May 24, 2013

Mobile and social videos have grabbed the attention of both consumers and brands. As the number of platforms continues to grow though, it is becoming less clear where marketers should place their bets.

Mobile and social video is opening up new opportunities for marketers to serve bite-sized content to users. Given the quick growth of mobile and social video in the past year, it is likely that the number of platforms available to marketers will increase, which will only make it more challenging for marketers to know how to market on niche platforms going forward.

The growth in mobile and social video may be catching some marketers off guard, but I wouldn’t call it a fragmentation problem, said Dave Martin, senior vice president of media at Ignited, El Segundo, CA.

Any time consumers jump into a new platform, especially one that delivers a rich experience, marketers need to see this as a big creative opportunity, he said.

We see a lot of brands making content without putting a lot of thought into exactly what that content should be or how it should be delivered. The balance between heavy-handed marketing and organic social content isn’t an easy one to strike.

Mobile challenges
Social and mobile video is an area that most marketers are still trying to get a grip on.

And just as they start to figure out one platform, another better one is likely right around the corner.

Take Vine, for example.

The Twitter-owned iPhone app launched earlier this year and challenges brands and marketers to get a message across in six seconds through a short video.

Vine has created a lot of buzz in the mobile and social industries, but marketers are just now beginning to incorporate the medium into larger-scale marketing initiatives.

For example, Dunkin Donuts is currently using Vine to tie into its social media efforts with a contest to give away gift cards and a year of free iced coffee (see story).

Other brands such as Lowes are using Vine to do more than simply shove a product down a consumers throat with home improvement tutorials.

The challenge for brands with these short videos is telling a story in a shorter period of time.

Nonlinear forms of communication are perfect for the mobile platform, especially bite-sized video, said Craig Elimeliah, vice president of creative technology at RAPP, New York

I think it gives us so many more tools in our tool box to be able to push out relevant and contextual messaging to the right people at the right place in the right time, he said.

Scaling mobile
Despite Vines growth, the medium is still fairly narrow, which means it might not make the most sense for every brand.

Then there are other mobile and social video apps, such as Montaj and Viddy that are also garnering the attention of marketers.

Kraft Foods Oscar Mayer recently became the first brand to launch a campaign with Montaj to extend the length of a TV commercial (see story).

Kraft Foods is one of the brands that has invested a lot in mobile video over the years to reach new, tech-savvy audiences.

Consumers are migrating to second screens such as tablets and in this instance, mobile devices to accompany their television-watching experience, so this was a natural way to extend the consumer connection long after theyve seen our commercials on television, said Tom Bick, senior director of marketing communications and advertising at Oscar Mayer, Madison, WI.

Additionally, YouTube is also making a bigger play into mobile. The company recently began offering subscription-based channels, which lets mobile, desktop and TV users to watch content with fees starting at $0.99 per month in a bid to attract new users (see story).

Twitter is also making a bigger push into video with its Twitter Amplify service. The service lets brands keep tabs on when a TV ad is aired, which can then trigger Promoted Tweets to go along with the TV ads.

However, scale continues to be an issue with these platforms.

Being able to reuse a short video clip that is native to a mobile app again in other marketing initiatives is often not possible, for example.

The biggest challenges are around creating great video content and then mastering the converged media landscape where owned, earned and paid all work together to drive outcomes, said Marko Z. Muellner, vice president of marketing at Shoplgniter, Portland, OR.

There’s nothing new here video is yet another native ad type to be leveraged across customer touch points, online and off, he said.

Quality divide
According to Paul Bremer, chief revenue officer of Rhythm NewMedia, Mountain View, CA, marketers are faced with three main challenges with mobile.

The first is around finding a brands audience as marketing becomes more fragmented.

Secondly, marketers need to create content that fits with a brand and its audience.

The final point is about finding the right time and context to market to a consumer.

In particular, native advertising that leverages rich media and video can help deliver on the contextual promise of mobile.

At the same time though, this is also causing a divide between what is considered premium and non-premium content for marketers.

In the simplest terms, the video world is fragmented between premium and non-premium content, Mr. Bremer said.

The growth of mobile and social video has added to the noise, especially in non-premium content, but ultimately marketers still have these two choices in video, he said.

