Category Archives: Mobile Metrics

MultiChannel Mobile Strategy

Posted on November 28, 2009 | Leave a comment

via Mobile Marketer

Marriott exec reveals multichannel mobile strategy for SpringHill Suites

A Marriott executive discussed the strategy behind a multifaceted mobile campaign to promote the SpringHill Suites brand in an exclusive interview.

For the SpringHill Suites campaign, Marriott is partnering with ad agency Carat, mobile ad networks Millennial Media, AdMob and Quattro Wireless, mobile video specialist Rhythm NewMedia and mobile publishers Pandora, go2 Media, Newsweek and ESPN.

The SpringHill Suites campaign includes a custom mobile site featuring video and click-to-call functionality, banner ads on Newsweek and ESPN mobile properties, expandable iPhone ads, interstitial BlackBerry ads, a branded relaxation playlist and click-to-video within Pandora applications, as well as preroll and interstitial video ads.

 

Mobile Marketer’s Dan Butcher interviewed Craig Fowler, director of marketing strategy and programs at Marriott International, Bethesda, MD. Here is what he had to say:

What is the strategy behind the SpringHill Suites by Marriott mobile ad campaign? What is the importance of mobile in Marriott/SpringHill’s overall marketing strategy?
SpringHill Suites is leveraging mobile as a key strategic channel to build awareness and consideration of the brand’s differentiated value proposition, offering affordable style and space in an upper-moderate-tier hotel.

read full article here.

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Mobile Website Benchmarks

Posted on November 28, 2009 | Leave a comment

via: Mobile Marketing Watch

Gomez Releases Mobile Web Benchmark

For any retailer hoping to do business via mobile web this holiday season, having a fast-responding and functional site with low down-time is key. Research firm Gomez recently partnered with dotMobi and Internet Retailer Magazine to create a benchmark to understand how industry leaders perform on the mobile Web.

Leading the pack, Amazon’s site took just 2.8 seconds to respond, and was available 99.8 percent of the time. The benchmark was conducted between November 1 to 15 2009. It monitored web availability and load time of the home pages of 14 large retailers with qualifying mobile sites.

Target came in as the slowest mobile site, lagging behind with 7 second loads. The benchmark found that the average response time for the mobile sites tested was 4.7 seconds, a whole 50% slower than the response time of the retailer’s web counterparts.

While you may think that mobile web users would accept slower load times versus their web browsing experiences, the opposite may be true. If you’re looking to spread positive brand awareness by having a mobile web presence, it’s important to focus on the speed of your site. A recent Gomez survey of 1,000 mobile web users found that most people expect websites to load as quickly or faster on their mobile phones.

The survey also found that two out of three people have encountered problems accessing mobile websites, complaining mostly about slow load time. Of the survey takers, 85% say they are only willing to retry a mobile website two times or fewer if it does not work initially, and 40% say they’d likely visit a competitor’s mobile site instead.

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Statistics on Mobile Web Surfing

Posted on November 2, 2009 | Leave a comment

via: MobiThinking

Number crunching: USA is number one in mobile Web surfing… or is it?

The US was crowned top country for mobile Internet browsing last week by the press, as mobile analytics company Bango released its latest figures, overtaking the UK. But can we say with certainty that the US is number one and UK is number two?

It isn’t surprising that the press leaps on news like this. We’re all desperate for statistics. So data kindly provided by companies that are, or which claim to be top dog in their field is as good as it gets. This includes monthly data from Bango, the most commonly-used mobile analytics package, Opera Mini, the most popular mobile browser, and AdMob, the most extensive mobile advertising network.

These are all excellent resources, but do we do them a disservice by not reporting them in context? None claim to have visibility beyond what’s happening in its own world, and since none have dominant global market share, and their coverage focuses on their core geographical markets, should we map their figures onto the global mobile Internet as a whole?

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The context for the Bango figures is: US visitors accounted for 29 percent of traffic and 57 percent of mobile transactions on mobile sites that use Bango analytics and payments. Until Bango has a perfect spread of clients across all geographies (i.e. as many sites in Asia and Latin America as the US and Europe), it’s difficult to state, with conviction, that the US is 29 percent of all global mobile traffic or 57 percent of all global mobile transactions. It may be true, but it sounds pretty incredible.

Similarly, AdMob’s Mobile Metrics Report only proves – the company discourages any other interpretation – that AdMob serves more mobile adverts to phones in the USA (43 percent of total requests), while Opera’s State of the Mobile Web proves Opera Mini is a more popular browser in Russia and Indonesia, than other countries. Draw your own conclusions from the tables below.

read full article here.

 

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How many people access their email on their mobile phone?

Posted on November 1, 2009 | Leave a comment

Percent of people who access emails via their mobile phone

via: Mobile Marketing Magazine

A report published by Experian CheetahMail reveals that while a quarter of people now access emails via their mobile phone, poor formatting and a lack of brand recognition means that almost a third of permission-based marketing emails are being deleted unread.
The report, ‘Email marketing: the mobile conundrum’, is based on research commissioned by  Experian CheetahMail and carried out by YouGov, that looks at consumers’ attitudes towards reading emails on their mobile phone. YouGov surveyed 2,255 adults online, between 28 August  and 1 September 2009.
The report reveals that mobile email usage is rife among 18-34 year olds, with around three out of four saying that they either currently read emails on their mobile phone, or plan to do so in the near future. A third of all respondents said that a major barrier to reading emails on their mobile was poor email layout, while a further 30% said that they would not open an email from a brand they did not recognise.
The report also found that the growing trend of reading emails on the move challenges the traditional thinking around the best time for brands to engage with customers. While nearly half of the respondents read emails on their phone throughout the day, over half read emails on their phone over the weekend, which is traditionally seen as a bad time to send out marketing emails.  “In an era where the mobile phone is now routinely used to check and respond to emails, it is clear that email marketers cannot afford to ignore the mobile channel,” says Experian CheetahMail EMEA Managing Director, Steve Lomax. “However, our research shows that only well formatted emails from recognised brands are likely to generate marketing cut-through. Brands also need to take into account that consumers have a very different user experience on their mobile, and what looks good on a PC can be almost unreadable on a mobile device.
“For effective permission-based mobile marketing campaigns, best practice techniques such as segmenting messages according to immediacy, optimising subject lines, sending multi-part emails and linking to a mobile version of the email can lead to an uplift in campaign results.”
The report is available for free download here.

