Archive for Television

Mobile Ads Stealing Budget from Print, Television, and Digital Next Year

Mobile Ads Stealing Budget from Print Television and Digital Next Year Mobile Ads Stealing Budget from Print, Television, and Digital Next Year2014 definitely saw an explosion of mobile ad spend. In the coming year, more and more advertisers are expected to push money towards mobile in a way that we’ve never seen before. The big question, then, is where is this money going to be coming from?

According to a recent study (expounded on here courtesy of eMarketer) the mobile budget is going to take away from the budgets of print, television, and digital display advertising.

While it makes sense that print and television might see their budgets cut, many people are surprised to see that digital display will have to give up some funds in order to fund mobile ads, too. Digital advertising has been king over the last five years, and with computers only becoming more prevalent, most advertisers assumed that it would remain king.

Consumers are actually starting to prefer mobile devices like smartphones and tablets over their large computers, with tablets leading the way when it comes to engagement. This means that advertisers who are looking to engage with consumers and improve return on investment, stealing some budget from other advertising methods and funneling it towards mobile is only practical and necessary.

5c85be84cb2a43c8ab4d0071fcec514e Mobile Ads Stealing Budget from Print, Television, and Digital Next Year Mobile Ads Stealing Budget from Print, Television, and Digital Next Year

Mobile Marketing Watch » Marketing Strategy

Is Mobile Ad Spending About to Overtake Television?

 Is Mobile Ad Spending About to Overtake Television?Mobile advertising is in growth mode. But when will it topple the king of the hill – television?

According to eMarketer, advertisers will this year (for the first time ever) spend more on mobile-device ads than they spend on newspaper or radio.

Market research company eMarketer also expects mobile-ad spending to soar 83 percent in 2014 to nearly $ 18 billion.

But BlueRun Ventures’ Operating Partner Cheryl Cheng says mobile advertising spend will not surpass television in the near future.

“Mobile advertising is a following indicator of where the market is,” says Cheng. “The medium for mobile advertising still has a lot of catching up to do before it can even reach — or surpass — the levels of TV advertising.”

The reason, she says, comes down to infrastructure and not yet “being able to close the [analytics] loop between an ad unit, and purchasing a product.”

The story first appeared at FoxBusiness online.

But some companies, like Verve Mobile, she says have leveraged the unique functions of a smartphone to provide highly targeted and relevant mobile advertising.

“Those types of advertising units do really well, the ones that leverage that aperture of mobile,” she says. “Outside of that, you are still seeing a lot of infrastructure being built out, so that advertisers can use that to validate their spend.”

In lieu of that, Cheng notes, “it is going to be difficult for them to move from traditional TV.”

37b97aafe3aee5bffdcf85f98539a0fa Is Mobile Ad Spending About to Overtake Television? Is Mobile Ad Spending About to Overtake Television?

Mobile Marketing Watch » Marketing Strategy

Mobile Television Market Needs a Makeover, Says Siano Chief

style=' float: right; padding: 4px; margin: 0 0 2px 7px;' class="alignright size-medium wp-image-20199" src="http://www.mobilemarketingwatch.com/wordpress/wp-content/uploads/2011/12/Mobile-Television-Market-Needs-a-Makeover-Says-Siano-Chief-300x281.jpg" alt="Mobile Marketing Mobile Television Market Needs a Makeover, Says Siano Chief" width="300" height="281" title="Mobile Television Market Needs a Makeover, Says Siano Chief" />On Wednesday, the chief executive of Siano Mobile Silicon Ltd., an Israel-based maker of TV chips for mobile devices, spoke with Bloomberg about his company’s burgeoning opportunities in the United States.

Siano, it seems, is moving toward an initial public offering sometime next year. The prominent manufacturer of chips that allow mobile devices to receive digital TV signals has CEO Alon Ironi giving ample consideration to the potential of mobile television – an industry the company head believes is in need of an image makeover.

“We need to see the creation of a positive perception of the mobile-TV market in the eyes of the financial community,” Ironi tells Bloomberg. “It’s almost a condition for going public. Right now, if you talk to an average analyst, all they know about mobile TV is it failed.”

id="more-20198">The global market for mobile-TV receiver chips may reach 159.4 million units in 2015, up from 99 million chips this year, according to research firm Forward Concepts Co. While Asia currently leads in mobile-TV adoption, success in the U.S. is key for holding an IPO here, Ironi said.

Despite the exponential growth of mobile across a wide range of industries in recent years, fewer than 25 million Americans watch video on mobile devices today, IE Market Research Corp says.

One of the biggest indicators of the industry’s struggle came when Qualcomm’s subscription-based Flo service was closed earlier this year.

What remains to be seen is if and how Siano “can succeed in a market where Qualcomm failed.” That’s according to Will Strauss, president of Forward Concepts. “I am a skeptic,” Strauss told Bloomberg this week. “Qualcomm got out of it — it may be a clue.”

Do you share in the skepticism or is it only a matter of time before mobile-TV gets the “makeover” it needs to become as dominant as other forms of mobile communication and entertainment?

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Mobile Marketing Watch » Marketing Strategy