by: konacompany.com
Category Archives: Badania
KPCB Internet trends 2014
Korzystasz z telefonu podczas przerwy reklamowej? Reklamodawcy wyświetlą na nim spoty emitowane właśnie w telewizji
Firma Xaxis należąca do globalnego holdingu WPP oferuje reklamodawcom system Sync – możliwość emitowania reklam na ekranach urządzeń mobilnych w tym samym czasie, co w telewizji. Podobne testy prowadzi Twitter.
Przez lata głównymi wrogami reklamodawców płacących miliony za telewizyjny czas reklamowy były prozaiczne czynności wykonywane przez odbiorców, takie jak wyjście do kuchni po herbatę czy wizyta w toalecie. Nowy przeciwnik jest bardziej wyrafinowany. Jak twierdzi Brian Lesser, CEO Xaxis w wypowiedzi dla AdAge, ponad połowa osób oglądających telewizję korzysta równocześnie z innych urządzeń mobilnych.
Powstałą w 2011 r. firmę Xaxis opisywaliśmy wtedy na naszych łamach jako platformę do zarządzania zgromadzonymi danymi, która „uwzględnia informacje na temat komunikacji z odbiorcami w kanałach online i offline, co pozwoli klientom na dotarcie do ściśle określonych odbiorców za pośrednictwem różnorodnych form reklamy display, wideo, mobile marketingu i płatnych mediów społecznościowych”.
Jak działa Sync?
21 Ways to Promote Your Mobile App
2013 is mobile’s year (finally). As a marketer, it’s critical to understand your audience’s mobile usage to ensure they can find you when, where and how they’re looking for your business on the device of their choice.
Not all mobile entryways are created equal.
1 out of every 3 visitors to the average retail website is mobile only according to comScore. This means that you must provide an optimal mobile experience or you’ve lost a third of your potential audience. To that end, you need to know what device your prospects are using.
78% of smartphone users access a retail site via a mobile app. This makes sense since smartphone users are on-the-go seeking targeted information using less data that a mobile app provides.
56% of tablet users access a retail site via a mobile browser. Known as couch commerce, tablet users are in a shopping mode where they’re researching different options.
ComScore data also shows that 63% of mobile commerce (aka m-commerce) happens on a smartphone, underscoring the need to provide a mobile app as well as a mobile website. (As a point of reference, here’s additional mobile data.) But you need more.
Facebook’s Mobile Ad Network Is Called “Facebook Audience Network” And Here’s How It Works
Next week at f8, Facebook will unveil Facebook Audience Network, its mobile ad network that will let developers target both standard banners and custom ad units with Facebook’s vast trove of personal data, according to multiple sources. It could let developers monetize, advertisers buy more mobile impressions than News Feed can fit, and Facebook earn money without cluttering its own apps with more ads.
Facebook began testing a mobile ad network in 2012. Because it was just a targeting layer on top of existing ad networks that it had to split revenue with, margins weren’t high enough so Facebook paused it to focus on its native monetization efforts.
Then in September 2013 it announced it was rebooting mobile ad network tests and this time it would work directly with advertisers and publishers (apps that host the ads) which would let it keep more of the bounty. On Facebook’s Q1 2014 earnings call, COO Sheryl Sandberg mentioned these ad network tests saying “Our initial efforts show a lot of promise and we’ve gotten good feedback from marketers.” This week, Re/code’s Mike Isaac reported that Facebook would officially launch the ad network at its f8 developer conference next week.
Facebook declined to comment, but I can now confirm Isaac’s report and have discovered more details about the project, including that it’s named Facebook Audience Network (FAN). It will offer both simple and custom ways for advertisers and other developers to harness the power of Facebook’s ad targeting data across the mobile app market.