Mobile Advertising

Acxiom, 4INFO Announce Deal for CRM-Based Mobile Ad Targeting

The reinvented 4INFO announced a deal with Acxiom this morning that is consistent with the way mobile and the broader digital advertising markets are evolving: advanced targeting and in-store/sales lift measurement.

According to the release, "The partnership provides US consumer brands new levels of mobile advertising precision and confidence for customer relationship campaigns, including the ability to measure results where it counts — at the cash register." Accordingly, companies will be able to use their own data to target existing customers (and prospects) on mobile devices -- and then track response to the point of sale and see direct sales impact.

Facebook has a similar product and relationship with Acxiom. At Facebook "Custom Audiences" allows companies to find and target their own customers on the site or in mobile. Catalina has a deal with 4INFO that leverages the former's purchase history data so that third party CPG companies and others can target buyers of specific products/product categories. But the 4INFO-Acxiom CRM-based targeting and sales measurement may be a first (other than Facebook) in mobile. 

Behind the scenes the advertiser's CRM/customer data (or Acxiom audience data) are matched with 4INFO's database on a 1:1 basis. 4INFO claims profiles of 152 million mobile devices covering 101 million US households.

4INFO will also be making Acxiom audience segments data available to its "AdHaven Bullseye" advertisers. Most of the ad inventory 4INFO uses come from mobile exchanges. 

It's worth repeating; what's significant about the announcement are the ways that it's a kind of harbinger of the future:

  1. Increasingly sophisticated and precise mobile targeting
  2. Ability to measure in-store/sales impact 

As I've argued elsewhere in-store/sales measurement will become an almost mandatory requirement of many mobile campaigns (depending on the objectives). There are now multiple companies including Placed, PlaceIQ, uSamp and others offering the capacity to measure in-store lift from mobile campaigns. Being tied into CRM databases offers even greater accuracy in terms of measuring sales impact. 

Once these methodologies become more widely available and understood, advertisers will demand them. Placed and PlaceIQ will be talking about ad tracking to the point of sale and in-store measurement at Place 2013. The early bird conference rate expires this week. To take advantage register today

Facebook Mobile Ad Revs Now 41% of Total

Facebook announced its Q2 2013 revenues a few minutes ago. Overall the company beat analysts' expectations with $1.81 billion in total revenue. Advertising supplied $1.6 billion of that total with payments and fees providing $214 million.

The big suprise was mobile, which was responsible for 41% of total ad revenue (or $656 million) -- up from 30% last quarter. Here are the mobile numbers: 

  • Mobile monthly active users grew to 819 million
  • Daily mobile users in Q2 were 469 million
  • There were 219 million mobile only users

Facebook monthly mobile users

The company said on its earnings call that it's investing in "mobile, measurement and product innovation." The company said it has the most effective mobile ad products and is in a position to lead the mobile ad market. Indeed the company is second only to Google now in mobile advertising revenue. 

IAB: Mobile Advertising Worth $8.9 Billion Globally in 2012

The IAB released a global mobile advertising report for 2012 this morning. It reflects ad share by region and ad format. The IAB sizes the global mobile advertising market at $8.9 billion (€6.9 billion) in 2012.

The North American mobile advertising market was worth $3.5 billion in 2012. It lagged just behind APAC and should overtake that region this year. 

The following are the values of the other global-regional markets: 

  • Asia-Pacific: 40.2% ($3,558 million/€2,769 million)
  • Western Europe: 16.9% ($1,499 million/€1,167 million)
  • Central Europe: 1.3% ($112 million/€87 million)
  • Middle East & Africa: 1.2% ($109 million/€85 million)
  • Latin America: 0.6% ($50 million/€39 million)

Mobile paid search (read: Google) is the dominant form of mobile advertising on a global basis and in most individual regional markets according to the IAB:

With the possible exception of Latin America, with its more limited smartphone penetration, SMS-based advertising is shrinking around the globe. 

Despite mobile paid-search's global dominance, search and mobile display are seeing comparable growth rates:

Google is clearly one of the beneficiaries of these trends but so will be Facebook, Twitter and a few ad networks. Fewer than 10 companies are in a position to control three-fourths of the global-mobile ad marketing in 2013. 

Catalina and 4Info Offer a Glimpse into the Future of Mobile Advertising

A once-impossible objective for digital marketers was 1:1 matching between online ad exposures and offline store visits and purchases. Hence the historical focus on e-commerce, which was much easier to track.

