Posts Tagged ‘mobile marketing’
Written on September 1st, 2009 by ADMINno shouts
On September 7th, ESPN will celebrate thirty years of existence. But instead of perpetuating yesterday’s gameplan, the folks at ESPN are preparing for the future.And for ESPN, mobile marketing will factor heavily into the years ahead. Helping viewers embrace a more interactive, multi-platform fan experience is the big-picture goal. So what does that mean for sports fans? For starters, ESPN plans to aggressively target the iPhone market – a process already begun with its ScoreCenter app, which has now topped 2 million downloads.
The business model and marketing strategy employed by ESPN certainly bodes well for future advertising in the mobile sphere as well, given that ESPN’s mobile Web traffic now exceeds its PC traffic
Also on tap for mobile content from ESPN are:
- Hundreds of live events per year
- Seventy-five mobile video clips per day
- Complete episodes of many network broadcasts
“We’ve adopted a ‘best-screen-available’ approach–we’re trying to put our best product everywhere, wherever the sports fan is best served,” said ESPN president George Bodenheimer. Source: Mobile Marketing Watch
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Written on August 31st, 2009 by ADMINno shouts
Mobile internet usage will grow 39 percent in Western Europe in 2014 from 13 percent in 2008, according to a new report by Forrester Research released today. That means that more than a third of consumers in Western Europe will access Internet from their mobile phones by 2014, great news for mobile advertisers.
At the end of this year, Forrester expects mobile Internet penetration to reach 17% in Western Europe — the same adoption rate for the PC Internet a decade ago, according to Forrester analyst Thomas Husson.
“Consumers who have a flat-rate data bundle spend more and more time on the Internet from their mobile phones, brands begin to launch their mobile Web presence to monetize these growing audiences and engage with their customers via more relevant mobile content and services, which in turn attracts more and more consumers to unlimited mobile Internet tariffs. The current economic climate will lengthen handset renewal cycles, foster the development of low-cost offerings, and boost the uptake of SIM-only contracts.
At the end of 2009, mobile Internet penetration will reach 17 percent in Western Europe, the same level of adoption that PCs with Internet access had in 1999, which Husson described as being a critical mass. “In the next decade, the mobile Internet will replicate the success story of the PC-based Internet as social networks, widgets, search engines or company websites adapt for mobile presentation,” Forrester reports.
Hussan writes that the “iPhone is just the tip of the iceberg” and that many other devices and services will enable the surge of mobile internet usage in Europe over the next five years. Source: Mobile Marking Watch
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Written on August 31st, 2009 by ADMINno shouts
QR barcode scavenger hunts garner great publicity for the company running them if excuted successfully. This week, in NYC, online rare toy and art retailer Kidrobot is running one of the most clever mobile scavenger hunts I’ve seen. Using mobile barcodes, players have to scour the streets of NYC this week (Aug 31 – Sept 4) to find secret Dunny Hunt codes and win prizes.
Players must download a free QR Code Reader program to their iPhone, Blackberry or other smart phone. There are codes that can be found online, as well as in Manhattan. The more virtual “Dunnys” collected, the better chance of winning prizes. The website offers a map which gives clues to the locations of the hidden Dunnys.
Many Kidrobot toys are extremely rare and collectible and cannot be found anywhere else in the world. Toy artists often choose to create a series of only a few hundred or a few thousand pieces, so once a toy is sold out, it’s sold out forever. Kidrobot toys retail from $6 to $20,000, and may appreciate in value over time. The Dunnys don’t come cheap, so the prizes, though they may look like toys, are also pricey collectors items worth scouring the city over.
According to Media Post, the company, whose products sell in over a thousand stores around the world, is using the New York program as a test, and plans to roll it out in the four other cities in which it has stores — and perhaps elsewhere.