The key for marketers, as it always has been, is to choose environments consistent with their brand, whether that’s professionally-produced content from a major media company, social video or something else entirely.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York

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Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/7Iwc1lk6Wag/15429.html

May 24, 2013

Ferragamo’s The Amazing Shoemaker exhibit

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Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/BF4VZkOlFAk/15431.html

May 24, 2013

Frozen food brand Stouffers is providing meal-time recommendations in several areas of the Food on the Table mobile application to promote its products to users.

The goal of the four-week promotion, which runs throughout May, is to provide shoppers with quick meal options and easy alternatives to the full recipes found on the app using Stouffers frozen entrees and side dishes. The Food on the Table app is used by 2 million families for meal planning and grocery shopping.

The goal is sending consumers the right messaging at the right time, said Sarah Bovagnet, public relations and marketing assistant at Food on the Table, Austin, TX.

Brands like Stouffer’s want to be a part of the consumer’s natural planning process, rather than being out of context like a banner ad, she said. Providing product information and incentive while a consumer is planning meals and shopping accomplishes this.

Dinner made easy
Throughout May, users of the Food on the Table mobile app will see meal time recommendations and other information in several areas of the app.

A special meal category features meal ideas that include original Food on the Table recipes paired with Stouffers side dishes to help cut down total dinner preparation time.

Stouffers prepared meals are also promoted alongside original Food on the Table recipe posts.

Recipe alternatives include the option to Buy it Premade over the original Food on the Table recipe as a way to help users save time at the grocery store and time spent cooking.

Users will also find reasons to buy Stouffers products next to any related item on their grocery list. By tapping on any of these Stouffers suggestions in the app, users can add the Stouffers dish to their meal plan and grocery list.

The Food on the Table app combines over 1 million recipes and sale items at nearly 20,000 of the largest grocery stores in the United States. It also features a store-aware grocery list to streamline the meal planning and shopping process for busy families.

Reaching a targeted audience
With users displaying a big appetite for mobile apps, marketers have taken notice and are increasingly looking for ways to reach these audiences. However, in-app advertising presents some challenges, including delivering ads on small smartphone screens without negatively impacting the user experience.

Which is why c onsumer packaged goods companies and other marketers are gravitating toward sponsorships and promotions that integrate them into an app in a more organic way.

For example, Coors Light is sponsoring the new NASCAR Mobile 2013 applications to reach racing fans with in-app ads and special content (see story).

Last year, KitchenAid sponsored a Food and Wine festival mobile app to lets users learn more about its products (see story).

While Stouffer’s is not offering any discounts, we’re confident it will still outperform the FSI redemption rate, Ms. Bovagnet said.

We’ve worked with several brands in the past, and we have some upcoming promotions teed up with ConAgra Foods, she said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York

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Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/_my-VTOE214/15427.html

May 24, 2013

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Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/gKaJfbjJMt8/15430.html

May 24, 2013

Hebrew National is using mobile advertising to drive brand awareness, giving consumers grilling tips and steering them into the nearest store to purchase its products.

The company is running the campaign within Us Magazines mobile site. Kargo is powering the initiative.

Kargo is partnering with Spark Communications and ConAgra to help make Hebrew National the preferred choice for this years summer cook outs, said Alexis Berger, Chicago-based vice president of sales Midwest at Kargo.

Around the key holidays such as Memorial Day, 4th of July and Labor day, we are powering Site Skins to drive mass awareness for the brand, she said. These Site Skins are actually linked to a users native calendar, so they can get a reminder to pick up their hotdogs.

Kargo is also encompassing rich media through a unit called 99 days of Summer. This unit features grilling tips and additional reminders that are all brought to you by Hebrew National.

Bolstering awareness
The Hebrew National mobile ad creative reads Hebrew National. A Hot Dog You Can Trust. Learn More.

When consumers tap on the ad, they are redirected to the companys mobile site where they can browse its products and view grilling tips such as basic grilling tips, safe grilling tips, summer party ideas and other grilling information.

There is also a store locator feature on the mobile site that lets consumers choose the product they are looking for, then enter their ZIP code or city and state, as well as choose the number of stores they would like to search for and the distance from their location.

