2003 was my first smartphone experience: the Nokia 6600. This was a simpler time where the world was inhabited by Symbians (while that may sound like an alien, this was the name of the first smartphone OS); you could install all types of software for productivity and pleasure, boost memory with SD cards and search the web. Screens were measured with pixels not retinas, memory in megabytes and internet was run on WAP/GSM, not 4G or LTE. Fast forward to 2007 and Apple launches the iPhone in the UK, exclusively on the O2 network, and the smartphone was reborn.
A month on and as the dust settles, the novelty wanes, and it becomes less socially acceptable to chase a Pikachu down the street on your lunch break, we look at the future of gaming: mobile, augmented and built on micro-transactions.
As a game, it’s been hard to ignore. As a concept, it’s been near impossible; nothing has caused a media frenzy of this scale in quite some time, not even Brexit. Whatever your view on Pokémon Go, its impact in the last month has been undeniable. With more daily users than Twitter at one point, 100 million downloads and counting, and enough articles written about it to put Kim Kardashian to shame, Pokémon Go tapped into something in the zeitgeist to become the most popular mobile game of all time.
Get the basics down before attempting a cross-device strategy
It wouldn’t be summer in the US without their TV Shark Week, but for the global ad tech industry it’s seemingly always Shark Week. That’s because, like a shark, the industry is constantly moving forward. Right now, the chum in the water is all about cross-device strategies. This is understandable, because consumers increasingly live a cross-device existence. But beware before you jump into cross-device waters with both feet. It’s best to have mastered a single device and all of its complexities before shifting your focus to cross-device. Otherwise, as Bill Gates once noted, “automation applied to an inefficient operation will magnify the inefficiency.”
In what has become an expectation in the age of Internet technology, Silicon Valley has found its next big thing – bots. I spent a week in the Bay Area attending a conference centered on this emerging market and the many businesses seeking to stake their claim in it.
Bots are semi-intelligent applications that typically live inside messaging platforms and use a conversational interface to accomplish tasks. In the world of apps, if I wanted to find a status on a pair of headphones I ordered through a typical mobile app, I might open the retailer’s app, navigate to My Account, tap on Order Status, select the order in question, and see if my item has shipped. This interaction through a bot, however, would begin with me opening up a chat service and asking the retailer’s bot: “Have my headphones shipped yet?” And the bot would reply with an order status. At least, that’s the goal.
I could sit here and quote figures about the amount of time that’s spent on mobile vs. TV or desktop, but we only have to look around us to see where consumer eyeballs are moving. This month Pokemon Go swept into our lives, overtaking Tinder downloads within a matter of days, and hot on the heels of Twitter. But what all of these companies have in common is that they are mobile-first and available on the go – giving marketers instant access to a highly engaged audience, on a one-to-one basis, wherever they are.
Mobile video advertising should be an integral part of the marketing mix for brands looking to engage their consumers with meaningful, emotive content. But in a fast-paced industry, with a proliferation of providers and formats, it can be difficult to identify the most effective way to plan a mobile campaign. Follow these steps for the best possible results.
- Choose your format(s)
There are three main types of mobile video ad format, interstitial, pre-roll and native. Different sites will offer different types of video inventory, so by using a range of formats it is possible to reach a wide audience throughout their browsing time. For example, a pre-roll ad could be served while a user watches a music video, a native ad while reading a news article and an interstitial while browsing a gallery of images. Using different types of format also allows brands to offer different types of content or additional interactive elements, making the campaign more diverse.
The fact that most of us move from device to device throughout the day is common knowledge. An eBay Enterprise report found that 81% of consumers use more than one device to browse online and that 64% rely on more than one device in the evaluation and purchase of a single item. If that sounds impressive, consider that even those numbers will surely grow as mobile continues to expand and new devices hit the market.
Mathieu Nouzareth of music trivia game SongPop was recently quoted on TechCrunch on the subject of app discovery, saying “There are only a few ways you can have your app discovered:
a) You pray and hope that a miracle happens
b) You are featured by Apple
c) You reach out to journalists
d) You take matters in your own hands and you decide to invest in marketing campaigns.” Continue reading
MediaCannes Lions is unique in the advertising calendar. No other trade event comes close for the creativity, number or sheer quality of those in attendance.
While the creativity and artistic merit of the advertising industry is acclaimed and discussed in the Palais, the outskirts of the festival are where it becomes interesting for the technology providers. This year questions around measurement, verification and optimisation came to the fore, as brands and agencies attempt to determine the value of their advertising. Continue reading
The agenda for the Mobile Marketing Association Forum 2016 was action packed with an array of industry professionals and thought leaders, including Brand Learning, providing perspectives on the vital role of mobile in the customer experience. As the attention space of a goldfish apparently now surpasses ours, I’ve summarised our top take outs below. This may take a little longer than 8 seconds so please bear with: Continue reading