But tracking and matching users is getting a lot more sophisticated notwithstanding the decline of the cookie. For example, Facebook is matching "hashed" users (Facebook ID, email, phone) with offline actions and purchases through data partnerships such as Acxiom, Epsilon and Datalogix.

These data partnerships also allow for more flavors of demographic or audience targeting to occur online on Facebook. This is part of Facebook's Custom Audiences program.

In mobile specifically one of the things that has held back mobile ad spending has been the inability to show ROI on a per-campaign basis. However that's starting to change with efforts from PlaceIQ, Placed, xAd and others. Placed and PlaceIQ are starting to measure store visits in response to mobile ad exposures to show lift (this is something we'll be exploring in detail at Placed in October).

Indeed, online-to-store tracking will be mandatory for mobile ad networks within 12 months. Networks will need to be able to offer agencies and marketers a sense of the "Place Visit Rate" (a PlaceIQ metric) resulting from the campaign. Already today, however, there are examples of programs that represent the future of mobile marketing -- and one that achieves the formerly impossible goal of near 1:1 matching.  

 

Earlier this year Catalina introduced BuyerVision Mobile. It was created in partnership with 4Info and offers marketers the ability to target mobile shoppers based on purchase history (using store loyalty card data) and then "close the loop" through in-store purchase reporting. 

Over the course of the past 24 months 4Info -- formerly an SMS marketing platform -- has created a database of "110 million devices in 97 million households." The company claims that it has achieved a "90% direct match to NCS, DLX and Acxiom data sets." That's also true of the Catalina purchase history data.

Catalina and 4Info know exactly who their consumers are but have "hashed" IDs, yet matched these individuals in their respective databases. Thus when Huggies wants to target buyers of Pampers (smartphone moms), it can be done with almost 100% certainty. And when those individuals appear in stores and make purchases, those data are captured by Catalina and matched with the 4Info data to show whether the mobile ad exposure provided an actual in-store sales lift -- for each campaign. 

There are a number of privacy concerns that are immediately raised, though both 4Info and Catalina say there's no individual/PII targeting. Putting aside the privacy discussion for the moment, the Catalina-4Info model is pretty clearly the future of mobile targeting and ad measurement. 

And it's a future that is a great deal more nuanced, sophisticated and "closed loop" than 90% of current digial ad paradigms. 

Unlike Mobile Payments, Consumer Behavior for Indoor Marketing Well Established

The mobile payments space is a little like the local market: lots of promise, lots of money but very hard to crack. Yesterday a young entrepreneur and his payments startup Clinkle received a $25 million vote of confidence from a group of celebrity investors.

This was reported to be the "largest seed round ever." Whether it is or not $25 million is a lot of money for yet another mobile payments app. While it's true that nobody in mobile payments has "broken through," Clinkle will have a tough slog as it tries to build both merchant adoption and consumer usage.

Once again it's the "cold start" or "chicken and egg" problem. 

However, according to the NY Times, there's no merchant hardware requirement for Clinkle and the go to market strategy involves a Facebook-like focus on college campuses and surrounding businesses. That may be a key decision and help the startup gain some quasi-critical mass in selected markets among students. 

Beyond the hardware issues surrounding NFC adoption, the central issue with mobile payments has been a lack of perceived need among consumers. Mobile payments are being used in selected contexts and commerce situations (e.g., Starbucks) but the public at large hasn't seen the need to replace plastic payment with app-based payment that relies on stored credit cards or bank accounts. 

That brings me to indoor location and marketing. When discussing these topics, and the absence of technology standards, I often use mobile payments as an analogy. Yet there is a critical distinction. The difference between the two segments is that while mobile payments still largely requires a shift in consumer behavior, indoor marketing does not.

Large majorities of consumers are already using their smartphones in stores to look for price information, product reviews and coupons. The idea of brands and retailers communicating with them in stores will be built on this existing behavioral foundation. Accordingly indoor marketing won't require consumers to adopt new technology or approaches to shopping -- unlike mobile payments. 

The "heavy lifting" in indoor marketing is on the merchant side, where WiFi or other sensor infrastructure needs to be in place. Fortunately in most major retail environments the rudimentary infrastructure already exists.

But don't take my word for it. We'll be discussing the competing indoor location technologies and hardware requirements for indoor marketing (as well as their accuracy) at Place: The Indoor Marketing Summit this fall in San Francisco. It will be an event anyone in the mobile or location-based marketing space won't want to miss. 

