Mobile Marketing Summits Website Launches

The Mobile Marketing Summits have now been serving senior brand marketers with thought-leadership and market insight for four years. These events have attracted some of the most exciting brand names in retail, travel & tourism, fashion, finance and more, bringing them together in an experience that has engaged, helped form new partnerships, and most importantly, given these delegates crucial knowledge to implement in their business’ mobile strategies. We’re excited to announce the launch of our all new Mobile Marketing Summits website, which brings all of these great events together in one place. It is here that brands can investigate what our summits are all about, which are the most suitable for them, then register in a few simple steps. We know that one of the biggest challenges facing marketers today is keeping up with what’s on offer on the tech market, so why not make it quicker and easier for them to access the expertly curated experiences they need to face this demand? The Mobile Marketing Summits are open exclusively to senior marketers from consumer-facing brands, so to find out more, browse our wide range of mobile-focused summits, and register to attend simply visit http://mobilemarketingsummits.com/ .

[via Mobile Marketing Magazine]

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YouTube to Release Kid-Friendly App Next Week

YouTube is set to release a new app next week called YouTube Kids that will contain only child-appropriate content and feature a kid-friendly interface with big icons and minimal scrolling. The app, which will be available for smartphones and tablets, will be available for download from 23 February. It’s not yet clear which operating systems the app will be released for, but a simultaneous launch for Android and iOS is predicted. YouTube will officially launch the app at a children’s entertainment industry conference on Monday, and is expected to also announce several web series that will be premiering via the app aimed at children. The app, which will be entirely separate from the standard YouTube mobile app, will also feature comprehensive parental controls including a timer that can be used to limit how long a child watches for. According to a study by education non-profits the Joan Ganz Cooney Centre and Sesame Workshop , 60 per cent of children under three watch video content online, with 80 per cent of US children between the ages of nought and five who use the internet doing so at least once a week.

[via Mobile Marketing Magazine]

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Yahoo Unveils Mobile Developer Suite

Yahoo is currently hosting its first ever Mobile Developer Conference in San Francsico, and as part of the event, has revealed a new suite of services aimed at helping developers measure, advertise, monetise and enhance their mobile apps. The company has called the suite “an important step in Yahoo’s evolution as a mobile-first company” and hopes the new tools demonstrate its commitment to its growing business areas in mobile, social, and native and video advertising. Among the tools included in the suite are Flurry Analytics with Explorer, giving developers an easy-to-use data exploration interface that eliminates the need to build queries, wait for calculations or implement a new SDK. Yahoo acquired Flurry at the end of July last year. Also included in the Mobile Developer Suite are Yahoo App Publishing, which enables developers to monetise apps with high-quality native, video and display ads, and Yahoo App Marketing, a user acquisition and engagement tool that lets developers buy targeted ads across Yahoo’s network. Finally, there is Yahoo Search in Apps, which allows developers to easily integrate Yahoo Search directly into apps, and Flurry Pulse, which makes it easy for developers to share app signals with partners using the Flurry SDK. The suite combines technology from Yahoo, Flurry and Brightroll, the programmatic video platform which was purchased by Yahoo in November 2014. Yahoo has increasingly focused on mobile with both its acquisitions and internal projects since Marissa Mayer became CEO, with mobile now accounting for roughly a quarter of the company’s revenues.

[via Mobile Marketing Magazine]

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Content Marketing Insight Report: SMBs Willing to Pay to Bring Their Online Properties Up to Snuff

The latest “Content Marketing Insight Report” documents a major shift in the marketing demands on small and medium sized businesses (SMBs). “The traditional marketing funnel consisting of awareness, opinion, consideration, preference, and purchase is shifting to a more complex and dynamic process that incorporates user-generated content (ratings and reviews), word of mouth and recommendations, along with new marketing access points like mobile and social media,” notes the report summary from Research and Markets . “This shift has forced SMB advertisers to engage in multiple formats and styles.” Among the report’s featured findings are: Integrated solutions are the order of the day. “An evolution is taking place in which formerly single-point solutions (e.g., listings, reputation management, social media) are becoming more integrated and focused on satisfying the three core tenets of a robust content marketing program: content creation, management, and distribution.” Managing location and social data is critical. “Modern online content marketing solutions leverage location and social media data to provide accurate and relevant information. Managing that data, along with the components that facilitate the creation, management and distribution of SMB content has become a viable growth business for some solution providers.” SMBs are more open than ever to seeking professional assistance. “More SMBs are making the decision to partner with professional marketers in their efforts to engage with customers and prospects online.” That last takeaway is backed up by a recent Local Commerce Monitor (LCM) survey showing that 40.9 percent of queried small businesses indicate they’re willing to pay for assistance in fine-tuning and updating their online marketing venues.

