NEW IAB MOBILE STUDY
The Interactive Advertising Bureau (IAB) released a report this week on the mobile shopping experience, “Mobile Commerce: A Global Perspective”. While the global payment system is of less concern to U.S. book publishers, the ecosytem of research, engagement and purchase is critical to book buyer’s experience and offers relevant insight even when ads are not directly linking to a buy page. Top results include:
- 76% of mobile purchasers say they have engaged with an ad in the last six months.
- 51% of mobile users bought in a store after researching on mobile (this is a good argument for the discovery and research function of ads)
- Top frustrations with mobile purchasing: Too expensive, Too slow, Hard to use, Previous bad experience, Unstable network
MOBILE USERS SPEND MORE TIME IN APPS
An eMarketer study released in September suggests that “more than 80% of smartphone internet time was spent with apps” as opposed to the mobile web.
If you are intent on reaching the mobile user, keep in mind that most of your audiences is using apps. The mobile app versus browser debate has been active since the first iPhone, with convincing arguments made at different times for each. But analysts at Gartner suggest the end of the debate is in sight—as the development of bots and Virtual Personal Assistants (VPAs) threaten to dethrone apps as our mobile device go-to.
NEW VIDEO TIPS PLATFORM BY PLATFORM
This New York Times article reveals the great splintering of video standards and best practices in a world where some platforms (such as YouTube) are watched with full sound and some (such as Facebook) tend to be watched with the sound off. Do we have to cut a different video for every platform now? Well, if you want to optimize engagement for each platform, then the answer is yes.
TWITTER RELEASES VIDEO STATS
Speaking of video best practices, Twitter released an infographic with insights into the best performing video ads on the platform. Details include who’s watching, what they’re watching and responding to, and what types of video get the best results.
SNAPCHAT UPS ITS VIDEO GAME
As Snapchat changes its company name to Snap, Inc., the company’s wider play for video content comes in focus. From distribution deals with Saturday Night Live to the expansion of the Discover channel to the launch of the company’s new hardware “toy”, Spectacles, Snap, Inc. is positioning itself as one possible answer to the question, Where does everybody go after TV?
Photo of Bruce Springsteen heading into his reading at the Union Square Barnes & Noble (c) 2016 by Martha Otis