Report: Google 'Enhanced Campaigns' Raising the Cost of Mobile Ad Clicks

If you're not already aware, Google is compelling all AdWords advertisers to adopt Enhanced Cam­paigns by July 22. It's mandatory. And it signals big changes for Google and for search marketing in general. Google dominates paid-search, which is the biggest single chunk of online advertising.

The high-level shifts brough about by Enhanced Campaigns, if you don't already know, are the following:

  • Tablets and PC ads are grouped together and cannot be separated or segmented in campaigns
  • Neither smartphones nor PC ads can be excluded in any campaign
  • Mobile bids are adjusted as a percentage (higher or lower) of PC AdWords bids 

Google's rationale is simple: simplification. Google told us a few months ago that it wanted to make cross-platform campaigns easier to execute and easier to manage. But that means marketers give up some amount of control over bidding and can no longer implement mobile-only campaigns. 

There are many people who accept and agree with that justification. However there's a much more cynical view circulating in parallel, which is that Google is mostly trying to boost mobile CPCs and thus overall mobile revenues -- to compensate for declining desktop CPCs in some cases. 

Increase in CPCs for tablet and mobile campaigns on Google 

 Reversal of negative desktop CPC growth

 

Like all such competing explanations, the truth lies somewhere in-between.

Historically mobile and tablet CPCs were lower and thus a better value for marketers. Now Adobe's digital marketing arm is saying that will definitely change under the new Enhanced Campaigns regime. Adobe based these remarks on "the lat­est search mar­ket­ing and cost-per-­click (CPC) trends across nearly 100 major US adver­tis­ers rep­re­sent­ing more than $100 mil­lion in ad spend from March through May 2013."

The data come from the clients of the former Efficient Frontier, which Adobe acquired in late 2011 for roughly $400 million. 

As the graphs above reflect, mobile CPCs have already begun to rise for advertisers implementing Enhanced Campaigns, while desktop CPCs are stabilizing. According to Adobe:  

With the intro­duc­tion of Enhanced Cam­paigns, the his­tor­i­cally lower CPCs for tablet cam­paigns should increase to reflect desk­top CPCs. We’re only just begin­ning to see this trend mate­ri­al­ize . . . The over­all CPC trends across all devices includ­ing desk­tops also show strong growth. Google CPCs increased more than 6% over the last three months alone — a sig­nif­i­cant jump . . .

One other trend we noticed is that CPCs on Google have sta­bi­lized. For the past two years, Google CPCs fell on a year-­over-­year (YoY) basis due to the increase in mobile and tablet traf­fic where CPCs were lower. How­ever, for the first time in seven quar­ters, the CPCs on Google are flat YoY and we antic­i­pate that CPCs will rise on a YoY basis again start­ing next quar­ter . . . 

Seeking to rebut the perception that the company has successfully manipulated the system to boost its own revenues, Google disputes the assertion that rising prices are inevitable. The company told Search Engine Land earlier this week: 

There have been many speculative reports, but it's far too early for any of them to be reliable. Advertisers will choose their bids and adjust their spend based on the value they see in their campaigns.

Is Mobile the Answer to: 'Half of Online Ads Are Never Seen'?

By now you've no doubt read about the comScore data that showed (or argued) just over half (54%) of PC display ads are never seen by users. The finding turns the old Wanamaker "Half the money I spend on advertising is wasted . . ." quote on its head: digital advertising is just as "wasteful" (if not more) than traditional advertising.

Last year, using the same "viewability" methodology, comScore reported that "31% of ads were not in-view, meaning they never had an opportunity to be seen." So the problem is apparently getting worse.

The IAB said that display ads (not counting video) in 2012 represented 21% of the $36.6 billion in US online ad spending. They contributed $7.6 billion at least to the overall pie. If half of that is wasted because ads cannot be seen or are never served it means $3.3 billion is being flushed down the digital toilet, so to speak.

Comparing the impact of PC vs. mobile display advertising across key brand metrics

Source: Dynamic Logic

Enter mobile advertising. I've argued multiple times in the past that mobile is a superior "branding" medium to online for various reasons, not the least of which is improved performance metrics over PC-based digital ads (see graphic above). The chief problem is that most of mobile display features weak ad creative, compromising the potential efficacy of the ads.

To counter this the IAB is releasing a mobile creative "manifesto" of sorts that hopes to instruct brands and agencies about the importance and hallmarks of effective mobile ad creative: A Mobile Manifesto: Creative Leaders on the Art of Successful Mobile Brand Messaging. It features hypothetical examples of best and worst practices.

