Stoli wants to give you the feeling of what they are selling. The vodka brand recently launched the first-ever haptics-enabled mobile ads on Opera Mediaworks’ network of mobile apps that can make smartphones vibrate to enhance the narrative of its ads. During a 20-second video spot, viewers can feel their phones shake when they see a woman make cocktails with a shaker or when a dog shakes its tail.
What Brands Need To Do
This unprecedented ad campaign from Stoli took an innovative approach that incorporates one of the native features of smartphones to enhance the mobile ad experience. Besides haptic engines, most smartphones now also have other features – such as barometer, gyroscope, accelerometer, and NFC proximity sensor – that brands can utilize to create interactive mobile ads that intrigue and engage the audience with a unique experience that cannot be replicated on desktop devices.
According to a new eMarketer study, mobile advertising is set to take over digital ad spending in the States, surpassing spending in desktop advertising as early as next year. And its growth is not showing any sign of slowing down, as mobile is predicted to account for 72% of the US digital ad spend by 2019.
Why Mobile Is Winning The Ad Dollars
The shift to mobile ad spending is being driven mainly by the change in media consumption as users move towards mobile devices. In 2014, US adults spent an average of 2 hours, 51 minutes with mobile devices, while desktop time fell to 2 hours, 12 minutes daily last year.
Apps Are Where The Money Is Going
The growth rate stays uneven even within mobile ads, as app spending is projected to outpace mobile web browser ad dollars at a ratio of nearly 3-to-1. Advertisers will spend $20.79 billion to reach consumers via mobile apps in 2015, compared with $7.93 billion on mobile browsers.
All charts courtesy of eMarketer.
Pose, after two years as an app-based fashion network, is finally getting serious about advertising, as it launched an ad campaign with Juicy Couture Fragrances. The ads, though, aren’t traditional banner display units; instead, they’re modified takes on the app’s standard “pose” and appear in-stream with poses uploaded by regular users. Users can interact with these advertised poses much in the same way as they can interact with user-uploaded poses. It’s the second in-stream ad campaign that the app has brought to bear, and fits with the app’s stance that advertisements should be more integrated and actionable. And with 2 million subscribers, it seems likely that Pose will be able to execute the campaigns with tangible results.
Boston-based startup Aquto is working with mobile carriers to offer additional mobile Internet data – in exchange for consumers’ engagement with brands. If users watch specific ads, or try a new app on a mobile device, the user will be rewarded with a data boost of up to several gigabytes through the user’s cell carrier. Marketers could work directly with Aquto or its ad network partners to present ads via its Kickbit iOS/Android app – or on third-party sites and apps. As users move away from unlimited cell plans, this model might provide a viable incentive for maintaining engagement across platforms. Aquto is starting the service later this year, beginning with eligible Vodafone subscribers in Europe.
According to a new study released from eMarketer, desktop-based advertising will peak in 2014 as more spending goes towards mobile advertising. The study suggests that U.S. desktop advertising will reach $35.39 billion in 2014, but by 2015 that number will begin to drop and by 2017 the figure will be $32.51 billion, which is nearly identical to numbers posted in 2012. Simultaneously, mobile advertising will continue its meteoric rise, hitting $11.76 billion this year alone. And by 2017, Mobile will almost equal desktop, reaching $27.98 billion. So far, Twitter has benefited the most from the mobile transition; the company will make more money from mobile advertising than from desktop advertising last year and mobile will take a bigger and bigger share of the company’s profits through 2015.
According to Opera’s Q1 study, Apple’s iOS remains the top platform for monetising mobile ads, and the iPhone regains its top status over Android in generating Ad traffic to mobile ads. Opera’s data comes from its mobile advertising platform business that serves more than 50 billion ad impressions per month via 12,000 mobile sites and apps. Mobile ad campaigns running on Apple devices achieve the highest average eCPMs, and account for nearly half of all revenue delivered to mobile publishers. At the end of 2012, iPhone lost the number one position in terms of ad impression volume, but Opera reports that that it has regained the number one position with 31.91% of traffic and 34. 24% of all revenue, whereas Android phones clock in at 30.22% and 26.24%, respectively. Including tablets and other devices, iOS has a very clear margin in all categories over Android’s operating system in mobile traffic share.
In what has become a typical Google move, the company today released an emotionally powerful and applicable video showcasing the value of mobile search, and why it’s important for marketers. However, Google also recognizes that there aren’t enough tools for businesses to measure the effectiveness of their mobile campaigns, and so – on the same day that Yelp is releasing an estimate tool to calculate its effects on businesses – Google is releasing its own “Full Value of Mobile” calculator. It includes equations and benchmarks that provide important statistics regarding the effectiveness of a mobile campaign, and puts into context many of Google’s own mobile features that have been built out into the Android system and iOS apps. It will be especially helpful for smaller startups who might not be able to afford the powerful analytics tools that such a calculator may have previously required. It remains to be seen whether this will heavily promote mobile advertising, but at the least it seems as though Google is pushing for more attentiveness to this rapidly expanding advertising platform.
Adfonic: Android Tops iOS As Most Popular Platform On Global Ad Network; iPhone, iPad Still Top Devices
Huge news in mobile today: Google just announced an acquisition of AdMob, the ad network which was the first to serve in-app ads on the iPhone. This deal makes a lot of sense, and is going to impact long standing changes to mobile advertising. It also affirms Googleâ€™s position in mobile as a dominant force. Here are four reasons why:
King of the hill: Google was getting into in-app ads, but there was already a powerhouse in that space â€“ AdMob. Rather than competing for market share, this acquisition will position Google as the leading provider of in-app ads. Considering the Labâ€™s position that â€œthe mobile app is the new webpage,â€ the overall share of impressions will continue to trend toward applications (though AdMob also has a considerable presence in the WAP world as well).
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