With NAB taking place this week, and some interesting market research reports, we’ve got another list of required reading articles for you. Enjoy!
Let’s Get Personal: The Next Step In The Evolution Of Mobile Target Marketing (MediaPost)
Summary: Successful mobile marketing requires getting beyond peak-engagement targeting. Smart advertisers will focus on secondary location data, contextual targeting, useful content, and showing restraint.
NAB’s Smith: Broadcasters Must Seize the Wireless Future (MultiChannel News)
Summary: NAB president Gordon Smith in his convention keynote said the future of TV relies on broadcasters’ “willingness to embrace new platforms, and go where our viewers want to go.” Those viewers are going mobile, and as such broadcasters need to compete there on par w/ their wireless industry rivals. Also worth noting this Billboard panel summary on startups that are helping advertisers better target new customers.
The mobile war is over and the app has won: 80% of mobile time spent in apps (VentureBeat)
Summary: Smartphone users spend 80% of their time on their devices using apps, vs 20% on the mobile web, based on this Flurry report. Of those apps, games represent 32%, Facebook 18%, and general entertainment 8%.