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Mobile advertising gap widens between Android and iOS

A new report from mobile advertising tech company Velti reveals that Android’s mobile ad share has dropped again this year, falling from 41 per cent in May 2012 to 36 per cent in May 2013. The “state of mobile advertising” report reveals that, over the same period, mobile ad share leap-frogged for iPhone and iPad – up from 20.4 per cent to 27.5 per cent and from 13.4 per cent to 17.1 per cent respectively. Apple launched its new iPhone 5 to a blaze of publicity during this period, and it alone accounted for 7.9 per cent of all the ads shown on Apple mobile devices. By contrast, the Galaxy SIII from Samsung, which sold over 30 million units in the first five months after its launch in May 2012, only mustered 2.3 per cent of total impressions. A real mobile advertising trend? Anyone holding media jobs in mobile advertising agencies will be curious about what this trend really represents.  The year-on-year figures supplied by Velti, it claims, “provide a highly accurate picture of the market”, revealing key insights into how different mobile devices are being used by consumers. Given that the data was collected from a sample size of…

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Breaking News for Mobile Advertising Agencies Circa 1605

Mobile advertising agencies may be interested in a brand new “breaking news” iPhone app. Circa1605, craftily named after the year the world saw its first newspaper, has developed an app specifically designed for smartphone users who like to keep abreast of the news without all the fluff. Atoms of news CEO Matt Galligan believes the news options currently available for smartphone users are plentiful but not particularly good.  With the Circa app, he explains, news content “gets a different design, so that it fits on the screen and the fonts look appropriate, but the content itself hasn’t changed. The time that you consume with this device is dramatically different.” In an approach that has drawn comparisons with some mobile phones advertising campaigns, lengthy reported articles are supplanted by short, punchy bits of information about headlining events across the world.  The “bits” (or “atomic units of news” in Circa’s language) are aggregated and forged into coherently short stories by the company’s 12 writers based in the U.S., the U.K. and China. Galligan likens each “atomic unit” to a flashcard – but a continually updated one that brings developing news on a specific topic at the tap of a button. The technology…

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Mobile advertising will turn to apps and video in 2013, YuMe’s Ed Haslam predicts

How can mobile advertising agencies deliver the most effective mobile advertising campaigns in the age of screen fragmentation? That’s a question at the forefront of Ed Haslam’s mind. The senior VP of marketing with San Francisco-based video ad-tech firm YuMe recently visited London for the Changing Media Summit, during which he squeezed in an interview with The Guardian newspaper. Why the three c’s matter more than size Technology has brought us a plethora of different screen sizes and devices, from desk-top bound Goliaths to tablets to smartphones. And recent research from YuMe suggests that screen size does matter – as Haslam explains: “So larger screens are more emotional then smaller screens in terms of biometric measurement.  But what matters more is something we call the three c’s, which are: clutter, creative and context.  So while screen size matters, what matters a lot more is what is on the screen as it relates to advertising efficacy.” There’s more to mobile advertising than geolocation and direct response campaigns (enticing users to respond in the moment), Haslam believes. Mobile devices, especially tablets, aren’t merely functional, on-the-hoof gadgets and can be used in a more “leaned back way”, something brands are increasingly interested in….

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Experts shortlist mobile advertising as the Next Big Thing in 2013

Facebook’s IPO last year didn’t exactly catch the world on fire as expected; but if social media didn’t turn in an Oscar-winning performance in 2012, venture capitalists and other startup gurus have got mobile advertising in their sights as the potential big star of 2013. Ted Schlein, one of the bigwigs at venture firm Kleiner Perkins Caufield & Byers, says: “I do think 2013 should be a time for people to try to figure out how to make money on mobile.” His colleague, Ch-Hau Chien, was even more bullish, boldly asserting “Somebody will be the Facebook and the Google (GOOG) of mobile.” Why going native makes sense Dan Greenberg, who heads the successful video-advertising startup Sharethrough, thinks he knows how mobile advertising agencies can make a killing in 2013.  Noting Facebook’s and Twitter’s successful new advertising tactic of letting marketers slip their messages into users’ daily activity streams, he said, “Native is the answer to the mobile ad problem.” Greenberg believes that, for mobile, old-style banner ads are passé.  Targeted posts from marketers are showing themselves to be a much more effective means of mobile phones advertising. Smartphones and tablets will let advertisers and markets “cookie” people on the hoof…

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Mobile advertising agencies must show they take privacy seriously

Industry experts are warning that mobile advertising agencies must clearly demonstrate their commitment to consumer privacy if they are to secure new business. As mobile phones advertising explodes with the burgeoning uptake of smartphones, so people are growing more wary of what happens to their data, a trend that is driving much consumer antipathy toward the routine use of Unique Device Identifiers (UDID) on their gadgets.  They want phones, not trackers. Big Data – opportunities and dangers As we reported recently, mobile gadgets and social networking are jointly creating an unprecedented era of Big Data, which is driving new research into how this information can be used.  Already, it can be deployed to help companies understand their consumers’ needs, to help consumers find the product they’re seeking more easily and even to help government agencies respond more effectively to a crisis. But with massive volumes of data come additional risks to privacy. While it undoubtedly makes sense for Facebook’s Mark Zuckerberg to place the development of mobile platforms at the top of his brainchild’s priority list, it’s also increasingly making sense for mobile advertising executives to reassure users that their data will be used wisely and judiciously. Top brands like…

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