According to Vogue UK, a new survey shows that over 82% of their readers actively pay attention to ads on their sites, and many value ads as much as the content!

As reported in Digiday, here are some of the key findings in the report:

So perhaps the panic about ad-blocking is overblown, especially for premium ads, and especially for mobile. A recent JP Morgan study reported that ad blocking was only half as prevalent on mobile as on desktop. And they concluded, “Blockers remove low-quality ad clutter.”

Katie MacLennan, Digital Business Director at Manning Gottlieb OMD was quoted in Digiday saying that “with the continued emergence of greater user choice, personalization and dynamic ads, advertisers should present a compelling story which invites users to engage, rather than imposing content upon them.”

This was the first event in China which demonstrated how such technologies – including 3D printing, wearable tech, and clothing robots – can be integrated with innovative fashion design, unveiling the hot points and latest trends in the integration of the fashion and technology industries. You can also follow glenoriegrowers to check all the latest trends and updates.

GSMA CEO Michael O’Hara said, “The MAE is constantly increasing new projects and activities to strengthen the experiences of participants.” Given the growing integration of the fashion industry and technical products, the interesting live shows at the Tech Runway and the exhibition of fashion works and wearable devices at the “Fashion and Technology” exhibition booth of the GSMA Mobile Star Stage attracted the attention of many participants.

The young designers supporting this activity said that the Tech-Fashion Runway Show offered them special, original technology experience and enabled them to understand and think about how to integrate technology into future designs. UrbanBurger will definitely guide in a better manner.

Sports trackers, brain visualization headband, Smart Watches, body scanning, 3D Printing, and more…entirely new collisions suggest the young generation’s desire to integrate technology into their fashion apparel.

Wearable devices have increasingly become a focus of attention in many industries since 2013. Juniper Research forecasts that nearly 70 million intelligent wearable devices will be sold in 2017. According to the market response, many wearable devices need to be designed with more fashion elements to become popular products.

Anina Net, founder of 360Fashion Network and an international fashion model, said:“360Fashion Network will lead the vision of the latest technology industry trends by integrating them in a visual feast with fashion designs using wearable technology, 3D Scanning, 3D Printing, and clothing robotics. Clothing is destined to become part of the Internet of things. It is now time for the fashion industry and the technology industry to work hand in hand to combine the most cutting edge technology with avant-garde design. With its fast approaching flexible screens, interactive glasses, solar power, and smart devices, the future must be an integrated lifestyle that is fully connected.”

Mobile commerce is a natural fit with flash-sales, as there is often a need to react quickly to sales.

Recently Vente-privee released figures which showed just how important the mobile channel is in various European countries.

Globally, Vente-privee has a member base of 18 million people. Over 1 million visits are made to the vente-privee.com site each day by mobile.

In Europe, the UK is the clear leader in mobile commerce for Vente-privee, with 32% of all revenue coming via mobile. In second place is the French market at 29%.

In addition, the UK has the highest percentage of “mobile clients” at 41%, with Germany coming in second at 35%.

Of these mobile clients, 71% are women. They tend to be somewhat younger than the non-mobile clients, with an average age of 39 years compared to 41 years for non-mobile.

These UK mobile clients are good consumers, making an average of 7 purchases per year, with more than half of the purchases being made via mobile. In contrast, the non-mobile clients average just 5 purchases per year. ]]> http://www.mobiadnews.com/?p=5861 Sat, 02 Jun 2012 20:00:20 +0000 http://www.mobiadnews.com/?p=5861 During the recent China International Clothing and Accessories Fair (CHIC) a special zone showcasing how fashion brands can harness the latest mobile technologies was created by 360Fashion Network.

The zone allowed visitors to experience the power of augmented reality, QR codes and Near Field Communication (NFC), all of which have been touted as next big things in the mobile industry.

Chen Dapeng, executive vice president of China National Garment Association, said: “We have been hosting CHIC for the last 20 years; with 360Fashion’s participation and support this year, we are able to show the world that we are in pace with the new technologies for fashion brands.” Follow birrongsurialpacas to know new trends in fashion and in tech world as well.

