In The Headlines
Facebook has launched a new type of ad in India that lets users place a “missed call” for more information. This reflects consumer behaviour in India, where this practice is very common: check out two of PHD India’s award winning campaigns using missed calls: Active Wheel and Kan Khajura Tesan.
There is still plenty of innovation in mobile hardware. Amazon launched an exciting new smartphone device – The Amazon Fire phone is a shopping powerhouse with 3D browsing, augmented reality, and indoor GPS. However, now it has launched, reviews have been a little disappointing.
Yahoo! recently acquired mobile analytics firm Flurry for a reported $300m. Flurry is a free analytics tool that is in almost 550m apps worldwide. Yahoo! are aggressively making deals in the mobile space and Flurry will give huge insight and monetisation potential – especially in China, where Flurry powered apps are on 300m devices.
Mobile internet revenue is set to grow 300% over the next 3 years to around $700b, with Asia taking up half of overall spend. Over half of growth with be driven from Asia.
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Exciting Updates in Mobile Communications
1. Cannes Mobile Winners
In case you missed the recent Thought Bubbles WebEx, Mark Halliday looked through some of the most interesting trends from this year’s Cannes awards. Rather than an array of expensive apps, we saw a reassuring focus on interesting mobile web executions, ingenious ways of using existing mobile solutions (WhatsApp, feature phones, etc.) and a big trend in social media integration. This link will expire in a few weeks, so download it today!
2. Spotify Mobile Ads
In an update to our previous newsletter, we can now buy mobile-only ads through Spotify. This consists of audio and a mobile splash screen – more details can be found here.
In a similar approach, NANU has also just launched their app in the region. NANU is a nifty app that allows users to make free calls on their mobile phones. Unlike Skype or Viber, NANU works on 2G and congested networks making it a viable option in most developing markets. NANU offers in-app advertising through 7-second audio clips and a clickable banner ad. Airwave has negotiated a significant amount of free inventory – please let us know ASAP if your client might be interested.
4. Mobile Retargeting
Retargeting on mobile is available now through a number of vendors. The solutions are built on their ability to collect, analyse and act on an advertiser’s 1st party data. This allows advertisers to retarget consumers within seconds of their visit, or based on behaviour within a client’s app, which is great for re-engaging users, or deep-linking through to specific sections of the app, e.g. specific hotel offers. We can now build really sophisticated audience segments and target specific messages based on user behaviour.
5. Social Fire
Sizmek (previously called MediaMind) have launched a new product called ‘Social Fire’ - Rich Media on Facebook. Essentially, this is bought on Facebook and ad-served through Sizmek.
6. Dial Up Your Business with Higher Value Phone Calls
In a constantly connected world, people rely on their mobile devices to engage with businesses on the go, at any time and from anywhere. From research to purchase, AdWords mobile click-to-call ads allow advertisers to connect with customers online in a relevant and meaningful way. In fact, over 40 million calls are made directly to businesses from Google ads each month and that number is growing.
Where to Find Out More
- Internet Trends 2014 - Mary Meeker's State of the Internet Stars Mobile Devices and China. Read this research deck for the biggest internet trends in 2014.
- Diapers to Diplomas: What’s on the Minds of New Parents - Are your consumers expecting? Expect them to do more searching, most often on mobile.
- Miles Apart: How Women and Men Use Social Media and Mobile – Have a gender targeted campaign you need to tackle? This infographic will tell you how mobile use patterns differ between men and women.
- In this issue of Mobile Marketing's e-magazine features the key players in the wearables market, where mobile marketing fits into the movie industry and as the World Cup kicks off, this issue covers how the brands which are officially partnered with the event are leveraging mobile.
Trend Spotting: Mobile Millennials and the Evolution of Apps
Dozens of studies have identified Millennials as the most mobile-centric generation. This group of tech-savvy individuals have grown up with the Internet and the emergence of new technology, thus making them a highly adaptable user base. Millennials are heavily influencing smartphone usage and uptake and a technological shift has emerged.
Introducing Mobile Millennials
Millennials have adjusted their lifestyles around technology for their whole lives, starting with the inception of the Internet. As such, this generation is acclimatised to adapting their technology habits in order to derive the greatest convenience and utility from them.
Smartphones and tablets allow users access to nearly all information and online content at any time. In today’s hyper-accelerated and social society, where real time information has become a basic need rather than a luxury, smartphones fulfil this need perfectly.
By understanding the changing needs of today’s mobile consumers, it sheds light on how mobile usage has evolved over time, and across different user demographic profiles.
Contrary to typical technological trends, where the younger generation tend to drive technology uptake, for the case of tablets, research has indicated that adoption rates are highest amongst 35-55 year olds. The same however, cannot be said of smartphones which are primarily driven by 18-34s.
Tablet usage tends to be more browser based because their older users have grown up with an internet consumed via Internet Explorer, Firefox, Safari and Chrome. Tablet behaviour is therefore much more similar to desktop.
Conversely, smartphones have a larger youthful user base. Younger demographics have grown up with an app based internet and this is where future trends are likely to continue.
The growth in apps has been remarkable and we estimate there are almost 2m now available – primarily across Apple and Android devices. Today, the average mobile user launches 7.9 applications daily. In addition, the average mobile user spends 127 minutes daily on mobile applications installed on their devices. According to Flurry, apps continue to dominate mobile web in terms of percentage of time spend on mobile devices. What this points towards is a highly app-based mobile usage behaviour that many smartphone users are exhibiting today.
The Rise of the Alpha App
When apps were first created, often they were multipurpose single apps that mirrored the browser experience closely (i.e. A single platform that could serve and meet multiple functions). Think of the early stages of Facebook’s mobile app – it used to serve a wide plethora of needs ranging from newsfeed updates, social interaction through “poke” and “nudge”, photo sharing through albums and other games. In recent times however, the utility of these ‘alpha apps’ have broken down as smartphones gained traction. Today, we see single-purpose apps (i.e. Instagram, Messenger, Facebook, Paper) that serve specialised needs. This plethora of single-purpose apps work cohesively with one another to deliver an all-inclusive mobile experience for users and there is a growing trend of app-linking, where you can seamlessly move between apps.
Airwave believes that the appvolution (sorry, we couldn’t resist) will continue to grow in the near future. As of 2014, we know that apps have overtaken the mobile browser in terms of percentage of user time spent, and this is a good indicator that mobile and mobile web is likely to take on an increasingly app-based development. Consumer expectations of rich and high quality mobile interactions have undoubtedly been influenced by the slick graphics and intuitive user functionality that most apps provide. Therefore we need to demand more from our creative agencies, or engage Airwave to create best-in-class experiences, and ensure that our consumers are not being sent through to non-optimised brand pages – there are no excuses for that anymore!
Although Airwave are working on several app development briefs, apps have high entry costs and then often require media budgets to seed them to the right demographics. As seen in Cannes, mobile web solutions are increasingly becoming app-like, with rich graphics and high user interactivity. We have some great examples in our web gallery to share.
Lastly, with over 2 million apps in the app stores, how are users finding your apps? Airwave runs seeding campaigns for McDonalds, Watsons, HP, GumTree, Air BnB and more. We can help you generate downloads and optimise your media spends against those engaging with the content.