Last year, global mobile ad spending increased 105.0% to total $17.96 billion, according to new figures from eMarketer. In 2014, mobile is on pace to rise another 75.1% to $31.45 billion, accounting for nearly one-quarter of total digital ad spending worldwide.
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2013
Mobile Activation Study (Jan-Dec 2013)
As in previous years, the study found continual and steady growth in the mobile activated space, but 2013 also saw an explosion in the range of technologies used to deliver activations. Compared to a total of 8,448 activations in 2012, 2013 saw 13,088 activated pages in the magazines surveyed. The top activated magazines included Marie Claire, Esquire, Redbook, Cooking Light and InStyle, showing the range of readership target demographics that are participating in mobile programs.
The primary activation type was Image Recognition (IR), followed by QR—taking second place for the first time in the history of the study, and watermarking in third. The most represented segments were Fashion & Style (3,893) and Lifestyle & Leisure (3,196) followed by Home & Gardening (855), Home & Cooking (816), Entertainment & TV (750), and Fashion & Beauty (704).
Some of the striking results include:
- 246 % increase in magazine titles using mobile activated print by editorial teams
- Number of mobile experiences has risen to 13,088 - a 54.9% growth over 2012
- Image recognition and augmented reality were the dominant activation vehicle with 60% market share
- Advertisers remain actively engaged with QR comprising 60% of all advertising activations
Top 10 luxury brand digital campaigns of Q3
Luxury marketers used digital tactics to foster intimate connections with consumers during the third quarter of 2013.
Digital enabled marketers to engage with target consumers on a personal level through microsites, branded hashtags and digital touch points. These experiential and educational tactics integrated consumers into what felt like the brand’s inner circle, which ultimately drove brand loyalty.
Mobile ad revenue climbs 15% during first-half 2013: IAB
While search continues to be the most profitable channel for marketers with a 7.4 percent increase in the first half of 2013, mobile is quickly establishing itself as the marketing medium of the future, according to findings from the Interactive Advertising Bureau and PriceWaterhouseCoopers.
Video Previews Entice Consumers to Buy Magazines
What better way to captivate potential readers than with an in-book preview video from the Editor-in-Chief herself? Vogue is just one publication to recently use a QR Code-activated experience in the magazine and on newsstands to convince readers they need to buy the magazine.
Vogue recently featured a very special video from Editor-in-Chief Anna Wintour previewing the contents of this year’s famed September issue. Consumers at could watch the video on their mobile devices by scanning a QR Code placed in the magazine and on newsstand shelves – an enticing preview that convinced readers why they needed to make the purchase.
Watch the video here.