A directory of Mobile Ad Networks, Mobile Marketing Publications, and In-game ad networks can be found here on FoneGigsBlog.com.

Agencies that download free SDS advertising tutorials

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What country sends the most text messages?

Posted on October 30, 2009 | Leave a comment

via Mobivity.com

Time to get a bit nostalgic all while showing the exponential growth of SMS here in the U.S.  When we first started this company back in 2006, the number of SMS messages sent in the U.S. was miniscule compared to our friends over in Europe and Asia. We like many companies entering a growing market put together some marketing materials and power point presentations. I just stumbled across an old presentation of ours from back in 2007 that mentions the # of SMS messages sent on a monthly basis here in the good old US of A. That  number was roughly 20 Billion messages per month.

Mobile Marketing and iPhone App Developer Jobs at FoneGigs.com

Here we are some two plus years later and we are sending roughly 123 Billion messages a month, as per a CTIA survey. That equates to roughly 4 Billion messages per day. What we were once doing in a month we now do in under a week. I just cant believe it. Greg and I always knew the explosion was coming, but neither of us ever could have predicted a 600% increase per month in roughly 2 years. read the full article here.

Download the full list of Mobile Ad Networks Here.

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How effective are mobile ads?

Posted on October 30, 2009 | 1 Comment

fonegigsblog

Some say they are effective no matter what the goal is..

via Mobile Marketer

According to a study by Quattro Wireless, mobile advertising is an effective strategy for brands and premium direct-response marketers.

With the proliferation of smartphones, there has been a surge in rich media ads, leading to high click-through rates and engagement. The report found that the second quarter was a critical tipping point as marketers fully embraced the medium.

“For the first time, the market has insight into how brand marketers are using the mobile medium today,” said Lynn Tornabene, vice president of marketing at Quattro Wireless, New York. “Mobile advertising as an effective strategy for brand and premium direct response marketers is not coming – it is here now. Read full article here.

Download the complete list of Mobile Ad Networks here.

Agencies that use free SDS advertising tutorials.

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Mobile animated ads vs. mobile static ads

Posted on October 30, 2009 | Leave a comment

Are Mobile animated ads more effective than mobile static ads?

via: Mobile Marketing Watch

Mobile marketers are doing what they can to convince skeptics that the mobile advertising has influential kick. Today, mobile ad network Quattro Wireless released a report touting high response rates for mobile marketing initiatives by traditional brand-heavy sectors, such as auto and entertainment (see summary pdf here).

The report calls out the solid success rates of animated ads versus static banners and text, which makes sense given the opportunity to deliver multiple messages in the small screen real estate without requiring a click.

Mobile advertising, once considered only good for mobile personalization advertisers (ringtones, wallpapers, etc) is now an effective strategy for brand and premium direct response marketers. The report sets out to prove the return-on-investment for mobile brands who are slowly-but-surely dipping their toes into the mobile marketing pool.

Key Findings:

  • Animated ads are twice are effective as text ads, and are 63 points more effective than banners
  • Animated banners are the fasted growing subtype over the quarter
  • Click-through rates vary by category, but are higher than average for CPGS, Finance and Food marketers
  • CPGs, Auto and Finance pay higher CPMs than average, but generally use high levels of targeting and rich media to drive engagement
  • Entertainment and Gaming ads generate the highest click-through rates among direct response campaigns
  • The line between direct response campaigns and branding is becoming obsolete in mobile as many successful campaigns have elements of both objectives
  • iPhones, with their simple touchscreen interface, generate the highest response to ads, followed by gaming devices

Waltham, Mass-based Quattro Wireless analyzes more than 100 billion mobile actions each month including ad requests, server impressions, and user actions like page views, clicks, video plays all in its business model to target and optimize ad campaigns and provide reporting to its clients and the general public on consumer mobile behavior. The report analyzed over four billion ads sold and served to mobile devices globally per month in Q2 of 2009.

Download the free complete Directory of Mobile Ad Networks here.

 

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Mobile Advertising metrics besides Reach

Posted on October 18, 2009 | Leave a comment

fonegigsblog

What other mobile marketing metrics are important besides reach?

Besides reach – the ability to serve mobile ads to a large audience size, advertisers should also look to see which mobile ad networks provide:

  • how many audience channels are available
  • unique reach versus reach
  • post-click tracking or page views to measure user engagement
  • site development capabilities
  • effectiveness studies
  • site demographics and analytics
  • application inventory

Where can I read more about these metrics?

Chetan Sharma recently wrote a good article about Mobile Metrics. Click here to read more.

Which mobile ad publishers offer these capabilities?

More and more ad networks are offering these capabilities. Dan Butcher from the Mobile Marketer recently wrote a very good article that provides a good description of what some of the top networks provide. Read more here.

Which is the best mobile ad network?

Since mobile campaigns have a variety of different engagements (ctr, enter phone number conversion rate, send to friend rate, etc) it is necessary to use statistical analysis to determine which mobile ad network ranks best. Step-by-step instructions on how to perform this simple assessment will be provided soon and will be able to be downloaded here.

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