MobOpt.com Mobile Blog
The State of Mobile Advertising
Mobile Commerce Daily has released their Classic Guide, State of Mobile Advertising 2011 and of course everything is pointing to mobile. The report covers every aspect of mobile advertising including where it’s at, where it’s headed, various vehicles, measurements, buying and external factors. There are also in-depth case studies.
Below are some points directly from their report. One key point is that 50 percent of mobile searches are local based and users will want to find that product, service, restaurant, or business right now. Another key factor is mobile content has already outpaced desktop content.
Click here to download the full report for free (It has a cover price of $495).
As of December 2010, 302.9 million Americans reported that they own a mobile device, making the U.S. wireless penetration 96 percent, according to CTIA – The Wireless Association.
26.6 percent of U.S. households are mobile-only,63.2 million own a smartphone, according to comScore.
About 35 percent of smartphone users access the mobile Internet from their device
U.S. mobile advertising spend was estimated at $743.1 million in 2010, according to eMarketer. This number is expected to reach $2.5 billion by 2014
Messaging – SMS or MMS – will make up 24 percent of total U.S. ad spend in 2014, down from 44 percent in 2010, according to eMarketer
There will be over 7 trillion SMS messages sent in the US alone.
Display mobile advertising spend – rich media and static banners that run in mobile apps and on the mobile Web – will reach $334.5 million in total ad spend by the end of 2011, up from $202.5 million in 2010 and $91.4 million in 2009,
iOS and Android devices are seeing the best results when it comes to mobile advertising response rates
When it comes to mobile Internet display ads, Google is tied at first place with Apple, with 19 percent market share
ads delivered via mobile apps in the U.S. will explode from $305 million in 2010 to $685 million in 2011 and more than $8 billion by 2015, with $1.2 billion of that coming from local advertisers.
iPad interstitials performing above average.
Mobile search advertising spend will reach $295.1 million in 2011, up from $185 million in 2010 and $83.2 million in 2009. EMarketer expects mobile advertising spend to increase to $201.3 million in 2014. Google is currently in the lead…
50 percent of search queries on mobile have a local intent, with users searching for restaurants, movies
When people are on their desktop, they are in research mode. But when they are on their mobile device, they just want to ask one thing and get an answer.
Over the past two years, Google’s mobile search traffic has grown fivefold.
Mobile video advertising spend– whether it be pre- or post-roll, in-stream or in-ad unit executions – will reach $50.8 million in 2011, up from $28.3 million in 2010 and $12.6 million in 2009. By 2014, spend on mobile video advertising is expected to reach $201.3 million
Mobile video has higher viewer retention than online video,
The rate of global mobile Web content growth over two years has outpaced the growth of the desktop Internet over that same period
150,000 mobile-ready Web sites, while the 2010 study showed approximately 3.01 million sites, representing an incredible two-year growth of more than 2,000 percent.
And that growth level significantly outpaces early desktop growth.
between 1996 and 1998, the size of the desktop Web grew from 150,000 sites to 1 million sites, a growth rate of 1,333 percent, compared to the mobile Web’s 2,000 percent growth in the equivalent time-frame.
the mobile phone is a personal device. It enables in-your-face advertising. The ads are more personal than on the PC.
IDC expects there will be more mobile Internet traffic than the desktop, meaning mobile display and mobile search will outgrow their PC Internet counterparts.
Consumers are actually becoming comfortable viewing mobile ads on their devices, 25 percent said that they were getting used to seeing mobile ads.
iAd interactivity ushered in a new age of mobile advertising opportunities. The platform gave content creators designing browser-based ads an additional opportunity in the mobile ad space, allowing them to create animated, interactive ads.
InsightExpress found that mobile advertising is four-to-five times more effective than online advertising
A third of mobile owners own a smartphone
ages 25-34, about 50 percent of them have smartphones
82 percent of consumers have used their mobile phones in a store, 55 percent in a doctor’s office or hospital, 17 percent during a movie at the theater, 14 percent while flying on a plane and 7 percent during church service. Around 17 percent of mobile users have shown a clerk in a store a picture of a product on their mobile phone, saying in effect, “I want this please,”
Forty-five percent of users check their mobile devices first thing in the morning
Google found that only about 21 percent of its largest advertisers have a mobile-optimized Web presence
one in three mobile searches have local intent.
mobile will be the No. 1 Internet access device by 2013.
8 percent of total ecommerce sales will come from mobile by 2014.
nearly one-third of all mobile users already actively engage with Web content on their mobile phones, and 53 percent of smartphone users routinely engage in mobile Web browsing activities.
iPhone users are more likely to respond to a mobile Web ad than owners of other smartphones.
Mobile’s biggest advantage is that it gives legs to other channels such as catalog, retail store, direct response television and ecommerce.
Tourism and Your Mobile Site
With the major tourist season approaching in North America the mobile site is going to be the key to your success. Whether you are in a coastal beach town or a bustling major city, travelers’ cellphones are going to be their #1 resource tool. They’ll be making decisions while traveling in the car, at the airport, train, or bus.
