Five mobile marketing lessons from DMWF's panel

It’s all well and good to read through a thought leadership piece on mobile marketing trends, but the reality is that implementation is not a one-size fits all approach.

This is why it was so refreshing to hear from a broad variety of businesses - from disruptive startups to established non-profit organisations - as to how mobile works for them, at the recent London Digital Marketing World Forum (DMWF).

Ahmed Benissad, head of digital trading at Invitation Digital (

By Rachael Power, 06 July 2016, 0 comments. Categories: Mobile Marketing.

What is LoMo marketing and why's it important?

LoMo is a relatively recent entry to the grandiose glossary of marketing acronyms, uncomfortably sitting somewhere between KPI (key performance indicator) and MoFu (middle of the funnel).

LoMo is short for ‘local mobile’ and it’s becoming increasingly vital to business success, with 53% of mobile internet searches showing ‘local intent’ - i.e. users are actively seeking out services within their...

By Jon Payne, 04 July 2016, 0 comments. Categories: Mobile Marketing.

IAB study: How to reduce risk of consumers blocking mobile ads

Over 10% of British people are blocking mobile ads, according to new research by the Internet Advertsing Bureau (IAB).

The body recently surveyed over 1,000 people around the UK to find out what makes mobile ads acceptable, and found that of those who do block ads, 63% of these are millennials.

Mobile adblocking has been a hot topic in recent months, with both Three and Tesco adopting different...

By , 29 June 2016, 0 comments. Categories: Advertising, Mobile Marketing.

How smaller brands can maximise mobile strategy

We all know mobile is not only an established, but crucial, channel for business transactions today. In fact, Criteo data has found that mobile devices were used for almost half (49%) of all online transactions in the first quarter of 2016.

The opportunity that being mobile-optimised brings is something that larger brands have been quick to pick up on. Criteo research shows that the most successful brands have seen double the growth in mobile share of...

By Tim Frankcom, 24 June 2016, 0 comments. Categories: Mobile Marketing.

Better creative remains key to combating the rise of adblocking

Adblocking remains a persistent challenge for the digital advertising industry, despite estimates this week that suggest that digital advertising revenues will almost double to $285bn by 2020. 

A new Digital News report from Reuters Institute for the Study of Journalism says that one in five (21%) of the UK population are now using ad blockers – a figure that rises to nearly a third (32%) for those under 35 years of age. 

Elsewhere internationally the figures range from one in ten (10%) for Japan and...

By Liz Morrell, 20 June 2016, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Publishing.

Global digital ad spend to hit $285bn by 2020

Global digital advertising spend continues to soar, with the latest predictions from Juniper Research estimating a $285bn spend by 2020. 

The figure is a near doubling of the $160bn estimated spend for this year.

Whilst ad blocking adoption may be affecting the market on one hand on the other the report, Worldwide Digital Advertising 2016-2020, found that better audience targeting will still help to drive higher click through rates and increase publisher revenues. 

“Publishers, such as Facebook, are...

Why Google's device-level bidding is 'hugely important'

(c)iStock.com/Courtney Keating

Google’s online advertising service, Google AdWords, has become a major marketing and advertising tool in recent years.

It allows marketers to place search results for their website on a search engine results page (SERP) by paying for them, instead of just waiting for a website to work its way slowly and organically up the rankings.

Advertisers bid competitively to display brief advertising copy to web users, linking the copy to the content of the web pages that has been...

By Johannes Källgren, 17 June 2016, 1 comment. Categories: Advertising, Advertising Technology, Mobile Marketing.

Why video is key to winning the mobile marketing war

Marketing managers the world over will appreciate the power of moving pictures, knowing that a well-planned, target-oriented video campaign can deliver fantastic results.

The vast majority will agree that video marketing has become increasingly key to business growth, as video content continues to dominate mobile Internet usage and brands try to put themselves in customers’ hands.

Research from eMarketer indicates that the average UK consumer engages with

By Jon Mowat, 10 June 2016, 0 comments. Categories: Mobile Marketing.

Majority of mobile content shares happening via dark social, new report says

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The majority of content shared via smartphone by consumers is done so on dark social, according to a new report by RadiumOne.

The marketing tech company collected data from 940 million users who share content from sources where its software is used for their Dark side of Mobile Sharing study.

It found that in the UK, 77% of publishers’ or marketers’ content shared via mobile phones takes place via private dark social channels. Dark...

By Rachael Power, 10 June 2016, 1 comment. Categories: Mobile Marketing, Social Media Marketing.

Instagram confirms new analytics and post promotion features

Instagram has officially launched new tools for businesses, including new business pages and Insights, its analytics offering. 

The tools will be rolling out firstly to US, Australia and New Zealand over the coming months, and will be available everywhere by the end of the year.

The official announcement wasn't entirely unexpected, after screenshots of the features were released last week. 

Business...

By Rachael Power, 03 June 2016, 0 comments. Categories: Mobile Marketing, Social Media Marketing.

