Tag: Aol

AOL looks to use mobile marketing to reach out to millennials

The company is working to be able to use smartphone ads, but progress has been slow so far.

AOL has made it more than clear that mobile marketing is a goal for their future, particularly through the acquisition of Millennial Media, which also helped to reveal precisely who their ads will be targeting.

That said, the millennial generation is one that is being broadly targeted, so this could be a bumpy road.

eMarketer has recently stated that “According to eMarketer’s latest U.S. ad spending forecast, catching rivals Google and Facebook could prove challenging.” The company went on to explain that “Google commands 32.9 percent of mobile ad revenue in the U.S., or nearly $10.02 billion. Facebook captures 19.4 percent, or nearly $5.9 billion,” and pointed out that only about 0.3 percent (about $101.2 million) of that mobile marketing ad revenue is captured by Millennial Media.

The fact is that mobile marketing has broadened to the level that it is now highly challenging to carve out a portion.

Mobile Marketing - MillenialsIn order to actually become a major player in the industry, it would take a great deal of strategy and a massive amount of investment. Companies that want to be able to offer something to mobile advertisers need to be able to provide them with a tremendous scale, a huge audience targeting ability, and precise measurement tools with some considerable sophistication. This was pointed out by Cathy Boyle, an analyst at eMarketer.

According to Boyle, “AOL will gain ground in two of those areas through its purchase of Millennial Media.” She also said that by acquiring that company, AOL will be able to enjoy a notable expansion of the depth of the ad and in-app display inventory that it can provide to advertiser clients. This will help them to be able to boost their scale in a meaningful way. Furthermore, she also underscored the fact that publishers will have the chance to obtain Millennial Media’s sizeable user profile data, which will assist in improving the ability at AOL to locate specific target audiences through using mobile technology.

Still, what cannot be forgotten is that they are not the only player in mobile marketing at this level, and that the competition from other leaders – in fact, the competition from Google, alone – remains tremendous.

Nokia teams with AOL to bring augmented reality to Lumia

Nokia looks to boost Lumia popularity through use of high-tech software

Nokia has been working to promote the qualities of its Lumia handsets for some time. The company realizes that it will take more than a sleek design to gain the favor of consumers, many of whom have already been won over by Apple’s iPad tablet. As such, Nokia is focused on bolstering the software features of Lumia devices. Earlier this week, Nokia brought the Nokia Music streaming service to Lumia mobile devices in the U.S. Now, the company has set its sights on augmented reality and is getting some help from AOL.

Enhance AOL now available for Lumia devices

AOL and Nokia have teamed in an attempt to bring one of AOL’s applications to Lumia devices. The application is designed to be an entertainment hub and is called Enhance AOL. The application can be used t find information on local movies and concerts, overlaying this information on a real-world environment using augmented reality. In this regard, Enhance AOL is very similar to Nokia’s City Lens augmented reality application, though with a more acute focus on entertainment rather than pure navigation.Nokia augmented reality app

Lumia owners now able to make use of Enhance AOL features

Lumia owners will be able to make use of the various features of the Enhance AOL application. Not only will consumers be able to find information on nearby movies and concerts, they will also be able to purchase tickets online using the application. The application will also give Lumia owners access to the SHOUTcast feature, which will grant them access to full-legnth album previes and more than 55,000 radio stations.

Partnership may help Nokia compete in mobile market

Augmented reality has become a primary focus for Nokia in terms of boosting the popularity of the Lumia line. The company has been working on introducing new augmented reality applications into the Lumia for several years but has been met with only modest results. The Enhance AOL application may provide the Lumia with the momentum it needs to compete with Apple in the mobile market.