[via Mobile Marketing Watch]

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Responsive Design: Are You Ready?

The days of having a sufficient web presence through the existence of a simple website are long gone. Today, being mobile-ready for the growing number of consumers who do almost everything form the mobile web is exceedingly important. According to the team at Merkle : “Users are no longer tolerant of slow and non-mobile-friendly sites and will abandon a web page without hesitation. Consequently, Responsive Design has proven to be the ideal strategy to address many of the issues raised by customers and has helped companies maximize usability and engagement.” So just how critical is responsive design today? Check out Merkle’s new infographic below and see for yourself.

[via Mobile Marketing Watch]

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Domino’s Tummy Translator App turns Rumbles into Recommendations

Domino’s Pizza has launched Tummy Translator, an app that helps users choose from the brands’ menu by translating their stomach rumbles into ingredient recommendations. Based on the fictional ‘Gastro-Acoustic-Enterology’ technology, the app lets customers truly let their gut decide their idea order. Developed by creative innovation network Iris, the campaign hopes to drive awareness of Domino’s extensive menu range and fresh ingredients. “At Domino’s we like to push the barriers of innovation – and also, give our consumers little moments of joy along the way,” said Rupal Patel, digital campaign manager at Domino’s. “This is a tongue-in-cheek way of demonstrating the wide range of choice available – and making ordering your pizza a bit more interesting! “On average 62 per cent of our orders come in through online, and 50 per cent of those are mobile orders. The Tummy Translator is a way of us engaging with those users in a fun, unique and entertaining way.” The app, which is available on iOS and Android, lets users choose it they are ‘Peckish, Nibbly, Hungry or Famished’, and can identify over 500 ingredients and choices available on the Domino’s menu. The app isn’t the first time we’ve seen some innovative mobile technology from pizza brands. In December 2014, Pizza Hit introduced its ‘Subconscious Menu’ which used eye-tracking technology to identify which ingredients customers were craving.

[via Mobile Marketing Magazine]

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Making Mobile More Convenient: Convenience Network Partners Up to Launch Proximity Marketing for Convenience Stores

The Convenience Network, owned and operated by The Convenience Network, Inc., one of the leading digital signage network providers to the convenience store industry in the U.S., has moved forward with their strategic partnership with Engage Mobile Media Solutions, the advertising sales arm of Graphic Media and iSIGN Media Solutions. iSign is a leading provider of interactive mobile advertising solutions that serves advertisers, manufacturers, retailers, and advertising agencies throughout North America. The partnership will allow TCN and Engage to market a “complete digital signage and mobile advertising solution in the convenience store channel,” utilizing iSIGN’s patented tech and hardware. Where will it be going? Atlanta, for now. “The launch of this partnership included installations into the Golden Pantry Convenience Stores (“Golden Pantry”), a 38 location network located in the greater Atlanta, Georgia area. Installations began in late January, and were ready for a February launch for contracted advertisers. National brands including Mars, Kellogg’s, and Swisher Sweets are among the advertisers taking part in this digital expansion for TCN,” noted a recent news release. “Until now TCN has displayed contracted advertisements, weather, news, and sports on digital screens with the purpose of helping store chains promote the sale of products to customers inside the store,” said Steve Newman, the president and CEO of TCN. “The effort has been successful, and we are pleased to expand our services to best serve our convenience store clients.” Targeting consumers nearby is an added feature. “We can now deliver point-of-sale advertising to customers at the pumps as well as to the mobile devices of customers as far as 300 feet outside of the storefront,” noted Newman, “generating interest in our advertisers’ products, driving footfall into the stores and ultimately increasing sales.” Newman says initial response to the addition of proximity-to-mobile advertising is definitely upbeat. “We expected a positive reaction, but did not quite expect to see such an extraordinary opt-in or acceptance rate by customers,” says Newman, who added that over 50 percent of the people who respond to the “push” request responded favorably and said “yes” to receiving the advertiser messages. “This strategic partnership is an important expansion of the National Mobile Network,” said Mr. Ron Leman, Engage’s Chief Executive Officer and President. “The forward-thinking and hands-on approach of the Golden Pantry management team helped make the expansion into the Golden Pantry stores a very smooth transition and we expect continued success with their team.”

