Mobile's new mission is monetization.
A little something for all of you who sell mobile marketing services to share with clients:
http://www.insideradio.com/Article.asp?id=2638120&spid=32060#.UWLIpJxAqbo
Interactive Advertising Bureau VP Michael Theodore believes the much-ballyhooed “year of mobile” has already happened and smartphones are now changing consumer behavior. But advertisers are still a step behind.
“Those who feel mobile isn’t generating enough dollars are way too impatient,” Theodore said. “It’s going to take a while for the revenue to ratchet up — but I think we’re all pretty confident that it’s a great future.”
At yesterday’s RAIN Summit in Las Vegas, Pandora SVP of sales Steven Kritzman said he’s hearing a different message today from ad buyers as they approach mobile than in the past. Gone is a media plan with a specific mobile component. “What we’ve seen a lot more this year is the agencies are moving to a place where they’re looking to buy audience and not necessarily a platform or a device,” he said. “The plans that we are submitting are more about where our usage and our users are, and a lot less about whether they’re on a tablet, computer or a phone.”
Clear Channel SVP of local digital sales Michelle Savoy said advertisers are starting to better tap into the “DNA of what mobile is” as they create integrated campaigns. She said as the mobile media experience has improved, that’s allowed more rich and engaging ads — which carry a noteworthy advantage. “We are seeing growing CPMs,” Savoy told the crowd.
Abacast director of sales and revenue Michael Dalfonzo said a lot of the streaming service provider’s broadcast clients have seen a fundamental shift in consumption over the past year, with 60-70% of digital listening coming from mobile, not desktop listening. “It’s growing very quickly, so make sure your station has a mobile app,” he advised.
One of the most attractive aspects of mobile advertising is the high level of interaction with cell phones, where users are focused on what’s in their hand, unlike the desktop where multitasking is often the prime order of business. “We see a lot more engagement on mobile than we do on desktop,” Kritzman said. “If we create a branded station, we would typically see 10- to 12-times the adoption of that branded channel on the smartphone than we would on the desktop.” That’s especially true for younger demos. Kritzman said when the webcaster created branded channels for Gatorade targeting 13-17 year olds, 500,000 accessed the channel on their smartphones and listened for longer periods of time. Savoy agreed, saying the geo-targeting of mobile ads and endorsements can drive brick-and-mortar results even better than traditional desktop clickthroughs or broadcast ads can.
While ad revenue is growing rapidly, revenue gains are outpacing the growth of mobile metrics. Kritzman said many ad buyers are trying to apply desktop expectations for tracking on the nascent mobile space, which needs more time to evolve. “We’re running into a lot of challenges around video and the ability to know how many views were completed,” Kritzman noted. He thinks creative is also coming up short.
ESPN Audio senior director Patrick Polking said integrated campaigns remain the order of the day for the sports media conglomerate, but adds that as a content provider its main focus right now is finding new partners and platforms to grow distribution. “Scale is going to be very valuable and it’s something we need to get to,” Polking said.
http://www.insideradio.com/Article.asp?id=2638120&spid=32060#.UWLIpJxAqbo
Interactive Advertising Bureau VP Michael Theodore believes the much-ballyhooed “year of mobile” has already happened and smartphones are now changing consumer behavior. But advertisers are still a step behind.
“Those who feel mobile isn’t generating enough dollars are way too impatient,” Theodore said. “It’s going to take a while for the revenue to ratchet up — but I think we’re all pretty confident that it’s a great future.”
At yesterday’s RAIN Summit in Las Vegas, Pandora SVP of sales Steven Kritzman said he’s hearing a different message today from ad buyers as they approach mobile than in the past. Gone is a media plan with a specific mobile component. “What we’ve seen a lot more this year is the agencies are moving to a place where they’re looking to buy audience and not necessarily a platform or a device,” he said. “The plans that we are submitting are more about where our usage and our users are, and a lot less about whether they’re on a tablet, computer or a phone.”
Clear Channel SVP of local digital sales Michelle Savoy said advertisers are starting to better tap into the “DNA of what mobile is” as they create integrated campaigns. She said as the mobile media experience has improved, that’s allowed more rich and engaging ads — which carry a noteworthy advantage. “We are seeing growing CPMs,” Savoy told the crowd.
Abacast director of sales and revenue Michael Dalfonzo said a lot of the streaming service provider’s broadcast clients have seen a fundamental shift in consumption over the past year, with 60-70% of digital listening coming from mobile, not desktop listening. “It’s growing very quickly, so make sure your station has a mobile app,” he advised.
One of the most attractive aspects of mobile advertising is the high level of interaction with cell phones, where users are focused on what’s in their hand, unlike the desktop where multitasking is often the prime order of business. “We see a lot more engagement on mobile than we do on desktop,” Kritzman said. “If we create a branded station, we would typically see 10- to 12-times the adoption of that branded channel on the smartphone than we would on the desktop.” That’s especially true for younger demos. Kritzman said when the webcaster created branded channels for Gatorade targeting 13-17 year olds, 500,000 accessed the channel on their smartphones and listened for longer periods of time. Savoy agreed, saying the geo-targeting of mobile ads and endorsements can drive brick-and-mortar results even better than traditional desktop clickthroughs or broadcast ads can.
While ad revenue is growing rapidly, revenue gains are outpacing the growth of mobile metrics. Kritzman said many ad buyers are trying to apply desktop expectations for tracking on the nascent mobile space, which needs more time to evolve. “We’re running into a lot of challenges around video and the ability to know how many views were completed,” Kritzman noted. He thinks creative is also coming up short.
ESPN Audio senior director Patrick Polking said integrated campaigns remain the order of the day for the sports media conglomerate, but adds that as a content provider its main focus right now is finding new partners and platforms to grow distribution. “Scale is going to be very valuable and it’s something we need to get to,” Polking said.