Archive for Mentality

MMW Op-Ed: How ‘Second Screen’ Mentality Can Enhance Your Super Bowl Advertising

MMW Op Ed How ‘Second Screen’ Mentality Can Enhance Your Super Bowl Advertising 300x197 MMW Op Ed: How ‘Second Screen’ Mentality Can Enhance Your Super Bowl AdvertisingThe following is a guest contributed post by Matthijs Keij, Co-founder and CEO of FlxOne.

Gone are the days of people just focusing on one thing at a time. We’re a society of multi-taskers who frequently have two screens on at the same time. With a television, smartphone, laptop, or tablet always powered up, we find ourselves constantly dividing our attention. Fortunately, that’s an encouraging trend for those of us who want to get more eyeballs on our ads.

On February 2nd, the Seattle Seahawks and Denver Broncos will face off for Super Bowl XLVIII. The Big Game is a huge day for advertisers, with nearly 110 million TV viewers and the average 30-second commercial running a whopping $ 4 million. However, if you’re like most businesses, you simply don’t have that kind of money in the bank to capture the attention of this captive audience. Enter the magic of mobile.

Live sports can be a huge draw for advertisers who want to ensure viewers see their ads. Think about it. If you’re watching a live game, it’s pretty unlikely that you’ll switch channels during the commercial breaks. However, whenever play on the field has stopped, viewers are extremely likely to start searching and sharing on their smartphones and tablets: the second screen. That’s where you need to be seen on Super Bowl Sunday.

According to a 2012 survey by Deloitte, 24% of people use a second screen while watching television. But that’s just on any ordinary day. According to a Harris Interactive survey of those who planned to watch Super Bowl XLVII in 2013, 36% indicated they would use a second screen to supplement their game day experience. That number is sure to increase this year as even more people embrace smartphones and smaller tablets become more popular.

Sports-related apps will enjoy a hefty surge in traffic during stoppages, so be sure to target non-premium, NFL-related apps (e.g. apps that list player stats, team facts, trivia, etc.) in your advertising plans.

Don’t forget about social apps, too. During last year’s game, according to Marketing Pilgrim, football fans posted more than 47.7 million updates to Twitter, Facebook, and other social networks. A huge majority of those updates were via mobile devices. Even ESPN is encouraging viewers to tweet their analysts by including their handles during TV interview segments.

By targeting Super Bowl viewers through mobile ad exchanges in real time during the Big Game, you can capture attention at reasonable prices—especially compared to other forms of Super Bowl advertising. Whether it’s a promoted Tweet or a targeted in app mobile add, you don’t need to be a Fortune 500 company to be seen on game day. Just make sure to be savvy and get on the mobile football bandwagon ahead of time.

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Mobile Marketing Watch » Marketing Strategy

Report Says Mobile Marketing Adoption Leading to ‘Mobile First’ Mentality

style=' float: right; padding: 4px; margin: 0 0 2px 7px;' class="alignright size-medium wp-image-20340" src="http://www.mobilemarketingwatch.com/wordpress/wp-content/uploads/2012/01/Report-Says-Mobile-Marketing-Adoption-to-Change-The-Complete-Landscape-of-Mobile-300x225.jpg" alt="Mobile Marketing Report Says Mobile Marketing Adoption Leading to Mobile First Mentality" width="300" height="225" title="Report Says Mobile Marketing Adoption Leading to Mobile First Mentality" />According to a new report and series of projections published Monday from Telmetrics – a provider of advertising call measurement solutions – high mobile adoption rates among both consumers and advertisers are transforming the industry and driving a mobile-first mentality for measurable results.

“Mobile is the true pay per call platform as there is an immediacy about mobile local search that drives higher response rates and the dominant mobile ad response is a call,” says said Bill Dinan, president of Telmetrics. With mobile, consumers are ready to make a purchase right away and advertisers are seeing the valuable link between a call and a purchase. The mobile marketing performance model is more easily defined and monetized, and that will help drive more revenue for advertisers and further tailor their mobile approach.”

Among the predictions for 2012 outlined in the report:

  1. id="more-20339">Pay Per Call Goes Mainstream With Mobile: High mobile adoption rates for both consumers and advertisers mean there is a mutual understanding of the platform and the relevancy of calls. Unlike the drawn out learning curve that came with online advertising, this new proficient mobile knowledge base will help drive pay per call programs.
  2.  Mobile Propels Pay Per Action: Advertisers today realize the wealth of data available via mobile and are eager to track and pay for revenue producing actions including calls, map/directions downloads, QR code reads – any definable and concrete action that means a purchase is likely imminent.
  3. In-App Call Tracking Rises: We expect consumers will continue to hone their lists of favorite apps and use them as their go-to resources for everyday planning and purchasing more so than mobile browsers. As such, advertisers will increasingly track the impact of in-app activity on call volumes and sales. This includes social apps like Facebook and Yelp.
  4. Marketers and Advertisers Shift to Mobile-First Strategy: The combination of continued low advertising budgets and the tracking capabilities of mobile will mean a market shift of companies implementing a digital strategy that starts with mobile and then extends to other platforms that can supply similar metrics.

Do you agree with the bold projections made by Telmetrics? Please weigh in with a thought or comment below.

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Mobile Marketing Watch » Marketing Strategy