a download link for the full presentation is at the bottom of this article.]

Mobile internet usage continues to grow rapidly, and now represents a significant portion of overall web traffic. This is especially true in certain regions of the world – such as Asia and Africa – which are developing in a “mobile first” way.

One of the more surprising charts shows the distribution of smartphone operating systems. Currently iOS, Android, and Windows Phone represent 97% of all phones, just 8 years ago that number was only 5%. A stark reminder of how fast things change, and the lock that iOS and Android seem to have on this industry.

Looking more closely at mobile advertising, Meeker’s conclusion is that there is still a lot of growth left over the next few years. By examining the overall spending pattern of by media type compared to the time spent on that media, it is clear that the mobile channel is still very under funded.

In regards to overall revenue in the mobile channel, current figures show that there is still more revenue being generated through mobile apps than mobile advertising, and in fact the portion seems to be growing.

The full presentation consists of over 150 slides, and covers a wide range of topics, including the growth of sensor usage, big data, multi-screen lifestyle, and media distribution/usage. Together, the data provided plus the qualitative comments paint a great picture of where our society is heading.

This is a very thought provoking look at the growth and role of the internet and mobile, and more globally how life styles are changing because of the internet. It is really worth the time to take a look through this slide deck and think about what Mary Meeker has to say.

To get the download link for this study, please enter
your email address here:



and company name here:

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