Ad firm We Are Plus’s principal Jeremy Hollister and co-creative director Judy Wellfare at got the idea after spending time in Japan. “This technology has been used in Japan for some time, but it’s still relatively new here in America,” Hollister told Media Post. Source: Mobile Marketing Watch
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Written on August 31st, 2009 by ADMINno shouts
One of the major benefits of mobile advertising is being able to target your audience by location. A slew of iPhone apps are popping up trying to capture eyeballs based on GPS location, giving advertisers new opportunities to reach customers who are, literally, within reach.
Take Metromix.com, for example. Today, the online entertainment site launched an updated version of their iPhone app called “What’s Nearby.” Owned jointly by Gannett and the Tribune Company, Metromix is the traditional print company’s major digital player targeting 21 to 34 year olds in major cities. The online network attracts over 4.0 million monthly unique visitors and generates over 60 million monthly page views.
The free application lets users find nearby entertainment options based on their GPS location. It also lets you find restaurants, bars and clubs, events, music, movie theatres with showtimes, and other things to do within walking distance or a short drive.
Already downloaded over 100,000 times, “What’s Nearby” also provides Metromix’s four million monthly users – located across 37 U.S. markets – the ability to post reviews and photos to Metromix.com using their iPhone, as well as to share those submissions on Facebook using Facebook Connect.
Last week, Metromix competitor Yelp released an updated version of their iPhone app with a similiar nearby search functionality. The Yelp app features movable maps which let you search for special offers near your location. Registered Yelpers (members of Yelp) can even find special deals available just for them within walking or driving distance. Source: Mobile Marketng Watch
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Written on August 31st, 2009 by ADMINno shouts
AdMob has been growing steadily since its inception, dominating iPhone app advertising and getting closer to dominating mobile ads in general.
In a step to further its dominance, the ad network acquired AdWhirl- a competing mobile ad network – after controversy surrounding a move by AdMob to stop allowing other ad networks to deliver its ads as part of a multi-network service.
AdMob claims the reason for this move stemmed from user-complaints over broken ads and technical issues, but its obvious that the company was tired of splitting revenue when it could presumably be keeping 50% of the profits. AdWhirl, along with others, where profiting greatly by serving AdMob-based ads- With the shut-off, third-party ad networks where effectively left in the dark.
Looking at the larger picture- any ad network that can gain access to iPhone app developers can corner the market in a big way. AdMob, for a long time, was doing just that. Recently, however, other networks such as AdWhirl were coming on strong with those same app developers by offering them an ad exchange.
This method allows mobile app developers to switch from AdMob to other competing mobile ad networks such as Quattro, VideoEgg, or Mobclix on the fly. Although it launched only last April, AdWhirl was quickly becoming the preferred advertising interface for many developers because they could still serve AdMob ads through it, but not be tied to AdMob if a better deal came along.
This scared AdMob greatly, which had been enjoying Google-like dominance for a long time. It’s first move was to stop allowing ad exchange interfaces, like AdWhirl, from serving ads from its inventory. App developers quickly called them out on it and AdMob retreated. AdMob definitely doesn’t want to upset app developers in any way, simply because of the fact that they’re the reason they’ve seen so much success.
The next logical move by AdMob was to simply acquire AdWhirl, which they did shortly thereafter.
After the dust settles though, what will AdMob/AdWhirl do to calm those who believe AdMob will simply funnel more of its own ads through AdWhirl now that it controls it. It could also track all of the ad impression data of its competitors to improve its own ad products, making it even more unfair to competitors.
To be fair, AdMob has reiterated several times that it will open-source the underlying code of AdWhirl for more transparency, but it still leaves a lot of questions un-answered. AdMob is undoubtedly trying to keep its corner of the market to itself, but it will be increasingly harder to do so in the near future. Source: Mobile Marketing Watch
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Written on August 31st, 2009 by ADMINno shouts
Samsung Electronics will unveil its very own application store on Sept. 14.
For now, the U.K., France and Italy will gain access to more than 300 native apps at the virtual storefront’s debut.
Those providing content for the initial offering include Electronic Arts, Gameloft, Handmark, and Capcom, to name a few.
From an initial batch of three hundred, Samsung hopes to push its inventory up to more than 2,000 apps by the end of this year – mostly spanning in nature from ebooks to social networking.
In July, Samsung revealed the Application Seller Site portal, where developers and content providers can access, promote, and sell their Symbian and Windows Mobile applications in the app store that will launch in two weeks. (Developers can become members of the site for $1).
According to the official word from Samsung, Application Store availability will initially be restricted to Omnia and I8910 HD devices. Source: Mobile Marketing Watch
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Written on August 29th, 2009 by ADMINno shouts
Smartphones are double-edged swords for carriers. They attract big-spending customers, but tax networks designed for simpler times, explains Fortune.
Independent telecom analyst Chetan Sharma estimates that the typical wireless subscriber consumes 120 megabytes each month; typical iPhone owners use four times that.
And it’s just getting worse. By 2010, global mobile data traffic is expected to exceed 200 terabytes per month, six times last year’s levels, according to Cisco Systems.
“3G networks were not designed effectively for this kind of usage,” says John Donovan, AT&T’s chief technology officer, referring to the current generation of broadband wireless. “We fight the day-to-day guerrilla warfare as the customers move around.”
Many of AT&T’s 60,000 cell towers need to be upgraded, with new 850 MHz gear and backhaul. That could cost billions of dollars, and AT&T has kept a lid on capital spending during the recession. AT&T will delay their LTE upgrade, upgrading its HSPA 3G network from 3.6 Mbps to 7.2 Mbps, instead.
Verizon plans to have 30 US LTE Markets by 2010. Verizon will use their nation-wide 700 MHz band. The carrier hopes to have a data-only LTE trial service available in Seattle and Boston later this year.
It can’t come soon enough. The tsunami is about to hit. Android phones from Samsung, LG, and Motorola are due in stores by early 2010. Motorola will launch their Android portfolio on September 10th. The data-oriented Palm Pre, which operates on Palm’s WebOS platform, is already on Sprint and should be in Verizon stores early next year.
A Cisco Mobile Forecast for 2008-2013 noted that a single high-end data phone today generates more data traffic than 30 basic-feature cell phones, while a single laptop air card generates more data traffic than 450 basic-feature cell phones. Cisco projects that mobile data traffic will increase a thousand-fold over the seven years from 2005 through 2012, with video being a significant component.
AT&T offers free Starbucks WiFi (with a paid data subscription) while Verizon is partnering with Boingo to deliver free WiFi access at hotels, airports, restaurants and coffee shops (with a data plan). PCCW, the Hong Kong operator, has started using Wi-Fi hot spots to ease the load from smartphones and its digital TV service.
AT&T CEO Randall Stephenson has said that the most active 5% or so of data users are causing problems for the other 95%. AT&T is working on a revamped data plan whereby light data users would pay less, and heavy users would pay a premium rate — or leave.
Source: Dailywireless
Filed under Communication Apps
Tags:3G, 4g, Android, AT&T, LTE, mobile marketing, Motorola, phone, Samsung, Verizon, WIFI destinations
Written on August 29th, 2009 by ADMINno shouts
The Seattle Times today announced partnerships with the West Seattle Blog, Next Door Media (publisher of MyBallard.com, PhinneyWood and other sites); The Rainier Valley Post and Capitol Hill Seattle.
The Seattle Times’ move comes just a few days after Fisher Communications — publisher of KOMO-TV and KOMO Radio — launched 43 hyperlocal neighborhood news sites in the Seattle area. It also follows Msnbc.com’s purchase of EveryBlock, a Web site that offers neighborhood news in 15 cities including Seattle.
Earlier this year, the Seattle P-I shifted to an online only format and aggressively started recruiting bloggers and reporters to cover local issues in neighborhoods.
The Times partnership with the local blogs is funded through a grant from the Knight Foundation. It includes four goals, according to the press release.
- Enhancing communication between the respective Web sites and The Seattle Times, and discovering ways to share news tips and collaborate on future news gathering.
- Linking to and promoting stories on partner sites when it may help fill coverage holes.
- Exploring tools that could enhance advertising opportunities across the partner sites.
- Learning about how such partnerships can benefit the respective sites.
Neighborhood news blogs have attracted followings in recent years in Seattle, in part because of their ability to tap people who live in the communities who offer news tips and foster discussion, says TechFlash.
WikiCity is one of the latest to jump on the hyperlocal bandwagon, which includes traditional news sites, blogs, and hybrids. WikiCity started in late 2008, notes Nieman Jouralism Lab, but announced itself formally this summer with local content for just more than 22,000 U.S. communities.
Portland news blogs such as Our PDX, Neighborhood Notes, Oregon Media Central, or even the sites managed by Willamette Week and Portland Mercury are wondering if they will be getting some love, too.
According to a Pew Research Center study, the tipping point occurred last year when more people in the U.S. got their news online for free than paid for it by buying newspapers and magazines.
Time Magazine’s Walter Isaacson says, “We need something like digital coins or an E-ZPass digital wallet — a one-click system with a really simple interface that will permit impulse purchases of a newspaper, magazine, article, blog or video for a penny, nickel, dime or whatever the creator chooses to charge.
The Seattle Times was an afternoon paper for 104 years until March 6, 2000, when it switched to morning delivery to avoid the fate of other afternoon newspapers that had shut down. The Seattle Post-Intelligencer, founded in 1863, stopped their print edition on March 17, 2009, when it became an online newspaper. Source: Dailywireless
Written on August 29th, 2009 by ADMINno shouts
AdMob reports, “the iPhone represented 60 percent of U.S. smartphone usage in AdMob’s network in July 2009, followed by RIM and Android devices at 13 and 12 percent, respectively.”
AdMob surveyed over 1,000 iPhone, iPod touch and Android users to find our more about their interaction and download behavior with apps. Other highlights:
- Android and iPhone users download approximately 10 new apps a month, while iPod touch owners download an average of 18 per month
- More than 90 percent of Android and iPhone OS users browse and search for apps directly on their mobile device instead of their computer
- Upgrading from the lite version was the top reason given when users were asked what drives them to purchase a paid app
- iPhone and iPod touch users are twice as likely to purchase paid apps than Android users.
- Users who regularly download paid apps spend approximately $9 on an average of five paid downloads per month
AdMob says (pdf) that Apple’s iPhone store sells some $200 million in applications every month (about $2.4 billion a year), with about 1.5 billion apps downloaded from the App Store in total. The Android marketplace, by comparison, generates about $5 million a month (about $60 million a year).
“However,” reports VentureBeat, “users who purchase paid apps on either platform exhibit similar downloading and spending habits, indicating the potential for paid apps on Android Market as it develops.”
The survey asked more than 1,000 Android, iPhone, and iPod Touch users about their download habits, and found that those who regularly paid for apps spent similar amounts of money — roughly $9 per month on five downloads — regardless of whether they were iPhone or Android users. Source: Dailywireless
Written on August 29th, 2009 by ADMINno shouts
Levi’s and JCPenney are adding mobile components to their “Tuition” campaign.
Levi’s and JCPenney are teaming with the Today Show iPhone application, which was built by Zumobi, for a click-to-enter promotion that features an opportunity to win one of two $50,000 college scholarships.
Apart from clicking on the ad within the iPhone app, interested entrants can enter the sweepstakes by sending the keyword TUITION to short code 36638.
Although both Levi’s and JCPenney are veterans of mobile marketing this marks a rare multiparty effort to reach new demographics.
Apart from the mobile campaign, Levi’s and JCPenney are also offering an additional $20,000 in tuition at www.levistuition.com/todayshow.
“Levi’s and JCPenney’s national promotion is giving away $50,000 in college tuition, and if you look at the cost of education today, this is offer has tremendous appeal,” said Cindy Spodek Dickey, vice president of marketing at Zumobi.
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