Mobile Devices and Marketing

August 13, 2014 § Leave a comment

Earlier this week, I heard a story on NPR’s Morning Edition that made me think of our new Mobile Devices and Marketing Online Insights study. The NPR story — Internet Sales Threaten Shopping Mall Culture” — drove home the point that online and mobile shopping is doing to malls today what malls did to the downtown and “main street” shopping experience in the ’50s and ’60s.

I can see that, sure. The Internet has steadily and increasingly affected brick-and-mortar stores since the mid-’90s. And lately when I go to the mall, it seems like I have a better chance of being walked into by an iPhone-engrossed teen than finding what I went there for in the first place. It makes me want to buy exactly what I need quickly and easily online — even if it means I need to pay for shipping or wait a couple of days.

Back to our study. Earlier this summer, we surveyed nearly 750 US online adults aged 18 or older to better understand the impact of mobile devices on consumer behavior. We covered a lot of ground and included questions about mobile usage at physical retail locations such as shopping malls.

Here’s some of what we found:

  • Two-thirds (67.4%) of our respondents use mobile device apps and/or mobile browsers inside brick-and-mortar locations for shopping purposes — including one-half (48.4%) who say they frequently use devices to help them make purchasing decisions.
  • More than two-fifths (44.7%) of respondents access coupons and/or sales promo codes on their devices inside physical retail locations.
  • Two-fifths (39.6%) use devices inside locations to research/compare store prices, and 32.3% research and compare prices of different brands.

Below is a male vs. female breakdown of our findings in this area. Be sure to see the report summary and key findings here — and grab the full Online Insights PDF here

Devices and Shopping

Who’s Watching What at the Movies?

May 28, 2014 § Leave a comment

The summer 2014 movie season is here—and things are off to a Godzilla-level roaring start. According to Box Office Mojo, the four-day Memorial Day weekend brought in nearly $232 million gross for domestic releases.

Earlier this month, we surveyed 715 US online adults aged 18 or older to get a pulse on who intends to watch what in theaters this summer. Overall, two Marvel franchises top the list: one-third (33%) of respondents overall plan to see The Amazing Spider-Man 2 and another 33% say they will watch X-Men: Days of Future Past. Sure enough, X-Men­—which opened on May 23—had a strong debut at $110.6 million gross, according to Box Office Mojo.

At 28.5%, Transformers: Age of Extinction comes in third among all respondents. It’s headed to theaters at the end of June. Unlike Spidey and Professor X and crew, the Autobots and Decepticons do not have universal appeal among men and women: 32% vs. 25% respectively plan to watch Transformers this summer. (See our chart below; click to enlarge.) The same holds true for a few other features: Rio 2 (20% men vs. 31% women); Godzilla (28% men vs. 19% women); Maleficent (15% men vs. 32% women); and How to Train Your Dragon 2 (13% men vs. 23% women).

An interesting side note for movie and entertainment marketers: according to 2014 research from the IAB and InMobi, US moviegoers “always” (30%) or “very often” (19%) use mobile phones to plan trips to the theater. Another 24% say they use their mobile phone “sometimes” to plan theater outings. Add those figures up and you’re talking nearly 3-in-4 movie goers. Bottom line: if mobile isn’t in your mix, it should be.

What are you planning to watch this summer?

Burst Media - Summer Movies 2014

The Home Improvement Season

February 6, 2014 § 12 Comments

Sure, we’re in the thick of winter and Punxsutawney Phil says spring is still weeks away, but the do-it-yourself (DIY) and home improvement season is just about at our doorstep.

The latest Remodeling Market Index (RMI) numbers are out from the National Association of Home Builders (NAHB), and the fourth quarter of 2013 is at its highest reading since the first quarter of 2004—suggesting that the growth in home equity and home sales prompted home owners to undertake upgrades that they put off during tough times.

In late December 2013 and early January 2014, we surveyed 3,400 US online adults aged 18 or older to investigate whether the positive RMI trend would continue this spring with home owners and renters taking on remodels, repairs and redecorating projects—and see which media outlets respondents turn to and use for home improvement resources.

Check out our DIY research summary and key findings here, grab the full research report (PDF) here, and see our infographic below. Oh, and think spring!

BurstMedia_HomeImprovement_Infographic_feb2014

Second Screens Score at The Big Game

January 29, 2014 § Leave a comment

“Super” Sunday is a few days away and the media buzz surrounding the Big Game is fast becoming a roar.

Whether you’re in it for the football, the commercials, the entertainment or ALL of it, chances are you know what you’ll be doing Sunday evening.

At the start of the season last September, I wrote a guest post for Venture Beat that touched upon how second screens (mobile devices) and football fans literally go hand-in-hand. Fast forward to this week, and Burst’s latest research—which takes a look at how digital media and devices impact the Big Game viewing experience—found that just under one-half of respondents will check their smartphone and/or tablet at least once during the event. Second screens are especially huge among 18-24 year-olds: 3-in-4 of them will be checking their device(s).

Check out our Big Game research summary and key findings here, and our infographic below—and enjoy Sunday!

