Smartphone penetration is at an all-time high, offering brands a new gateway into the heart of the consumer. However a large proportion of mobile advertising is underwhelming and mobile strategies really need kicking into shape, or brands risk losing consumers for good. So what should a good mobile strategy entail? Claire Spencer, head of insight at UM London, investigates.
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Simon Andrews, founder of Addictive! sheds light on how brands are evolving in a time where digital competition is fierce – with Amazon planning to launch its own set-top box and Waitrose and Morrisons embracing mobile opportunities to enrich the consumer experience.
In the first part of a new four part special, News International’s Abba Newbery presents the findings of a ground-breaking new study from The Future Laboratory exploring future trends for news. In part one, Newbery looks at ‘Intuitive News’ and the impact of consumer ‘stuffocation’ in a relentless, 24/7 digital age…
No-one can deny that the reputation of newspapers is under attack says Newsworks’ CEO Rufus Olins. Putting the exploits of Hacked Off to one side for the moment, there is a perception that technology is killing the business. People don’t stop to think that if radio and television didn’t kill it, why should the arrival of more recent platforms? Why shouldn’t media find their place alongside one another?
The content marketing industry is rapidly evolving with the onset of digital says Clare Hill, managing director of the CMA. From near field communications and ‘slowmercials’, to augmented reality and QR codes, technology is driving unique consumer engagements. So which brands have them working best?
Over 50% of the population now has a smartphone. Digital ad revenue is over £5.5 billion and more than £500 million of that is on mobile. Facebook has 15 million mobile users every day, and 50% of all internet sessions on mobile are on Facebook or from Facebook links. These are big numbers. So what’s everyone waiting for?, asks Addictive! founder Simon Andrews. It’s time to experiment and start learning.
“It’s like porn: hard to describe but you know it when you see it,” said Cameron Yuill, founder and CEO of AdGent Digital, when asked what makes a good video advert. And Yuill is certain that it won’t be long until all online advertising is video, and even has a name for this prediction – ‘Cam’s Law’. Newsline caught up with him to discuss the implications for brands and advertisers.
18 months ago Greg Grimmer caused some distress with his column, poking fun at a certain – newly re-branded – media trade body. Has he changed his mind since then? After an awkward lunch with the CEO and some interesting conferences, things may have turned a corner…
Alarm bells rang when YouGov reported that almost one third of young adults say they have not read a newspaper in the last 12 months, however people seem to have forgotten that this means that 70% of young adults do read newspapers. The young are not abandoning newsbrands and newsbrands are far from dead, says Carat’s associate director Stephanie Arlett.
Two-timing the TV has been going on for years – from getting up during the adverts to make a cup of tea, to grannies doing their knitting during an episode of Corrie. And now, advertising brands have mobiles and tablets to contend with as well. However, instead of brands seeing these as a threat, they should be using dual screening as an opportunity to get people talking about them, says Starcom MediaVest’s Steve Smith.