Straight to the point
The Hebrew National campaign is very simple, yet effective.

The goal for the company is to get the word out about its products, especially in time for Memorial weekend.

Furthermore, driving consumers to the nearest store helps in driving the companys sales.

And, by adding grilling tips, Hebrew National is able to keep the consumer engaged, as well as educate them on things that they might not have known.

We love this execution because not only does it create huge awareness, it is actually perfect in terms of functionality for how mobile is being utilized by a consumer, Ms. Berger said.

Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/SwtT8x024LI/15424.html

May 24, 2013

Del Monte is doling out information and ideas this summer through a mobile application and desktop site to help moms looking for quick recipe help.

Del Monte has created a summer-themed collection of virtual notebooks on Springpad, which can be accessed across desktops or via a smartphone and tablet application. The summer campaign is part of the food brands growing investment in mobile as it looks to reintroduce its products to consumers.

Springpad is one vehicle in a broader marketing mix for us as we think about mobile as a platform for reaching consumers and delivering assistance to her that is relevant, said Brian Ng, marketing director of brand strategy and trademark development at Del Monte Foods, San Francisco.

Spring into summer
To use the Springpad app, consumers can create a profile account or sync the app with their Facebook or Twitter profile.

The Springpad app is available for iOS and Android devices and lets consumers create virutal notebooks where they can store recipe ideas, products and other pieces of content.

Del Monte has created a notebook called Garden Fresh Entertaining, which includes seven different food and drink recipes that incorporate the brands fruit and vegetable products for summer.

Once users find a Del Monte recipe that they like, they can save it to one of their notebooks to access later. The notebooks can be made either public or private.

The recipes include step-by-step directions and a toggle that lets consumers choose if they want to make a recipe or if they have already made an item.

If consumers have already cooked a recipe, they can enter a review of the item and can rate the recipe on a scale of five stars.

Del Monte has been using Springpad for a few months, and it is part of a bigger marketing mix to reintroduce consumers to the brand after keeping mum for a few years, according to Mr. Ng.

For summer specifically, mobile makes sense for Del Monte to use during the summer when its core demographic of moms are off of their regular schedule with kids out of school.

Additionally, the content that Del Monte is pushing this summer is geared towards helping inspire moms with ideas on how to incorporate the brands products in a specific moment that she is looking for help.

We think about the consumer journey, and Im very interested in mobile with the opportunity that we have not had before, he said. That is to catch consumers in the context of what they are doing.

There are a host of things that we are exploring with the primary objective of reaching her at the point where she is making a purchasing decision.

Cross-channel content
Other brands leveraging Springpad as part of the apps Spring into Summer campaign include Breville, Wayfair, Glamour magazine and TripAdvisor.

For example, TripAdvisor has created a summer-themed notebook with ideas for beach trips this summer. Via the guide, consumers can view maps and information on popular summer beach destinations.

Glamour magazine on the other hand is using its summer guides to highlight its edited swimsuit picks for the summer.

Brands and publishers are increasingly looking for ways to target consumers with contextual content, and are especially interested in getting that content across desktops, smartphones and tablets.

People will not be tied to their desk this summer having access to a mobile device is a great value to the brand that has been creating content that works across different modes, said Jeff Janer, co-founder at Springpad, Boston.

What were seeing is that not only are [the brands] getting this information to people, its also useful information and not just product information, he said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York

Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/1-REfp_bZBA/15428.html

May 24, 2013

Growing use of smartphones and tablets is influencing travel research and purchases, with 52 percent of consumers having used a mobile device to book travel in the last 90 days compared to 48 percent on a laptop, according to a new report from JiWire.

Understanding how user behavior across multiple devices is important for advertisers and content developers as they look engage their audience going forward. JiWires quarterly Mobile Audience Insights Report reveals that multi-device usage is rapidly increasing for travel-related research and purchases.

Mobile is important for the travel industry, said David Staas, president of JiWire, San Francisco. Consumers are relying on smartphones and tablets more than ever to research and make travel-related purchases.

And while we’re seeing growth of mobile usage for the travel industry, we’re also seeing cross-device behavior, with people researching on one device, but booking on another, he said.