BurstMedia_BigGame_Infographic_jan2014

It’s content …

January 24, 2014 § Leave a comment

Jump into the hot-tub time machine and travel back to an era when another Clinton had their eye on the White House. The line that defined the campaign for Bill Clinton was “It’s the economy, stupid”. Lets riff on that a bit today “It’s content, stupid”. Within the ad economy the conversation has turned very rapidly to the rise of the machine and programmatic buying. This is a healthy conversation as for a certain part of the marketing spectrum inefficiency is being rung out of the system – and marketers are able to capitalize on the full potential (efficient reach and frequency) of the digital medium. That said programmatic cannot support all marketers goals. Yes brand dollars will flow to programmatic – but brand dollars are not going to be cut off from more integrated digital executions.

So back to “It’s content, stupid”. Maximizing reach and frequency are very top of the marketing funnel strategies that build awareness – however to bring a brand into a consumers’ consideration set a brand has to deliver a much different “advertising” experience. This is where content comes to play. Brands have a lot of content, and the internet has a lot of content – and both are constantly creating and flowing content into the system. The beauty of the system is the simple fact that it encourages and entices sharing of content. Savvy brands are pushing their content out and pulling complimentary content in – no walls. By pushing content out brands are broadening the exposure of their assets to a much wider audience – and starting and building conversations with consumers. That is one step in how a brand moves from awareness to consideration.

A big connected world

January 9, 2014 § Leave a comment

Like a lot of folks I love data – data on its own is a bit like following the threads of a story. A person, place or thing pops-up in the text and the next thing you know you gone from reading about the local weather to investigating the best places to see the aurora borealis (and researching flights and hotel accommodations in Iceland). That free thinking is what good data, assembled into meaningful buckets lets you do. It doesn’t present conclusions – it provides the fuel for investigation, thought, and the development of your own findings. The folks at WeAReSocialSG have pulled together a lot of great data in this slideshow that is just incredible opportunity to let the mind meander and develop hopefully some new thinking. Enjoy .. and let me say the breadth of the reported data smacks you with the reality of how truly global and massive the connected world is.

Another End of Year List …

December 30, 2013 § Leave a comment

Like just about everybody with a voice and a soapbox I am going to wade into 2013 nostalgia and present my top 10.   Sorry not movies, music, epic fails etc . just the 10 things I think had the most resounding impact on the online advertising space – and will have influence in 2014.   So in no particular order ….

  • Programmatic buying – 2013 was the year more and more brands accept programmatic buying as a viable compliment to their high impact programs.  Programmatic emerged from the “black box” to become a true component of a broader advertising effort and helped many advertisers create efficiencies by streamlining the partners they work with.
  • Content curation/distribution – We live by the mantra content is king and 2013 was the year brands realized that being a walled garden of content was, really, of little value.  Brands rushed to curate good quality content of their own or user-generated – and more importantly recognized that it is served best when distributed and shared to the masses.
  • Native advertising – along with “twerking” perhaps the most over used phrase in 2013.   Native advertising when done well is a beautiful thing – when done poorly seems like nothing more than a shrill plea for attention.  I think 2013 was the infancy/toddler years for this concept and 2014 will be its adolescence – which could mean more angst as brands learn to strike a delicate balance of engaging with consumers without seeming needy and pandering.  Stay tuned ….
  • Mobile – there are somewhere over 3bn smartphones in use on earth, almost double the number of PCs ….what more needs to be said
  • Blur … TV, video, beyond the screen – 2013 was not the year of video.  It was something much more as consumers found a whole new array of short and long form video content available, and a widening of choices for when, where and how to consumer it.  Also 2013 was the year in which content producers turned to the web in full force to keep the conversation and story going and providing fans with immersive experiences well after a season has ended.
  • Vine – it’s amazing what can be accomplished in 6 seconds.   Vine captures perfectly the immediate payoff viewers expect from content – got 6 seconds and here it is.  Brands are getting on the bandwagon and successfully using vine to partner with influencers, curate content and even create TV spots.
  • Moms – the consumer power this group has makes a brand manager’s knees quiver.  We talk a lot about the impact of youth on marketing, but think for a moment on how brands have shifted their marketing plans and spend to engage moms – its staggering and is impacting across the board how they market to nearly all adult demographic segments.
  • Cross-platform programs – 2013 was the year when savvy marketers went all-in with programs that took advantage of the unique characteristics and distribution power of multiple platforms.  We’ve seen this with social being affixed to nearly all programs, but the scope of programs today tying together in a cohesive package social, display, live events, influencer marketing, video, content curation etc… is staggering.
  • Traffic quality – kudos to marketers for demanding accountability and transparency.  Kudos to the supply partners who stepped-up and delivered on their promises.   We are in a very young industry and the pains we suffer at times are normal – when we have an environment of trust and verification we will all succeed.
  • Data – I’m not talking about NSA type data.  I’m talking about the deep, rich data we are getting about the impact and reach of campaigns – across platforms.   The data is providing us with a much clearer view of the effectiveness of a campaign – making optimization easier, inventory acquisition more efficient and ultimately our clients more successful.
  • Washington – OK so I said no epic fails, but any list not mentioning how the gridlock in Washington impacted marketers, agencies and consumers would be shortsighted.   The seeming inability of Washington to move beyond partisan bickering and the shutdown of the US government cast a pall over consumer sentiment and threw a wrench into many marketers Q4 planning.

The coming year will be a good one for the industry – all signs point to a recovering economy and hopefully a recovered consumer.   Year in and year out I am amazed by the kinetic pace at which our industry changes, adapts and evolves.   I expect a year from today I’ll be in much the same reflective mood and again be amazed at the strides the industry has made over the previous 365 days – and happy I am still here.

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