Here are the broad strokes of the report's recommendations:

  • Clear and persistent branding is important for building brand awareness
  • Short, focused messaging plays well in mobile’s small format
  • A striking color palette can drive ad recall, but legibility is paramount
  • Consumers respond to mobile ads that give them something back

Many of these recommendations are merely "common sense." However even now many mobile display ad campaigns are perfunctory at best with converted or automated ad creative from PC campaigns. Thus marketers and brands are missing out on the true potential of mobile advertising by not making a "sincere" effort to maximize the value of mobile campaigns.

Study: Mobile Users Want to Be Paid for Their Attention

A new study jointly conducted by Millward Brown and mobile loyalty platform SessionM finds that consumers want a clear "value exchange" or "tangible benefits" for their time and attention to mobile ads. The study was fielded earlier this year among two survey groups of 500 US adults and combined with qualitative follow-up interviews.

A primary finding of the study, which echoes Nielsen "consumer trust" data from previous research, is that only 9% of users have a favorable view of mobile ads. Despite their typically superior performance on brand and other KPIs, consumers generally report unfavorable views of mobile advertising in surveys such as the SessionM-Millward Brown study: 

The study argues that mobile ads need to deliver "tangible value" in order to gain consumer engagement. When they do they can outperform other types of digital and mobile advertising. SessionM says that tangible value has three components: "being useful, entertaining and worth the time it takes to engage." 

What this means as a practical matter, according to the study, is offering a literal reward for consumer attention (e.g., coupons, points), although people respond to other types of "incentives" as well as ads that are more "relevant" (e.g., local, personalized). 

The following were the preferred reward types according to the survey:

  1. Gift cards
  2. Coupon or discount of your choice
  3. Coupon or discount selected for you
  4. Tickets for Events
  5. Points towards contest entries
  6. Donations to Charity
  7. Virtual Currency
  8. Access to ad free environment
  9. Access to free videos or songs
  10. Access to free games
  11. Access to exclusive content

Essentially people are saying they want to be paid to look at and engage with mobile ads. It's important to note that the study argues in favor of the types of advertising and marketing that SessionM provides: incentive and reward-based mobile loyalty programs. However other data show that consumers do respond to coupons and discounts at higher rates than other categories of mobile advertising. 

Five US Companies Will Control 76% of Global Mobile Ad Revenue in 2013

Last year, according to the IAB, mobile ad revenues came in just under $3.4 billion in the US. On a global basis eMarketer (aggregating a range of third party data) estimates that mobile advertising was worth $8.8 billion. Of that Google was responsible for a staggering 52%. 

In 2013 eMarketer argues that Google's share of global mobile advertising will continue to grow to 56%. 

Screen Shot 2013-04-16 at 8.04.50 AM

Source: IAB 

Impressively or shockingly, nearly 66% of global mobile ad revenue in 2012 was concentrated in the top five companies according to eMarketer. In 2013 that figure is expected to exceed 75%.

The eMarketer forecast is that this year mobile advertising will be worth nearly $16 billion worldwide. In other words, roughly $12 billion of the world's mobile ad revenue will be concentrated in the top five US-based companies -- and most of that at Google. 

By comparison, the top 10 PC-based online advertising companies in the US control 72% of the revenue, while the top 50 control nearly 90%.

Source: IAB  

The eMarketer numbers may well be off. For example their YP figures are incorrect and underestimate the company's mobile revenues for 2012. However directionally the numbers are accurate and indicate the "concentration of mobile weath" in a small number of companies -- as well as the dominance of Google as the world's largest mobile ad company. (In terms of total digital advertising globally, Google controls 33%.) 

Facebook is really the only other player currently in a position to challenge Google for mobile ad revenue and reach. 

Growing Consumer Interest for In-Store Delivery of Mobile Coupons, Says Study

A new report by comScore shows how mobile and social channels are changing online buying habits and how retailers can benefit in delivering a blend of choices for consumers including mobile coupons.

The study, Pulse of the Online Shopper , notes a variety of flexible options for consumers – 46 percent said they are less likely to comparison shop when using a retailer's mobile app and 44% want the ability to buy online and pick up their purchases in a stores.

Of particular note, consumers are open to communications from retailers on their mobile devices with 47% of shoppers willing to have a retailer to send a coupon to their smartphone when they are in-store or nearby. This trend underscores the potential role of indoor marketing technologies.

comscore_infographic

Regarding mobile channels, the report states:

Mobile is quickly becoming the preferred e-commerce channel as 7 out of 10 online consumers access multi-channel retailers through a digital channel. Of those mobile shoppers, 30% prefer to use a smartphone or tablet. Also, 50% of online shoppers who own a smartphone and nearly 60% who own a tablet make purchases on these devices.

