Welcome to This Week in Mobile, AdColony’s look at what’s happening in the mobile landscape, from new devices and app launches to breaking news and industry trends. This week, we are taking a look at what Project Ara could mean for the mobile device life cycle, how non PII-data is critical to delivering relevant campaigns, and how video is growing on social and what that means for advertisers.
Recently, Google unveiled its next Project Ara prototype. For those unfamiliar, Project Ara is Google’s foray into a highly customizable smartphone comprised of numerous plug-n-play modules that is poised to shatter the conventional mobile phone upgrade cycle.
As users become frustrated with their device’s performance, Project Ara smartphones will allow them to upgrade modules on a whim, improving processor speed one month, or the display the next.
The latest prototype, dubbed Spiral 2, features a 3G modem, an application specific integrated circuits (ASICs) processor, and an RF bus. Although the phones aren’t out yet, it will be quite interesting to see how the convenient module system will affect user upgrade cycles and accelerate improvements to mobile performance.
3 Things to Consider When Building a Mobile Advertising Campaign
With mobile surpassing desktop last year for the first time and challenging TV (some stats even showing that mobile has already won the battle for the first-screen) in terms of usage, you would think brands would shift their focus to mobile advertising. However, that is not always the case.
Many brands are still “recycling,” whether running lackluster banner ads or re-using TV spots that are much too long for mobile consumers. Meanwhile, consumers carry around a mobile device wherever they go. A recent article on Entrepreneur is another great testament to how brands need to get more personal when building mobile campaigns.
Now the word “personal” might be scary for consumers from a privacy-standpoint; however, there is a multitude of non-PII (non-personally identifiable information) that can be leveraged to build accurate consumer profiles and target more relevant campaigns to these consumers. The example given in the article is a perfect example when specifically talking about location data:
If in a 60-day period, “a device has checked-in at the gym, a Lululemon store, and various fitness events, its owner likely fits the profile of a fitness enthusiast.”
It may sound simple, but many brands are still relying on remnant, run-of-network inventory that is not transparent or effective. Leveraging data to target the right consumers at the right time with mobile-first creative is a trend that begging to take off in 2015. Doing so will improve mobile advertising for brands, and even more importantly, for their consumers who are getting these ads on the most personal of devices.
The Growth of Video on Social
Recently, eMarketer released a report on video advertising, examining the growth of video on social networks and assessing the benefits of placing video ads.
In the study, eMarketer forecasts that digital video advertising spend in the United States will hit $7.77 billion in 2015, up 30.4% from 2014. The report goes on to predict that same spend increasing to $9.59 billion by 2016, $11.25 billion by 2017, and $12.82 billion by 2018.
Predictions aside, eMarketer praised native autopay videos as it gives users a taste of what a video is like, letting “someone get a little snippet of what you’re offering, and it really brings people in,” said Katie Fischer, US media manager for Beam Suntory.
However, it’s important to place native video in areas where video makes sense. For instance, according to the study, video advertising in Twitter’s text-heavy format “seems out of place,” to many of the marketers surveyed. Conversely, the study found that “video fits more naturally,” as an advertising method in apps that are more media rich.
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