FINANCE

Mobile ad budgets jump 142%

BY Dan Berthiaume

New York — Brand marketer mobile budgets surged 142% between 2011 and 2013. The 2013 “Marketer Perspectives on Mobile Advertising” study from IAB and Ovum also shows that three-quarters (74%) of 300 surveyed brand marketing executives who currently use mobile advertising expect that their companies’ mobile advertising spend will increase in the next two years.

Almost one-in-five respondents (19%) predict that their mobile budgets will increase by more than 50% in the next two years. Respondents to the survey were also asked to rank the top developments in mobile advertising. Taking the lead were responsive design, HTML5 and mobile native advertising. More than two in three (67%) cited the IAB Mobile Rising Stars ad units as a key driver in the space.

When asked to name challenges to mobile advertising, 22% of respondents said privacy issues, while 31% said device/operating system fragmentation and 13% mentioned standard mobile metrics.

“During the past two years, the IAB Internet Advertising Revenue Report has shown an impressive rise in mobile spend and this study establishes that marketers expect more vigorous growth to come,” said Anna Bager, VP and general manager, Mobile Marketing Center of Excellence, IAB. “These findings reaffirm that publishers need to make mobile a top priority in order to take advantage of strong brand marketer demand. In addition, it is a signal to all of us at IAB that we must continue initiatives, such as our HTML5 guidance for digital advertising, to fuel the mobile arena.”

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MARKETING/SOCIAL MEDIA

Walgreens wins loyalty marketing award

BY Dan Berthiaume

Deerfield Park, Ill. – The Walgreen Company won a North American Innovation in Loyalty Marketing award at the recent Colloquy Loyalty Awards. The award recognized Walgreens’ achievements with its Balance Rewards program.

Colloquy cited achievements such as obtaining 72 million members between its September 2012 launch and May 2013, as well as producing a year-over-year sales increase of 4.3% and year-over-year average basket size increase of 4.7% in May 2013.

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MARKETING/SOCIAL MEDIA

B&N offers Membership Appreciation Days

BY Dan Berthiaume

New York – Barnes & Noble, Inc. is offering Member Appreciation Days, a special savings event for new and current Barnes & Noble loyalty members. Starting Sept. 26 through Sept. 29, members will receive a 20% in-store discount on products in Barnes & Noble stores nationwide including books, gifts, toys, games, movies, and café items.

Members already receive a 10% discount on most purchases, as well as 40% of hardcover books and online savings.

“We’re proud to offer new and existing Barnes & Noble members this extra savings to jump start their holiday shopping,” said Jaime Carey, CEO, Barnes & Noble. “Twice the membership discount means twice the savings for our customers, so now is the perfect time for customers to sign up and become Barnes & Noble members today. Barnes & Noble’s membership program offers millions of loyal customers amazing savings year round, and during this limited time offer, it’s an even greater value.”

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