Mobile Video More Effective Than TV - Nielsen | eMarketer


Evidence for the effectiveness of mobile advertising keeps rolling in—and goes beyond clickthroughs and any question of “fat fingers” vs. real engagement.

Research from video ad network AdColony and Nielsen found that mobile video ads for CPG brands were more effective across a variety of brand health metrics than ads on TV or videos online among US males. Recall, favorability and purchase interest were all significantly higher on mobile, according to the May research.

via click through for full article


Five Successful Ways to Use QR Codes | MarketingProfs

Loves me some square hieroglyphics. From MarketingProfs comes this piece on proper care and feeding

Here are some tips on making the most of QR codes.

  1. Use content that is unexpected and customized for that particular moment. Don’t just send customers to a generic website.
  2. Naturally integrate the codes into consumers’ lives. If you’re a wine brand, for example, offer intriguing recipe pairings or entertainment ideas.
  3. Use the technology to measure and deliver insight. Capture email addresses, locations, buying behavior, and more. Setting up a QR code without that extra layer is missing out on its value to you, the marketer.
  4. Make sure the QR codes are scannable. Just this year, Facebook painted a humongous QR code on the rooftop of its headquarters. This followed an early trend to place QR codes in impossible places. They are tough to scan when you’re a human being with your feet on the ground. Keep the size and placement of the QR code simple and convenient. Don’t oversize the codes, and don’t make them too tiny to be seen.
  5. Think about place-based advertising for QR codes. A Korean fast food place hung its codes outside, where the codes were only scannable when the sun cast shadows over them—at lunchtime. The reward for scanning was discounts and deals at the restaurant. Guinness added them to beer glasses, so the codes were only visible when the glass was filled with its dark beer. If you know where your consumers are, ask yourself what they need from you right that minute. The answer will deliver some clever ideas for valuable or fun content.
via (note: the piece was contributed by Sherry Orel of Brand Connections; click through to see some examples - esp the Guiness!)

when my organization used these in fundraising event posters, I lobbied to have the code direct to a special registration form that included some mobile-optimized content about the event as well as the fields from the standard form. baby steps...


Ads on Tablets: 47% Engage, Says IAB | ClickZ

Nearly half, 47 percent, of tablet users say they engage with advertisements more than once a week. That's according to a recent report from the Interactive Advertising Bureau and its Mobile Marketing Center of Excellence.

On the smartphone side, 25 percent of users said they have the same weekly engagement. Following ad engagement, 80 percent of smartphone users and 89 percent of tablet users take action, said the report.

powerful stuff!

also in the clickz article, 30%+ of mobile users said they were likely to search for offers near their current location...

Ditto Could Unleash the Power of Structure (via SchneiderMike)

Posted by schneidermike on Tuesday, May 10, 2011 ·

Last week I attended Social Loco as a speaker (thank you Mark Evans) and got to hear Ditto CEO Jyri Engstrom sit on a panel called Enabling the Users’ Revolution: from infrastructure to consumer apps. I have been following Ditto since it came out and have been wondering about how it will be used. Some call Ditto “future foursquare” where I prefer to call it “semantic twitter”.


These comparisons are interesting because Ditto is an application that allows a user to announce their intent. One calls is future foursquare because it supposes that you might eventually check in someplace. I prefer semantic twitter because some of the things that you intend to do may not necessarily result in checking in, but are nonetheless very valuable. A user starts by identifying a type of activity by clicking on the “crayon box” at the top. They can then click again to refine their preferences. For instance if you want coffee, you can click the coffee icon a second time and pick that you want a latte. Others can then make suggestions about where you should go or, noticing that your location is attached to your ditto, they can decide if they would like to join you in your quest.

You can drill down from coffee to something more specific

You can drill down from coffee to something more specific

Semantic means structure. Semantic data is expressed the same way every time so that it is easy to analyze and act on. Ditto thrives on making structure easy, but even I was not prepared for what Jyri Engstrom said at social loco. He supposed that if he used Ditto to express that he wanted to go to a restaurant (and I cannot remember which kind he said, so let’s say dim sum) that someone might be able to eventually go to Foodspotting and share a dish with him.

My jaw dropped and the wheels started turning. Why is this brilliant? Sharing a dish from foodspotting is not just sharing a picture or even the name. A dish in foodspotting has a set of common attributes:

  • dish name (which is standardized so that each of a certain kind of dish is nicely grouped)
  • location
  • 4 different rating types
  • user who spotted
  • guides it belongs to
  • comments


The attached data makes the suggestion far more powerful than someone just saying: “Go to Hei La Moon.” With foodspotting the person knows where to go, what people think, what the dish looks like, its exact name, other dishes at the restaurant, other spottings from that person and more.

What if you could drag the dish into Ditto?

What if you could drag the dish into Ditto?

There are endless possibilities to integrate Gowalla, foursquare, Yelp, OpenTable and more to the application. What would you integrate? Coming up in my next post, a look at a potential business model.

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