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Social network ad spend growth will slow in 2015: report

In 2015, the global ad spend on social networks is expected to increase 29 percent and reach $19.8 billion, down from a 41 percent growth rate in 2014, according to a new report from Strategy Analytics.

The United States leads with the largest share of global social network ad spend at 41 percent for a total of $6.2 billion, which is a 35 percent increase year-over-year. U.S. marketers also spent the most social network user in 2014 at $31.37, a number that is expected to grow 27 percent in 2015 for a total of $39.84

“Mobile social network space has definitely grown in the last couple of years and it is where most of advertising dollars has been spent within social network space and where it will continue to occur,” said Leika Kawasaki, author of the report and an analyst at Strategy Analytics.

“For example, when looking at Facebook’s mobile advertising revenues, in 2014 majority 63 percent, or $7.2 billion, of Facebook ad revenues came from mobile, while in 2011 mobile ad revenue was zero,” she said. “Since the launch of Facebook mobile ad strategy in 2012, it has gradually grown.

“Facebook mobile ad revenue has grown from accounting for 11 percent of total ad revenue in 2012 to 45 percent in 2013 to 63 percent in 2014.

“This shows us a trend that will continue as users continue to spend more time on mobile devices than desktops.”

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"A creative man is motivated by the desire to achieve, not by the desire to beat others."

By Ayn Rand.

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Bud Light matches native video with Tinder to reach mobile daters

Anheuser-Busch’s Bud Light brand is leveraging native video in Tinder’s mobile dating application to promote the return of its Whatever, USA contest in which users get to show how ready they are to bring an up-for-anything attitude to a party town that will be created somewhere in the United States.

By submitting 15-second audition videos, participants receive a chance to spend a weekend partying in the yet-to-be named location. The leveraging of Tinder’s mobile native video reflects marketers’ growing maturity in creating seamless experiences that blend online interaction with the mobile app with an activity that only takes place in a physical location – the consumption of beer.

“A lot of consideration and planning went into our decision to partner with Tinder, and knowing that we could do this within the native video offering was important,” said Hugh Cullman, director of the Bud Light unit of Anheuser-Busch, St. Louis.

“The ability to create unique video content that was relevant to consumer interests and native to the existing experience made Tinder a great partner to drive awareness and entries to visit Whatever USA.”

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"Things don’t have to change the world to be important."

By Steve Jobs.

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Apple strengthens stake in mobile ads via iTunes Radio expansion

Apple is making a stronger stake in mobile advertising by expanding its programmatic network to iTunes Radio and enabling marketers to target Apple consumers with email and phone identifiers, proving that the technology company can compete with Spotify and other streaming services.

Apple is expanding in the sector of programmatic ad buying by rolling out updated targeting functions, such as the use of email addresses and phone numbers to cross-reference with anonymity against advertisers’ data. Although the amount of mobile streaming services currently available with advertising capabilities is high, Apple is likely attempting to edge out a slice of the industry next to other bigwigs such as Facebook, Google and Spotify.

“As buying technology for marketers, we are really pleased to see premium channels for mobile advertising expand,” said Jeff Green, CEO of The Trade Desk, Newbury Park, CA. “Smartphones have created an environment where you can browse the Web, stream music, and chat with friends from the same device.

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“It's an ecosystem ripe to reach consumers with relevant ads in an appropriate way. Apple is clearly doubling down on iAd,” he said.

“We were proud to launch them programmatically in 2014 and are excited to see how this expanded offering can benefit advertisers in the near and long term.”

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"Success consists of going from failure to failure without loss of enthusiasm."

By Winston Churchill.

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Customer engagement

Forrester’s report, “The Mobile Technology Firms Use For Consumers: 2014,” finds that 21 percent of US consumers have made the mobile mind shift – defined as expecting to get anything they want on their mobile device in their moment of need.

While 53 percent of digital business executives cite increasing customer engagement as at a top mobile priority, 46 percent have $500,000 or less to spend on digital initiatives in total, leaving 68 percent of respondents without the budget needed to support successful mobile initiatives.

More than 60 percent have developed a native Android or iOS app, and a further 19 percent plan to build one, according to the report.  Just as with mobile devices, firms are also prioritizing the development of tablet apps as their installed base grows and overall revenue potential increases.

“Marketers view apps as the most important mechanism and experience to engage consumers on mobile devices,” said Ms. Ask, co-author of The Mobile Mind Shift.

“The app gives them the most flexibility to offer services while also allowing for consumers to opt in for push notifications and other features.

“Apps are more contextual and as a result, better experiences if the marketers can drive downloads,” she said.

Beyond basic app development, most firms lack the resources to build out user interface design, analytics or marketing solutions.

“They are doing project-based work and buying media rather than putting strategy and infrastructure in place to support longer term marketing goals,” Ms. Ask said. “They are focused, so to speak, on the small "m" in marketing rather than the big "M."

“Talent is also scarce,” Ms. Ask said. “Mobile isn't that high of a priority for a lot of brands – yet.

The report contradicts expectations that budgets allocated toward mobile will grow significantly this year as leveraging mobile to enhance consumer convenience becomes an important component of marketing strategy.

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"The empires of the future are the empires of the mind."

By Winston Churchill .

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G8Appz is a mobile application development and Internet marketing company, building mobile applications for iPhone, iPad, Android devices, as well as mobile web apps. We provide a wide range of specialized and custom services to industries ranging from events to video games and can work with any company or organization to implement a mobile application strategy.

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"The most important persuasion tool you have in your entire arsenal is your integrity."

By Zig Ziglar.