Advertisers yet to dial up mobile ads [Gulf News (United Arab Emirates)]
(Gulf News (United Arab Emirates) Via Acquire Media NewsEdge) If you still have doubts about the power of smartphone, new research from the Pew Centre usage can dispel that. From text messaging to downloading apps and listening to music, all activities done through mobiles have seen steady growth.
Thus, 81 per cent of American users send and receive text messages; 60 per cent access the web; 52 per cent use it for emails; 50 per cent download apps and 49 per cent get directions and recommendations. Listening to music was the preferred choice of 49 per cent. In a major trend breakthrough, video calls on cellphones has tripled since 2011 to 21 per cent.
By year end, more than 1.4 billion smartphones will be in use worldwide from a 44 per cent year-on-year, according to ABI Research. By 2017, the average mobile user will watch 10 hours of video, listen to 15 hours of music and make five video call per month, based on Cisco's calculations.
Even with these positive numbers, there is a certain scepticism among digital marketing professionals to invest in mobile advertisement campaigns. Of course, we are only at the start of the mobile evolution, but according to Nielsen's mobile consumer report from earlier this year, more than half of the UK's smartphone owners have never received adverts while using their device.
The explanation? "People are very finicky about how they want to be advertised to. On their mobile device, that's become heightened because it is such a highly personal experience. Being interrupted while checking email and using apps is not desirable," says Peter Dille, Tapyoy's chief marketing officer quoted in AdAge.
According to Forrester's survey, a way out would be to have "rewards for interacting with mobile ads". Fifty-nine per cent of consumers love it, while 40 per cent are open to the possibility of being able to select the type of ads that are displayed. The advertisers' approach should be polite and suggestive. Otherwise, consumers will hate your brand if you impose it and interrupt their activity with their device.
Pinterest makes a move on ads
Pinterest, launched in March 2010, is to start having display ads by promoting certain pins of a select group of companies. These â€˜promoted pins' will appear as search results and feeds from specific categories. In the initial phase, advertisers will not pay anything.
In a blog post, Pinterest's founder and CEO Ben Silbermann promised the ads would be "tasteful" and "transparent". There will be no "flashy banners", he wrote, and the site will clearly differentiate sponsored and organic pins. They will also aim for relevancy: A search for Halloween might produce a pin of an outfit from an online costume shop.
New York Times Magazine's design director in Dubai
There is still time to register for the Creative Design Conference in Dubai on October 7 and meet Arem Duplessis, design director at New York Times Magazine, one of the speakers. He has been named Design Team of The Year by the Art Directors Club (ADC) for three consecutive years.
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