Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Is Your Brand's Reputation Safe In Millennial Hands?

Is Your Brand's Reputation Safe In Millennial Hands? | Integrated Brand Communications | Scoop.it

Pop quiz: You run a company, maybe a big one with a high-profile public image, and you know that your brand needs to be represented on all the major social media outposts. You want to make sure that the person managing these platforms knows their ins and outs, but you also don’t want to pay an arm and a leg to have someone spend the day on Twitter. Do you turn the keys to your digital kingdom over to a junior employee, or even an intern?

Russ Merz, Ph.D.'s insight:

An interesting article that raises questions about how #brands can best manage their #reputation on #socialmedia, and are #millenial's best suited to be #communitymanagers.

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Big Data Skills Scarce Among Marketing Pros

Big Data Skills Scarce Among Marketing Pros | Integrated Brand Communications | Scoop.it

More than a third of executives rank big data analytics as a top marketing skill, but many marketers lack the requisite knowledge.

 

Business executives in the U.S. and U.K. see data analysis -- specifically, the ability to extract predictive findings from big data -- as one of the most important skills for today's marketers. And yet many of them claim that marketers' limited ability to analyze data is a major roadblock to executing better big data strategies.

 

That's according to a new study from the Economist Intelligence Unit (EIU), which conducted two concurrent surveys in March for digital marketing firm Lyris.

One survey of 257 executives, and the other of 409 consumers, inquired about the effectiveness of various marketing channels. The executives were from six consumer-focused industries, including automotive, clothing, banking, entertainment, media and travel. Respondents in both surveys were evenly balanced between the U.S. and U.K., the EIU said.

The report covered a variety of topics relevant to digital marketing, such as which factors influence customers' purchase decisions, as well as consumers' views on privacy issues. From a big data perspective, the study's most interesting finding shows a notable gap between the value that marketers place on big data and their abilities to glean insights from it.

Russ Merz, Ph.D.'s insight:

Some interesting stats about the perceived #bigdata skills of marketing managers.

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Patrick Lewis's curator insight, June 18, 2013 11:25 AM

Big Data's ever-increasing relevance to marketing #BIGDBN

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Agencies and Cannes Judges Say Less Is More for Mobile

Agencies and Cannes Judges Say Less Is More for Mobile | Integrated Brand Communications | Scoop.it

Marketers need to clearly brand their mobile ads with a logo, while utilizing pithy copy that offers something valuable in exchange for their engagement, says a report by the Interactive Advertising Bureau and Millward Brown set for release today. 

 

For the creative-minded study titled Mobile Manifesto, the IAB and the researcher conducted 15 in-depth interviews with Cannes judges and ad agencies, including Chiat Day, Draft FCB, JWT, R/GA and Digitas. They suggested that some proven tactics for display advertising, social media and email, such as "be concise," also work for mobile—though there are distinctions when it comes to this emerging space.

 

For instance, mobile ad copy should only encompass 50 percent of the frame, per the report, while the promos should avoid complex viewing experiences that may take a toll on consumers' smartphone battery and data availability, as well as their time. The report advises brands limit their ad to a pair of phrases—the offer and tagline, in most cases.

Russ Merz, Ph.D.'s insight:

Some interesting mobile advertising guidelines based on Milward Brown research. But, does design always trump copy?

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50 Stats You Need to Know About Content Marketing - Business 2 Community

50 Stats You Need to Know About Content Marketing - Business 2 Community | Integrated Brand Communications | Scoop.it

As a business resource, Slideshare stands pretty much head and shoulders above most other content platforms.

 

From presentations to educational content and more, you can find information and curated media on pretty much any topic you have an interest in.

 

As a research solution, Slideshare offers analysis from some of the smartest minds on the web across all verticals. These include standard presentations, videos, multimedia and more.

 

Which brings us to this week’s Sunday Share.

 

Every week, I’ll be sharing a presentation that catches my eye and where I feel you might be interested in the information inside. These will range from business to content to social media to marketing and more.

