Welcome!

Cognitive Computing Authors: Pat Romanski, Zakia Bouachraoui, Liz McMillan, Yeshim Deniz, Elizabeth White

Blog Feed Post

Mobile advertising – its time has come

Delivering relevant, desired, valuable information on mobile devices has the potential to move consumer relationships with brands to a new and very deep level.

The mobile marketing landscape is undergoing a dramatic transformation, now responsible for 8.5% of all web traffic. This is set to double in 2012, according to Ryan Hall, managing director of Nice Agency.

In a speech he made on 13th February to Nature Publishing, Ryan outlined the growth opportunities for mobile marketeers as well as the challenges they are confronted with.

"We are seeing three types of mobile users evolve: what we term the Pioneer, the under 35 year old male with a smartphone with advances features such as apps and internet access which makes up 15% of the market. The Mobile Wannabe, which comprises roughly 25% of the market - the individual who has a mobile with some features. The final category is the Mobile Traditionalist which we estimate to account for some 60% of the market comprising of two thirds of the over 35 year olds who only use a mobile for calls and text,"

"And yet we are seeing a huge increase in spending on mobile advertising. Some estimates put that figure on $1.6b in 2010, doubling to $3.3b in 2011. Accounting for some $86.6b in mobile transactions. The key question for mobile marketeers is whether to build a mobile site or an app or both!"

Ryan went on to say: "Apple is all about mobile apps, and Google is all about mobile web. How the system will evolve, whether apps or web will be the chosen mobile solution is a difficult one to predict. I think that both of the platforms will co-exist,"

"For advertisers, the most crucial part is presenting the ad. How the consumer accesses the ad, will not matter," he added.

Ryan went on to state: "Location-based marketing will develop - that is, dishing out content based on where the recipients precisely are - in other words an SMS offering you some freebies once you order something from them.

"Mobile advertising is now recognised as an opportunity for brands, advertisers and publishers to engage consumers in a targeted and relevant manner, and that means in pure business terms - improving returns," he added.

But, according to Ryan, there are challenges for the industry.

"The mobile audience is fragmented across multiple platforms, with multiple sellers, multiple carrier networks, multiple devices, and multiple browsers, all of which hinder consistency of execution,"

"In such a highly fragmented landscape, identification of a user, user session, browser, or device can pose a significant problem, hindering the ability to deliver the right ad to the right user at the right time."

The second major challenge is that of measurement. According to Ryan there are multiple measurement yardsticks which are making the process complex and costly. These include:

  • Measure unique users against lots of polluting traffic (bots, spyders, etc.);

  • Track international traffic vs. US traffic;

  • Measure advertising impressions in intermittently-connected content like games or downloaded audio.

Ryan concluded by saying: "Delivering relevant, desired, valuable information on mobile devices has the potential to move consumer relationships with brands to a new and very deep level."

-Ends-

About Nice Agency
Nice Agency specialises in delivering rich digital experiences. The company is expert in the design and delivery of innovative applications, whether in the browser, on the desktop or on a mobile device. It combines expertise and understanding of technology with a user experience design-led process in order to deliver stunning solutions to a multitude of channels, screens and devices.

Notes to editors:
For further information, or to arrange an interview with a Nice Agency spokesperson, please contact the Nice Agency press office:
Rob Jessel
[email protected]
T: 44 (0)207 388 9988

Read the original blog entry...

More Stories By RealWire News Distribution

RealWire is a global news release distribution service specialising in the online media. The RealWire approach focuses on delivering relevant content to the receivers of our client's news releases. As we know that it is only through delivering relevance, that influence can ever be achieved.

IoT & Smart Cities Stories
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...
Nicolas Fierro is CEO of MIMIR Blockchain Solutions. He is a programmer, technologist, and operations dev who has worked with Ethereum and blockchain since 2014. His knowledge in blockchain dates to when he performed dev ops services to the Ethereum Foundation as one the privileged few developers to work with the original core team in Switzerland.
Whenever a new technology hits the high points of hype, everyone starts talking about it like it will solve all their business problems. Blockchain is one of those technologies. According to Gartner's latest report on the hype cycle of emerging technologies, blockchain has just passed the peak of their hype cycle curve. If you read the news articles about it, one would think it has taken over the technology world. No disruptive technology is without its challenges and potential impediments t...
If a machine can invent, does this mean the end of the patent system as we know it? The patent system, both in the US and Europe, allows companies to protect their inventions and helps foster innovation. However, Artificial Intelligence (AI) could be set to disrupt the patent system as we know it. This talk will examine how AI may change the patent landscape in the years to come. Furthermore, ways in which companies can best protect their AI related inventions will be examined from both a US and...
Bill Schmarzo, Tech Chair of "Big Data | Analytics" of upcoming CloudEXPO | DXWorldEXPO New York (November 12-13, 2018, New York City) today announced the outline and schedule of the track. "The track has been designed in experience/degree order," said Schmarzo. "So, that folks who attend the entire track can leave the conference with some of the skills necessary to get their work done when they get back to their offices. It actually ties back to some work that I'm doing at the University of San...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...
Bill Schmarzo, author of "Big Data: Understanding How Data Powers Big Business" and "Big Data MBA: Driving Business Strategies with Data Science," is responsible for setting the strategy and defining the Big Data service offerings and capabilities for EMC Global Services Big Data Practice. As the CTO for the Big Data Practice, he is responsible for working with organizations to help them identify where and how to start their big data journeys. He's written several white papers, is an avid blogge...