People are 3 times more likely to act on a decision on their mobile than from the pre-panning research they did from their laptops at work or home. This means they will be making last minute decisions on where to go and what to see at that moment.
They will be headed to the major search engine of their choice whose site is already mobile optimized to make the decision on which district to hang out, what to eat, where to take the kids (chances are the kids will pull out their phones to make their own decisions), what to see, and hopefully all in the same place or close by.
If you search from Google, Google will show their Places results first, other sites might pop up like Yelp or various directory and social sites, which will be mobile optimized to help your customers make that decision. These sites will then lead your customer to your business’ website for more information which will detect the users mobile device, and redirect to your mobile optimized site right?
If not this is what might happen:
- Too slow to load on a mobile.
- Hard to read information, too much pinching and scrolling.
- Full site is heavy, will increase the potential customers data charges not to mention they are on roaming.
- They’ll easily find another site that’s mobile ready.
Basically you’ve lost them. With the tourism season being short, you cannot afford that. For some businesses it is the only time they make money. For the rest, it’s that additional income they can earn when their regular clientele slows down.
Tourists will make decisions on the spot. Help them make that decision easier with a mobile website. Give them quicker access to your menu, products & services, call you with one click, and map you directly from your mobile website.
Give yourself the advantage.
Mobile Marketing 101
Mobile Marketing is a combination of tools and resources to get your mobile site noticed. Why the emphasis on a mobile site rather than a desktop/laptop site? Quite simply, no other technology has seen such explosive growth. In human history, no other technology has ever been adopted as quickly as mobile. Apple’s business is now 50% iPhone sales. Almost 80 million Americans now have a smartphone. This makes it more enjoyable to view a site on a mobile device. That said, you would still require a mobile website for maximum compatibility.
So now that you have a mobile website, what next? We’ll discuss some points to get people to view your site from a mobile device.
Your Desktop Site
The primary source of traffic to your mobile site will still be from your desktop site. To make sure your mobile visitors have a more comfortable experience you can redirect mobile devices to your mobile website (we can help you there). This way they’ll get the information quicker, and will be much easier to read. Put a link to your mobile site, somewhere at the top of your desktop site. This way it’ll be easily accessible to mobile visitors without having to scroll to find it.
SMS Marketing is exploding. There are various services out there where you can build a list of opt-in phone numbers, and send periodical messages to these users promoting your products or services. Some examples include restaurants promoting specials and events, realtors informing prospective clients of open houses, or a daily deal (but don’t spam).
Another method is to advertise your SMS short code some where a client could see it. The customer sends a message to that short code along with the keyword of what they are interested in. Then they will receive a reply with a short message along with the link of the mobile site for them to view on their phone.
So for example, I walk down the street and see a billboard of a product I am interested in. The billboard mentions the short code and the keyword: ‘Text widget to 12345’ widget being the keyword, and the short code (where I am sending the text message to) being 12345. I will then receive an auto reply of the interested product.
New forms of text marketing keep emerging. More recently vicinity messages, where a message is recieved from a bus stop ad., or a billboard ad. in a mall, will be received by detecting your location, and sending you an offer in that area.
Text is a very exciting mode to get your mobile website noticed. Prices for text campaign services maybe on the higher end for some, but with popularity and competition like everything else (except gas), will come down.
QR Code and Offline Marketing
We discussed this 2D barcode in our earlier posting. Quick Response or QR codes are a barcode that allows a lot more information to be stored and read from a QR code scanner (up to 4,000 alphanumeric characters). The scanner is available to download on any smartphone and non-smartphone for free, and is quickly becoming an invaluable tool for any business. The beauty of QR codes is that they are also free. You can generate them online, even from our site, and use them in your marketing efforts. The QR code is simply an image file. Use it on your business cards, signage, window display, vehicle, use in your social sites such as Facebook and Twitter as they have mobile versions of their sites as well, your website, and of course advertisements.
Of course the banner ad. has become mobile and is more successful than any of its predecessors. Online advertising publishers such as Admob, Google, and InMobi have seen amazing click rate conversations on the mobile front in comparison to TV, print, and desktop web. Google recently published a blog post stating that almost 80% of smartphone users will click on an ad from a mobile device whether it is in a game, app, or browser. These are phenomenal statistics considering people usually avoid looking at ads all together in traditional modes.
Use a .mobi Domain Name
When looking at the vehicle in front of you with their .com address, are you thinking 'I should pull out my phone and check their site'? No. Because the .com address instinctively tells you they are a desktop site. If their site was a .mobi, then you would automatically think to look at it from your mobile device rather than saying to yourself, 'I'l go home and see the site'. By then you've already forgotten about it. .mobi says I'm a lean, quick mobile site, ready to deliver the content to you fast, right here, right now. Find one here.
In the discussed marketing options above, you should promote your .mobi domain name.
Whether your budget is big or small, we hope this post will help you increase traffic to your mobile site. As the summer months approach and the tourist season kicks in, these techniques will surely give you a major advantage, and will help defy economic statistics.
Let’s not forget, you’ll need the mobile site for all to see ☺. Mobopt will help you there. We’ll build you a professional optimized site at an amazing price with too many features to mention here.