More than 3,000 U.S. consumers were surveyed on their online shopping habits and the report was commissioned by UPS. A copy of the executive summary and white paper can be downloaded here.

Mobile Campaigns That Use Location Outperform Standard Campaigns by 2X to 3X

Location-based mobile ad network Verve Mobile released a "State of the Market: Location Powered Mobile Advertising" report this morning. It focuses on the fast-food and casual dining restaurant category and offers several case studies that show the lift provided by location targeting. 

Here are a few datapoints from the report: 

  • QSR/casual dining campaigns that leveraged location data performed 2x those that didn’t
  • Nearly 70% of all QSR/casual dining campaigns leveraged location targeting
  • Verve's case studies, using location targeting (display ads), show 3% and 4% CTRs, which is quite high for display.

Below is the distribution of location/audience targeting methodologies employed by Verve's customer-advertisers:

In the pie chart above, geo-fence means relatively precise targeting around business locations. Geo-aware means broader location targeting such as city or DMA level. And audience targeting is demographic or psychographic segments or profiles (e.g., soccer moms, vacation travelers, sports enthusiasts) inferred from location. 

Verve also reported that "location targeted advertising [ ] revealed a greater than 3X lift in foot traffic to the advertiser’s locations. Not only did exposure to the ad increase the likelihood a user would visit an advertiser location, it also decreased the likelihood a user would go to a competitor’s location by more than 20%."

Accordingly the major takeaways are the following:

  • Adding location increases consumer engagement and response rates by at least 2X
  • Location related copy and mapping/geo-precise landing pages can drive 3X foot traffic vs. ads that don't employ this type of ad creative or techniques

Study: Second Screening of TV Now Done by Majority

TV is arguably the lone traditional medium that been able to retain its premium ad rates and audience reach (mostly), while other media have suffered fragmenting audiences and declining ad revenues. But the fact that millions still watch TV doesn't necessarily mean TV advertising has the power and impact it once did.

A recent study from ad network InMobi, involving 15,000 users from 14 global markets including China, Europe, the US and several African countries, argues that consumers now spend more time with mobile media than TV (there are competing data that show TV is still on top). 

The survey found TV to still be the most influential single medium, followed by PC/online and then mobile. Other traditional media lagged behind in their influence over purchase decisions. The following reflects the percentage of survey respondents who reported that the medium "significantly influenced" their purchase behavior: 

  • TV -- 48%
  • Online/laptop -- 43%
  • Mobile -- 40% 
  • Magazines/newspapers -- 31%
  • In-store ads -- 18%
  • Outdoor/billboard -- 11%
  • Radio -- 10%  

The data above are not broken out by country. Undoubtedly there would be variation, potentially significant variation, accordingly.

With respect to TV, however, users are now widely "second screening" -- that is, diverting their attention from the programming and advertising to focus on some activity happening on their smartphones or tablets. Two-thirds of the TV audience is now doing this on a global basis, with younger users (<35) being the most likely to multiscreen (graphic above).

What are they doing on those second screens? The survey says they're on social networks or otherwise messaging friends (see graphic below). Note that a substantial number are "searching for information about products" they saw on TV. This represents both a new opportunity for brands and TV advertisers generally. 

Marketers now must be conscious that a significant portion, indeed the majority, of the TV audience is going to "look away" at their smartphones or tablets. Marketers must have a mobile optimized presence on search and social media. But beyond simple presence, TV advertisers need to make it easy for mobile users at home to find their products or services easily (the many hashtags used in Super Bowl TV ads is one example). 

TV advertisers can drive email sign-ups/opt-ins, app downloads as well direct purchases with the right offers and TV-ad messaging. In addition, with coordination and planning mobile can be used to measure TV ad effectiveness as well.

The larger point is that fewer and fewer TV viewers (especially those under 35) are watching TV or online video without a mobile device nearby. That allows them to either take action on ads they see -- or totally ignore them. 

Study: As Many As 54 Million May Be Mainly Mobile Retail Shoppers

The latest installment of "Mobile Path to Purchase" research from Nielsen, xAd and Telmetrics drills down into retail-shopping attitudes and behaviors. As with the broader study, previously released, the findings show a significant percentage of users are doing shopping research exclusively on mobile devices. 

The Mobile Path to Purchase study is in its second year. The findings are based on an online survey of 2,000 US smartphone and tablet owners and “observed consumer behaviors from Nielsen’s Smartphone Analytics Panel of 6,000 Apple and Android users.”

