Tag: mobile apps

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.

Twitter has pulled the plug on the popular video sharing application so its creators have started something new.

The co-founders of Vine have announced the launch of their own new Hype video streaming app. This comes on the heels of an announcement from Twitter that it would be shutting down the Vine application.

That said, what has yet to be seen is whether or not Hype will be able to live up to the noise it has generated.

The Hype video streaming app promises to provide an improved live experience. It is designed to function in a way comparable to Periscope, only with viewer interaction. Throughout the time that a Hype live stream is running, it’s possible to hold a Q and A, run polls and share other types of media with video viewers.

The mobile app has been created so the video won’t necessarily take up the small screen. Instead, the host can set the video off to the side in a bubble while taking part in other activities. This can include looking for other videos, GIFs or highlighted comments.

As the Hype video streaming app format isn’t rigid, it opens up opportunities to enhance viewing.

The streaming experience is highly customizable, which gives video hosts a great deal of flexibility over what they provide. The key will be for video hosts to find the balance between providing an enhanced viewing experience and simply adding too much clutter to the screen. The last thing a presenter will want to do is confuse the viewer to the point that the video and its other features are too difficult to use.

The Hype video streaming app will need to be able to draw a large engaged audience in order to be successful. As it is not explicitly linked to any other existing social network it will essentially be building its user base from scratch. It could be that its creators are taking advantage of the headlines made by the closure of Vine to promote this new application.

At the moment, the Hype app is available only for iOS based devices. So far, the reviews it has received have been pretty good. That said, an Android version of this application is slated for release in the near future.