Study: 52% of US smartphone users decide what film to see based on mobile ads
Two-thirds of smartphone users and 58% of iPad users have interacted with entertainment ads on their mobile devices, according to a survey by Greystripe. Among the types of ads they engage with, these respondents appear most intrigued by mobile video ads. And of those intrigued by video, a large proportion have watched movie trailers on their device. Advertisers are clearly engaging viewers with the content they watch: watching a video accounted for an impressive 54% of the postclick campaign action for entertainment advertisers in October 2011. Motion picture releases accounted for 42% of the entertainment mix, followed by TV programs (26%), and DVD releases (19%). Data from Greystripe's "Mobile Entertainment Insights" indicates that, overall, movie ads are quite influential among smartphone and iPad consumers, with 52% of smartphone users and 44% of iPad users saying they decide what to see based on them, second only to recommendations from friends (52% and 55%, respectively). The top entertainment activity for which smartphone and iPad consumers use their mobile device are to check movie times (46% and 37%, respectively). Locating a theater is also popular (38% and 33%, respectively), as is watching trailers (31% and 22%, respectively). However, just 15% of smartphone users and 13% of iPad users buy tickets on their device.
Study: In UK/Germany/France, 77% of 18-34s use phone to pick a film to see
Digital Stats blog, 2/9/12
77% of people aged 18-34 decide which film to watch with their smartphone, according to research commissioned by Odyssey Mobile Interaction. The study included 600 iOS and Android users in the UK, Germany and France and found that they use their devices to access trailers, find local cinemas and book tickets. Of that group, 36% use their device for this on a weekly basis whilst 64% use it monthly. The study also found that 58% of the same demographic are likely to click on a banner to watch a film trailer they are interested in on their device whilst the market average is 23%. Consumers are also using the mobile devices in reaction to traditional media with 53% using smartphones to follow up on TV ads and 42% following up on poster ads.
Study: Smartphone ads increase impact of traditional print/radio/TV campaigns
Changes in US media consumption habits have brands reevaluating their multichannel marketing programs. As multiple digital devices become staples of US daily life, traditional media such as TV, print and radio are no longer the only channels offering marketers mass exposure. July 2011 data from Yahoo! and ad agency Razorfish revealed that while watching TV, 66% of US mobile device owners multitasked on their laptop or desktop PC on a daily basis. In addition, 49% used their web-enabled mobile phone daily when watching TV. Meanwhile, Nielsen found half of US consumers exposed to a TV ad featuring a sports sedan recalled viewing the advertisement. But when consumers were exposed to the ad across multiple screens (their TV, computer, mobile phone and tablet), that percentage jumped to 74%, providing a 48% lift in ad recall.
Commentary: How arts marketers can capitalise on audience's smartphone use
Alison O'Hara, Audiences UK website, 2/10/12
[Here] is a whistle-stop tour of smartphones, investigating the possibilities for cultural marketers to capitalise from the opportunities presented by this increasingly important communications method:
1. Smartphone Ubiquity: The UK shows the highest smartphone penetration worldwide at 45% and the largest increase in smartphone usage rising from 30 to 45% in the space of six months. Whilst many in the cultural sector use an iPhone, Android is now leading the UK smartphone market with a 37% market share, compared to Apple's 22%.
2. Mobile Pull Marketing means giving consumers ways to interact with your advertising over mobile devices and pulling them closer to the purchase decision. Two such methods gaining wider recognition within the cultural sector are QR codes and augmented reality.
3. Mobile Push Marketing involves sending promotional messages through SMS and MMS. The seven deadly sins of mobile push marketing: forgetting a call to action; forgetting to test and check; no option to unsubscribe; treating everyone the same; overloading customers; focus only on selling and developing useless apps.
4. Proximity Marketing works well in places with large numbers of people... .e.g., music festivals. But is checking in checking out? Facebook dropped Facebook Places and FourSquare, whilst popular in the US, has been slow to take off in the UK.
5. Global Eyes Thanks largely to rapidly expanding mobile internet access, more people will go online in 2012 than ever before. Language translation technology such as WordLens makes it easier for people to read a website, email or advert in their own language.
6. mCommerce: 2012 will offer consumers many more payment options. Get your point-of-sale ready by accepting payments through PayPal, Google Wallet or a proprietary point-of-sale option. Research shows 50% of smartphone owners have completed some purchase on their mobile, increasing by 20% over nine months.
7. Deals and Rewards: Whilst the economy is still recovering, this will be the year of bargain hunting with smartphones providing customers with the means to price-check at their fingertips. With reduced spending power and ease of search options on smartphones this may be the time to think about how your price deals compare. Mobile is the perfect device through which discounts can be distributed.
8. Site Shrinking: Consumer expectations of mobile websites have dramatically increased since last year. Essential features include quick browsing, security, fast loading images, zoom functions, professional image and coherent retail message.
9. Triple Screening: "Sofa-lising" and triple screening become the norm with people watching TV with a laptop/tablet on their knee and smartphone in their hand. Advertisers are encouraging viewers to get involved in promotions via their other screens to take full advantage of this trend.
10. SoLoMo: This mashup concept combines social media, localised marketing and mobile phone messaging and, if used properly, can be incredibly effective. A prime example is that of stealing away customers who are waiting in line to make a purchase, by hitting them at the right time with the right offer.
Commentary: Only a matter of time before smartphones kill Ticketmaster
Rob Woodbridge, Untether blog, 2/1/12
We've been buying tickets online for almost 12 years now and, while the technology has improved, the experience has not and, clearly, the scalpers are innovating in their ways to disrupt more so than the company enabling the sale of the tickets. There is simply too much friction for the consumer trying to use Ticketmaster and this is a considerable vulnerability for the company - one that mobile could completely disrupt. Have you tried buying tickets from Ticketmaster on your phone? If you have you will know that it is the exact same experience as buying tickets online - right down to the captcha. This kind of laziness has got to stop. The mobile device is the perfect confluence of personal tastes, location and identification that these old-school and out of date mechanisms aren't needed. The phone knows us and we (for the most part) are ok with that, yet Ticketmaster still insists we set up an account or pump in a credit card number in order to buy via mobile. We have grown up being scheduled to be places to watch things and stand in line but this is changing - quickly. Should we really need to be on the phone or at a computer at 10am when tickets are released? How convenient is that for [the] customer? Many of us are turning to our phones as a first screen out of convenience and we expect more and more services to be available and accessible in this format - including ticket purchases. There is a wealth of opportunity in mobile apps. Concert tracking, merchandising, alerts/notifications, ticket purchases and even fan rewards/fan clubs should be available in a mobile form. Don't put that on the fans, build it and let it grow through the fans. Mobile does this and people will download and install these apps if there is enough commitment to a good, valuable product.