 

This week, an excellent presentation from content marketing agency NewsCred.

 

As content marketing becomes an ever more important staple in marketing, businesses need to understand how they can benefit from the content they produce. These 50 stats show the growing importance of content in the marketing mix and why you should be using it as part of your strategy.

Enjoy.

 

Russ Merz, Ph.D.'s insight:

A really useful Slideshare presentation on content marketing. Check it out!

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Consumers Prefer Brands Associated With Good Causes

Consumers Prefer Brands Associated With Good Causes | Integrated Brand Communications | Scoop.it

If offered comparable price and quality, 91% of consumers worldwide would switch brands to one associated with a good cause, according to a recent study by Cone Communications and Echo.

 

Similarly, 92% of consumers surveyed said they would buy a product with a social or environmental benefit if given the opportunity, and more than two-thirds (67%) said they have done so in the previous 12 months.

 

Moreover, 90% of people surveyed said they would boycott a brand for irresponsible behavior.

 

Russ Merz, Ph.D.'s insight:

U.S. marketers are missing the boat on this issue. A highlight of the recent GABC conference I attended, was the strong European focus on corporate social responsibility (CSR) and environmental sustainability as a key part of their marketing programs.

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Martin (Marty) Smith's curator insight, June 16, 2013 2:34 PM

How Social Marketing Helps Branding

The hardest part of my Cure Cancer Starter idea is not that it is a worthy cause, most people want to cure cancer, but that aligning with a cause is NOT a charity but a marketing decision. Grateful for this report that shows how influential alignment with good causes can be for brands today.

Causes help brands become REAL and emotional. Alignment is important. If you are what Jim Stengel calls an “elicit joy” brand in his highly recommended book GROW you will want to find a cause that elicits joy. If you are a “pride” brand you will want to find a “pride” cause.

Stengel’s “Brand Ideals” are covered here:

http://sco.lt/8RPl7x

I use the Cone Study all the time to help brands and companies understand “social marketing” or the adoption of a cause that is aligned with their branding is one of the most powerful forms of social marketing. Social Marketing is available to brands big and small, companies in the service business as well as large multi-nationals.

Martin (Marty) Smith's comment, June 16, 2013 2:40 PM
Agree with Russ. USA missing huge social, local and mobile marketing opportunities.
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Measuring the Impact of Your Content Marketing Strategy: The Pyramid Approach - Business 2 Community

Measuring the Impact of Your Content Marketing Strategy: The Pyramid Approach - Business 2 Community | Integrated Brand Communications | Scoop.it

“A year from now, what’s different?”

When I used to sell custom publishing services for large B2B brands, I always asked the above question before signing a contract, because the answer was the most critical element of the final agreement. The client’s response revealed everything about how they intended to measure the content project we were about to create for them.

 

That’s the exact question I want you to ask yourself when you think of content marketing measurement.

 

And whatever your answer may be, before you start on that path, keep this message from CMI lead consultant Michael Weiss in mind:

 

“There is no magic silver bullet. Remember, this is marketing and it is organic — it takes time. Traditional advertising is very hard to measure. Content marketing is totally measurable, but it takes time to get real data. Unless you are willing to launch a program for at least 6 months, there is no reason to do anything. You need time to gather data!”

 

Patience is key. Jodi Navta, VP of Marketing and Communications for Coyote Logistics, puts it simply: “If your timetable isn’t at least 6 months (and that’s even a stretch), just go about and buy paid media.”

 

Remember, once you start a content marketing strategy or program, you’ll never stop. Content is a promise to your customers — make sure you don’t break it!

 

 

Russ Merz, Ph.D.'s insight:

An interesting article that provides an organizing framework for tying together a number of content marketing KPIs. 

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How A Brand Journalist Can Help Perfect Your Brand’s Content Marketing Strategy - Business 2 Community

How A Brand Journalist Can Help Perfect Your Brand’s Content Marketing Strategy - Business 2 Community | Integrated Brand Communications | Scoop.it

In April, the Wall Street Journal published a survey by CareerCast.com, which ranked 200 jobs from best to worst based on five criteria: physical demands, work environment, income, stress level and job outlook.

