What makes mobile so unique? Things like Tile, which actually improves peoples’ lives.
Say Nike runs a TV commercial campaign for its new Air Jordans across several shows and networks. Twitter tracks exactly when the ads are shown and on what programs. It then looks for people tweeting about those shows by naming or mentioning the show, or using the right hashtag — people that are likely to have seen the Nike commercial. Twitter TV Ad Targeting lets advertisers target these people with Twitter Promoted Tweets ads that show up in their stream. Those could include pure text tweets reinforcing the commercial, a link they can follow to learn more or make a purchase, or even a Vine to give viewers a second dose of video marketing.
Source: Social Fresh, Kevin Vine on Jun 29, 2013
I thought I’d share with you all some interesting observations I’ve made over the last couple of days in regards to Instagram Video & Vine.
Vine and the introduction of Instagram Video provide a fascinating case study which underscores how incredibly quickly things can shift in the realm of emerging platforms.
A mere three weeks ago, Marketing Land’s Matt McGee posted an article about how Vine passed Instagram in total Twitter shares.
Yes, on June 4-5, there were more Vines posted on Twitter than Instagram IMAGES.
Fast forward less than three weeks to June 27 and we learn that after Instagram Video launches,Vine sharing tanks on Twitter.
And then yesterday on Mashable, we learn from Simply Measured data that twice as many Top 100 brands are using Instagram Video vs Vine.
This, of course, is just one week in.
How can this be?
Is it possible that we’re seeing an artificial spike in the use of Instagram Video vs Vine among the Top 100 Brands due to the fact that these same brands tend to be early adopters and were quick to hop on the bandwagon of a new platform?
Or is this a glimpse of things to come?
In an interesting twist, just this morning, Marketing Land once again chime’s in with a chart created by Topsy that shows new data. It turns out the original chart that showed Vine beating Instagram in Twitter shares was mainly taking into account influencers. And that Instagram has been winning in Twitter shares all along.
Where this all ends up of course has yet to be seen.
Clearly the fact that the introduction of Instagram Video didn’t require brands to have to recruit followers from the ground up (as was the case with Vine when it launched), gives it a quick early-on advantage.
Plus, without a doubt, the notion of having a full 15 seconds vs 6 to convey a message will certainly have a bearing in what types of content are used in each platform.
Nonetheless, I just found it fascinating how quickly things change in the world of social media and ever-emerging platforms and channels, and how it forces brands to constantly be on their toes.
Revenues exclude hardware sales and other non-game sales where possible. The analysis is subject to various other key assumptions, incl. forecasts and exchange rates. The financial analysis and corporate finance advisory services of Newzoo are headed by co-founder Thijs Hagoort, who has been active in investment banking industry for over 15 years, initially for UBS in London and Frankfurt and later with an independent advisory boutique.
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‘Next-gen consoles will be the Pied Pipers that lead some of the most promising companies today away from long-term success’
Comprehensive article that looks at the future of mobile gaming and why hand held devices will eventually overtake the console. Covers topics such as:
- Gaming’s shift from the living room
- Free to play F2P and the soul of gaming
- F2P in 2013 = video games in 1982?
- Consoles as Pied Pipers
Summary: This may not be the most glamorous conference we’ve ever attended, but I can’t remember the last time a conference was packed with so much useful information. Below are some of the highlights from and important takeaways for anybody working in the mobile gaming space.
- The deck is stacked against small mobile gaming developers who typically lack the resources and know-how for marketing and distributing their games. Many of these small developers are turning to publishers for help. But those publishers often take a 50% revenue cut. Moreover, there a lot of small developers vying for the attention of these publishers, who are in turn becoming more and more choosey about who they partner with. In general, the new benchmark for a successful game seems to be set at around $1m.
- The speed at which this sector is advancing is astounding. The main reason is because mobile apps are a closed-loop economy, meaning that transactions occur directly and instantly. Therefore, even small developers can get a good sense of ROI as soon as the game launches. And they have the means to conduct lots of testing within the app to see what works and what doesn’t. According to the latest data from Juniper Research, by 2017 there will be 64.1 billion games downloaded onto smartphones and tablet devices. if the projections manifest, it will represent a three-fold increase over 2012 downloads totaling 21 billion. One of the main reasons this nascent market has grown so fast is the break-neck speed at which they are able to learn. Probably 5x faster than any other sector we work in. This underscores the need for expertise in the space, since mobile gaming has a somewhat proprietary language and set of metrics. In other words, you can’t survive by simply throwing around buzz words, you must be authentic.
- There are many third-party platforms available to developers to compliment their SDK’s. Everything from marketing support to analytics are being offered. However, what seems to be lacking are strategic services. More precisely, a lack of understanding of gamer behavior OUTSIDE of the game itself.
- There were interesting trends mentioned, which we think will only continue to develop. For example, mini-consoles, whereby people use their mobile device as a controller/CPU and their TV as a monitor. We also expect to see more developers focus on niche markets, e.g., moms or on specific devices, e.g., tablets, which are two rapidly growing niche markets.
- Microsoft and Blackberry are still struggling to get developers to create apps for their operating systems. So much so, they’ve begun offering financial incentives to them. Overall, iOS and Android will continue to dominate the app market for at least the next 18 months.
Department store chain Nordstrom is enhancing the consumer experience on its iPhone application with updates that include product sharing via SMS and user reviews.
The new functions of the app will help consumers share their opinions on Nordstrom’s products with their friends and fellow shoppers. Luxury marketers with mobile apps should continue to update them with new functions to keep the experience relevant to savvy customers.
“We launched our smartphone shopping apps back in November of 2011, and since then have been doing a lot of listening and learning from our customers to make this a better shopping tool,” said Colin Johnson, spokesman at Nordstrom, Seattle.
Trying something new:
Nordstrom chose to tweak the shopping experience on its commerce-enabled iPhone app to encourage consumers to share their opinion on products. Before the update, consumers could share their favorite items with their friends via Facebook, Twitter and email. Now, consumers can send an auto-generated text message to anyone in their contact list about a particular product.
For example, if an app user wanted to share the Chloé Vanessa bag with a friend, the text message draft would say, “Check out my latest find from Nordstrom: http://shop.nordstrom.com/S/3453967 Chloé ‘Vanessa – Medium’ Crossbody Bag.” Nordstrom looked to make it easier for consumers to browse and make purchases on the app with a few other subtle updates, per Mr. Johnson. The retailer improved the sign-in process and enhanced the performance of the app. Consumers can also shop complete looks while browsing the sections of the app such as women, men, juniors and kids.
Nordstrom launched its iPhone app in 2011 to combine commerce, customer service and cross-channel engagement. The app lets consumers buy products, curate looks, create a wish list, venture in-store for events and call customer service. Nordstrom’s smartphone app went live for iPhone users first, but was soon introduced for Android devices (see story). Since texting is important to Nordstrom’s customers, it was the next natural step in enhancing the app, per the retailer.
“Shopping, mobile and social are as aligned as the designer purse and shoes to go with the high-end dress – at least that is what my wife tells me,” said Jeff Hasen, Seattle-based mobile marketing consultant. “The shopping experience has been social for a long time,” he said. “Consumers call or text their friends for opinions, to show something off or to get those in the social network in on the sale.” In particular, the addition of sharing products via SMS will help Nordstrom reach out to potential customers who do not use Internet-enabled phones but have access to text messaging. “While we might believe that all Nordstrom shoppers carry smartphones, that certainly isn’t the case,” Mr. Hasen said. “Texting programs are inclusive, ensuring that all who want to participate can.”
Nielsen’s Mobile Consumer Report
Nielsen have just released their Mobile Consumer Report. It’s got some interesting findings, so we thought we’d give you a summary.
The current landscape
Mobile phone ownership in both developed and high-growth countries has reached a critical mass, with no growth from the first half of 2012. The high rates of ownership are shown in the below graph:
Nevertheless, the kinds of phone we own are changing. Smartphone ownership is highest in South Korea, China, Australia and the UK, whilst those in Turkey and Brazil were most likely to own a multimedia phone. Feature phones are most popular in India, owned by 80% of all those with a device.
Some countries have a higher prevalence of multiple-device ownership, too, as highlighted by the coloured segments in these pie charts:
The report also contains interesting information on where and why we purchase our devices. 49% of Russian mobile users purchased their device at a major electronics or media store, whilst 39% of those in the UK purchased online. Factors vary by location: value for money is most important in the US, UK, Italy and China, as opposed to Russians who care about ‘stylish design’ or Chinese consumers, who want a large choice of apps.
Behaviours: shopping, social & video
Worldwide, text messaging is by far the most popular use of a mobile device. E-mail, instant messaging, social networking and the general use of apps are big too; the latter two showing high penetration in almost all markets other than India. Within the use of applications, social networking is strongest in the US, where 85% of smartphone owners are regular users, followed by 67% in Brazil and 60% in China. 58% of UK smartphone owners regularly make use of social apps.
Smartphones have the biggest impact on shopping for US users, who are most likely to use their devices for in-store price comparison, online coupons and purchasing products.
Another big use of smartphones is in watching mobile video, the frequency of which is shown below. This is most prevalent in emerging markets, especially China, and less so in the developed world, with the exception of the US.
In most countries, video is most often accessed via mobile web, but South Korean and UK users prefer to use a mobile app. In the US, both mobile web and applications are hugely popular: 72% of smartphone owners watch mobile video through these. Downloading clips is the least popular method in most countries, other than in India, where it outranks applications and Russia, where the two are level.
As smartphone usage grows, it is unsurprising that mobile advertising increases with it. In every country other than India, more than 50% of smartphone users who receive mobile ads did so at least once a day.
The effectiveness of these ads varies by country, too. In developed countries, people are less likely to click on adverts, whilst fast-developing countries see greater success. Interestingly, whilst it was shown above that Indian smartphone owners are least likely to receive ads, they are more likely to submit personal details once an ad is seen.
So, there’s a whole host of information about the differing nature of mobile ownership around the world. We’re seeing smartphones take over the developed world, with developing economies following not too far behind. All across the world, we’re using our phones for more and more exciting activities: apps, social networking, m-commerce. When it comes to mobile advertising, we’ve seen an increase in volume, which may well be responsible for a dip in effectiveness.
There’s plenty more in the report, too. For even more information, as well as details of the research methodology in different countries, make sure to have a look at the whole thing.