Public Research | Page 3 | MMA

Mobile’s Hierarchy of Needs

The concept of ‘mobile first’ is no longer exclusive to technology-focused businesses and consumers, but is the default position for a growing number of internet users, who now consider smartphones and tablets essential to their daily lives. In this report, we examine key mobile behaviours that have propelled it to a primary platform, using 9 global markets (USA, Canada, UK, Spain, Italy, Brazil, Mexico, China and Indonesia) to demonstrate pockets of intense usage within a mobile hierarchy of needs. Download the report to learn more about how you can succeed in a mobile-first world: http://www.comscore.com/Insights/Presentations-and-Whitepapers/2017/Mobi...

Mobile Location and The Tale of Retail ROI

The use of mobile proximity targeting for retail customer acquisition grows in scale and sophistication each year. Techniques span from standard geofencing to complex campaigns that combine multiple location signals, such as lat/long, wifi, and beacons, as well as layering real-time and retargeting engagements. In this 45-minute webinar, inMarket and Reveal Mobile shed light on best practices for using location in retail, present case studies from world-class advertisers such as Starbucks and analyze the status and quality of location data available to the retail industry. Readers will have a clearer picture of the current status of the industry, detailed knowledge of the infrastructure deployed throughout the US, and a gameplan for creating, calculating and increasing ROI. Presenters: Cameron Van Peebles, CMO, inMarket Matthew Davis, VP Marketing, Reveal Mobile


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Integrated TV+Mobile

Advertising today has moved well beyond traditional, offline strategies towards a highly integrated approach that combines traditional channels with the power of digital marketing. And for brand marketers, while TV remains the primary channel to drive reach, digital is increasingly being used to influence mid and end-funnel metrics, with mobile marketing playing a significant but as yet, under-utilized role. 

It is this lack of focus on mobile that InMobi, in partnership with MMA is seeking to change. And the last few years of collaboration between InMobi and MMA, have succeeded in bringing about greater acceptance for the role that mobile plays in integrated campaigns, with brands leading the way. 

However, although brand marketers have started employing mobile, the perception does remain that it doesn’t integrate well with other traditional campaign channels, leading to a lack of focus on mobile-first creative strategy. Mobile creatives employed by brands continue to be adapted from TV or print campaigns, instead of being designed to leverage the unique capabilities that the channel provides. 

Integrated TV+Mobile

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InMobi's 2016 Yearbook

InMobi's 2016 Yearbook shares with you highlights from 2016 that captures the key trends and developments that shaped the mobile advertising industry this past year. Advertisers and publishers alike can now create a winning game plan for 2017 equipped with powerful trends gleaned from InMobi's vast network, award winning creatives and deep insights from industry leaders.


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The Location of Black Friday

We sit on top of an interesting data set. Hundreds of apps across the United States use Reveal Mobile’s technology to turn location data into meaningful audience data. What makes the data unique is that in addition to using lat/long data, we measure when mobile devices bump into Bluetooth beacons. This aggregate data provides us a fun peek into retail foot traffic on one of the busiest shopping days of the year: Black Friday. We took a look at the trends and patterns of store visits at four major retail categories: The biggest of the big box stores, department stores, pharmacies, and wireless carriers. Next, we break down each category to show foot traffic at the most visited locations within each category. Download the full report here.


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Proximity Marketing in Sports & Events - Q2 Report

Key insights from the Report include: Proximity sensors deployed globally continue to grow fast * The amount of proximity sensors sees a large uptake in Q2 with an increase of 2,072,500 proximity sensors. * There are now 8,273,500 proximity sensors deployed globally registered by Proxbook members as of Q2 2016. * 6,061,500 of these sensors are beacons. 2,099,000 are NFC sensors and 113,000 Wi­Fi points. Since Q1 2016, there has been an impressive 33% increase in global sensors * The 6,061,500 beacons deployed by members of Proxbook, are aligned with ABI Research’s forecast of 8 million beacons by the end of 2016 and 400 million beacons deployed by 2020. Google invests heavily into proximity * Google bets big on proximity and wants the ecosystem to succeed.

Proxbook Report

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BuzzCity: 42% now bank on mobile, yet banks are still failing to advertise to majority audience

Fresh data from 3,300 global respondents reveals a 60% increase of people using their mobile devices to bank online. Almost half (42%) of all mobile users (up from 26% in 2013) are now routinely making payments through mobile devices. Although mobile payments have overtaken the use of credit and debit cards globally, one in ten don’t believe their banks offer the facilities to bank online. Key findings show that: • Mobile payments have overtaken the use of credit and debit cards globally – 17% now use cards compared to 24% using mobile payments • Despite the advancements in mobile banking, one in four users (26%) continue to have concerns about security • One in four (23%) believe that their mobile device is not suitable for online banking


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