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AdColony Brand Impact Study Reveals TV + Mobile Drives Huge Lift Across All Key Brand Metrics

New research conducted by Nielsen for mobile video advertising company AdColony proves that the influence of the 3rd screen is dramatically expanding and becoming a significant factor for brand results. The co-branded "Cross-Platform Video Ad Effectiveness Study" shows that cross-screen viewership, defined as TV and mobile on smartphones and tablets, can drive purchase intent for a brand by 72 percent. With so many consumers multi-tasking while watching TV, this new research set out to measure the impact of "being" with the consumer across all the devices including simultaneous viewership of TV and mobile devices to measure how effective mobile video ads complement television campaigns.

AdColony Study Shows TV + Mobile Video Advertising Drives Huge Brand Lift

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Mind Commerce's Mobile Local Search: Mobile Local Search Market 2011- 2014

This report adds more intensive analysis and many new insights to the best selling research report published in 2010. The clear objective of this year's research is to illuminate the economic landscape of mobile local search in China, Korea, and Japan along with powerful new entrants on the North American and EU leader boards.

The deep coverage provides insight into the thought leadership guiding the ecosystem including CEOs, CTOs, and CMOs. Participants either presently involved or considering involvement in Mobile Local Search will benefit from a critical review of the business models of those companies that have figured out the winning strategies. The analysis is based upon two-decades of intensive engagement in the telecommunications industry and presents a first-mile through last-mile review.

 

To learn more and to access the report, click here: http://www.mindcommerce.com/Publications/Mobile_Local_Search2011.php


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List of MMA Mobile Consumer Briefings Titles For 2010

These documents list the titles of all the currently available or forthcoming MMA Mobile Consumer Briefings for the US and EMEA (UK, France, and Germany).

Mobile Research Data SA: Useful extractions from Amps

In South Africa today, there are almost twice as many cellphones as there are TV sets.There are more than four times as many households with a cellphone than computer. 44% of e-mails are sent and received from a cellphone. There are 5.3 times more homes with cellphones than landline telephones. There are almost six times more cellphone subscribers than Internet users.

Growth of unique cellular phone access in SA:

1999
11% of SA adults had access to
(at least one) cellphone.

2009
70% of SA adults use a cellphone.

Read full report


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MMA Monthly Research Digest August 2009

Each month, MMA Market Intelligence publishes a digest of recent research from sources throughout the industry.  August's digest includes research from MMA, Forrester, Acision and OgilvyOne, GSA Association and others.

Read August 2009 Reseach Summary


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MMA Monthly Research Digest July 2009

Each month, MMA Market Intelligence publishes a digest of recent research from sources throughout the industry.   July's digest includes research from MMA, Forrester, Juniper, and others.  

Content Tags: 
Research

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Nielsen: Improved Recall, Comfort With Mobile Ads

Nielsen: Improved Recall, Comfort With Mobile Ads
From: MediaDailyNews
by Mark Walsh, Wednesday, Mar 5, 2008 7:00 AM ET
A NEW REPORT BY NIELSEN Mobile suggests that consumers are gradually warming to mobile advertising. Among the findings: nearly one-quarter of all U.S. mobile subscribers )23%) say they have viewed mobile advertising in the last 30 days.
 
The Nielsen study also found the number of mobile data users who recalled seeing advertising jumped 38%--from 42 million to 58 million between the second and fourth quarters of 2007.
Furthermore, more than half of mobile data subscribers )51%) who saw an ad responded to it by sending a text-message, clicking on it, or calling a specific number. )Nielsen estimates 199 million Americans use some type of non-voice mobile service from text-messaging to video streaming.)
 
"We're seeing growing receptivity by consumers to mobile advertising," said Jeff Herrmann, vice president of mobile media at Nielsen Mobile. While only 10% of data users said they find mobile advertising acceptable, "an increasing number of mobile users understand that mobile devices and mobile content will become more robust if driven by an advertising model."
 
In short, data subscribers are more willing to accept advertising in exchange for lower costs or better content. In that vein, 32% said they're open to mobile advertising if it lowers their overall bill, while 13% will welcome it if it boosts the quality of their mobile media offerings. And 23% expect to see more mobile advertising in the future--up from 15% at the start of 2007.
 
Herrmann noted that the recent round of flat-rate, unlimited plans introduced by the major carriers, especially Sprint's $100 plan including voice and data, could help broaden the mobile media audience. "Advertising as a revenue stream is something that's more realistic than a year or two ago," he said.
In analyzing the mobile audience, Nielsen found that teens were the most likely to recall seeing some type of mobile ad )46% compared to 29% of data users overall.) Asian-Americans and African-Americans were among other demographic groups with high recall rates, at 42% and 40%, respectively. Whites, by contrast, had only a 24% recall rate.
 