One interesting finding that may surprise the industry is that a majority of mobile consumers book travel while they’re traveling.

On-the-go booking
Travel brands typically expect consumers to research, plan and book travel prior to their trip.

However, mobile and cross-device adoption may be changing consumer behavior, with JiWires research indicating users research and book travel for both their current trip and future trips while traveling.

The report examines mobile usage and location behaviors when booking travel-related services, in addition to cross-device adoption and Wi-Fi usage trends.

Key findings include that 44 percent of consumers are willing to spend over $500 when booking travel from a mobile device while nearly 50 percent of active mobile users use their smartphone and tablet for travel research.

Additionally, mobile apps are the preferred resource over mobile sites for travel research and purchasing with brand airline and travel aggregator apps the preferred choice among 32 percent of mobile users for booking travel.

More than 55 percent of consumers book travel-related reservations for both current and future travel plans while traveling.

Wi-Fi connections
The report also found that smartphones and tablets are leading the way for public Wi-Fi connections, with 60 percent of all public Wi-Fi connections accessed by mobile devices, up 33 percent growth year over year

In particular, tablet usage growth surpassed laptop and smartphone use for the second quarter in a row. Tablet use is highest at airports at 28 percent of mobile users while tablet growth was highest at hotels, up 64 percent and cafes, up 44 percent.

In restaurants, smartphone public Wi-Fi access is highest at 81 percent.

Other findings include that leisure travelers are more influenced by discounts and promotions when booking travel, while business travelers are more influenced by loyalty rewards programs.

Understanding their mobile audience is critical for achieving campaign success brand and/or direct response, Mr. Staas said.

Marketers need to figure out where and when their customers are researching and booking, and what devices they’re using to do so, he said.

Reaching audiences based on how they’re engaging with travel-related decisions is crucial for brands.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York

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Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/Lk_uLFyZfkU/15426.html

May 23, 2013

App developers under growing pressure to have privacy policies

With everyone from wireless carriers to the latest and greatest smartphone application tracking user behavior and trying to sell the data, mobile is proving to be a treasure trove of customer information. But not all data is created equal, at least on the privacy front.

Companies are finding new and often intriguing ways to link data such as location with other information to identify users and track behaviors. When this information is collected with a users permission, it can help marketers close the loop on their marketing activities, but when it is not, marketers run the risk of a backlash from consumers and the scrutiny of regulators.

Theres no doubt that carriers are evaluating the role of becoming an enabler and a key part of that strategy is selling customer data for the benefit of third parties, said Lara Albert, vice president of global marketing for Globys, Seattle, WA.

I suspect that other operators will soon be moving in this direction as more of them evaluate the best strategies for driving new revenue streams, she said.

The reality is theres a lot of low-hanging fruit for a carrier to address within their own customer base related to monetizing the data that they have. There are more operators focused on this at the moment using data and analytics to extract more value from their existing customer base then on selling data for third party enablement.

Comprehensive customer view
Verizon Wireless and Sprint both started selling customer data a few months ago and have been the focus of a lot of attention as a result because of how much they know about their mobile customers.

Carriers are under pressure to increase revenues as SMS revenues decline now that users are increasingly using over-the-top messaging apps.

Carriers are investing heavily in customer analytics platforms to better understand and market to their customers and are seeing increased revenues and lower churn as a result, per Ms. Albert.

These carriers are looking beyond single data points, such as location and building rich behavioral profiles that represent a comprehensive view.

The comprehensive view made possible with more sophisticated analytics will be valuable to third party brands, especially to brands that seek to use the mobile device as a primary means of engaging with customers.

Aggregate data
Verizon Wireless Precision Market Insights offers businesses such as malls, stadiums and billboard owners statistics about the activities and backgrounds of more phone users in particular locations.

ATT is considering selling customer data to advertise but has not made a move so far.

U.S. wireless carriers are not alone in pursuing data mining strategies. German software giant SAP is introducing a service that will gather user data from wireless carriers that can be sold to marketing firms.

The wireless carriers have been proceeding fairly conservatively to date, limiting their reports to high-level aggregated statistical reports, per Jules Polonetsky, co-chair of the Future of Privacy Forum, Washington.

