Mobile Shopping To $217.4 Billion By 2019
By Jack Loechner
According to a new report from Javelin Strategy and Research, “Mobile Online Retail Payments Forecast 2015,” consumers spent $75.8 billion in apps and on the mobile web in 2014, up 33.68% from $56.7 billion in 2013, writes April Dahlquist, associate editor, mobile. Javelin predicts mobile retail commerce in the U.S. will grow to $217.4 billion by 2019.
Consumers who purchase both in mobile apps and mobile web sites accounted for 78% of mobile purchasing, or $59.4 billion in 2014. Browser-exclusive shoppers purchased $10.7 billion in 2014 and those who only bought from apps spent $5.8 billion.
Mobile in-store payments totaled $4 billion in 2014, which would bring total mobile retail payments up to $79.8 billion. By 2019, Javelin predicts consumers will pay for $54 billion in in-store purchases with mobile devices.
Display’s Woes Will Fuel Mobile, Native And Social
By Sean Hargrave
With all the news about ad blocking, ad fraud and viewability over the past couple of weeks, I thought it was about time to help out the beleaguered brand marketer and publisher alike and ask the question on everyone’s lips. Is native and social the way forward? Turns out that most agree it is. While display will keep on growing as budget moves from traditional media to digital, a lot of agencies and publishers alike are realising it has its limits.
It’s easy to have sympathy for brands that must scratch their heads when they see reports like this week’s study which found that viewability had dipped to 49% and other reports suggesting that half or more of the traffic on the Web is non-human. So, that means only about a quarter of the media they buy has the opportunity to be seen by a person rather than a robot. Figures vary, but even those who claim things are better than some make out would likely agree that at least half of all adverts will either be positioned in a spot where they are not viewable by a human.
By Mobile Commerce Press
Retailers may need to become more mobile-centric, as consumers begin relying more heavily on their smartphones when they shop. SessionM, a mobile loyalty company, recently released the results of a survey of 12,000 randomly selected smartphone users in the United States, questioning them about their mobile shopping behavior. According to the survey, 85% of respondents said that they were quite involved in mobile commerce, with many suggesting that their mobile commerce activity increased over what it had been over a year ago. The survey shows that approximately 15% of respondents said that their mobile shopping had increased significantly. Of those interested in mobile commerce, security and poor user experiences were cited as major barriers that are prohibiting the further growth of e-commerce and mobile shopping. Notably, more than 90% of consumers noted that they made a purchase with their mobile device in the past 90 days.
Microsoft Revamps Real-Time Survey Tool for Ad Agencies
Tool Provides Ad Testing on Unlimited Scale — for Free
Microsoft released a new version of its do-it-yourself audience engagement platform Bing Pulse earlier this week, one that is aimed at ad agencies and market researchers.
Similar to its predecessor, which launched in 2014,Pulse for Market Research allows the survey giver to see results from respondents in real time. But it also offers more advanced functions, like live streaming and moderated response groups.
Survey takers can respond by using their smartphone, computer or tablet by selecting answers — which usually range from “strongly agree” to “strongly disagree” — during a live or prerecorded event. The platform is open to anyone and results are seen in real time. And unlike many of the mobile polling services available today, Microsoft’s service is free — even if you’re polling, say, 10,000 people.
Millennials, Now Bigger than Boomers, Offer Hotels Challenge
“This is a huge generation that will have a big impact, and we’ll continue to meet them wherever they are,” said Mary Beth Parks, senior VP-global marketing at Hilton Worldwide, which has more than 4,300 hotels in 93 countries.
The reason is clear: the demographic’s sheer size. This month, the U.S. Census Bureau released a report saying millennials are now 83.1 million strong — more than a fourth of the nation’s population and bigger than baby boomers, who come in at 75.4 million.
And they do have wanderlust: a 2013 Expedia report finds that people under age 30 travel 4.7 times per year on business versus 3.6 times per year for 30 to 45-year-olds and 4.2 times per year for 46-to-65 year-olds. The same report found that millennials take 4.2 leisure trips a year, more than those age 31-to-35 (2.9 trips) and those 46-to-65 (3.2 trips).
Twitter Puts Live Events on a Calendar So Brands Can Buy Real-Time Ads — Ahead of Time
By Tim Peterson
Twitter is rolling event-based ad targeting out widely after testing it with WPP agencies MEC and Mindshare U.K. as well as social ad firm SocialCode.
By letting marketers schedule campaigns potentially months before an event occurs, Twitter is effectively adopting TV networks’ upfront ad sales strategy, in which networks present the shows a brand can sponsor months in advance in order to spur interest and investment.
5 Words to Describe Ineffective Mobile Marketers
By Jeff Hasen
Google’s Jason Spero refers to consumer actions on mobile devices as signals, rich with information that tells marketers a great deal—if they are on the lookout for them.
“I have more marketers that I’m convincing to be curious about those signals than marketers who are overusing those signals to the point of abuse [like invading privacy],” Spero, Google vp of performance media, told me in an exclusive interview for my new book,The Art of Mobile Persuasion.
“My problem isn’t that marketers are afraid to use those signals because they over-respect them or think the consumers don’t want it. My bigger problem is marketers that still don’t know how to action the most basic capabilities in mobile. We have all the signals we need to deliver a great UX [user experience]. But we’ve got a heck of a lot of work to do to get there.”
In other words, short-sighted marketers are being inattentive when it comes to mobile.
AOL’s Branded Skip Lets You Avoid Ads If You Take a Quick Survey First
AOL’s new skippable video ads come with the option to view them or take a brand survey. The Web company is calling its new format Branded Skip ads, and it was one of five new video options launched today.
“Users are choosing how they want to engage with the brand,” said Dave Miller, vp of ad product management at AOL. “If they skip, that’s great, but let’s provide some other action.”
So, viewers will be able to skip pre-roll ads and instead might have to take a survey (one or two questions, Miller said) or a quiz or even just type in something indicating they recognize the brand doing the advertising.
Samsung Signs Deutsch for B-to-B Work, Expanding Roster Yet Again
As major marketers like Microsoft and Kraft have moved toward consolidating their advertising business at fewer agencies, others have gone in the opposite direction, expanding their rosters and redistributing assignments among more shops.
Samsung is a classic example. In the fall, the company added four agencies to its global lineup, and now it has hired Deutsch to focus on business-to-business advertising in the U.S., confirmed Ed Abrams, vp of marketing in Samsung’s enterprise business unit. It’s a significant assignment and represents the Interpublic Group shop’s introduction to the global brand.
Previously, b-to-b ads were created by consumer marketing shops like 72andSunny. With an agency now focused solely on such work, the company hopes to accelerate the sales of its lesser known printers, monitors, mobile systems and video displays.
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