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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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