It’s research proves that media plans that include mobile and desktop advertising executed simultaneously with traditional offline media “consistently drive greater lift across brand impact metrics than traditional offline media alone.”

The research examined major brands’ live campaigns, as they ran, in five verticals—Automotive, CPG, Retail, Finance, and Media—revealing that mobile web, mobile app, and desktop advertising are all effective drivers of brand impact.

The study further demonstrates that while digital advertising alone is effective for some brand metrics, when combined with other media it becomes a critical part of a mix that can be used to reinforce messages seen offline. For example, analysis of a campaign advertising the launch of a new auto model showed that the inclusion of mobile web ads combined with any other media lifted brand familiarity by 19 percent.

“The findings from this study confirm to marketers the tremendous impact of the addition of digital to brand marketing campaigns,” said Anna Bager, Senior Vice President and General Manager (Mobile and Video) at the IAB. “As interactive screens take an even more central role in our lives, they need to become a fixture in the media mix. Digital is crucial, if brands want to get the most out of any advertising investment.”

To download the complete “IAB Cross-Media Ad Effectiveness Study,” click here.

The post IAB Touts Power of Mobile & Desktop Ads in Cross-Media Campaign Effectiveness appeared first on Mobile Marketing Watch.

Gameloft Advertising Solutions selected AerServ as a mobile monetization partner due in part to the company’s shared vision and alignment around bringing high quality brand advertising into games, the statement notes.

We’re told that AerServ ads have been integrated via API into Gameloft games for rewarded video, and mobile display ad units.

“Gameloft is a tremendous brand, and we’re thrilled to be working with them to help the company achieve its monetization goals,” said Josh Speyer, CEO of AerServ. “They are ahead of the curve with their monetization strategy, a testament to their innovative nature as a company.”

To learn more about AerServ, click here.
https://www.aerserv.com/

The post Advertising Partners: It’s Game On for Gameloft and AerServ Partnership appeared first on Mobile Marketing Watch.

The opportunity, we’re told, begins January 19th.

“These new ad formats drive compelling results across the key performance indicators marketers care about most: time spent with ads, brand favorability and intent to purchase,” Pandora says.

Originally introduced in June 2016 to select beta partners including Denny’s, Express, Google, the Lexus Dealer Association and Ascent Protein, Pandora’s new mobile ad formats – the first in the company’s Visual Ad Experience suite – present rich display and video ads within the square space typically reserved for album art, leveraging responsive design to seamlessly adjust ads to any phone’s screen size.

“We applied the same expertise that makes us the leader in audio advertising to our new visual ads to deliver strong, measurable results,” says John Trimble, chief revenue officer at Pandora. “We are reinventing our mobile display ads to take full advantage of screen real estate and features native to our platform. And because our display ads are served only when a listener is looking at their phone and we have one of the largest logged-in user bases, we are uniquely positioned to deliver listener attention to advertisers at scale.”

To learn more about advertising with Pandora, click here.

The post A New Year Brings New Opportunities for Pandora’s Advertisers appeared first on Mobile Marketing Watch.

According to the report summary, the report in question indicates that that marketers are “advancing their location data strategies, significantly increasing spend and using more data-centric approaches that impact ad delivery and creative.”

The MMA would like to thank Factual as the primary sponsor of this research initiative, as well as the following co-sponsors: Digital Element, Dstillery, PlaceIQ, Plexure, Skyhook Wireless, Teralytics, Thinknear by Telenav, Ubimo, Verve Mobile and xAd.

Want to know more? Get the full report here.

The post New Study Reveals How Marketers Are Using Location Data appeared first on Mobile Marketing Watch.

That’s the standout finding from BIA/Kelsey in the firm’s latest Local Commerce Monitor survey of SMB advertisers.

Among 1,000 SMBs surveyed, we’re told that more than three-quarters (77.6 percent — up from 73.2 last year) say they use social media to promote their businesses.

“SMBs are sophisticated in their use of social media as key way to target and continue conversations with customers.  They have moved beyond social presence to social ads and video,” said Celine Matthiessen, VP of Analysis and Insights at BIA/Kelsey. “Video on social is becoming more popular and our SMBs see the highest ROI of social channels from Snapchat and Video on Facebook and Twitter.”

As social media has become its own ecosystem, BIA/Kelsey’s LCM survey measures usage of 14 different social media platforms, including four within Facebook and three within Twitter. SMB Facebook pages continue to dominate as the most popular social channel used by SMBs. However newer social entrants are growing quickly, especially Snapchat.

BIA/Kelsey analysts will present data from LCM 20 to attendees of BIA/Kelsey NEXT: The Future of Local Digital Advertising and Marketing, which takes place December 5-7, 2016, in Boston.

The post BIA/Kelsey: 77.6% of Small Businesses Use Social Media for Marketing appeared first on Mobile Marketing Watch.

That’s because a new survey by research firm Gartner, Inc. confirms that their budgets are continuing to rise. The survey revealed that marketing budgets increased to 12 percent of company revenue in 2016, from 11 percent in 2015.

And that’s not all. Fifty-seven percent of the marketing honchos surveyed said they expect their budgets to increase further in 2017.

Not every department is cheering, perhaps; about 14 percent of marketers did report that they are bracing for budget cuts. That’s an increase from 3 percent just two years ago.

The findings — encapsulated in Gartner’s “2016-2017 Chief Marketing Officer (CMO) Spend Survey” — tallied responses from 377 marketers at companies with more than $250 million in annual revenue in North America and the U.K.

“Marketing is now responsible for critical customer-facing, revenue-generating systems, and applications,” said Jake Sorofman, a research vice president at Gartner. “As the marketing leaders’ mandate broadens, we are seeing the CMOs’ marketing tech spending approach the levels of the CIOs’ technology spend.”

Although marketing budgets have, on average, increased, marketing leaders have many demands on their resources. The top three categories in 2016 marketing spend identified in the survey — web, digital commerce and digital advertising — illustrate how critical digital marketing has become.

About 8 percent of their budgets are designated for digital commerce, said the respondents, notes Gartner.

“Digital commerce matters to marketers on multiple levels, from driving incremental revenue, to measuring attributable performance, to gaining customer insight through direct engagement,” said Sorofman. “In addition, we’re seeing marketing leaders look beyond traditional storefronts and shopping carts, investing in rich commerce experiences, experimenting with the Internet of Things and treating digital commerce as a multichannel strategy.”

The post What’s Up with Mobile and Digital Marketing Budgets? They’re Bigger, Suggests New Gartner Survey appeared first on Mobile Marketing Watch.

Marketing budgets are continuing to rise, according to a survey of marketing executives by the research firm.

The survey showed that marketing budgets increased to 12 percent of company revenue in 2016, from 11 percent in 2015. Fifty-seven percent of marketing leaders surveyed expect their budgets will increase further in 2017.

However, 14 percent of marketers say they are bracing for budget cuts, up from 3 percent just two years ago.

The findings form part of Gartner’s “2016-2017 Chief Marketing Officer (CMO) Spend Survey” that included responses from 377 marketers at companies with more than $250 million in annual revenue in North America and the U.K. The survey took place in July and August 2016 and marks the fifth year that Gartner has surveyed marketers on spending priorities and marketing operations.

“Marketing is now responsible for critical customer-facing, revenue-generating systems and applications,” said Jake Sorofman, research vice president at Gartner. “As the marketing leaders’ mandate broadens, we are seeing the CMOs’ marketing tech spending approach the levels of the CIOs’ technology spend.”

To learn more about the survey and its findings, click here.

The post Gartner Survey Reveals Marketing Budgets Continue to Grow appeared first on Mobile Marketing Watch.

Now email marketers are getting in on the act. According to the 2016 Email Marketing Insights Study, 22.5 percent of marketing professionals plan to use video this year.

Liveclicker, a company that offers video commerce solutions for retailers as well as email services, has more information. The firm analyzed 2,500 campaigns sent by its clients in the year leading up to June, 2016.

What did Livelicker discover? For starters, that the most common way for email marketers to include video in email messages was by sending animated GIFs.

“Forty six percent of the campaigns studied used silent animations to embed video content,” reports eMarketer. “But almost as many offered full-screen video (44 percent), including 33 percent of campaigns that required two clicks for playback. Only 11 percent had full-screen video with playback available after just one click. And only 8 percent placed the video inline in the email.”

A poll from Email on Acid showed that nearly a quarter of U.S. marketing practitioners said they planned to add HTML 5 video to their email campaigns. One boon to help the trend is this: Apple’s recent iOS 10 release supports video in email.

Email marketing may be the oldest form of digital advertising, but it continues to offer strong ROI and still enjoys favor among many U.S. consumers.

“Email is about as old-school as digital marketing gets,” notes eMarketer, but (still enjoys) high acquisition and retention rates, particularly for small- and medium-sized business. About four-fifths of these professionals said email marketing helps contribute to this outcome over other tactics from organic search to social media.”

The post Making Email More Fun: Twenty Two Percent of Marketers Using Embedded Video appeared first on Mobile Marketing Watch.

According to a new report from the AGA, the world’s premier international gaming trade show and conference presented by the American Gaming Association, attracted nearly 27,000 gaming professionals.

All told, that’s an increase of seven percent in attendance over last year, AGA’s announcement reads.

“G2E 2016 showcased the evolving innovation in the industry, discussions about legalizing sports betting nationwide and ways to combat illegal gambling,” the statement adds.

As for the highlights from this year’s show? According to the AGA, they include:

• Game and product demonstrations from University of Nevada, Las Vegas (UNLV) students and academics in the first-ever Innovation Lab on the expo floor;
• Educational program tracks that explored current and future trends, such as eSports and the 2016 election; and
• Products and technologies from more than 450 exhibitors showcasing table games, slots, iGaming and other non-gaming solutions.

For more insight about G2E 2016, click here.

The post The Numbers Are In: Just How Big Was G2E 2016? appeared first on Mobile Marketing Watch.