Tag: mobile advertising

Mobile Advertising On The Rise – 4 Challenges To Keep An Eye On


The shift from laptops to mobile devices, becoming first screen in the long-term, is not a secret anymore. Emarketer predicts mobile advertising to represent more than a third of total media ad spending in 2019. Also plista already generated a third of the revenue via mobile inventory in 2016.

Mobile Advertising

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The Native View 2016/2017 – 4 Things to Keep in Mind


The environment of digital advertising is changing fast. This year was full of news, trends, and developments. Now, as 2016 is coming to an end, we are looking back and note four learnings, we want to share with a native view in mind:
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Mobile Advertising: 5 Erfolgsfaktoren für Mobile-Kampagnen


 

Mobile-Kampagnen

Smartphones sind so gefragt wie nie: Laut einer Umfrage des Digitalverbandes Bitkom besitzen sechs von zehn Deutschen über 14 Jahren ein Smartphone, das sind 63 Prozent der Bundesbürger in dieser Altersgruppe. Weltweit verfügen bereits 3,4 Mrd. Menschen über ein Smartphone, bis 2021 sollen es sogar 6,4 Mrd. werden. Nicht nur die Zahl mobiler Geräte verzeichnet rapide Zuwächse, auch ihre Nutzung steigt exponentiell. So rechnet der Eriksson Mobility Report mit einem 10-fachen Anstieg des mobilen Datentraffics in den kommenden 6 Jahren.

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Interview mit Kata: Conversion-Tracking im Mobile-Bereich


Kata, Senior Campaign Manager Mobile bei plista, beantwortet die wichtigsten Fragen zu Conversion-Tracking im Mobile-Bereich.

Mobile Advertising hat sich als feste Größe im Marketingmix etabliert und gewinnt immer mehr an Boden in den Werbebudgets. Kein Wunder, wächst doch die Nutzung des mobilen Internets auch hierzulande mit rasanter Geschwindigkeit. Wie eine aktuelle Studie des BVDW zeigt, verwenden 50 Prozent der Deutschen ein Smartphone (25 Prozent mehr im Vergleich zu 2013), 63 Prozent davon täglich. Wer Mobile Advertising mit der bloßen Übertragung von Desktop-Werbung auf Smartphones und Tablets gleichsetzt, liegt jedoch falsch. Denn mobile Werbung unterscheidet sich in vielerlei Hinsicht von ihrer „großen Schwester“ im Online-Bereich.

Insbesondere das Conversion-Tracking mobiler Kampagnen erfordert spezifisches Know-how, um seine fehlerlose Implementierung sicherzustellen. Im Interview erklärt unsere Kollegin Kata (Senior Campaign Manager Mobile), wie Tracking im Mobile-Bereich funktioniert und worauf man besonders Acht geben muss.

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Mobile Advertising: wichtige Unterschiede zwischen Smartphones und Tablets


tablet_smartphone_unterschiedeDer Trend „Mobile“ geht immer weiter: Die mobilen Endgeräte ersetzen schrittweise den stationären Computer. Während diese  noch den Beginn der digitalen Revolution anführten, wird nun zunehmend der Mobile Screen zum First Screen. Nun müssen die Werbekunden den Nutzern auf ihre mobilen Geräte folgen.

Im ersten Halbjahr 2013 wurden bereits 44,5 Millionen Euro in Anzeigen auf Smartphones und Tablets investiert. Das ergab der aktuelle MAC Mobile-Report 2013/02, den der BVDW auf der dmexco in Köln präsentierte. Damit steigen die Werbe-Spendings im Vergleich zum selben Zeitraum im Vorjahr um 75 Prozent. „Man kann heute sagen, dass Mobile Advertising den Durchbruch geschafft hat und inzwischen bei vielen Werbungtreibenden fester Bestandteil im Marketing-Mix ist“, sagt Oliver von Wersch (G+J Electronic Media Sales), der die Unit Mobile Advertising (MAC) der Fachgruppe Mobile im BVDW leitet.

Damit Mobile Advertising erfolgreich ist, gilt es die signifikanten Unterschiede zwischen Smartphones und Tablets zu beachten. Continue reading


Fighting banner blindness with new ad formats


A recent study on online advertising by the German research company TNS had encouraging findings for advertisers and publishers; the results showed that the vast majority- nearly 90 percent- of web users would accept the presence of ads in order to keep the content free. This level of acceptance is positive, but still not good enough for the bottom line- after all, advertisers want to make money from their ads, not just have them be tolerated as a means to an end.

If banner blindness has moved onto acceptance, what can the advertising world do to recapture web users’ attention? One answer could be different ad formats, served in new locations- specifically, mobile marketing.

With smartphone and session use growing exponentially, mobile seems the logical place for publishers and advertisers to focus on, and the mobile bandwagon is already heavily populated; according to the consulting firm PricewaterhouseCoopers, revenues from internet advertising on mobile devices will nearly triple by 2015. In a recent interview with Horizont.net, Philipp Schindler, Manager of Google in Europe, called mobile “one of the greatest technological revolutions we will experience in the present generation”.

Before joining in however, advertisers and publishers need to take into consideration the challenges mobile poses. Ensuring your website is mobile-friendly is obviously key, as is taking stock of the different types of ad opportunities available- from mobile web and apps to mobile search and video- and making sure the ads work in the new context.

With all these mobile advertising opportunities available, there has been a fair bit of scare-mongering from industry commentators. A report published by mobile analytics company Flurry claimed that mobile ad inventory could eat up all internet ad inventory, which ReadWriteWeb.com rightly refuted- after all, “it still comes down to making a product that consumers will actually use. Total inventory is interesting, but advertisers go where the eyeballs actually are”.

As such, there is currently a lot of mobile inventory available, but not all of it is worthwhile. Nonetheless, mobile will become more and more important as advertisers and publishers grow savvier to the opportunities available. WSJ recently published an article stating that directing people to content is where the money lies- “services that help consumers navigate that content […] remain the big money makers online”. Making ads relevant and contextual is key not only for traditional internet advertising, but especially so for mobile ads.

Focus needs to be on making the mobile ads highly targeted, personal and relevant to the user. The results speak for themselves; according to Clickz.com, targeted mobile display performs “five times better than non-targeted mobile display and 10 times better than traditional online display”.

At plista, this is the line of thought we follow. The ground-breaking RecommendationAds, which use algorithms to recommend users to content based on what they are currently looking at, are now available for mobile websites. The new MobileRecommendationAds, launched in September, can also be integrated into apps- the layout automatically adapts to the mobile page of the website.

The user receives interest-based recommendations in text/image format to other content on the website, resulting in more time being spent on the website. It’s a win-win situation; publishers receive increased traffic and additional advertising revenue, and users receive relevant information. Banner blindness and acceptance becomes irrelevant, as the user sees the MobileRecommendationAds as part of the chosen website experience. It’s a seamless process- through plista’s MobileRecommendationAds, the ads are contextual and relevant, served straight into the users’ hands.

Find out more about MobileRecommendationAds: http://www.plista.com/


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