In The Headlines
1. The MMA in North America has updated the 'Optimal' Mobile Budget Share To 16% of total ad spend, and indicates that mobile spend could reach $220B within this decade.
2. Yahoo reportedly looking to invest $20million in Snapchat, at a $10 billion valuation. And Snapchat has officially launched paid ads with a trailer for the upcoming horror movie - Ouija.
3. Apple’s patent offers in-depth look at Apple Pay's NFC technology. We now understand that the user’s phone and the merchant’s terminal agree upon a secret passphrase, and when successful, these 2 devices pass the info on to the payment provider which then authorizes the payment.
5. Facebook has launched a new local awareness tool where marketers can target users who were recently in the vicinity of their store.
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Where to Find Out More
1. Ooyala has launched their Q2 Global Video Index report – the report highlights a few key facts: Mobile video growth is accelerating rapidly, multiscreen engagement and long content are increasingly in demand and how the weather can influence video views!
2. Knowing what channels users find apps through is one of the most sought-after pieces of information out there. It can help mobile marketers prioritize channels and focus on those channels driving the most traffic. This report details how users found the last app they downloaded.
- If you have any clients with apps, please speak to the Airwave team about integrating a Mobile Measurement Platform SDK, which will give us great insights into which mobile media channels are working most effectively.
3. Developers looking to increase smartphone revenue should target phablets. This article explains why large screen formats tend to generate higher revenues.
4. Since 2010, mobile’s share of ecommerce traffic has grown from 3.5% to 36.9% with mobile revenue rising from $2bn to $42bn. This article details how marketers could target customers and gain an edge over competitors.
This Issue’s Case Study – Roadshow: Into the Storm
Village Roadshow were keen to create a campaign of dramatic proportions befitting their upcoming disaster film Into the Storm. They wanted to create a lasting impact in order to attract younger moviegoers to the film. The key audience was broadly identified as 15-39 year olds interested in entertainment, movies and games.
Mobile was quickly identified as a communications platform that could generate greater appeal and create a sensory impact amongst a younger movie going audience. This group of active young adults are often difficult to resonate with; meaning the campaign had to be differentiated in order to capture their attention and create a lasting impression.
We wanted to utilise the unique features of mobile phone to mimic and amplify the creative message. Using haptic feedback i.e. the device’s vibration function, we added a physical sensory layer to the user experience. The ad starts as an interstitial in which the user’s screen fills up with a dark and windy storm before the phone vibrates simulating the impending arrival of the storm after which, the movie trailer starts playing. Other convenience features were also included such as a calendar reminders, and a social share functionality to Facebook.
The campaign received a staggering 80,000 completed video views. In addition, we achieved 1% engagement from the rich media ad unit to ‘Learn more’ – far higher than Celtra’s industry benchmark of 0.74%.
In total users collectively spent over 330 hours consuming the content of which, it was found that users who were exposed to the vibrating experience spent 66% longer with the content than the non-vibrating version. This demonstrated the impact and cut-through of this innovative feature and served as a key learning point for future mobile ad implementations.
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