 

Careers such as software engineer, physical therapist and computer systems analyst were among the top 10. Actuary ranked as the best job of 2013 and at the bottom, not to anyone’s surprise, sat the beleaguered newspaper reporter.

 

After sharing the study on Twitter, a former colleague of mine who’s a reporter at an established small-town daily said in response, “Thanks for the encouragement.” While print journalism is considered a dying profession, I think it’s merely evolving, and obviously has been for quite some time. Journalists still have an extremely important duty as “watchdogs of democracy.”

 

And as storytellers, too. So fret not. Writers, especially journalists, have the tools to succeed as content marketers. Here’s why:

 

 

Russ Merz, Ph.D.'s insight:

Journalism gains new visibility as "brand jounalists" with the growing attention being placed on brand story-telling as part of the content marketing trend.

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5 Key Elements of Viral Content [Infographic]

5 Key Elements of Viral Content [Infographic] | Integrated Brand Communications | Scoop.it

The goal of every content marketer is to have his/her information shared across digital channels by their audiences. This is often easier said than done. What factors contribute to people sharing the content they consume online?

 

In researching the content for this infographic I came across a post in my Delicious archive that helps answer this question. Leo Widrich over on the Buffer Blog wrote a great post about what makes content spread. In it, he analyzes some of the elements that helped one particular blog post get over half a million likes. He also references an interesting research paper about what makes online content go viral.

 

This infographic highlights five key elements of viral content: scarcity, share buttons, skim-ability, practical utility and consistency. Are there any others you would add? The comments are yours.

 

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KLM Readies Full-On Social Gamification with New Aviation Empire Game

KLM Readies Full-On Social Gamification with New Aviation Empire Game | Integrated Brand Communications | Scoop.it

Brandchannel - always branding. always on.

 

For a 93-year-old airline, KLM Royal Dutch Airlines is pretty savvy when it comes to social marketing. In its latest social tie-in with its travel services, Dutch airline KLM is giving consumers a chance to experience the rush of running an international airline.

 

As announced at the Corporate Social Media Summit today in New York, on June 27th KLM will launch Aviation Empire, a Sims-like simulation game for mobile devices.

 

The game will give users (some of whom voted on Facebook for its name) the chance to virtually run the airline by choosing flight destinations, investing in aircraft and designing airports as time and technology change.

The 3D strategic game, which will utilize GPS technology to localize the game, will be available as a free app for iOS and Android mobile devices.

Russ Merz, Ph.D.'s insight:

It seems that we are likely to see greater use of social games in the future. Are they more or less effective than other forms of marketing? 

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UPDATES - How To Create The Perfect Pinterest, Google+, Facebook & Twitter Posts [Infographic]

UPDATES - How To Create The Perfect Pinterest, Google+, Facebook & Twitter Posts [Infographic] | Integrated Brand Communications | Scoop.it

Via Peg Corwin, Narelle Redman, Gladys Pintado
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Martin (Marty) Smith's curator insight, June 13, 2013 3:42 PM

Wow, this infographic cover tons of territory fast. Great and very "ean content movement".

Russ Merz, Ph.D.'s comment, June 13, 2013 4:56 PM
Very useful information.
Sultan Semlali's curator insight, June 17, 2013 8:50 AM

These infographics are fantastic guides for creating content across the different platforms...

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How to Promote Your Content Across Owned, Earned, and Paid Media

How to Promote Your Content Across Owned, Earned, and Paid Media | Integrated Brand Communications | Scoop.it

Learn how to take your content creation efforts to the next level by using paid, earned, and owned media as part of your initial content marketing strategy.

 

Content marketing evangelists have spoken – “Create great content that appeals to your customers and you’ll profit.”

 

While this is true, marketers often forget the importance of promoting their content – people don’t find content by mistake, or by accident. Every content plan needs a complementary promotion plan that combines paid, owned, and earned media.