In addition, 360Fashion hosted a number of lectures on the subjects of mobile technology, mCommerce, technology fabrics and social media.

360Fashion Network’s founder and CEO, Anina Net, said: “Working with CHIC is a great step forward for fashion and technology globally. The fashion industry is struggling to understand how to leverage mobile and social technologies into their traditional businesses. With this exhibition we can clearly show brands how these new interactive media can support their collections and bring them into contact with customers.”

Mobile technology in China’s fashion industry is a relatively untapped goldmine, but has the potential to be huge: an estimated one billion adults have mobiles in the country, 180 million of those are smartphones – a market that is predicted to grow to 500 million by 2015.

Here are some scenes from this amazing event.

The Technology Zone

Augmented Reality

Fashion Apps

QR Codes

Read this previous article about 360 Fashion’s Anina Dress Up mobile game:
Using Mobile To Reach Next Generation Fashion Consumers

See more images from CHIC:

Campaign Objective:
This eBay Fashion aims to help eBay fashion shoppers get the best out their shopping experience while on the go.

Description:
This app allows user to browse through the goods on sale on eBay while including added functionality such as the “Fashion Vault”, where consumers can find exclusive limited time sales, “the Closet”, where consumers can save all their favourite items.

Where this application is quite clever is that in “the Closet” users can create outfits by mixing and matching items using the outfit builder but can also “try them on” by using your phones camera.

Screenshots:

As a result, many retail brands have greatly increased their use of the mobile marketing channel. Having a good understanding of who is the mobile retail consumer, their characteristics and buying patterns is becoming ever more important.

Recently Millennial Media and comScore have released some very in-depth information about Mobile Retail for all marketers who are interested in this very important trend.

The mobile retail consumers

According to the data from Millennial, the mobile retail consumer is somewhat younger than the overall mobile population. The peak age range is 24 to 35 which includes 36% of the mobile retail audience while representing only 18% of the mobile population in general.

In addition, mobile retail users tend to be more affluent than the general mobile population. They show a particular strength in “over $75,000 per year” income categories, whereas the non-retail mobile users are much more represented in the ‘less than $50,000 per year” income categories.

What they use their mobile for

It turns out that people use their mobile phones to assist in all stages of the purchasing process. It is still most used in the research and decision stage, with over half the people using mobile to help determine if they need a product.

This very high level of mobile interaction during the purchase evaluation and decision stage should be an incredible opportunity for brands to affect consumer decsions.

What they buy

One of the most interesting statistics is that fully 21% of survey respondents had made a purchase using their mobile phone in the last month, not including app store app purchases.

As shown by this study, mobile is being used to purchase a very wide array of products; this is not simply a niche for a selected set of items. Perhaps not surprisingly, the top product category is Electronics, but the list includes Clothing, Airplane tickets, Flowers, and Car rentals.

If it is true that the iPad is really just like an iPhone with a larger screen, than innovative brands should be able to combine the interactivity of an iPhone with the graphics of an iPad to come up with a great user experience for marketing.

Now fashion brand Gap has done just that.

In the past Gap has launched iPhone apps to bring GAP fashion to their customers. Now they have teamed with agency AKQA to launch an ambitious iPad application to really take advantage of the beautiful iPad screen.

For a long time, one of the common complaints about mobile marketing has been that the small screen size might limit the graphical impact and effectiveness of an ad. Now that the iPad is out in the market, GAP worked with agency AKQA to develop a marketing app just for the iPad – the Gap 1969 Stream.

A Mosaic interface to content

The Gap 1969 Stream is in essence a single large mosaic screen with many icons, images, and links to click on. Because there are very few clues about what each one contains, the user is tempted to browse, wander, and just play a bit.

Clicking on any one of the image then gives access to a specific content feed, which might include comments recommendations from designers, e-commerce capabilities and a Twitter feed from the brand’s head designer. According to AKQA, it is “an endless collection of looks, videos, and denim inspiration.”

Using the iPad’s touchscreen interface it is very easy for a consumer to move around the mosaic simply by “swiping” the screen, and then to click on anything that catches their attention. This type of interface works on an iPad, but would not work nearly as well on a small mobile phone screen or with a mouse-based system.

