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TheMobileBuzz
Marketing success reason given for this is that native advertising integrates
ads into the user's social experience in a less intrusive
in the mobile age fashion, and the advertising campaigns function
seamlessly between the mobile and desktop realms.
Video
ech companies and mobile marketers are begin- Smartphones and tablets are driving another growth
ning to figure out the new omnichannel mar- segment in online video, which is seen by comScore as
keting paradigm. It is a complex, stratified an effective way to realize greater brand recognition and
T landscape that requires nimbleness to reach more sales. "Perhaps the combination of sight-sound-and-
the right demographics with the right messages, keep motion in a lean-forward experience provides greater
consumers' attention and then convert mobile interactions marketing impact than the lean-back experience of TV,"
into sales. comScore said.
In comScore Inc.'s report, U.S. Digital Future in Focus 2014, Dovetailing with that statement is that the up-and-coming
the ever more fragmented media landscape is investigated consumer demographic – the millennial generation – love
from several angles, including mobile, social media, to watch videos online. The report said this group spends
video and advertising. Optimization of each facet, and 48 percent more time watching videos online than the
combining each into a cohesive, cross-platform whole, is average Internet user.
the struggle comScore explores.
Advertising
Mobile
In the realm of digital ad delivery, comScore noted that
The researchers said 2013 was a relatively quiet year from there is still much room for improvement. The report said
a product introduction perspective. The real news was 54 percent of all ads are not viewable online. Another
the double-digit growth of mobile device adoption in the problem is that the majority of media companies have
United States. As of December 2013, 65 percent of U.S. not yet allocated enough money to digital advertising to
consumers 13 years of age and up have smartphones, and realize its potential, according to comScore.
34 percent have tablets.
"With the appropriate measurement systems and cross-
With "marketing dollars following eyeballs to mobile media comparable metrics in place, dollars can be more
platforms," as the report stated, marketers would be wise optimally allocated towards the media driving the highest
to focus on mobile apps. Eighty-five percent of the time brand and sales impact," the report said.
spent on the Internet via mobile devices is filtered through
apps, according to the researchers. Not surprisingly, the ComScore believes the secret to realizing that impact is by
most popular app is for Facebook, followed by Google companies investing in integrated marketing campaigns
Play, Google Search and YouTube. across multiple platforms. "On balance, an integrated
Social media approach should result in improved sell-through rates
and improved CPMs [cost per thousand impressions]
Social networks are also enjoying increased interactions across mobile channels," comScore said.
from mobile device users, at the expense of connections
facilitated by desktop computers. An important trend Profound shifts
touched on by comScore is the rise of social networks that ComScore pointed out that the fragmentation and
focus on visuals over the written word. Such platforms as disruption caused by the mobile device revolution
Instagram, Snapchat and Vine are growing because "their presents a golden opportunity for businesses, but only for
highly visual and easily digestible content is immediately those nimble enough to navigate the changing landscape.
resonating with users and attracting new adherents," In that effort, businesses must embrace mobile technology.
comScore said.
As comScore stated, "The extraordinary challenges of a
At the heart of these image-dominated social networks are fragmented media landscape have created a premium
the cameras on smart devices, which allow users to create for the ability to solve increasingly complex problems;
content and upload it to networks almost instantaneously. fortunately, the evolution in technology infrastructure,
"With smartphones facilitating simple but compelling big data and marketing measurement systems promise to
content creation, they provide the fuel that has led to high help realize the potential of the digital age."
intensity interaction and supercharged the growth of
these platforms," comScore noted.
An important trend touched on by
Another trend involves "native advertising," which is the
practice of social networks embedding advertising into comScore is the rise of social networks that
the content streams of their users. ComScore said native focus on visuals over the written word.
advertising is the key to social media monetization. The
25
Marketing success reason given for this is that native advertising integrates
ads into the user's social experience in a less intrusive
in the mobile age fashion, and the advertising campaigns function
seamlessly between the mobile and desktop realms.
Video
ech companies and mobile marketers are begin- Smartphones and tablets are driving another growth
ning to figure out the new omnichannel mar- segment in online video, which is seen by comScore as
keting paradigm. It is a complex, stratified an effective way to realize greater brand recognition and
T landscape that requires nimbleness to reach more sales. "Perhaps the combination of sight-sound-and-
the right demographics with the right messages, keep motion in a lean-forward experience provides greater
consumers' attention and then convert mobile interactions marketing impact than the lean-back experience of TV,"
into sales. comScore said.
In comScore Inc.'s report, U.S. Digital Future in Focus 2014, Dovetailing with that statement is that the up-and-coming
the ever more fragmented media landscape is investigated consumer demographic – the millennial generation – love
from several angles, including mobile, social media, to watch videos online. The report said this group spends
video and advertising. Optimization of each facet, and 48 percent more time watching videos online than the
combining each into a cohesive, cross-platform whole, is average Internet user.
the struggle comScore explores.
Advertising
Mobile
In the realm of digital ad delivery, comScore noted that
The researchers said 2013 was a relatively quiet year from there is still much room for improvement. The report said
a product introduction perspective. The real news was 54 percent of all ads are not viewable online. Another
the double-digit growth of mobile device adoption in the problem is that the majority of media companies have
United States. As of December 2013, 65 percent of U.S. not yet allocated enough money to digital advertising to
consumers 13 years of age and up have smartphones, and realize its potential, according to comScore.
34 percent have tablets.
"With the appropriate measurement systems and cross-
With "marketing dollars following eyeballs to mobile media comparable metrics in place, dollars can be more
platforms," as the report stated, marketers would be wise optimally allocated towards the media driving the highest
to focus on mobile apps. Eighty-five percent of the time brand and sales impact," the report said.
spent on the Internet via mobile devices is filtered through
apps, according to the researchers. Not surprisingly, the ComScore believes the secret to realizing that impact is by
most popular app is for Facebook, followed by Google companies investing in integrated marketing campaigns
Play, Google Search and YouTube. across multiple platforms. "On balance, an integrated
Social media approach should result in improved sell-through rates
and improved CPMs [cost per thousand impressions]
Social networks are also enjoying increased interactions across mobile channels," comScore said.
from mobile device users, at the expense of connections
facilitated by desktop computers. An important trend Profound shifts
touched on by comScore is the rise of social networks that ComScore pointed out that the fragmentation and
focus on visuals over the written word. Such platforms as disruption caused by the mobile device revolution
Instagram, Snapchat and Vine are growing because "their presents a golden opportunity for businesses, but only for
highly visual and easily digestible content is immediately those nimble enough to navigate the changing landscape.
resonating with users and attracting new adherents," In that effort, businesses must embrace mobile technology.
comScore said.
As comScore stated, "The extraordinary challenges of a
At the heart of these image-dominated social networks are fragmented media landscape have created a premium
the cameras on smart devices, which allow users to create for the ability to solve increasingly complex problems;
content and upload it to networks almost instantaneously. fortunately, the evolution in technology infrastructure,
"With smartphones facilitating simple but compelling big data and marketing measurement systems promise to
content creation, they provide the fuel that has led to high help realize the potential of the digital age."
intensity interaction and supercharged the growth of
these platforms," comScore noted.
An important trend touched on by
Another trend involves "native advertising," which is the
practice of social networks embedding advertising into comScore is the rise of social networks that
the content streams of their users. ComScore said native focus on visuals over the written word.
advertising is the key to social media monetization. The
25
