Now, Twitter has announced new features and renamed their service to broaden the appeal to an even wider base of advertisers.

The mobile advertising service is now called Twitter Audience Platform, and it reaches over 700 million people globally.

The Twitter Publisher Network was launched so advertisers could run ads not only on the Twitter website and app, but also with the publishers working sintomasdelsida.org with Mopub, the ad platform that Twitter had acquired.
(see: A new way to promote Mobile Apps on Twitter)

The first big change that Twitter Audience Platform brings is that it has expanded beyond simply pushing app installs. Now advertisers can also drive two additional objectives: Tweet engagements and video views. Both are now available for the first time in beta to all managed clients globally.

The second major change is the addition of new creative formats to help advertisers better engage with their in-app audience.

According to Twitter: “On the Twitter Audience Platform, we transform your Promoted Tweets into one of our immersive ad formats including video, native ads, banners, and interstitials.”

For example:

The Twitter Audience Platform is now available globally to all managed clients driving Tweet engagements and video views. To get started, reach out to your Twitter account team. To create a Twitter Ads account, visit ads.twitter.com/getstarted.

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.

As it turns out, the number 1 country for World Cup mobile usage is the US!

A recent study from Vdopia explains just how widespread mobile engagement with the World Cup is, with millions of fans participating through apps, paid video, and “second screen” content.

The following infographic was produced by Vdopia, a mobile video advertising company. One of the most surprising facts is that, according to FIFA, the US was #1 for FIFA’s World Cup App with more than 5 million downloads!

Also, more than 2/3 of Americans said they would be willing to pay to get world cup video content delivered on their smartphone.

Saurabh Bhatia, Chief Business Officer at Vdopia summed it well saying: “If you were to add in the number of people who comment on the games via social media on their mobile devices, fans at the games taking smartphone photos and folks who use apps to gather and watch the games, what emerges is an astronomical number of ways mobile factors into the World Cup games.”

He continued: “It is hard to imagine a global event in the future that where mobile will not be an huge factor. Smart marketers should be lining up for such opportunities.”

Saurabh continued: “It is hard to imagine a global event in the future where mobile will not be an huge factor. Smart marketers should be lining up for such opportunities.”

Although most would agree that the tablet form factor provides a high level of consumer interaction and engagement, specific studies substantiating this and providing a finer level of detail have been sorely missing.

Newsworks is the marketing body for national newspapers in the UK, and they recently launched The Tablet Project just to address this need.

“Tablets have a growing and engaged audience, particularly across news brands,” said Vanessa Clifford, deputy CEO at Newsworks. “However, there has been a lack of data and understanding around tablet advertising – what makes an ad successful, what metrics should brands expect, what kind of ad types and language should we be using?”

Newsworks tracked 20 campaigns across five sectors – retail, finance, motors, tech & telecoms and FMCG – and included many very well known brands.

The results were quite interesting, with The Tablet Project citing what it calls “the average tap rate (interaction)” with a tablet ad of 0.79%, up to 40 times greater than the average online display click-through rate – depending on sector.

The variations where quite strong between sectors, with for example Retail & Travel having almost twice the tap rate (1.04%) compared with the Entertainment sector (0.57%).

The Tablet Project report (download link at the bottom of this article) also provides quite a bit of additional detail about who uses tablets, and the sort of result advertisers can expect.

For example, tablet ownership is centered around the 35-44 year old age group, although even the 55+ age group is quite interested in tablets.

Finally, the Tablet Project also divides the various ads in three categories – text, video, interactive – looks at the efficiency of each, then provides some general suggestions as to how best each can be used.

The reaction from agencies has been basically positive. Tara Mendelsohn, associate investment director at OMD, said the study had “propelled the tablet agenda to the forefront” and added, “It will help us prove the value that tablets add to media plans using industry agreed insights, norms and benchmarks that will help shape our client conversations moving forward.”

Jo Blake, head of outdoor, newsbrands and radio at Havas Media, said: “It’s sometimes difficult to sell in new things to clients – will it work, is it cost efficient, creative barriers and so on – which is why Newsworks’ Tablet Project was an excellent idea.”

“The results will not only help us sell tablet formats to clients, but the learnings also show the best way to use the medium creatively – that was why we wanted to be involved in the project.”

However, with consumers now able to view video on smartphones, tablets, PC’s and TV, the question arises as to which platform is the most effective.

