Marketing Pilgrim's "Mobile" Channel

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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:

Status and Photos Top the List for Mocial Users

Thanks to the invention of the smartphone, we can now keep on top of everything our friends are doing, all the time. Oh, and we can even call and speak to them, too! But why bother when you have Facebook, Twitter, LinkedIn and the like?

This past August, Prosper asked 294 smartphone and tablet users about their mocial usage, and though I’m not sure less than 300 is a good sampling, I’m pretty sure these numbers are in the ballpark.

Here’s the big one. 69.4% of users say they regularly read status updates from others and 65.6% look at photos on their phone. Updating their own social media status was slightly less important (53.4%)

For marketers, 26.5% said they use their device to “go to retailers’ pages to find deals while shopping.” Not bad.

Apps and Video Rise to the Top of Mobile Marketing Mix

Earlier this week, Frank took you through the MillennialMedia S.M.A.R.T report for Q2. Now I’m here with a closer look at the month of July, specifically the Post-Click Campaign Action Mix.

“Watch Video” showed the biggest growth with a 69% jump month-over-month. This is likely due to the heavy push from movie studios promoting their summer blockbusters and it made it one of the top three actions along with “Enroll /Join/Subscribe”.

Also tying for the top spot was “Application Downloads” which grew 12% month-over-month.

Coming right behind the leaders is “Mocial,” with growth of 34% month-over-month. It’s fun to note that “Place Call” dropped from 42% in May to only 21% in July. In the next ten years, I imagine we’ll have to drop the word “phone” all together and simply go with mobile device.

17 Percent of Photobucket Users Upload Video Once a Day

I have a digital movie camera, but for the life of me, I can’t remember where it is. It’s not that I’ve stopped taking movies, I just use my phone to do it.

A TNS survey says that 46% of all mobile phone owners use the video camera app and 62% use the still camera. That’s up a smidgen over last year, but growth is growth.

eMarketer reports that online photo sharing service Photobucket is bursting at the seams with 45% of members saying they upload at least one video a week and 17% uploading one video per day. 9% of their members said they upload multiple videos a day. That’s pretty amazing when you realize that as recently as 2001, we were using cassette tapes to record our home movies.

Marketers See Triple-Digit Rise in Mobile Coupon Use

Coupons are my life but mobile coupons. . . not so much. Like many Americans, I’m just beginning to navigate those choppy waters. According to stats from eMarketer, 15.6 million smartphone users will redeem a mobile coupon this year which is a 117% change from the prior year.

And though the numbers will continue to rise, the triple-digit returns are expected to level off by next year.

Part of the reason for the rise is that mobile coupons are becoming more common and thus easier to use. This week, I had a Buy 1 Get 1 meal special from a local restaurant that said I could print the coupon or simply show it to the waiter on my phone. I printed it because the phone has been an issue in the past. Waiters know how to deal with paper coupons but digital ones? Not so much.

One Quarter of American Adults Use a Location-Based Service

Though only a small percentage of adults use a check-in service like Foursquare, around a quarter of all American adults do use some kind of location-based service on the web or through their mobile phone.

The numbers come from our old friends at Pew and it points to a slow but steady rise in location, location, location.

When it comes to check-in services, only 4% of all adults or 5% of mobile phone owners use such a service. The number jumps up to 12% if you look only at smartphone owners, which makes sense, since they’re the primary target.

28% of mobile phone owners allow the phone to use their current location in order to get directions or recommendations. That number climbs to 55% when you look at just smartphone users. Pretty impressive.

Mobile Evolving as After Click Actions Increase

The mobile Internet continues to grow which means that marketers are going to have more and more to keep pace with on a daily basis. It’s not as if there wasn’t enough already for marketers to pay attention to, learn and apply but if you are not used to this pace by now you never will be.

Millennial Media has published their 2nd quarter S.M.A.R.T. report which is made more interesting by the fact that this is their 50th edition which implies some chance for depth regarding this evolving space.

Now keep in mind, Millennial is a mobile advertising platform. Their customers are the basis of these results. Just keep this all in mind. First they look at mobile by region.