Hanoi Morillo

Not a surprise at all but it’s always good to confirm your suspicions with Comscore numbers!
Nearly 7 Percent of U.S. Digital Traffic is Consumed Away from Computers.
U.S. consumers are increasingly connecting to digital content via a variety of devices such as smartphones, tablets and other connected devices.
In August 2011, the share of non-computer traffic for the U.S. increased to 6.8% from just 6.2% at the end of the previous quarter. The largest percentage from this share came from mobile devices, which drove 4.4% of total digital traffic in the U.S. The second largest driver of non-computer traffic was the tablet category, contributing nearly 2% of total traffic.
I wonder what’s the % in Canada, the most connected country in the world!

I can’t wait to see the numbers after Christmas. Many people will get a new device(specially tablets) and due to the holiday season most people will connect from their portable devices instead of connecting from their computers.

These findings are part of recent comScore report, Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits. If you are interested, send me an email and I’ll be happy to send you the pdf.

Source: Very interesting article published by Comscore

Mobile is part of everybody’s life and therefore is part of our online strategy too.
All the marketing conferences are full of media directors talking about their brands in the digital space, with speakers urging agencies and clients to increase their online budgets and include mobile into their marketing strategies. The question is: which of the 2 pitches is being more successful?

According to New York-based Dynamic Logic’s recent study, mobile wins hands down, claiming that brands will gain more awareness and even purchase intent if they opt for mobile display advertising over online.

Presented at last week’s Advertising Week Mobile Media Summit, the study outlines why brands should be focusing their efforts on mobile display advertising, as well as stating that advertisers who repurpose online creative for mobile will fail at putting its message across to consumers.

The study looked at results the of 2,437 campaigns over the past three years and reports that because ads take up a good proportion of space on mobile screens, there is more brand awareness and positive impact on brand metrics. Mobile had a 19.9% increase in ad awareness as opposed to online, which had an average of 4.2% increase over the past three years.

The most successful mobile campaigns were found in low-involvement categories such as CPG, where the ads are geared at creating brand favorability and purchase intent. There was an average of 4.7% increase in purchase intent when it comes to mobile advertising whereas online sits at an average of 1.2%. With mobile, there was also a 12.1% increase in message association as opposed to online, which saw an increase of 2.2%.

In a press release, Alina Rana, senior vice president and head of Dynamic Logic’s Emerging Lab, warned advertisers of the fading novelty associated with mobile ads.

“Similar to other new advertising mediums, consumers were overwhelmingly receptive to mobile display advertising in its nascency but now that its novelty is wearing out, creative quality matters more than ever,” she said, adding that poor creative can have a negative impact on a brand, when three years ago the quality did not matter as much as it does today.

Mistakes made by mobile advertisers, such as cluttering the ad with text and logos, as well as showing the brand logo only through a product shot, were also pointed out in the study. It advised advertisers to place the brand name and logo on the left-side of the ad and to always have a strong call-to-action that encourages consumers to interact and engage.

Source: Tech Journal South.

I just saw this new app an an article in Tech Crunch today. What a smart app?
You just insert a gnome in your life through you mobile phone and help the gnome to go around the world moving the gnome from your device to your friend’s device.
Do you remember those little electronics pets that were so popular among kids some time ago?
Well this is the same but in your phone! You can find it for Android and for iPhone.

The full article is here.