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Mondelez tries to overcome advertising aversion with engagement ads on Hulu

Mondelez is leaning into consumers’ objections to traditional advertising by leveraging Fox’s new engagement ads on Hulu on mobile devices, as well as desktop, for its Swedish Fish, Halls and Ritz brands.

Hulu viewers will be given an option to view frequent advertisements interspersed throughout Fox content or to engage with an interactive ad at the beginning of the program. Mondelez is the first brand to partner with the marketing feature, signifying the industry’s move to innovate within advertising in response to consumers’ aversion to ads and the rise of ad blocking.

"We are excited to be involved as one of the first brands in this partnership," said Farrah Bezner, Marketing Director for halls and candy at Mondelez International.

QUOTE OF THE DAY

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"Don’t downgrade your dream to match your reality. Upgrade your faith to match your destiny."

By Billy Cox.

MOBILE MARKETING NEWS

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Enterprise recognizes technology-driven disruption as biggest threat: IBM

As disruptive innovations from outside competition become more commonplace, C-level executives have taken notice and, for the first time, recognize “uberization” as the biggest competitive threat, according to a new report from IBM.

The report, Redefining Boundaries: Insights from the Global C-suite Study, found that disruptive innovation is often driven by an integration of mobile technology, cloud computing and other technologies. A key takeaway is that one of the biggest threats to enterprise businesses today is an up-and-comer that has not necessarily been identified as a competitor yet and often comes from outside the industry.

“Uberization is about industry disruption,” said Linda Ban, director of the global C-suite study for the IBM Institute for Business Value. “The competitive arena is experiencing colossal upheavals, as new rivals from adjacent industries and digital upstarts jointly challenge the incumbent players.

“These assailants are capitalizing on cloud computing, mobile solutions and other such technologies to straddle the boundaries between sectors, develop radically different business models and cut out established providers,” she said. “They're ‘exploding the market.’

“An example in the mobile industry would be WhatsApp.”

IBM surveyed 5,247 business leaders from 21 industries in more than 70 countries for the report.

QUOTE OF THE DAY

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"The purpose of life is not to get. The main aim of life is to grow, and to give."

By Robin Sharma.            

G8APPZ: MOBILE APPS FOR DENTIST

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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.

This video is about building mobile apps for dentist

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"Stars can’t shine without darkness."

By Billy Cox.

MOBILE MARKETING NEWS

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Why mobile marketers must accept ad-blocking before they conquer it

As more marketers and agencies grow wary of the effects of ad-blocking on mobile budgets, the key to coming out on top is providing such valuable experiences and content that consumers will not be prompted to banish ads on their small-screen devices.

Ad-blocking platforms may actually improve site performance and reduce distraction for some users, which could lead brands to focus their efforts on providing a better mobile site experience. While some agencies’ mobile advertising budgets may shift slightly, marketers should ultimately hone in on their target audience’s interests to ensure that their ads are native, contextual and relevant instead of spam-like.

“First off, it is important for marketers to recognize and accept that ad avoidance has been around forever; people learn to ignore ads and skip them, just think about DVRs and how they changed television dynamics,” said Michael Becker, managing partner at mCordis, San Francisco. “So the first method agencies and their clients should embrace is acceptance.

“Trendera recently reported that, across gender and age, roughly 40 percent of U.S. teens and adult Internet users have deployed ad blockers on their devices,” he said. “Fractl and Moz remarked that this number can be as high as 63 percent among millennials.

“Once we accept that the ad model needs to change, due to consumer demand, the second method the agency and client should embrace is to put the customer first and the customer's needs rather than themselves and their own needs first. Marketers must focus on being of value and intimately understanding an individual's journey and then present themselves in this journey with the intent of being of value at every moment of truth.”

QUOTE OF THE DAY

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"All change is hard at first, messy in the middle and gorgeous at the end."

By Robin Sharma.

MOBILE MARKETING NEWS

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Virtual reality gains with marketers following wider availability via Facebook, YouTube

Since Facebook and YouTube introduced 360-video along with hardware devices from Google, Samsung and Microsoft, marketers are stepping up efforts to leverage virtual reality to connect with consumers, showing the technology's potential beyond gaming.

Virtual reality was originally thought to be a huge innovation within the video game industry, but brands have unlocked its potential for marketing through various video and interactive experiences. Mobile creates a huge potential in terms of technology and optimization to develop virtual reality experiences and now that the innovation is more accessible for brands, we are seeing more and more usage of virtual reality.

“Brands are starting to see virtual reality as a powerful marketing tool, enabling consumers to better interact with a brand and experience a product or service before purchase," said Endri Tolka, co-founder and COO of YouVisit. "The growing popularity of VR has a lot to do with the tool’s ability to create a strong emotional bond with consumers.

"For the past several years, brands have relied on social media to cultivate this bond, but are now finding it difficult to rise above the static," he said. "Through early VR adoption, brands have realized they can create these emotional bonds, while also differentiating themselves from their competitors.

"Additionally, now that Facebook and YouTube support 360-degree VR experiences, brands have more incentive to adopt this new technology.”

QUOTE OF THE DAY

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"Always look at what you have left. Never look at what you have lost."

By Unknown Author.