As an example of the content in 1969 Stream, one image brings you to a video featuring Project Runway’s Jay Sario outfitting people in the latest Gap denim looks at the 1969 Jeans shop on Robertson Blvd. in West Hollywood.

Another section lets you see how various demin combinations look so you can find your favorite style.

Another image brings you to the blog posts and twitter feeds of Gap head designer Patrick Robinson. Plus there are videos from other designers, musicians and celebrities.

Watch the video below to see Gap 1969 Stream in action.

Share the experience

And of course all the social media hooks are included, so that consumers can discover and share content and experiences, whether it’s an exclusive video, a celebrity photo or their favorite new Gap look.

A new kind of mobile commerce

Finally, this is actually a mobile commerce app, designed to enable Gap customers to buy Gap clothing and accessories through a seamless, easy social commerce experience.

To make the mobile shopping experience truly integrated, all content on the app is tagged to make it easy to buy the specific Gap item featured or share it with friends.

Users can also locate the closest Gap store using a map-based geo-location feature.

Tina Unterlaender, account director, mobile at AKQA said that they created the app with a magazine-like mind-set, “because with the iPad you’re more in a mind-set of casually browsing, [using it] to relax, watch a movie. It’s something you take your time with.”

She continued that users “can spend time tapping through all the different content, interact with it, read about the celebrities that wear the Gap denim clothes, [then] share what interests them. They don’t have to rip out a page — they can send it.”

Looking forward

Looking to the future, many agencies and brands will want to start developing expertise in how best to utilize the tablet form factor for marketing purposes. Because this is such a new type of interface, build around a new set of capabilities, gaining experience with what works for customers will be important.

According to Unterlaender, AKQA tracks every single feature of the Gap 1969 Stream: “A lot of the information we’re collecting right now [we’ll be able to use] when we update the app.”

Overall, this is a really intriguing type of branded catalogue-brochure-magazine. For many – if not most – of the target Gap customers, shopping is entertainment, and this app fits that profile perfectly.

As long as Gap makes the effort to continually add new material that is relevant to their customers, we could see this becoming an app that people will regularly launch and browse for both entertainment as well as shopping. But if they don’t keep it full of new material, then it will have a much shorter life.

Global cosmetics company L’Oreal will also participate in the trial.

The pilot will allow the two brands to send marketing messages to opted-in O2 subscribers when they enter certain selected locations.

Reaching people with “the right message at the right time” has always been a goal of good advertising. Now brands can add “at the right place” to that list of goals.

O2 Media is launching a new service which will allow brands to send out either SMS or MMS messages to consumers whenever they enter certain selected locations.

The technology for the location-based feature comes from US company Placecast, and relies on “geo-fencing” of specific areas to trigger advertising messages.

For example, Starbucks might “geo-fence” an area around each of their shops in a city. Whenever someone enters one of the specified areas, a message is sent offering a discount, or a two-for-one offer good for a certain amount of time. The goal of course is to drive foot traffic into the shop.

One very important feature is that the geo-fencing is based on information collected from the mobile network, and so does not impact the battery life or data usage charges of the consumer.

Also, the messages are only sent to O2 subscribers who have agreed to receive such messages. O2 Media has already developed an “opt-in” program called O2 More, with a database of over 1 million subscribers.

As part of the subscription each of these subscribers has provided a variety of personal profile information so that only message relevant to their particular areas of interest are sent.

Shaun Gregory, managing director of O2 Media, says: “The growth of location-based services will create a golden age for proximity marketing. It fuels a growing expectation among consumers for personalized advertising via their mobile phones that is directly relevant to their passions. This is another nail in the coffin of the old model of reaching mass audiences in one go.”

Campaign Objective:
This campaign aims at giving an innovative image of French jeweler Van Cleef & Arpels to its consumers.

Description:
This application introduces the “A Day in Paris” collection to iPhone users, while also offering poetic strolls through Paris for user to enjoy.

MobiAD Comments:
This application is a good example of giving something to the user that can make his life more pleasant. It also includes subtle branding of the new collection.

Screenshots: