Posted by Sheila Shayon on April 9, 2013 06:56 PM
Who knew The Weather Channel was such a hot commodity?
It turns out that the cable network's online and mobile properties are hot beds for advertising trends and a launch pad for hyperlocal marketing initiatives for major advertisers like Taco Bell, Delta Airlines and Jeep.
Twitter and The Weather Channel (TWC) have developed a weather-based ad-targeting product, leveraging 60 percent in the twitterverse that accesses the microblogger via smartphone, to receive Promoted Tweets related to… weather. “Based on certain forecasts, Taco Bell, Seamless, Delta Airlines, Farmers, Goodyear and others have fallen in line with Ace Hardware, targeting nearby consumers via mobile ad networks such as MoPub and Jumptap and—in a lot of cases—TWC's popular smartphone app,” notes AdWeek.Continue reading...
Posted by Sheila Shayon on April 5, 2013 03:54 PM
Twitter, now 7 years-old, is gearing up to iterate the twitterverse of 400 million monthly visitors, 200 million monthly active users and one billion tweets every two and a half days into serious business.
Twitter is projected to earn over $582 million in global ad revenue this year, $950 million next year and $1.33 billion in 2015, according to eMarketer. "The upward revision comes as advertisers have shown more interest in spending money on mobile advertisements on Twitter, and as recent audience figures from multiple research sources analysed by eMarketer have suggested Twitter's reach is improving," said eMarketer.
"Twitter will earn $308.9 million in mobile ad revenue in 2013—which is more than the company earned in total, from any ad type, in 2012, when it made $138.4 million from mobile ads," they added.Continue reading...
Posted by Sheila Shayon on March 7, 2013 11:27 AM
It's not exactly Hollywood and Vine, but it's close. Steve Madden is the latest hip brand to turn to Twitter's new microvideo-sharing app Vine, which streams 6 second video clips.
The brand will use the service—which recently earned itself a 17+ age rating and "contains age-restriced material" caveat after users started uploading pornographic videos—to promote a sneak peek of Madden's Spring collection and a one-day-only sale.
Posted by Sheila Shayon on February 13, 2012 02:02 PM
Zurich-based startup Kooaba is out to replace QR Codes with a mobile app called Shortcut, an updated of an app it formerly called Paperboy.
Why should marketers consider a shortcut to quick response codes? “We believe QR codes are belonging to an intermediate technology used for things it was never meant for," wrote Tom Desmet in a company blog post. "Despite the enormous media attention QR is getting, it still is not at a level where people are really using it.”Continue reading...
Posted by Sheila Shayon on February 10, 2012 03:01 PM
It’s just a matter of time until Facebook starts monetizing mobile ad revenue, says Buddy Media CEO Michael Lazerow, and when it does, it will create huge growth, as he commented to the Washington Post.
That may be an understatement. With mobile ad spending projected by eMarketer to reach $2.6 billion in 2012, up 80% from $1.45 billion last year, it’s an enormous hurdle for Zuckerberg and troops to scale, as quickly as possible.
“It’s a huge Achilles’ heel for them,” said Susan Etlinger, a consultant at the Altimeter Group, to the New York Times. “There’s clearly a movement toward more social media consumption on mobile devices, and Facebook doesn’t have a revenue strategy for that shift. They haven’t figured it out yet.”
Facebook’s IPO filing highlighted the brand's lack of mobile advertising to date, anticipating mobile users will “exceed the growth rate of our overall monthly active users for the foreseeable future,” but also flagging the lack of mobile monetization as a risk factor in their offering.
One barrier to entry — the dominance of Google and Apple’s Android and iPod devices — may be handled in the social network's new deal with Bango, a mobile payments startup that has deals in place with BlackBerry-manker RIM, Amazon, Electronic Arts, and mobile games pioneer, Gameloft.Continue reading...
Posted by Sheila Shayon on February 7, 2012 12:37 PM
Mobile was the big winner in the Super Bowl this year, as marketers and consumers seized the second-screen experience.
“Caring about eyeballs was your grandfather’s ad agency,” commented Dan Israel, Atlanta-based strategy lead for the mobile practice at SapientNitro, to Mobile Marketer. “What matters today is how many people with smartphones can be gathered in one location at one time. The Super Bowl rules in this category.”
This Super Bowl was a huge coming out party for Shazam, the mobile app that enables audio tagging to link to content and offers, which partnered with almost half of Super Bowl 46 advertisers, representing 1 million giveaways, this year.
Shazam linked to commercials by Acura, Best Buy (which offered $50 gift cards), Cars.com (which donated $1.00 per Shazam tag to charity), Bud Light, Disney (John Carter trailer), Fed Ex, GE, Honda, Pepsi, Teleflora, and Toyota to unlock exclusive content and coupons. Some of the offers:Continue reading...
Posted by Sheila Shayon on December 15, 2011 03:03 PM
As Facebook's Timeline feature rolls out globally (although not for brands — yet), the social media behemoth is jumping into a new revenue stream: mobile advertising. It's getting ready to leverage the shift to tablets and smartphones just in time to boost its coffers prior to a projected $10 billion IPO. It’s a long awaited, preemptive move against Apple's iAd and Google's mobile ad(ventures).
According to Bloomberg, the social network with 800 million users will put ‘Sponsored Stories’ ads in the mobile News Feed. Up until now, Facebook apps on iPhone and Android have remained ad-free. Although flush with cash, CEO Mark Zuckerberg and team have been chomping at the bit to capitalize on their 350 million users who access Facebook via mobile devices.
If Facebook embraces mobile ads, “it could set off a fascinating corporate strategy fight with Apple and Google,” writes Business Insider.
Google is “virtually printing money from mobile ads running on its Android system,” says BI, with CEO Larry Page projected $2.5 billion in revenues from mobile ads this year. The search giant has cut a fertile and broad swath for Facebook until now, but with FB selling ads, the relationship will require readjustment so Google reaps a revenue cut.Continue reading...
Posted by Mark J. Miller on July 4, 2011 12:30 PM
When you are driving by your local strip mall and a coupon for a store suddenly pops up on your smartphone, congratulations! You’re now part of an industry that has grown (and will continue to grow) exponentially in recent years.
Only three years ago, location-based advertising “was worth just $86 million,” Pyramid Research reports, according to Business Day Online. That was about 10% of the overall mobile advertising market, the site notes. Last year, the numbers had grown to 18.5% and $588 million.
Additionally, the industry is expected to rake in $6.2 billion by 2015. “The research says the figure is equivalent to almost 35 percent of total mobile advertising revenue, and more than 60 percent of total location-based services revenue,” notes Business Day.
“The different components of mobile advertising (including search, display and messaging) are all growing,” Pyramid Research analyst Jan ten Setoff commented.
“However, local search will be the most important driver of location-based advertising revenues. Not only are navigation applications moving to a search-funded model, but there are also a wide range of other companies looking to capitalize on the growth of local search, including start-ups.”