Never drive and phone at the same time.
Case Study: Restaurant Mobile Site (Thali Indian Cuisine)
When restaurateurs are asked what is the number one consideration for their success once the physical operation is up and running, and they’ll say their website. There is no doubt that a website is detrimental to restaurants, clubs, bars, hotels and motels awareness and success.
But do they consider a mobile website? The answer is no. Why? Because the majority of restaurant owners or marketing decision makers do not realize that there is a difference. Checking out our blog and site will not only immediately make you realize why you need one, but let us talk about the restaurant, food service sector in particular.
If there’s any industry that a mobile site was invented for, it’s this segment. Mobile sites are just that, mobile. Allowing people to find you on the go. The responsiveness of a MobOpt.com mobile site loads data quicker than a regular website as portable devices have memory and processing limitations. Various companies such as Apple refuse to support Flash on their devices and the remaining vendors that do support it provide for a slow, poor experience.
Flash remains a popular choice for restaurant and nightclub owners as they get your attention and give that modern attractive feel of your establishment. But on phones, people can’t find your information and can cause excessive data charges to the customer.
Regular sites written in HTML (the language for authoring websites) contain a lot of features that load slow on mobile devices, as the language was not written for it. However, some HTML is used, but you would have to know what is supported on what device, without breaking the site on another device (There are over 5000 devices!).
The other thing a lot of people say to themselves is, ‘oh, we’ll only support the latest smartphones, we don’t need customers from older or feature-phones’. This is a major blunder. With all the hype around smartphones such as the iPhone and Android, we forget that the majority of cellphones out there are feature-phones with regular dial pads and are internet ready. These phones still account for 65% of the market.
When Thali Indian Cuisine in Montreal, Canada realized they needed a mobile solution and did their homework, they chose MobOpt for plenty of reasons…
“They built the site for us” said manager Remona Sandhu. “Our current designer offered to build it, but didn’t really seem to understand everything involved, not to mention a high charge rate”.
“The features included are phenomenal. I track my visitors via AdMob’s Analytics service. I can see exactly where they are coming from, and from which devices”.
“Their SEO is awesome! Google found my mobile site and I get a substantial amount of visitors from them. The price made it a no brainer for me. Where else would you get a solution like this hosted for only $55, I am still amazed”.
“The feedback from my customers is excellent. First off, it gave us a more professional image and makes us appear tech savvy (when really we aren’t ;)). Our customers find us on the go, and with the Click-to-Call feature, customers are happy they can contact us so easily. One told me he goes to our mobile site even from his desktop as it is quick and the info is relevant.
The share features allows my customers to tell they their friends on Facebook and Twitter about us”.
“All in all, I can’t endorse this service enough. It is a major asset to our business and I would highly recommend to any restaurant or business in general out there. As a matter of fact, maybe more important than a regular website”.
Mobile App vs. Mobile Site
Quite often we get asked what’s the difference between a mobile website, and a mobile application (app). Mobile apps are specifically built for a particular device, quite likely written in a software language (think of them as software you install on your pc). An app you download from the App Store, from Apple, will usually run on iPhone, iPad, and iPod devices. Each device and each generation of device, will require further development and tweaking to utilize new features, and make sure application is backward compatible with previous devices and operating system versions.
That previous explanation is only for Apple’s devices. If you want your app to work on Android devices such as Sony’s Xperia, and HTC smartphones, then you would have to build another app for it to work on those devices. Same goes for Blackberry and Symbian phones, etc….
You would have to build an app for each operating system. Not to mention maintenance of these apps. This tends to become a time consuming process, as well, can be quite costly for most businesses. Consider this option if you wish to build a dynamic app such as games, intense audio/video streaming, calling software such as Skype, various utilities, and remote control software.
Not to say this isn’t a viable solution. I have tons of apps on my phone desktop, from which I use maybe 2 or 3 all the time. But the rest of the 50 apps I have are occasionally, or never used.
Prior to Apple releasing the folder feature for the iPhone, my desktop was almost 10 scrolling pages! You could imagine I couldn’t find anything. But since the folders feature, everything is now neatly organized (almost everything).
Mobile websites however, run in a mobile browser, and do require some work to display content correctly on various mobile devices (there are thousands of them). But for the most part, is a cost effective solution, and your site will be up and running almost instantaneously for the world to see. This is a better solution for small to medium sized businesses, ecommerce sites, informational sites, and service based businesses to say the least (imagine downloading an app for each site you visit, that would be chaos).
Personally I do not see myself downloading an app for each restaurant in my town. Just imagine opening all those apps to see the menus. This would be painful. Best to have a mobile website so they can find you on the go, fast, and easy to maintain.
Advancements are being made in mobile development almost daily. And technology to make mobile sites more dynamic is progressing quite quickly. You can rest assured if you go with MobOpt.com, your mobile site will be modern, and ready for whichever mobile device is out there.
This fight is not new. Initially we were downloading apps on our PC desktops for everything. Now the majority of apps run in browsers, there’s a reason for this. Don’t get me wrong though, I still like my Angry Birds ;)