According to the report, 42% of smartphone and tablet owners did not consult PCs at all as part of their retail shopping research. The broader study found the overall number to be 46%, who didn't use PCs. This is a staggering data point in my opinion.

Nielsen mobile retail shopping

Source: Nielsen, xAd, Telmetrics Mobile Path to Purchase study 2013

If we extrapolate these "mobile only" numbers, assuming they're representative, we're talking about a potential audience of perhaps 54 million in the US who may be relying primarily or exclusively on smartphones and tablets to shop.  

Other noteworthy findings from the study include: 

  • High conversions: More than 55% of mobile retail shoppers ultimately make a purchase
  • Immediacy:30% of smartphone owners and 25% of tablet users sought to make purchases within one hour. However a larger percentage of tablet owners (41%) "take a month or longer to make a purchase."
  • Where conversions happen: 77% of smartphone-based purchase activity happen locally, in stores. Tablet conversions are more evenly distributed: 39% in stores, 32% on PCs and 24% on tablets themselves.

The retail report also seeks to debunk a couple of "myths" about mobile usage. The first is that smartphones are used predominantly "on the go" and/or near the point-of-sale. The study found that smartphones were used throughout the pre-purchase research process and that the largest percentage of use was in fact "at the start" of shopping rather than near the end. 

Nielsen mobile shopping behavior

Source: Nielsen, xAd, Telmetrics Mobile Path to Purchase study 2013

The second "myth" debunked (though not quite as easily) is the notion that most smartphone owners are "showrooming" whenever they shop. The report says that showrooming (in-store price-comparison shopping) is relatively rare and practiced by a very small minority of users:

Only 6 percent of smartphone users conducted their most recent mobile retail search in-store . . . Mobile shoppers are in fact using their devices for comparison-shopping before and after an in-store visit. 

However previous survey findings from the Pew Internet Project and Google argue that significant numbers of smartphone owners do compare prices while in stores. For example, Pew's research found that 72% of smartphone owners used their devices while in retail stores. And the more recent Google-sponsored study reported the top in-store smartphone activities were the following:

  1. Price comparisons
  2. Finding offers and promotions
  3. Finding locations of other stores
  4. Finding hours

What the Nielsen-xAd-Telmetrics data argue is that most of this type of activity occurs before or after someone goes into a store. It may be that the wording of the questions influenced these results, though it may not be possible to entirely reconcile the conflicting findings. Regardless, the more important point is that smartphones and tablets are heavily used by consumers as part of their shopping research.

Accordingly, retailers that are not aggressively addressing the mobile audience are completely missing huge numbers of people and potential sales. 

Aruba Networks Acquires Indoor Location Firm Meridian

Wireless equipment maker Aruba Networks is acquiring privately held Meridian Apps, developers of indoor GPS technologies. Aruba will combine its network-based Wi-Fi technology with Meridian’s software platform for smartphones and tablets to create services for use in public venues. Terms of the deal were undisclosed.

“GPS-based wayfinding solutions are extraordinarily popular, but they don’t work well indoors,” said Keerti Melkote, founder and Chief Technology Officer at Aruba Networks said in a statement. “We intend to address that gap by creating ‘indoor GPS’ using Aruba’s Wi-Fi infrastructure and Meridian’s wayfinding platform … This is a clear opportunity for Wi-Fi to become not only an enabling platform for BYOD, but now across industries, a revenue-producing, customer engagement platform for the business.”

The Meridian enterprise software platform targets large, indoor facilities -- including the Art Institute of Chicago and Macy's store in New York City -- to build custom-made mobile applications that help people get around in public places.

Meridian opened up it platform last November, introducing a pair of SDKs, Nav Kit and Blue Dotto. The company, based in Portland, Oregon, had previously announced a partnership with Aruba Networks competitor Cisco.

For its part, Cisco unveiled Wi-Fi location services and analytics last November, thanks to its acquisition of ThinkSmart Technologies. The features are included in Cisco's Mobility Services Engine built in conjunction with mobile chip maker Qualcomm and AT&T. Cisco has also partnered with IBM for its "Mobile Concierge" service, which enables integrated web applications to be displayed on mobile devices and provides analytics to deliver a customized shopping experience with coupons and promotions.

Indoor Location Apps on the Rise for Retailers

In-store mapping provider aisle411 announced this week that its smartphone app is currently in use by more than 12,000 retail stores, including Walgreens, The Home Depot, Hy-Vee, Price Shoppoer, and Shop 'n Save, among others.