Women spend more time on mobile internet than men, data shows

Women are more likely than men to use the internet on their smartphones, according to a new report released by UKOM, the body responsible for online audience measurement.

Half (49%) of all women’s internet time in the UK is spent on smartphones – rising to 59% among women aged 18-24. In comparison, just 39% of men’s online time is on smartphones.

For men, PCs and laptops remain the dominant device for going online, accounting for 48% of their internet time, compared to only 35% among...

By Rachael Power, 02 June 2016, 0 comments. Categories: Mobile Marketing, Social Media Marketing.

New Ofcom report reveals internet usage habits for the UK

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Mobile devices continue to dominate in terms of media devices used by the public according to a new report from Ofcom, which means that marketers will have to increasingly ensure that their marketing is device optimised.

The study, Adults’ Media Use and Attitudes Report, shows that the number of adults who only use a smartphone or tablet device to go online – rather than a PC or laptop – has grown significantly, up from 6% in 2014 to 16% in 2015. It suggests that...

By Liz Morrell, 04 May 2016, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Mobile-only native advertising spend triples in size

(c)iStock.com/PeopleImages

The number of native advertising campaigns based on mobile devices has tripled in size, according to a new study by native advertising platform Adyoulike.

It showed that in 2014 mobile-only spend accounted for 10% of spend but the share tripled to 30% in 2015. Mobile-only has stolen share from desktop-only which fell from 40% in 2014 to 15% in 2015. Half of the spend in both 2014 and 2015 covered all devices.

The conclusions come from the analysis of 1.3 billion in-feed native ads...

By Liz Morrell, 29 April 2016, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Mobile programmatic video platform provider raises $4.5m for European expansion

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Mobile programmatic video platform provider TabMo has announced that it has raised $4.5 million in investment from investment specialists Ardian and Generis Capital. The investment will be used to drive growth and expand throughout Europe.

TabMo was founded in France in 2013, opened a UK office last year and a German division this year.

The company offers a propriety technology that includes a demand side platform (DSP) named Hawk, which automates the buying process and provides...

By Liz Morrell, 29 April 2016, 0 comments. Categories: Mobile Marketing, Programmatic.

New report shows huge increase in social advertising spend

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Social advertising spend is growing rapidly, according to a new report which shows that marketers spent 86% more year on year in the first quarter of 2016. The growth was driven particularly by a 122% rise in mobile ad spend.

An increase in spend on Instagram ads and Facebook Dynamic Product Ads also helped to drive the increase – a trend that goes against the normal seasonal ad buying patterns.

The figures, compiled by Kenshoo, showed that in paid search advertising spend rose 13%...

Why marketers need to do more to target high value app users

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If you knew that only 17% of your customers generated 85% of your revenue you’d want to find them wouldn’t you? That’s the challenge facing marketers after analysis of app usage on more than 100 million smartphones and tablets by RadiumOne showed that although making up only 17% of the audience high value users actually generated 85% of app revenue.

The State of Mobile Acquisition report defined high value users within apps as those who have generated revenue in the last...

By Liz Morrell, 01 April 2016, 0 comments. Categories: Customer Experience, Mobile Marketing.

Web browsing behaviour on tablets remains stable – but smartphones still dominate

(c)iStock.com/Courtney Keating

The share of tablet based mobile web traffic is stabilising, according to a new report from DeviceAtlas.

Although sales of tablets are on the decline it says that the share of tablet traffic appears to be stable, according to its web browsing statitiscs which measured phone and tablet traffic in the last quarter of 2015.

However the analysis showed that it’s smartphones that continue to dominate browsing behaviour at around four times the levels of tablet traffic for most...

By Liz Morrell, 22 March 2016, 0 comments. Categories: Mobile Marketing, Web Analytics.

App or mobile optimised site: Which is right for your mCommerce strategy?

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Everyone in the industry knows eCommerce is growing and it’s growing fast. Retail eCommerce has a projected growth rate of 13% globally between 2013 and 2016. But, if you think 13% in annual growth is a lot, consider that, worldwide, mCommerce is outpacing standard eCommerce three to one. According to PYMNTS, the “average compound annual growth rate for mobile commerce is...

By Elisabeth Bradley, 16 March 2016, 0 comments. Categories: Branding, Commerce, M-Commerce, Mobile Marketing.

The imminent evolution of mobile measurement and the need for true ROI

(c)iStock.com/Susan Trigg

Many believe that when it comes to tools to effectively measure the effectiveness of a mobile campaign, we’re just not quite there. In truth, there are many vendors that offer data on consumers’ mobile device activity once they have viewed an ad.

So why does our industry still face a challenge when it comes to mobile measurement?

As with all areas of marketing measurement, it has become increasingly important to analyse the performance of campaigns across all channels,...

By Noelia Amoedo, 11 March 2016, 0 comments. Categories: Advertising Technology, Mobile Marketing.