For example, a mall might be able to buy a report from Verizon Wireless breaking down what percentage of visitors come from a certain area or how many are traveling by public transportation.

This is valuable information for many of these marketers who are increasingly competing with online businesses that know a lot more about their customers.

The information is also typically de-identified and customers have the option to opt-out in the case of Verizon Wireless, or opt-in, in the case of Sprint.

Because this data has been widely acknowledged to be sensitive, carriers have been cautious at moving forward and have done so with a fair amount of privacy structure around it, aggregation, consumer choice, de-identification, Mr. Polonetsky said.

Whats your location?
However, location companies, app developers and some marketers are pushing the envelope when in it comes to collecting mobile user data.

Location continues to be a place where there is both innovation and privacy concerns for data use.

Companies are able to track the kinds of places a user visits and infer things about that user as a result. These companies keep a detailed map of every place a user visits to increase the chance of being able to identify that user.

Others are linking an address with latitude and longitude to advertise to users in their homes, thereby using location as a proxy for identity.

Still others are buying location information so they can aggregate it and help marketers tie an in-store purchase back to an online ad.

There are lots of folks of the cutting edge of the app world that are increasingly pushing the envelope at ways to use location data, Mr. Polonetsky said.

Increasingly, people are finding unexpected ways that location is being used to correlate other information about you, he said.

Kids and location are the two areas that regulators are looking to understand better and to find enforcement angles.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York

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Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/2JNT-odPo2Q/15419.html

May 23, 2013

Beverly Wilshire mobile app

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Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/qv2Kn1dMPxw/15422.html

May 23, 2013

New Belgium is banking on mobile as a way to connect with beer fans this summer with a campaign that comprises video advertising and photo sharing.

New Belgiums Pairs Well With People campaign includes mobile, social, digital and television to promote the brands flagship beer Fat Tire Amber Ale. The campaign runs through Labor Day.

We know many of our consumers especially Millennials are heavy mobile users based on the segmentation we completely saw last year, said Adrian M Glasenapp, brand activist man at New Belgium Brewing, Fort Collins, CO.

Mobile will continue to be an important place for us to tell our brand story and connect with current and new consumers, he said.

Drink on mobile
New Belgium has optimized a seasonal Facebook application for mobile that is accessible via the microsite http://www.newbelgium.com/pairswell.

The app lets consumers take pictures inside a branded frame. The theme of the pictures should show what items Fat Tire beer pairs well with.

Some examples that consumers have uploaded include pictures of friends and nature scenes.

By creating the photo, consumers are entered into a sweepstakes for weekly prizes to win cruiser bikes throughout the summer.

Additionally, photos tagged on Instagram with the hashtag #pairswell will also be entered into the contest.

The brands strategy behind using Instagram is that the platform fits with a visual brand and leverages the local relationship that the brand has built out across the country.

Additionally, consumers can watch New Belgiums new 30-second long commercial that is airing this summer.

The site also prompts users to download New Belgiums Beer Mode mobile application, which is available for Android and iPhone devices.

Consumers can also find nearby New Belgium products and learn more about the companys products via the microsite.

New Belgium is using digital and mobile display, video, search and social ads to build awareness for the campaign. Digital partners this summer include YouTube, Facebook, Hulu, NBC and Tremor Video.

Mobile learnings
Last summer, New Belgium launched a mobile app that integrated with social media as part of a similar contest this year for its seasonal Enjoy the Ride campaign (see story).

Taking a multichannel approach that includes digital and traditional mediums such as TV is a smart way for New Belgium to reach the most consumers.

For video specifically, relying on TV as the sole way of distribution is not enough for brands anymore.

Therefore, digital and mobile video helps the brand distribute its content to a wider demographic pool.

Going forward, developing the brands mobile app is a priority for New Belgium.

I see continued efforts and evolution in terms of our mobile app along with connecting with key influencers according to their mobile use and sharing of New Belgium content, Mr. Glasenapp said.

Additionally with paid media, we will look at innovative and engaging ways to brand our campaigns and beers while hopefully adding value and fun to the mobile experience, he said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York

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Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/pA1LcGGme44/15418.html