The mobile application provides directions to specific products and offers searchable store maps. Engaging consumers through in-store mobile apps holds considerable promise for retailers, says Nathan Pettyjohn, CEO of aisle411. "Offline Commerce, or purchases occurring at a physical store, make up approximately 90 percent of all retail purchases. aisle411's mobile platform digitizes the in-store shopping experience so that shoppers can find and buy everything that they came in the store to purchase."

Indeed a growing number of technology companies are offering in-store mapping and customer engagement platforms, collecting data about mobility patterns and giving customers information to make better point-of-purchase decisions. Don Dodge, Developer Advocate at Google helping developers build new applications on Google platforms and technologies, sees enormous opportunities in the future of indoor location technologies, saying it will be a huge market, "bigger than Maps or GPS".

Among the growing number of market entrants for indoor location technologies, beyond aisle411, include Wifarer, Meridian, Point Inside, VisibleBrands, Micello, and several others.

With Apple's recent acquisition of WiFiSlam for $20 million, the indoor positioning and indoor marketing industry is heating up. We'll be watching the market closely as retailers begin to embrace indoor marketing technologies and map the potential use cases going forward.

Millennial Media Q1: $49M, on Track for $230M+ in 2013

Millennial Media reported Q1 earnings yesterday afternoon. The company said that its revenue grew to $49.4 million from $32.9 million in Q1 2012. However the company saw a $3.8 million net income loss vs. a $4 million loss a year ago.

Non-US revenue was 18.4% vs. 12.1% in Q1 of 2012. Second quarter revenue guidance was $58 million to $60 million.

The company said that its network reached 420 million monthly unique users globally, including approximately 160 million monthly unique users in the United States. Millennial also said that its network was enabled on 42,000 mobile apps. 

CFO Michael Avon said on the earnings call that geotargeted, demographically and behaviorally targeted ads were "growing faster than the overall growth rate of the market." 

The company cited IDC's estimates that its mobile ad revenues in the US "were second only to Google." FY2012 revenues for Millennial Media were $177.7 million. However Facebook made $391 million in mobile ad revenue in 2012 and is on track to do nearly $1 billion this year. 

Directory publisher and local-mobile ad network provider YP said that it had $350 million in mobile ad revenue in 2012.

Mobile 'Economic Impact' Study Predicts $9.2B in US Mobile Ads by 2015

The Mobile Marketing Association, in connection with its latest conference, has released what it calls the "Mobile Marketing Economic Impact Study." Authored by Columbia University adjunct professors, it's a kind of soup-to-nuts document that includes mobile marketing forecasts as well as discussion of how many jobs are created by the mobile industry. The report makes a pitch for privacy self-regulation as well. 

The report asserts that mobile marketing "created 524,000 jobs in 2012." In calculating the economic impact of mobile and projecting mobile marketing spending it correctly sweeps much more broadly than mobile advertising alone. Accordingly the document predicts more than $30 billion in "mobile marketing expenditures" (defined broadly) will be spent by 2015 in the Us. 

Mobile Marketing Communications Spending in United States ($Millions)

 Screen Shot 2013-05-10 at 10.16.18 AM

Here's the MMA's explanation of its marketing categories in the chart above:

  1. Mobile Media Advertising (“bought” media)
  2. Mobile Direct Response (DR) Enhanced Non-Mobile Media, (also “bought” media)
  3. Mobile Content and Relationship Marketing (mCRM) (“owned” and “earned” media)

Thus a roughly equal amount of mobile marketing spending occurs outside of the framework of "mobile advertising":

Within the overall mix of mobile marketing communications, Mobile Media Advertising will remain the largest single component of spending over the forecast period, reaching $9.2 billion by 2015. But expenditure on mobile marketing communications is not limited merely to advertising in on-device media. Expenditure on mobile direct response (DR) advertising or mobile enhancements within non-mobile media is projected to grow the fastest, growing over four fold from 2012 to 2015, to almost $3 billion; and mobile CRM will continue to be the second largest source of expenditure -- indeed, almost as significant as mobile advertising -- through 2015, when it is expected to reach $7.6 billion.

The forecast for mobile advertising by 2015 is $9.2 billion. Last year the IAB found that marketers had spent just under $3.4 billion on mobile advertising (the MMA figure is just over $3 billion for 2012). The $9.2 billion in the MMA report forecast is probably aggressive but perhaps still within reach. 

