The Bot landscape is being shaped by the four horseman of the tech world: Microsoft, Facebook, Google and Amazon. Whilst the term bot has been around for decades it is only really in the last 2 years that the volume has been turned up with many predicting that bots will be the next app, and that app’s are dead. That is an oversimplification, of course, but given so many young people spend their time on their mobile messaging apps, and given the success of the WeChat “app of everything” in China it is natural agencies, brands and tech players in the mobile space pay close attention to the Bot trends already clearly evidenced. Continue reading
Kantar Millward Brown’s AdReaction: engaging Gen X, Y and Z study reveals vital insights into how marketers should use mobile, explains Jane Ostler, Managing Director of their Media & Digital practice.
Marketing communications are undergoing a seismic shift. Brand messages are slowly but surely moving away from the ad break and deeper into consumers’ lives, with much of this driven by the combined influences of younger audiences and mobile device usage.
AdReaction reveals that 74% of Gen Z (16-19 year olds) globally spends more than an hour a day on mobile devices, more than any other generation.
In this world of declining ad receptivity, brands must find new ways to reach consumers beyond the confines of traditional advertising, and need to use mobile in more creative ways than ever before. Continue reading
90% of retailers reported a drop in foot traffic in the last 5 years
This week LoopMe launched our Retail Foot Traffic Research. We were looking to see the impact of declining foot traffic to stores, using a working hypothesis developed from insights from the British Retail Council who found that there was a 1% drop in foot traffic registered across the UK.
Almost 90% of the 250 retail decision makers in UK reported a drop in foot traffic over the last 5 years and 93% reported a loss in store revenue. Meanwhile, a record £133bn was spent online in 2016, a growth of 16% in one year. Continue reading
Today we find ourselves in a market centered around the seller, rather than the buyer. Innovation is mainly being led from the sell side, be that from the walled gardens, the mobile SSPs or the DSPs. There are a limited number of options available for the agency and brand, outside of the ad servers and verification companies.
Last weeks’ announcement that Telefónica’s Axonix had purchased Statiq, the three year old mobile location targeting business, was exciting news not just for the Telefónica teams across Weve and Axonix, but also for the industry. Statiq have been creating waves since they launched, breaking the mould by detaching media from supply and giving buyers what they want – control of the data. Continue reading
The mobile app market is a monstrous place for marketers and brands. We are witnessing an avalanche in the number of mobile apps, triggered by unprecedented growth in smartphone adoption and usage globally. The good news: the global App Economy is firing on all cylinders. The not-so-good news: this rapid expansion is stretching the search, marketing and brand protection models that have allowed this new economy, and the global business ecosystem it supports, to flourish.
In short, massive growth confronts marketers with massive challenges. Continue reading
As an industry, we’re increasingly understanding the critical role mobile plays at at each stage of the consumer journey. While these journeys will undoubtedly change and fragment, the role of mobile is here to stay as mobile data plays an ever-important role in how we identify, target and measure retail behaviours.
Historically, we’ve always treated the retail journey as a linear process, with the key aim to move the customer through the funnel: building awareness, driving consideration and intent and, ultimately, encouraging purchase. The importance of loyalty and advocacy were only considered once the customer had been acquired, rather than considered as an integral part of an evolving process. Continue reading