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
Today mobile users are spending more and more time in few daily apps and it’s clear that messaging apps continue to dominate mobile usage. Certain activities are now completely done in apps. For example instant messaging and communication apps dominate 94% of user’s time spent in this activity. This presents a huge opportunity for brands to leverage messaging platforms and engage with consumers directly from mobile advertising campaigns.
Mobile is projected to represent nearly 80% of digital ad spending by 2020 and over 40% of consumers check their phones within the first five minutes of waking up in the morning. The average 18- to 24-year-old will do so a further 81 times over the course of the day. Mobile devices have become central to our lives, affecting how we interact with the world around us. Continue reading
Identifying audiences, gaining actionable insights based on their interactions with advertising is of course a key focus across the industry.
Data is a key instrument in how we go about achieving this. It also binds together other areas such creativity, video and also metrics such as Viewability. For example as important as it is for ads to be viewable, is it not just as important to ensure that the right people are viewing the right ads? Continue reading
Love it or hate it, Mobile World Congress (MWC) never fails to turn heads in the marketing world. This year was no exception.
Despite a look back – in the form of Nokia’s nostalgic 3310 re-launch – stealing the show early on, the main headlines were all about looking forward. From IoT, VR and AI to driverless cars and 5G, marketers’ appetites were whetted by a future filled with endless new opportunities to turbocharge consumer engagement. Continue reading