WFA participates in EU Commission roundtable on Interest Based Advertising (11/03/2011)
eMarketer: Mobile phone payments will total nearly $1 trillion by 2014 (28/02/2011)
A-B Inbev, Unilever, Lenovo, Revlon, Visa, Starbucks... WFA announces speaker line-up for Global Advertiser Conference 2011 (28/02/2011)
ISBA announces Annual Conference 2011 Agenda (27/02/2011)
ISBA publishes a new Social Media Guide (27/02/2011)
eMarketer: Mobile social networking shows promise, but rich media has higher engagement
Date: 25/11/2009
Social networking is one of the fastest-growing activities among mobile users around the world. And as one of the primary ways mobile users communicate with one another, it is proving a significant driver of Internet usage on mobile devices.
eMarketer predicts the number of mobile users accessing social networks from their mobile devices will reach 607.5 million worldwide by 2013, representing 43% of global mobile Internet users. In the US, mobile social networkers will total 56.2 million by 2013, accounting for 45% of the mobile Internet user population.
The big three destinations of Facebook, MySpace and Twitter dominate the US mobile social networking space as they do the desktop world.
Location-based networks such as Loopt and foursquare have not yet reached critical mass, but are worth keeping an eye on as they work to link people, places and interests. In addition, location-based services can also be used in other contexts to help marketers target social network users with relevant information and offers.
"Location-aware branded applications and utilities that include a social component provide an avenue for marketers to engage their audience directly," added Mr. Elkin.
But the combination of two emerging channels means that estimating the market for mobile social advertising and marketing is premature, despite the promising user base.
Marketers looking to enrich their consumer touchpoints could do worse than to consider the latest Eyeblaster data reporting that creative was the key to more engaging rich media ads. Based on the research firm's "Online Video Advertising: Doubles Engagement, Boosts ROI" bulletin, video grabs attention and has a lasting impact.
Rich media ads with video had a higher dwell rate than those without, and almost double the dwell time. This translates to fewer impressions needed for the same results.
The performance of video ads varies according to the content it appears with. Video ads did best when placed next to e-mail, news, finance, sports and music, but fell behind in social network and gaming environments.
Source: eMarketer.com
WFA's Digital Network brings together global interactive marketers from within WFA's membership and regularly discusses issues such as social media and mobile advertising in its meetings. For more information on this please contact Robert Dreblow: [email protected]