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How To Make Content Marketing Work For Your Business — socialmouths

How To Make Content Marketing Work For Your Business — socialmouths | Integrated Brand Communications | Scoop.it

When done right, Content Marketing can help you build valuable relationships with your audience and, ultimately, make sales.

 

Content marketing may be the new buzz word in digital media, but many businesses are wary of what it means for them. Study after study have shown that this marketing method can be hugely effective for turning your audience into paying customers, but it does require a lot of work. A successful content marketing strategy relies on sharing a regular stream of quality content, and producing this takes a big time investment and a lot of creative thought.

 

The question that many businesses are asking is this: is content marketing worth the effort?

Russ Merz, Ph.D.'s insight:

Article outlines 7 ways to make content marketing work for your business.

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Big Data & Public Relations | SmartData Collective

Big Data & Public Relations | SmartData Collective | Integrated Brand Communications | Scoop.it

  

 

 According to Wikipedia, Public Relations is the practice of managing the spread of information between an individual or an organization and the public. As all of that information is data, it can be analysed and used to improve the PR activities performed by organizations. Enter the world of big data, and that information can be turned into valuable insights.

 

As I have mentioned earlier, big data will affect any industry and any department within any organisation. Especially those departments that deal with (potential) customers will be affected because thanks to big data technologies, it becomes possible to get to know each of your customers, suppliers or influencers as if he or she were your best friend. Public Relations is all about getting the stakeholders to maintain a certain point of view about the organisation. With big data it is possible to understand what that point of view was, how it changes over time, what it takes to improve it and what the effects are of the PR activities done

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Patrick Lewis's comment, June 13, 2013 12:33 PM
#BIGDBN
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6 Mobile Marketing Tactics to Nurture Customer Relationships

6 Mobile Marketing Tactics to Nurture Customer Relationships | Integrated Brand Communications | Scoop.it
Text reminders, polls and surveys, sweepstakes, push notifications, social integration, and loyalty and membership programs are six mobile tactics to help you stay connected with your customers to generate and maintain customer love.
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PHOTOS: Half-Nude Victoria's Secret Protest Outside San Francisco Store Demands Body Diversity

PHOTOS: Half-Nude Victoria's Secret Protest Outside San Francisco Store Demands Body Diversity | Integrated Brand Communications | Scoop.it
Victoria's Secret hasn't maintained a pristine rep as of late, from its controversial Bright Young Things tagline that had conservative parents in a tizzy to its failure to deliver on the promised "survivor" mastectomy bras.
Russ Merz, Ph.D.'s insight:

How should Victoria's Secret respond? 

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Microsoft Lays Out Plan for 600 Windows Stores Inside Best Buy Locations

Microsoft Lays Out Plan for 600 Windows Stores Inside Best Buy Locations | Integrated Brand Communications | Scoop.it

Microsoft is walking its retail footprint right into Best Buy in a strategic partnership tocreate Windows Stores in over 600 Best Buy locations in the US. 

 

Microsoft is calling the initiative “department-level takeovers,” a strategic move central to the company’s retail plans. “The Windows Store will showcase the full breadth of Windows tablets and PC's, Windows phones, Microsoft Office, Xbox and more, in an immersive, hands on, unique, interconnected environment."

Russ Merz, Ph.D.'s insight:

Will this work as a brand building strategy for Microsoft? Best Buy? Both? Neither? Is this an acknowledgment that the latest MS Windows product is not consumer friendly and needs POS support?

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Five Steps to Successful Experience-Driven Commerce

Five Steps to Successful Experience-Driven Commerce | Integrated Brand Communications | Scoop.it

Customer Relationships - 

 

For all the chest-beating by some retailers about their unbeatable low prices, you'd think that the race to the bottom was the only game in town. The reality is, competing on price is not a sustainable strategy for most businesses; after all, it's a cinch for the competition to copy your prices as soon as you change them.