Still, Herrmann cautioned against overstating the advance of mobile advertising at this point. "It's a big opportunity, but it's still in the very nascent stages."
 

The Nielsen study was based on a survey of more than 22,000 active mobile data users who used at least one non-voice service in the fourth quarter of 2007. Participants were asked about responses to banner ads, text ads, and video advertising, among other mobile formats.

 


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Text Based Mobile Advertising (m:metrics)

 

Almost 80 percent of mobile users actively use SMS on a regular basis in any one month in Western Europe. In an average month ending January, Italy and the UK are the most active with 88 percent and 87 percent respectively. The United States are at the back of the pack at 49 percent but is growing steadily. 
 
Where there is a medium, there is advertising, and SMS is no exception, M:Metrics reports that text-based marketing growing steadily across Western Europe and the US. The measurement firm reports that the number of mobile subscribers who have received an ad via SMS grew at a rate of 15 percent in Western Europe from May 2007 to January 2008 and in the US, about 27 percent
 
Mobile subscribers who respond to an SMS ad has grown as well, especially in Italy, where we see a growth of 52 percent compared to 28 percent for Western Europe as a whole, and 17 percent in the US. Interestingly, Italian mobile subscribers also send the most text messages in an average month.
 

Text-Based Mobile Advertising, by country: January 2007
 
FR
DE
IT
ES
UK 
US
 
Reach %
Reach %
Reach %
Reach %
Reach %
Reach %
 
 
 
 
 
 
 
Sent text message to another phone
75.9%
79.6%
87.7%
85.4%
87.4%
47.9%
       
SMS Ads: Number received in month
64.7%
31.1%
56.0%
73.1%
35.4%
19.2%
SMS Ads: Responded to ad
4.6%
1.9%
8.1%
3.6%
3.7%
2.4%
Source: M:Metrics, Inc., Copyright © 2008. Survey of mobile subscribers. Data based on three-month moving average for period ending 30th January 2007, mobile subscribers in France, n = 12,783 Germany, n = 15,585; Italy, n = 13,059; Spain, n = 12,720; United Kingdom, n = 15,259; United States, n = 32,262
 
The majority of text-based advertisements are still coming from the mobile operators themselves. In Western Europe 18 percent are ads from the operators promoting mobile content or other services pertaining to mobile service. However, other advertisers have joined the mix , and users are now receiving ads for products and services such as entertainment, financial services, cars, clothing or travel.
 
While all this growth is exciting for the mobile marketing industry, there is some downside despite the Mobile Marketing Association’s valiant efforts to proactively create best practices to avoid mobile spam, consumers report that advertisements that did not come from the operators were from companies that did not have permission to make contact. In France, we see a whopping 21 percent, or 9.5 million of all French mobile subscribers receiving SMS ads from a sender that did not have permission to send to this person.
 

Text-Based Mobile Advertising, by country, Source of ad/offer received: January 2007
 
FR
DE
IT
ES
UK
US
 
Reach %
Reach %
Reach %
Reach %
Reach %
Reach %
Service Provider
49.2%
20.9%
45.6%
59.8%
23.6%
11.5%
Company with permission
12.9%
7.0%
13.5%
8.3%
6.3%
2.7%
Company without permission
20.8%
6.3%
6.7%
11.9%
10.9%
5.4%
Source: M:Metrics, Inc., Copyright © 2008. Survey of mobile subscribers. Data based on three-month moving average for period ending 30th January 2007, mobile subscribers in France, n = 12,783 Germany, n = 15,585; Italy, n = 13,059; Spain, n = 12,720; United Kingdom, n = 15,259; United States, n = 32,262
 
The mobile advertising market has matured considerably over the past year, and is no longer a novel addition to media planners, but rather a key component to an interactive campaign.   In a relatively short period of time, mobile has evolved into a legitimate medium, with the world’s leading brands, from Coca-Cola to Procter and Gamble investing big bucks into the potential for advertisers to have a one-to-one relationship with the consumer.
 
There is no doubt that advertising on mobile phones is highly desirable, given the mobile device’s personal and ubiquitous nature, but marketers must tread carefully in this growing stage to avoid killing the goose that lays the golden egg by alienating consumers through legal, though ambiguous, opt-in policies.

 


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MMA Mobile Attitude and Usage Study Preview (United States)

Following is an excerpt from the MMA's recently released US Mobile Marketing Annual Attitude & Usage study. 

The entire study is available to MMA members only, in the Member's only section of the website.


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