[via Mobile Marketing Watch]

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Do Display Rising Stars Outperform Traditional Display Ads? IAB Says Yes — by a Huge Percentage

“Rising Stars Ads and Brand Equity,” a new report just out from the Interactive Advertising Bureau (IAB), is a study brands will want to take to heart. The report demonstrates that Display Rising Stars ads, introduced by the IAB in 2011 as “next-generation, rich media canvasses for ad creative,” are more effective in brand building than the legacy ad formats in the traditional IAB Universal Ad Package (UAP). “The data clearly shows that IAB Display Rising Stars deliver 30 percent stronger brand lift than UAP formats with just one full exposure, rising to 42 percent when consumers interact with a Rising Stars ad,” according to IAB. “Rising Stars also beat traditional display ads when it comes to ad recall, with consumers remembering half of the Rising Stars viewed – triple the recall of the legacy digital display ads presented.” And that’s not all. Rising Stars ads “attracted gaze at a 63 percent higher rate than traditional UAP ads.” In addition, the study showed that consumers were less likely to avoid the ads in comparison to legacy UAP ads. “Engagement with the Rising Stars ads was significantly higher across the board with findings demonstrating that these ads were more entertaining, creative, humorous, and evoked higher emotional response,” explained IAB. “Display Rising Stars ads outperform legacy digital formats when it comes to advertising effect and brand lift,” said Sherrill Mane, Senior Vice President, Research, Analytics and Measurement, IAB. “We knew that better creative canvasses have visual and emotional appeal, and garner interaction. The big challenge has been to demonstrate that aesthetic breakthroughs contributes to brand equity and our rigorous and comprehensive study substantiates that.” Here is what consumers themselves noted about the newer ad formats: * Give more personality to the brand (65%) * Are more engaging (64%) * Give consumers more control (60%) * Are more informative (60%) “Brand marketers have leveraged IAB Display Rising Stars ad products over the years due to their potent combination of innovation and scale,” said Peter Minnium, Head of Brand Initiatives at IAB. “I am pleased now see definitive findings on what we’ve instinctively known all along: that consumers pay more attention, see more value in the brand advertised, and genuinely enjoy Rising Stars ads better than legacy UAP units – giving marketers a new level of brand building capabilities online.”

[via Mobile Marketing Watch]

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Location Savvy Digital Ads Prompt ‘Immediate ROI’

Rocket Fuel, a provider of artificial intelligence (AI) advertising and marketing solutions for global marketers and brands, has announced its release of “Local Lift” in the U.S. The offering, we’re told, helps advertisers run successful mobile campaigns to drive increased in-store traffic. The testimonials are already coming in. “We engaged Rocket Fuel to increase foot traffic and the purchase frequency of Dr Pepper at more than 1,000 grocery store locations,” said Sheila Bonner, Vice President of Shopper Marketing at Dr Pepper Snapple Group Inc. “Rocket Fuel succeeded in driving 213,000 store visits at a cost of only $0.21 per visit,” Bonner explains. “And, as a part of the broader promotional effort, we introduced 25,000 new households to Dr Pepper products. This was our first foray into using Local Lift as an in-store purchase-intent driver, and Rocket Fuel went well beyond our expectations and those of our retail partner.” Measuring impact is part of the plan. As part of the launch, Rocket Fuel says it teamed up with Placed to enable advertisers to measure the direct impact of mobile ad spend in “driving real-world actions.” “As measured by Placed Attribution, Rocket Fuel’s geotargeted campaigns average lift rate was 41.34 percent in 2014,” the company said in a recent news release. According to company data, Rocket Fuel has driven a $0.57 average cost per store visit for brick and mortars, “meaning that retailers can recoup their marketing investment during the consumer’s first visit, realizing immediate positive ROI.” The bottom line? Location savvy digital ads prompt ‘immediate ROI.’ “Location data availability is growing: Rocket Fuel sees lat/long on 40 percent of bid requests in the U.S. Advertisers that leverage location-specific Rich Media units, like Tap-to-Locate, which deliver a customized map of the closest advertised locations, are experiencing even greater campaign success,” the company says.

[via Mobile Marketing Watch]

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US and UK Governments Hacked SIM Manufacturer

A major manufacturer of SIM cards, Gemalto , was hacked by US and British intelligence agencies in order to steal codes and facilitate eavesdropping on mobile phones, according to Intercept . Netherland-based firm Gemalto is a leader in mobile security, and has said it takes the accusations “very seriously and will devote all resources necessary to fully investigate and understand the scope” of the alleged hacking. Among Gemalto’s clients are AT&T, T-Mobile, Verizon, Sprint, all four of America’s large mobile networks, along with around 450 other mobile network providers around the world. The hack was supposedly carried out by Britain’s GCHQ and America’s National Security Agency during 2010, in an effort to secretly monitor both voice and data transmitted across the world’s cellular communications. It would have given the agencies a backdoor into information stored on the chips without the need for a warrant or wiretap, and left no trace that communications had been intercepted. The alleged hack was disclosed in documents provided by NSA whistleblower Edward Snowden. “There have been many reported state sponsored attacks as of late, that all have gained attention both in the media and amongst businesses,” said a spokesperson for Gemalto. “This truly emphasises how serious cyber security is in this day and age.”

[via Mobile Marketing Magazine]

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