 

So, instead of asking "how low can I go?" ask "how high can I set the bar to deliver an experience that connects with my customers?"

 

Today's consumers want to buy from businesses that acknowledge their preferences and desires. They like to buy from brands that forge an emotional connection with them. And they want to take a rewarding journey as they explore, shop, and interact with you.

 

The foundation of a successful and integrated commerce strategy calls for nothing less than communicating your brand's value and differentiators in a compelling way across all your customer touchpoints.



Russ Merz, Ph.D.'s insight:

Outlines five ways to build stronger relationships with customers through experience delivery.

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Create Content Perfection With These 5 Essential Ingredients

Create Content Perfection With These 5 Essential Ingredients | Integrated Brand Communications | Scoop.it

Create content perfection by incorporating 5 essential ingredients into your content marketing operations: real-time, fact-driven, visual, efficient, and curated.

 

Remember, content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process — not a “one-and-done” campaign. Make sure your content marketing operations include elements of the above five points so that your readers will actually engage in the content you spend so much time producing.

Russ Merz, Ph.D.'s insight:

A useful article that outlines the 5 essential elements for successful content marketing programs.

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Enabling Technology for Customer Experience Management

Enabling Technology for Customer Experience Management | Integrated Brand Communications | Scoop.it

Customer Experience Management (or CX, or CXM, or CEM, depending on who you talk to) may be a relatively new term in the digital industry but it’s not a passing trend. The term itself may be new, but Customer Experience Management is simply an evolvement of customer-centric service which has been delivered by customer-facing staff (shopkeepers, market traders, sales people, bar tenders, waiters, call-centre staff, and the list goes on…) since the dawn of business. It’s a concept which will continue to evolve with the emergence of new consumer technologies… but it will never go away.

Russ Merz, Ph.D.'s insight:

The article outlines the "building blocks" needed for a content management system (CMS), a platform for integrating digital experiences delivered to customers.

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Make Your Brand Story Meaningful

Make Your Brand Story Meaningful | Integrated Brand Communications | Scoop.it

How to get the audience to care.

 

It's not easy for brands to get their message across in a world of highly fragmented media and dangerously short attention spans. The brands that are able to forge connections with their customers are the ones who are the most gifted storytellers.  What makes a story good enough to captivate and motivate your audience?

 

The best stories are designed to get the audience to care.

Stories that start with "why" — that articulate the organization's purpose and passion — are able to get more consumers tuning in to the brand and what it stands for. For instance, Intel's "Sponsors of Tomorrow", Apple's "Think Different", and Google's "Don't Be Evil" taglines helped to articulate their corporate strategy, consequently getting people to care about and subscribe to their brand promise.  Nescafe Philippines decided to tap into the strong community spirit of the Filipinos, and articulate that "why" around the passion point of music. This evolved into Nescafe Philippines' "Red Mug Sessions," which served up warm stories and inspiring music over great coffee

 

 

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Brian Yanish - MarketingHits.com's curator insight, June 14, 2013 9:27 PM

Great article Russ, thanks for sharing.

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Lancome leverages augmented reality to bring art installation to life - Mobile Marketer - Content

Lancome leverages augmented reality to bring art installation to life - Mobile Marketer - Content | Integrated Brand Communications | Scoop.it

Lancome will unveil an art project this month that can only been seen by smartphone users who have downloaded an application and are standing in David Pecaut Square in Toronto.

 

The art project, 20 Bloggers for a Rose: The Lancome Virtual Gallery, features photographs of roses – the rose is Lancome’s emblem – and leverages augmented reality to make the images viewable via a smartphone app. The installation will be presented from June 14 to 20 during the seventh annual Luminato Festival.

 

“With the project ‘’20 Bloggers for a Rose: The Lancôme Virtual Gallery,’ we wanted to leverage the theme of the photography exhibition with an experiential component for the audience,” said Alexandra Tanner, interactive marketing specialist at Lancome Canada, Montreal.

Russ Merz, Ph.D.'s insight:

Lancome is leveraging crowdsourcing and augmented reality technology to build brand engagement.

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Content Marketing From Start to Finish (a B2B Marketer's Journey) - Business 2 Community

Content Marketing From Start to Finish (a B2B Marketer's Journey) - Business 2 Community | Integrated Brand Communications | Scoop.it

The task of marketing to a B2B buyer is complex, because you, the seller,  must understand the buyer’s questions (AND the questions of  other ‘influencers’ the main buyer relies on consulting) throughout the buying  journey.

 

Many B2B marketers seem to respond by complicating their language and  message by wrapping it up in jargon laden corporate speak, especially in  the middle and lower funnel, when they retreat quickly to the safety of “product  speak” instead of focusing on getting the sequence of  messaging right.

 

Here’s what a typical content  marketing journey is like for B2B marketers (gleaned from experience doing  content marketing for ourselves and our clients):

Read more at http://www.business2community.com/content-marketing/content-marketing-from-start-to-finish-a-b2b-marketers-journey-0522167#VVb6HwLiFKUUF1zG.99

Russ Merz, Ph.D.'s insight:

A good outline of what's required to build a content marketing plan.

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New Report: Marketers Don't Understand Customers, Need Better Data Analysis

New Report: Marketers Don't Understand Customers, Need Better Data Analysis | Integrated Brand Communications | Scoop.it

From the Lyris/EIU report, Mind the Marketing Gap Digital marketers know what consumers want, right?

 

Digital marketers know what consumers want, right? Not according to a new report from data-driven marketing provider Lyris, which found that marketers are not effectively using Big Data to correct their misunderstandings. But the report also raises some questions about its own conclusions, resulting in a disclaimer by the survey-taker.

Conducted by The Economist Intelligence Unit (EIU), part of The Economist newspaper, Mind the Marketing Gap found several major disconnects between marketers’ strategies and consumers’ wants. For instance, consumers rank email as the single most important channel for getting an initial introduction to a product, cited by 37 percent of respondents. Only about one in five said that social media and blogs were preferred for assessing products for purchase.

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15 useful examples of how to shout about your free delivery service

15 useful examples of how to shout about your free delivery service | Integrated Brand Communications | Scoop.it

Free delivery and returns are a major selling point for online retailers as it negates the problems that are inherent with buying something before you’ve tried it on.

 

As such if e-tailers offer this service they should make sure it’s prominently displayed on their site so that customers don’t have to double-check, which may cause them to hesitate and rethink their purchase.

 

But occasionally sites are coy about the fact that they offer free delivery, missing out on a valuable conversion tool.

 

A study published last year showed that delivery and returns achieve the lowest satisfaction scores when compared to other aspects of the ecommerce experience.

 

Similarly, when asked what aspect of online shopping retailers wanted to improve, 58% chose free or discounted shipping.

 

This was followed by ease of returns/exchanges (42%), and variety of brands/products and online tracking ability (both 38%).

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Why Mobile Ads Are ‘A Little Scary’ (And Potentially So Valuable) | Street Fight

Why Mobile Ads Are ‘A Little Scary’ (And Potentially So Valuable) | Street Fight | Integrated Brand Communications | Scoop.it

Mobile isn't a mass marketing vehicle; it's my one-to-one, highly intimate connection with the Web. It's a personal device, and its connection to me is private (or not), powerful, and controllable entirely by me.

 

As we reported yesterday, Borrell Associates is projecting that local mobile ad spending will more than double this year, from $1.5 billion to $3.2 billion. Gordon Borrell told us that the growth was so dynamic that it was actually “a little scary.”

 

This news comes on the heels of Mary Meeker’s latest Internet report projecting a “$20 billion opportunity” for mobile advertising. The graph below is the one getting all the attention. It compares various forms of media in two key areas: the percentage of time spent with each and the percentage of advertising spending. On the far right is mobile, and you can see that there is far more time spent with mobile than advertising dollars can justify. Logically, this has to change, because advertisers want to go where the eyeballs can be found.

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