Tag: Facebook

New ad formats and mechanisms change consumer perceptions

Hampshire, UK – 22nd October 2013: A new report from Juniper Research has found that increased utilisation of analytics platforms, allied to the introduction of innovative ad formats and purchasing mechanisms, will push global mobile ad spend beyond $39 billion in 2018, up from $13 billion this year.

Rich Media Ads Lead

The report – Mobile Advertising: In-App, Mobile Internet & Messaging Strategies 2013-2018 –highlighted the opportunities offered by targeted in-app advertising, citing the dramatic success of Facebook in monetising its native applications over the past year. Mobile now contributes 41% to its overall advertising revenue. Facebook recently announced that it is going to begin rolling out video ads, a move illustrative of the wider industry trend for interactive rich media ads, away from underperforming mobile banner adverts.

Furthermore, the report observed that the growth of Real-Time Bidding (RTB), a mechanism which lets advertisers buy impressions in real-time, means that publishers will be able to more easily sell their advertising inventory, which will thereby boost overall mobile ad spend.

”A Change in Consumer Perceptions”

However the report also pointed out that some brands still remain wary of the mobile channel due to concerns that mobile advertisements may be perceived as inappropriate or intrusive. Indeed, the report noted the disproportionately low spend on mobile advertising, versus other mediums, relative to the high engagement levels that frequently occur.

Report author Sian Rowlands pointed out, however, that “we are witnessing a change in consumer perceptions of mobile advertising as advertisers begin to use opt-in, or reward-style advertising; by harnessing big data and location information, mobile ads are being better targeted to users.”

Other Key Findings from the Report Include:

•    The fastest growing region, in terms of mobile ad spend, will be the Indian Subcontinent. Spend here will increase four times from 2013 to 2018.

•    Advertisers can increase conversions by simply adding mobile optimised features, for instance a ‘click to call’ button, or by linking to the correct app store.

The “Mobile Advertising – It All Ads Up” whitepaper is available to download from the Juniper website together with further details of the full report.

Juniper Research provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports and industry commentary.

For further details please contact Michele Ince, Press Relations

[email protected]

Campaign helps rekindle interest in old mobile games

Social networking giant Facebook recently launched a new campaign concerning mobile ads and consumer engagement. The campaign was meant to expose mobile users to advertisements while also reminding them to use applications that they have downloaded in the past. The campaign has been somewhat successful, leading to higher engagement for businesses and helping consumers discover, or re-discover, applications through the social platform. Game developer Arkadium held a study in the wake of the campaign in order to discover what impact it had on mobile games.

Study aims to shed light on consumer engagement

Facebook remains one of the most popular platforms for mobile games there is. The social network supports a wide range of these games, many of which are downloaded by the network’s massive user base. While many Facebook users download these mobile games, the majority of the games are played for a short period of time before being forgotten or replaced by other games. The study from Arkadium aims to shed some light on whether consumers are actually spending money on these games while they are playing them.

40% of people spend money on in-game purchases

According to the study, some 40% of consumers have made an in-game purchase, with 38% of these people making an in-game purchase through games on Facebook. The study also shows that 56% of people play more than 3 Facebook mobile games every week. Consumers tend to be very fluid when it comes to the games they play, moving from one game to the next relatively quickly. This leaves smartphones and tablets cluttered with a variety of mobile games that go unused generally because they are simply forgotten.

Consumers unlikely to remain fixated on single game for long

Reminding consumers to make use of their old applications could lead to a boost in mobile games engagement. It may also help people discover new applications from their favorite developers. Consumers are not likely to become fixated on one mobile game for long, however, especially as new mobile games are being released at a rapid pace.