The Sexy-Shocking Number from Nielsen's Mobile Path to Purchase Study

Earlier today xAd put out its quarterly insights report. There were a number of interesting findings and datapoints. The "headline" was that the number of national-advertiser campaigns using more precise geotargeting (more specific than DMA, city or ZIP) had more than doubled over the course of the past 12 months. 

In a very general way this mirrors the movement of the market and the growing sophistication and use of location targeting by marketers. 

xAd Q1 data

There was also a nice case study involving Pinkberry's introduction of a new line of greek yogurt. Pinkberry's objective was to build awareness and drive visits to local stores. It used xAd enhanced geofencing to target users and show ads within 1 mile of store locations. The were a couple of discounts and incentives (coupons) associated with the product launch. 

The display ad clicked-through to a "dynamic landing page specific to the nearest location which features these offers as well as an option to save the coupon, obtain the address, phone number, map, directions and/or more information." According to the case study materials, in two weeks the campaign goals were exceeded by 2X. 

As you can see below, the ad creative was very polished. But the success of the campaign also illustrates how effective the combination of local relevance and offers can be. Indeed, xAd's reported average campaign metrics (for both search and display) outperform the industry averages. 

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More interesting than the findings in the insights report were the findings released last week in the 2013 US Mobile Path-to-Purchase study, undertaken in cooperation with Telmetrics and Nielsen, which conducted the research.

The Mobile Path to Purchase study is in its second year. The findings are based on an online survey of 2,000 US smartphone and tablet owners and “observed consumer behaviors from Nielsen’s Smartphone Analytics Panel of 6,000 Apple and Android users.”

There were a ton of data that came out of this report, and will continue to be released over time. However the single "blockbuster" finding is that across a range of purchase categories (i.e., Finance, Retail, Insurance, Convenience/Gas) 46% of survey respondents said they relied exclusively on their mobile devices (smartphones and/or tablets) in conducting pre-purchase research online. 

Accordingly, nearly half of the respondents did not use or consult PCs -- at all. I was initially shocked by this. I don't have detailed demographic information about who these people were beyond the fact that they skew younger (18 - 34). But this is a huge finding and one that should scare the stuffing out of any brand or advertiser that isn't actively pursuing a mobile marketing strategy. 

Facebook's Q1 Mobile Ad Revenues: $373.5M

Facebook announced Q1 revenues of $1.46 billion and net income of $219 million. Most usage and engagement metrics were up: daily, monthly and mobile active users. On the latter point Facebook announced 751 million mobile active users, up from 680 million in Q4 2012.

Mobile only users were 189 million vs. 157 million in Q4 2012.

Total ad revenue in Q1 for Facebook was $1.245 billion, which was 85% of total revenue. Of that $1.245 billion ad revenue, 30% was mobile. That's up from 23% in Q4. What that means, as a practical matter, is that Facebook made $373.5 million in mobile ad revenue in Q1.  

Facebook Q1 revenue 

Facebook mobile users

Facebook COO Sheryl Sandberg characterized Facebook is a “mobile-first” company and offered several examples of the company's mobile success during the earnings call. For example, she said that "3,800 mobile app developers used these ads to drive nearly 25 million downloads."

Facebook's FY 2013 global mobile ad revenues will probably land somewhere between $1.6 and $1.9 billion.  

Report: Samsung Sees Almost 70% of Android Ad Impressions

Samsung is the undisputed ruler of the Android roost. On a global basis it's the dominant handset OEM and there's no real challenge in sight -- other than the iPhone. Samsung continues to eclipse fellow Android manufacturers LG, HTC and Google's own Motorola in terms of sales and market share. 

In that context one might expect Samsung to dominate Android-based advertising. Indeed it does. Mobile ad platform Velti has released data that show that Samsung mobile devices see nearly 70% of all Android ad impressions in the US market. This refers to display advertising but it probably extends to search impressions as well.

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However on the tablet side, Samsung is second behind Amazon in the US market. There Samsung has had much less success and has yet to product a breakthrough device -- although its Note "phablet" has done well.

The following chart shows Android market share by ad impressions. 

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Yet when it comes to ad impressions on tablets the iPad and iPad Mini control more than 95% of the market according to Velti's network data. Chitika, another mobile ad network, puts the iPad's traffic share at about 82%, significantly lower though still dominant.

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There has been some "cannibalization" of the iPad by its younger and smaller sibling. The Mini is less expensive and has lower margins than the iPad. Indications that the larger iPad's sales have declined in favor of the Mini have, to some degree, contributed to investor anxiety about today's Apple earnings (coming up shortly) .