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Weekly Nast

A weekly wrap up of news in the mobile advertising world

Mobile Email Most Likely to Drive Purchase

Email was the most powerful form of mobile marketing in terms of driving purchase among smartphone owners in the US. More than half of smartphone owners who had made a purchase because of a mobile marketing message said they had done so after receiving a mobile marketing email.

 

Brands

Rovio names in-app advertising partner for China

Rovio- the Angry Birds developer and Madhouse- the largest mobile advertising network in China are collaborating to make the most of the growing mobile marketing in China.

Rovio names in-app advertising parnter for Phone/Android

Tired of being the showcase app for irrelevant in-app display advertising, Angry Birds will be using the Nexage Revenue Platform to improve costumer satisfaction and for the monetization of Angry Birds impression on Apple's iPhone and Android.

Flipboard now a real magazine, has more ads than content

Flipboard's new program will see selected brands that have a relationship with Conde Nast appear in full-page ads embedded in the streams of the publisher's content, beginning with American Express  in The New Yorker, followed by Lexus in Bon Appetit magazine and Wired.

Subway allows ordering via mobile app

Global restaurant chain Subway is increasing its digital offering with a new mobile marketing campaign, which will run across Velti's mGage platform.

The campaign will allow consumers to order meals via their phone for pickup at their nearest restaurant. In addition, a new mobile app and mobile site will give them access to information about the menu, nutrition and store locations.

Technology

What's New in Behavioral Targeting for Mobile Advertising

Behavioral targeting is important so advertisers can reach the target audience interested in their offer and most likely to convert. The cost of targeted advertising is more expensive but by reaching the most relevant audience, the ad spend is also more effective.

Some companies are creating technologies that will allow beharioral targeting and tracking even on mobile devices where online cookie based technologies do not work well.

Mobile advertising overrated

Just a decade ago banner ads were seen in the same light: ugly, annoying, and ultimately ineffective. More recently, however, display ads have made improvements in their designs and the way they're targeted. Recent case studies have proven this. Smartly targeted and well-designed campaigns can work to increase brand visibility and purchase intent.

Research

7 in 10 Smartphone and Tablet Users Pay Attention to Mobile Ads When Surfing Web 

Ads found while surfing the web on a mobile device appear to get the most attention from mobile users.

Indian brands going the mobile advertising way

According to the third issue of The BuzzCity Report, 2011, India continued to maintain its top position of the first quarter, with a growth of 29% and 7470 million ad impression served.

The continued growth of user activity in India has been matched with advertiser interest thus resulting in an increase of 27% in banner ads.

There was a noticeable increase in activities amongst brand advertisers, particularly in the sectors of automobile, financial services and consumer health sectors.

More money flows into mobile ad startups

Venture capital firms have invested well over $100 million so far this year in rounds of $5 million or more for at least nine companies in the mobile ad space, according to peHUB's analysis of data from Thomson Reuters (publisher of peHUB). Several more mobile ad companies have raised smaller early stage and seed rounds.

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