Mobile Groove

Smartphone penetration is fueling mobile ad budgets as brands grasp the opportunity to engage, interact and drive results further down in the purchase funnel. In the U.K., for example, where smartphone penetration is now nearly 60 percent, the IAB (Internet Advertising Bureau) reports that mobile advertising is on a “meteoric rise,” growing 132 percent to reach GBP 181.5 million in the first half of 2012. It now accounts for 7 percent of all digital ad spend.

This dovetails with new …

Mobile has become our constant companion in what is fast-becoming a multi-screen world, where we choose our screen (mobile, tablet, PC or TV) depending on our context and what we want to accomplish. This shift from consumption to participation turns up the pressure on marketers to do more than shift spend into mobile to get our attention.  They have to architect comprehensive strategies ­— with mobile at the center — to accompany our daily activities and close the loop.

Research from indep…

The new Apple iPhone dominates the news today, but will the new model allow Apple to grow its share of ad impressions and remain ‘the’ device developers and brands need to factor into their mobile strategies?

It’s a tough one to call. New data from independent mobile ad and data platform company Millennial Media shows that Apple mobile devices certainly led the pack in Q2 2012, accounting for 31.4 percent of all impressions. The Apple iPhone was also the number one device on the Mi…

With a wave of us leaving for a short summer vacation, the timing couldn’t be better for a mobile advertising report outlining how we use mobile to reach — and enjoy — our final destination.

Significantly, travel brands — from booking agents, to hotels and resorts, to cruise lines and airlines, to tourist attractions and tourism boards, to regional transit companies and  rental car companies — are using mobile advertising to reach and engage vacationers and business travelers.…

Mobile has the unique capabilities to deliver the right ad to the right person in the right place/context. But it’s a new pilot in the U.S. — bringing together Coca-Cola and pretzel seller Auntie Anne’s — that will go one step further to show how brands can close the loop by using mobile to trigger real-world purchases and track the results all the way down to the item level.

This pilot — which concludes this week —is built from the ground up to provide brands (in this case Coke and Au…

Mobile is redefining our daily lives, becoming the device we reach to for information, assistance and advertising that — like our devices — is personal and relevant (and therefore valuable to us). Correctly, the discussion is centered on how brands can best achieve contextual relevance (by delivering the right ad at the right place or time). But a new report from independent mobile ad and data platform company Millennial Media suggests that this interpretation of ‘relevancy’ …