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Mobile ad spend took off big time in 2013, says eMarketer

Peo­ple hold­ing media jobs in mobile adver­tis­ing agen­cies have final­ly seen the fruits of their labor pay off. Accord­ing to a new report from eMar­keter fea­tured in AdAge and sev­er­al oth­er news out­lets, mobile adver­tis­ing spend is on course to dou­ble by the close of 2013 to hit $9.6 bil­lion (it was $4.4 bil­lion in 2012, so to be accu­rate the 2013 spend is actu­al­ly more than dou­ble). On the rise at last  And it doesn’t stop there: the report fore­casts that mobile adver­tis­ing spend­ing will leap again by a fur­ther $5 bil­lion next year. After limp­ing at an under­whelm­ing rate for so long, despite end­less promis­es of a stub­born­ly elu­sive break­through, mobile adver­tis­ing final­ly appears to be tak­ing off. By com­par­i­son, the report reveals that desk­top ad spend grew by a fee­ble 1.7 per­cent in 2013. Over­all, the dig­i­tal ad spend will have grown by 15.7 per­cent by end of year – and mobile is clear­ly at the head of the pack. Any­one with expe­ri­ence of media jobs in that cor­ner of Adland known as mobile can tell you why: the uptake of mobile devices has not only been soar­ing, but peo­ple are spend­ing more time on them, too.…

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Multiscreen advertising firm Flite capitalizes on mobile-driven surge toward HTML5 with revamped Design Studio for HTML5 ads

Peo­ple with media jobs in mobile adver­tis­ing can prob­a­bly remem­ber 2007, when HTML5 was seen as a young pre­tender to the throne occu­pied by Flash. But San Fran­­cis­­co-based mul­ti­screen adver­tis­ing com­pa­ny Flite (which also has offices in New York and Chica­go) intends to cap­i­talise on the grow­ing momen­tum toward HTML5. Tip­ping point  CEO and founder Will Price believes that momen­tum has now reached the tip­ping point. It might have tak­en a tad longer than HTML5 enthu­si­asts antic­i­pat­ed, but it’s def­i­nite­ly under­way. Accord­ing to price, by 2014, adver­tis­ers, mobile adver­tis­ing agen­cies and pub­lish­ers will “get off Flash com­plete­ly.” Tablet and mobile traf­fic has frankly explod­ed this year, to the extent that Flite record­ed an 80 per­cent increase in mobile traf­fic in Octo­ber this year com­pared to the same month in 2012, with a big slice of that attrib­ut­able to the HTM­L5-using iPhone. Adobe’s Flash plat­form has tak­en a poten­tial­ly fatal blow from the iPhone’s rise, it would seem. That’s why Flite has just launched a revamped ver­sion of its design stu­dio which is now built for HTML5. Price’s aim, as he puts it, is to “put a shot across the bow to Google and Adobe as major brands and pub­lish­ers move…

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Wanna know what ads will look like on Instagram? Check these spoilers

The job­bing busi­ness devel­op­ment man­ag­er seek­ing to expand agency busi­ness will very short­ly be able add Insta­gram to the list of sites for plac­ing ads. The free pho­to shar­ing app, which was acquired by Face­book in April last year, is pro­ceed­ing with its gen­tle approach to embrac­ing online adver­tis­ing sales and has now unveiled new details about what its users can expect. Adver­tis­ing, Insta­­gram-style The com­pa­ny assured users last month that adver­tis­ing posts won’t jar with the network’s visu­al appeal and will feel nat­ur­al. Adver­tis­ing videos and pho­tos fea­tured on the net­work, Insta­gram has now revealed, will look pret­ty much the same as reg­u­lar posts, but there’ll be a few sub­tle dif­fer­ences. Instead of the user’s name (which appears in the top left cor­ner of the image or video), spon­sored con­tent will bear the brand name. And instead of the time­stamp in the right upper cor­ner, there’ll be a label read­ing “Spon­sored”. The ques­tion hard-boiled busi­ness devel­op­ment man­agers may now be ask­ing is prob­a­bly “Is that all?” The answer, of course, is “no”. Users will be giv­en the choice of hid­ing any ad they dis­like (and pro­vid­ing feed­back on that they took excep­tion to) by going to the bot­tom right…

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Swiping — the move which could revolutionize mobile advertising

Any­one with any expe­ri­ence of media jobs in mobile adver­tis­ing agen­cies can con­firm the exis­tence of a stub­born dif­fi­cul­ty in this cor­ner of Adland: mobile adver­tis­ing spend might be ris­ing rapid­ly, but gar­ner­ing met­rics to assess its effi­ca­cy is an exceed­ing­ly tricky busi­ness. But one mobile adver­tis­ing expert has prof­fered some sim­ple yet poten­tial­ly ground-shift­ing advice for the cre­ators of mobile dis­play ads: for­get tap­ping, switch to swip­ing. Why mobile adver­tis­ing should swi­peable, not tap­pable Writ­ing in the online mar­ket­ing news source Mar­ket­ing Land, Matthew Rob­les (the VP of Prod­uct Man­age­ment at the dig­i­tal adver­tis­ing agency Van­tage Local), puts his fin­ger on an all too fre­quent draw­back for mobile phones adver­tis­ing cam­paigns: the fin­ger itself. Or the fat fin­ger, to be more pre­cise. Many mobile ads get tapped acci­den­tal­ly by users whose fin­gers are too big to nav­i­gate the screen accu­rate­ly, a phe­nom­e­non which not only irri­tates the user to hell, but cre­ates over-val­u­a­­tion of irrel­e­vant ads (click-cen­tric mar­keters wrong­ly inter­pret taps as a sign of engage­ment and end up over-buy­ing the ads). Rob­les iden­ti­fies a major issue for mobile adver­tis­ing agen­cies: “The prob­lem isn’t that ads don’t work on mobile; it’s that the desk­top mod­el of “click or hov­­er-to-engage”…

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Foursquare to feature local business as part of paid ad strategy

Busi­ness devel­op­ment man­agers look­ing to expand their port­fo­lio of online adver­tis­ing strate­gies will doubt­less be inter­est­ed to learn that list­ings giant Foursquare has decid­ed to open out its ser­vices to small busi­ness­es around the globe. The idea is decep­tive­ly sim­ple: Pro­mot­ed list­ings will fea­ture in the app’s “explore” func­tion, in which users can search for local attrac­tions.  For exam­ple, if the search term is “rack of ribs”, Foursquare pop­u­lates a list of local restau­rants pro­vid­ing appro­pri­ate fare. Restau­rants (or hotels or oth­er local ser­vices and attrac­tions) can bid to have their details pop up in the search, mean­ing their pro­file is raised and the guy on the oth­er end does­n’t go hun­gry.  Job done. Foursquare clear­ly thinks there’s mileage in this tank — the busi­ness spent time test­ing out its poten­tial with SMEs in the New York City area ear­li­er this year. In terms of the mechan­ics of pay­ment, it works on a sim­i­lar basis to oth­er adver­tis­ing list­ings.  SMEs wish­ing to adver­tise their wares are charged on a cost “per action” arrange­ment, which essen­tial­ly means that they only hand over the dol­lars if users tap through to the pro­mot­ed list­ing or check in at the loca­tion adver­tised on the…

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