Posted by: mobilitycloud | February 2, 2012

Super Bowl and the Mobile Marketing Explosion

Well the big game is right around the corner as we all anxiously await to see how the combatants, those marketers with the sleek commercials at $3.5M for 30 seconds, grab our attention. Oh yes the NY Giants and NE Patriots happen to playing in a different form of competition, but those advertisers in between those bouts of action will be going after the tablet and mobile users during the timeouts. According to the research, about 70% of us will have our devices on-hand during the game so that we can enter sweepstakes or download apps using the wildly popular app Shazam, so make sure you get that downloaded during the 24 hours of never-ending pre-game shows. Over 1/3rd of the ads will be “Shazamable” so you can be surfing away during the Super Bowl and helping generate revenue streams while you root for your favorite team.

In the second article I listed below, it references that 72% of tablet users purchase something on-line weekly and they spend 4.4 hours a week shopping vs. 2.9 for PC users and 2.2 for smartphone geeks. The battle-lines are being drawn and to the victor go the spoils as Madison Avenue is putting a lot at stake on Sunday so that Brady and Eli take a back seat to the real drama!

How apps drive Super Bowl engagement opportunities

February 2, 2012

Kalie Kimball-Malone
Kalie Kimball-Malone is creative director at the Garrigan Lyman Group

By Kalie Kimball-Malone

It is not just about team colors, beer and finger foods anymore. This year, thousands of eager football fans are adding one more thing to their Super Bowl party to-do list: downloading applications.

According to Nielsen research, 70 percent of tablet users and 68 percent of smartphone users watch television with their devices in hand. That is a big opportunity for marketers, especially those who want to maximize the effect of a 30-second spot costing $3.5 million.

Indeed, marketers are seizing the day with apps that make ads more interactive and TV more rewarding.

Music to ears Many companies are piggybacking on the popularity of existing apps. It is a good way to reach a broad user base without having to reinvent the wheel.

A great example is Shazam, an app that captures music, gives you information about the song, and lets you buy directly.

With Shazam’s 175 million users, marketers can assume a significant overlap with their customers.

So it makes sense that one- third of the Super Bowl ads on Sunday, Feb. 5 will be Shazamable.

Consumers who use the app to capture audio from these commercials will be able to enter sweepstakes for major prizes, view special content and receive free music. The results are impressive: Shazam-enabled ads are claimed to deliver 350 percent higher engagement over ads whose only call to action is “Follow us.”

Chevrolet is upping its game with an app that consumers can use not only during commercials, but also amid game play.

The Chevy Game Time app gives users a chance to win prizes from desirable brands such as Bridgestone, Motorola and Papa John’s, or even drive home a 2012 Chevy by answering trivia questions and polls.

Though it incurs development costs, a major benefit of having a proprietary app is the ability to track user response and behavior.

So you can bet that Chevrolet will be closely monitoring downloads and interaction and, then, once the game is over, encouraging further engagement by either introducing new features or having users check back in for results.

Bowled over Even if Chevy’s app is a win, its ads will still have steep competition in the Adbowl.

Designed for consumers who love the ads as much as the game itself, the Adbowl has been pitting Super Bowl ads against one another since 2002.

The Adbowl 2012 app lets you vote and view results from the comfort of your couch. Will it be Geico’s gecko or Kia’s hamster? The nation awaits the results.

But game-specific apps are not the only kind that will see action on Sunday.

Entertainment-based social networks and rewards programs are gaining popularity with both fans and marketers.

GetGlue is a new way to share the shows you like, get recommendations for what to watch, and pick up stickers and discounts along the way. The GetGlue app is an easy way to share the excitement of game day.

Another app to look for is Viggle, a rewards program that lets people earn points for gift cards from retailers such as Starbucks and iTunes just for watching their favorite shows.

Because there are special bonuses for ads, it seems like a perfect match, so although Viggle has not announced plans yet, it will be no surprise to see it break through soon.

Whatever team you root for this year, there is a good chance you or someone you know will be watching along with a second screen. And by either partnering with an existing app or adding their own, marketers will have more opportunities to enhance customers’ experience with their ads and their brands.

Kalie Kimball-Malone is creative director at The Garrigan Lyman Group, a full-service digital creative agency in Seattle. Reach her at

72pc of tablet owners make purchases on weekly basis: IAB


February 2, 2012
Tablet owners spend a lot of time with their devices

Tablet owners are spending a significant amount of time browsing and shopping on their devices every week, according to a new report from the Interactive Advertising Bureau UK.

The survey took a look at how mobile and online are used in the purchase journey, from awareness and research to purchase. IAB found that 72 percent of tablet owners use their device weekly to make purchases and the average amount of time spent shopping via the device per week is 4.4 hours compared to 2.2 hours for smartphones and 2.9 hours spent on PC users.

“It is quite astonishing to see how much time people are spending browsing and shopping on their tablets,” said Alex Cozloff, senior mobile manager at the IAB UK, London. “At the moment, this is a niche audience but it will be interesting to see how it progresses as there are more tablet owners.

“Obviously, people really like spending a lot of time with their tablets so the richer the experience you can provide on a tablet to hold that time, the better it should do,” she said.

While there are several retailers who have created rich tablet experiences, such as ASOS and eBay, retailers for the most part have not taken advantage of the opportunity in tablets yet, per Ms. Cozloff.

Cross-platform shopping Tablet owners are heavy purchasers of a variety of products, according to the report.

The results show that 78 percent of respondents used a PC to purchase a physical item, 63 percent a tablet and 39 percent a smartphone. When it comes to purchasing a service or ticket, 55 percent used a tablet, 47 percent a PC and 28 percent a smartphone.

IAB foud that 69 percent of the consumers used a tablet to buy digital downloads. Additionally, 43 percent used a PC and 44 percent a smartphone.

The report also found that 38 percent use their smartphone in store, with 55 percent conducting a search about a product while in store.

Additionally, 49 percent did a price comparison with other retailers, 27 percent used an app or service on their phone to find shops in their local area, 25 percent scanned a product for more information, 24 percent scanned a product to find reviews or pricing information and 20 percent used an app for product information.

However, the majority of respondents used both a PC and a mobile device throughout the purchase journey.

“Consumers are using smartphones in store – this is a clear message for retailers to optimize for this behavior rather than fight it as these will be the ones that benefit in the long term,” Ms. Cozloff said.

“The big news for marketers and retailers is that both mobile and online are used throughout the purchase journey, so having that seamless experience across both platform is important because consumers are using both together,” she said.

TV and mobile Other finding include that smartphone users are twice as likely to follow up on an ad for a product on their smartphone compared to going to a store, with one in two respondents following up on their smartphone. This activity is most likely to be driven by TV ads as consumers look for convenient price and product information.

“With half of those following up on an advert on a smartphone coming from a TV advert, it is a good idea to have a mobile call to action on TV,” Ms. Cozloff said.

“You could say that a mobile strategy is twice as important as an in-store strategy because that is where people are going to find their product information,” she said.

Final Take Chantal Tode is associate editor on Mobile Commerce Daily, New York


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s


%d bloggers like this: