Author: Dan Gendro

Nielsen research results show smartphone ads are getting the job done and send the message to the right people.

Results from a recent Nielsen research study are supporting the use of mobile marketing campaigns. As it turns out, the data indicates that these ads are highly effective in reaching targeted consumers.

In fact, some forms of mobile marketing ads are as effective – if not more so – than desktop advertising.

As this type of insight regarding mobile marketing campaigns is produced by more research firms, it is expected that spending on this advertising channel will keep rising. While some have said that this will be to the detriment of desktop ads, others have predicted that it’s more likely to impact more traditional methods of advertising – such as TV and print – before it reaches desktop.

Nielsen’s study on the effectiveness of this method analyzed data from 40,000 mobile marketing campaigns.

Those mobile advertising campaigns occurred at any time between April 2016 and June 2016. They were presented over a spectrum of mobile apps, websites and digital services. What Nielsen found was that this technique allowed the ads to reach 60 percent of their targeted consumers. That represents an improvement of 29 percent when compared to the same time during 2015.

The study went on to reveal that the effectiveness of mobile ad campaigns has a greater effectiveness for reaching:

• A more targeted audience – The campaigns targeting consumers aged 18 to 34 years successfully reached them 63 percent of the time over mobile. Comparatively, the rate over desktop was 53 percent. The Nielsen report suggested that this was due to the personal nature of mobile devices and the shared nature of computers.
• Women – Campaigns targeting women aged 18 to 49 years old were successful in doing so 53 percent of the time over mobile. Over desktop, that figure was 45 percent.

As shoppers use their smartphones to an increasing degree, mobile marketing campaigns are able to better reach their audiences. This allows for the placement of ads that are more relevant to consumers and will likely increase the use of this advertising channel, said Nielsen.

Reports are indicating that the iPhone maker is looking to broaden its wearable technology offerings.

A recent report from Bloomberg has pointed to a serious possibility for Apple augmented reality glasses in the future. This is an area where several companies have attempted to make headway in the past, but where none have managed to reach mainstream success.

Primary among those efforts was Google Glass, which is no longer being sold.

Bloomberg cited unnamed sources who are “familiar with the matter” who asked to remain anonymous. That said, they also pointed out that the Apple augmented reality glasses remain in a phase closer to the exploration level. It doesn’t appear as though these devices are anywhere near being ready for the company to sell.

The concept would be a pair of AR glasses that would wirelessly connect to an iPhone. This would allow a wearer to see the device screen displayed in front of his or her field of view. This may be displayed in augmented reality, in standard format or it could take another direction altogether.

Apple augmented reality glasses have been a topic discussed between the company and possible suppliers.

The sources for the report also stated that Apple has placed orders for limited batches of near-eye displays from one of its suppliers. They claimed that the purpose for those displays was for testing. That said, they also underscored the fact that the iPhone maker has not ordered nearly enough parts to suggest that they have any intention to launch mass production at any time soon.

If Apple decides that it would like to move forward with wearable technology glasses, one source says the earliest unveiling would be in 2018.

It’s important to remember that the company is known for testing broad spectrums of technology. While it may move forward with some, it will completely recreate others before launch or may decide to pause them or drop them altogether.

Just because there are Apple augmented reality glasses being tested, it doesn’t necessarily mean that it will be added to the company’s product lineup. As is the tradition of the company, spokespeople declined to comment on unannounced projects or upcoming products.