This study from IPG Media answers that question clearly: the Tablet is an Awareness Machine like no other.

According to IPG, the study was designed to answer 3 key questions:

As detailed in the infographic below, the results show that “Tablets are Awareness Machines”. They have the most attentive audience, the least distracted audience, and the un-aided recall is highest from ads shown on tablets.

Clearly this sort of analysis is very valuable to advertisers as the more and more video consumption switches over to these alternate, non-TV platforms.

However it looks like the future may be coming sooner than expected, as figures for this summer’s big sports events show that the shift in how consumers watch their favorite sports has already started.

During this summers sporting highlight, Andy Murray’s Wimbledon victory, 64% of total content requests to the BBC sports site came from mobile devices. In addition, a record 1.03 million streaming requests came from tablet Devices. Motorbike Sport can keep you more updated regarding sport.

This of course is a good sign for the mobile marketing industry, as generally the the more popular a media channel is, the more valuable it will be for marketers and advertisers.

And this strong showing for mobile is not limited to tennis. Recently released consolidated figures have shown that live streams of this summers sporting action on the BBC (including Wimbledon, Formula 1, Moto GP and the Confederations Cup) where split:

• 51% from a PC
• 33% from a Mobile device
• 13% from a Tablet device

This digital growth was replicated on social media with the BBC Sports Twitter feed getting over 100,000 new followers, while their Instagram account got nearly 15,000 new followers. It is proven that Instagram has the ability to reach more and more people through better strategies just like https://famoid.com/buy-instagram-video-views/ provides. Many of businesses also using Instagram to market their product or establish their brand in a quicker time. ]]> http://www.mobiadnews.com/?p=5914 Sun, 08 Jul 2012 11:06:54 +0000 http://www.mobiadnews.com/?p=5914 With Euro 2012 just recently finished, O2 Media has released some information about how football fans stayed in touch with the championships via their mobile device.

They found that a huge percentage of fans relied on their mobile in some manner to follow the matches, even to the point of watching a live match on the phone.

The survey found that 91% where getting their tournament stats and information via their mobile device, while 79% actually said that their mobile device was their preferred way to keep up to date with developments.

In regards to what they were using their device for:

• 88% said it was in order to check scores and results
• 73% to text friends during matches
• 79% to get the latest news
• 41% to watch match highlights
• 38% to place a bet on the outcome of matches
• 23% to watch a game live

“It is a commonly known fact that if you love football and you are not there, then the desire to be near a screen, be it big or small becomes a priority. Said Claire Valoti, MD, O2 Media. “There is also a serious point to the work we have been doing with this segment. They are very engaged and very open to receiving messaging so brands that want to engage and associate themselves into this space have a very active audience.”

Driven by the rapid growth of connected devices and the move towards mobile video, the total data load is expected to reach 127 billion gigabytes of data per annum, excluding Wifi driven traffic.

This will lead to a huge increase in data load on operator’s networks over the next decade. And it won’t end there, as the figures forecast and additional growth of 174% from 2020 through 2025.

This growth will be partially driven by a massive increase in the number of connected devices with the UMTS Forum predicting that their will be over a billion of these devices by 2016. At present most mobile traffic comes from broadband dongles and PC’s connected to mobile networks, but IDATE, the provider of these growth forecasts, predicts that by 2020 Smartphone’s will have over taken dongles as the main source of data traffic.

Additionally, the growth comes from the increasing use of mobile video. In fact, about half of the increase comes from video content.

“Video traffic is the first contributor to mobile data traffic,” said Frédéric Pujol, head of radio technologies and spectrum practice at IDATE. “If video did not exist, the traffic growth figure would be significantly lower, he said: “an order of magnitude of 50% or 60% less.”

The study also predicts that in 2020 Asia will represent the largest region in terms of share of mobile traffic with almost 45 billion gigabyts with Europe and the Americas following.

As mentioned above these figures exclude traffic driven through Wifi devices, which remains an important part of the mobile data world so marketers still need to take this into consideration.

“It is difficult to predict what will happen with WiFi,” Pujol admitted. In the more advanced markets WiFi will represent “30%-40% of the total mobile traffic,” he suggested.

While this growth clearly pose’s a major challenge for operators, it also represents a major opportunity for marketers.

The increasing penetration of ever more powerful smartphones, the increasing data bandwidth available, and the increasing prevalence of mobile video should provide brands an ever increasing level of engagment with their customers.