December 3, 2013 § Leave a Comment
We’re lucky from our vantage-point in that we get a direct view to both the online publisher and advertiser communities. Very often the needs and interests of these two groups’ tack in different directions. That is not the situation we find ourselves in today as both groups are faced with the necessity and challenge of developing an all-out mobile strategy. The mobile numbers are staggering – 1.7billion (yes billion) mobile phones were sold globally in 2012. The numbers for 2013 will tell the same story. A fantastic presentation that documents mobile eating the world can be found here
The chart to the left comes from the presentation and is staggering and a reality punch that we have truly entered (and in a relatively short period of time) an untethered world. What does it all mean? Well mobile might not be eating the world, but it is certainly reshaping it and how we live our daily lives. What does it mean for the small sphere of online advertising? For publishers mastering content anywhere at anytime – and for advertisers figuring out how to engage their customers in a portable world or content anywhere and at anytime.
November 7, 2013 § Leave a Comment
As you can imagine our seasonal consumer study (http://bit.ly/17gxvol) produces reams of data – much of which doesn’t make it into the final report. One of the points that caught my eye and reminded me of findings we used to see in our household studies is the fact that 1/4 of moms say they shop online because “there are no store hours to worry about.” At face value that seems to imply that convenience rules in a hyper busy world – but in today’s near 24/7 brick-and-mortar retail experience I’m not so sure that is entirely what it means. I think comfort comes into play – comfort in being able to browse without someone asking “can I help you”, comfort in abandoning the shopping cart without guilt, comfort in taking your time, comfort in comparing price, and comfort in knowing that you just can walk away. As we roll into the peak shopping season retailers should look at the online experience they provide and if it doesn’t feel comfortable – fix it.
November 5, 2013 § 6 Comments
Halloween is in the rear view mirror—and all eyes are on the upcoming holiday season.
If there ever was one, this is the year for mobile. According to our latest Online Insights study, where we surveyed 993 US online adults about how and when they plan to shop for the holidays, nearly one-half of consumers will use a smartphone to shop this year. That figure is up 51% from our 2012 study. Two-fifths will use a tablet for holiday shopping—a 190% increase over last year!
Considering Hanukkah starts before Thanksgiving and Cyber Monday falls in December for the first time since 2008, the respondents to our survey are ready to hit the malls and shop online. In fact, of respondents of who specified when they would shop for holiday gifts, a plurality (44%) says they will start shopping after Thanksgiving. And that means marketers and retailers have distinct opportunities NOW to pinpoint and engage their target consumers.
Remember though—engagement is the key! Presenting captivating creative that allows shoppers to research and compare offerings, find a location where they can purchase products and grab coupons or sales promotion codes should be paramount.
Grab the full “Spending Season 2013” Online Insights here (PDF), and check out our Spending Season 2013 infographic below.
September 11, 2013 § Leave a Comment
A bit of history – once the phone was an essential decorative object in the household. It was wired to the wall – and had a rotary dial on it which a caller would use to enter the number they wished to reach. But like any technology device time did no favors – soon there was the keypad and the rotary phone went the route of the Dodo bird. The story has been repeated countless times and continues today. IDC today published a report that tablet-computer shipments will top personal computers for the first time in the 4th quarter of this year. The dramatic shift of consumers away from PCs to mobile devices is having an extraordinary shift in not only the the technology industry, but also the advertising industry. The shift is only going to accelerate as the market for smartphones and tablets matures, and lower priced models become more available and popular. We’re at an interesting junction where consumer mobility is becoming the driving element to a brand’s marketing strategy. The mobile revolution is already annointing the technology winners (Apple, Samsung, Google etal) and losers (HP, Microsoft etal) – I don’t think we are too far away from making the same list for consumer brands.
September 5, 2013 § Leave a Comment
Mark Kaefer is the marketing director for Burst Media.
The NFL season kicks off today, and fantasy football is all the rage. A Google News search on the topic currently yields about 46.2 million results.
Last month, an article quoted Tom Brady (the NFL’s VP of content, not the New England Patriots’ quarterback) as saying that fantasy football players consume seven times more NFL-related media than fans who don't play the game -- and that such fans “bring their laptops and/or tablets to sports bars every fall Sunday so they can meticulously track fantasy stats over hot wings.”*
September 4, 2013 § Leave a Comment
So KISS of course is one of the greatest bands of the 1970′s. Its also the principle by which most of us operate as we weave through life. Keep it simple – saves time, money and invariably leads to a better outcome. In our world of media, impressions, platforms, eyeballs and consumers the KISS principle is taking root. The kinetic pace of acquisition activity is clearly a sign that the media (and agency) industry see an integrated, vertical stack as the best way to serve marketers needs. It makes sense – consumers don’t parse their time by platform. So why should marketers be forced to parse their programs by platforms. A consumer is a consumer – regardless of where and how they access content. That concept to me is the essence of KISS to our industry – and will be the driving force behind more consolidation and the anointing of winners and losers.