Marketing Pilgrim's "Mobile" Channel

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Search Poised to Take Larger Share of Mobile Ad Spend

Our fascination with social media and anything other than search seems to give the impression that search marketing is losing its influence. The desire to continually move forward (which actually is a relative term since many things we chase after don’t move anything forward except a VC’s wallet) makes the Internet industry look like the spoiled kid at Christmas. We rip open a new present, play with it for a minute or two then move on to the next shiny object that will occupy our need for gratification in our increasingly impatient and shallow world.

Pre iPhone 5 Hype: Android Activations Approach 1 Million Per Day

The iPhone 5 is just around the corner.

Sprint is betting the farm on the new device.

Some are reporting that Sprint may have an exclusive on the new smartphone for a while (rumor alert).

All that said, the chart below from Business Insider (data supplied by Michael DeGusta) says that by October 20 there could be 1 million new Android activations each and every day.

So whose got whom by the “you know whats”? It’s a tight race that only promises to get more intense as the social mobile movement continues to evolve. I honestly don’t see a clear victor. The camps are set and there seems to be plenty of users to fill both sides with fan boys.

Study Shows Multi-Screen Advertising Aids Recall

You know how two heads are better than one? Apparently, three screens top that when it comes to advertising recall.

Google and Nielsen got together on this study to determine the effectiveness of multi-screen marketing. They gathered groups of people and had them watch a 15-second video ad for a Volvo S60 sedan. Some saw the ad only on TV. Some saw it on TV and on a smartphone. Then they mixed up more combos including ads on PCs and tablets.

Here’s what they got:

Look at that nice hike in recall. Now, my first thought was, of course recall was better because they saw the ad four times where the base-level group only saw it once. Then I noted this line in the results, “different combinations of screens controlling for frequency.” So, I guess that means that the TV only people also saw the ad four times.

Amazon Gets into the Tablet Biz with Kindle Fire

Last week, I succumbed to temptation and bought an iPad. Now, I’m wondering if I made a mistake because Amazon’s new Kindle Fire is looking mighty good to me.

Kindle Fire is just one of four new Kindle-based products Amazon is launching today. On the lower end, there’s a new lighter, smaller, Kindle. Finally, there’s a Kindle Touch (for all those people like me who keep trying to scroll through Kindle ebooks by touching the pages) and a Kindle Touch 3G.

The big news is the Kindle Fire, a highly media-focused tablet which comes with a very reasonable price tag — only $199. For that price you get full Kindle ebook functionality with the addition of video, music and full color web browsing.

There Are Too Many Apps For That

This past weekend, I gave into temptation and bought myself an iPad2. I wasn’t as thrilled as I thought I’d be but that’s another story. This story is about apps, because one of the first things I did, when I took it out of the box, is look for apps to load.

I started with the ones I use most on my iPhone, like Skype, eBay and GetGlue. I also use a lot of shopping apps, but those didn’t make sense. I won’t be taking my iPad to the grocery store, but I do carry and use my iPhone there. Then I remembered the advice I’m always giving in this column — iPad apps shouldn’t simply be resized versions of iPhone apps or web pages, they should encompass the whole iPad experience. And therein lies the problem.

Young Adults Exchange an Average of 87 Text Messages a Day

The next time you’re in a busy public place, stand still and watch the people who walk by. A large majority of them will either have their eyes down on a cell phone or they’ll appear to be talking to themselves (earbuds!).

It’s gotten so we can’t leave the house without our mobile phone charged and ready. And I know several teenagers who carry theirs from room to room so they never miss a text. Yes, a text, not a call. For the 18-29 set, texting is the ultimate form of communication.

New numbers from the Pew Internet and American Life Project show that 95% of young adults use the texting feature on their phones. On average, they send and receive 87.7 texts a day and the median user hits 40 a day. The median for all cell phone users is 10 a day.

Mobile Beats Browsers for Ad CTRs

When comparing similar ads from the same company on both mobile and browser, MediaMind found a big difference in the CTR. After looking at more than 230 million impressions, they found that the mobile Click Through Rate came in at 0.61%, while the
Standard Banners recorded a CTR of 0.07%.

In the past, experts have dismissed these kinds of claims, saying that a lot of ads are being clicked on by accident, but MediaMind says not true. Their stance is that mobile is simply experiencing the same kind of “new and fascinating” curve that banner ads had when they first asked people to punch the monkey.

Positioning also plays a big part in the high CTR. Says MediaMind: