Ahead of the weekend, the GSMA announced the first details of the 2018 Mobile World Congress, including exhibitors, sponsors, programs and activities taking place at the annual mobile industry event.

Under the theme “Creating a Better Future”, Mobile World Congress will be held 26 February – 1 March 2018 at Fira Gran Via in Barcelona, with events also taking place at Fira Montjuïc.

According to the GSMA’s official word, event organizers expect that more than 108,000 professionals from across the mobile industry and adjacent industry sectors will attend Mobile World Congress 2018.

“With more than 5 billion unique subscribers, mobile now connects over two-thirds of the world’s population. It is fuelling innovation, revolutionizing industries and spurring exciting new opportunities, across both developed and developing markets,” said Michael O’Hara, Chief Marketing Officer. “Mobile provides access to life-enhancing and, in some cases, life-changing services. Reinforcing our industry’s commitment to the United Nations Sustainable Development Goals, mobile is providing lifelines to hope, reducing inequalities and preserving our world’s resources. We look forward to Mobile World Congress 2018 and showing how mobile is creating a better future – today.”

The post GSMA Announces First Details for MWC 2018 appeared first on Mobile Marketing Watch.

The following is a guest contributed post by Sophie Vu, CMO at Vibes

Since becoming an official entry in the dictionary in 2013, emojis have skyrocketed in popularity. We’ve seen the debut of Facebook’s emoji-inspired reactions, the rise of World Emoji Day on July 17, and the arrival of “The Emoji Movie,” now playing at a movie theater near you.

This hasn’t gone unnoticed in marketing circles. According to an Appboy survey, the number of active brand campaigns containing emojis has increased by 557 percent over the last two years. Why? It’s not just because they’re fun. Believe it or not, there is a strong business case for brands’ use of emojis.

The ubiquity of mobile wallets and mobile marketing has created a new frontier in communications for savvy brands, one that is showing an unprecedented level of growth. Here are reasons why emojis should factor into your marketing efforts:

  1. If you’re a brand that cares about marketing and consumer engagement, you’ll need to engage your consumers how they engage on mobile; and emojis are a huge part of that. Emoji-enabled content generates click-through rates 20x higher than the industry standard. In addition, campaigns that leverage emotional content perform twice as well as those with rational content.  That’s a decent place to start. Emojis allow you to connect across a global sphere by using a new sort of “language” that resonates with consumers who live in any part of the world. Emojis are also a valuable source of data that help brands better understand how their consumers feel about their content.
  2. You’re behind if you’re not already using emojis in brand marketing and messaging. According to Signal, brands have increased their usage of emojis by 777 percent since January 2015, and the inclusion of emojis in marketing messages has grown by 20 percent month-over-month since the start of 2016. There are no other marketing metrics that have seen this kind of growth year over year in the past five years.
  3. There is ROI to be had from SMS and mobile’s use of emojis in marketing tactics — it just doesn’t exist yet. Two years ago, brands were trying to justify the need for utilizing emojis in email marketing and other mobile marketing techniques. There isn’t a ton of data on SMS practices and emoji usage right now, but this is something we’re hoping to bridge and requires consistent brand engagement and smart tracking in order to showcase beneficial results. The more that brands engage in this practice, the more data the industry will have and share about best practices, bridging a huge gap in mobile marketing metrics.
  4. Emojis are not just for brands like Taco Bell, Domino’s, McDonald’s, Burger King — they’re becoming big business for celebrities and influential figures who want to allow consumers to feel more connected to their brand. Take Kim Kardashian West’s “Kimoji.” She once made over $1 million in sales per minute for the “Kimoji” app in one day. This isn’t just because her fans love her, but it’s also because she’s tapping into a huge space where the majority of her consumers live — mobile.
  5. Emojis allow real-time, visual and emotional connections between your brand and your consumers, allowing you to receive instant feedback on how consumers feel about your content. Facebook has bridged a big gap here by extending reactions outside of the “Like” button to also include love, sad, angry, angry, etc.  When users react to your content with emojis, it gives you instant feedback into how well that message is performing and what your consumers want to continue seeing and hearing from you. Take advantage of that engagement and adjust your content moving forward based on performance.

Emojis aren’t a silver bullet. Like any other marketing tactic, you need to use emojis in a way that aligns with your brand. Consumers can smell inauthenticity from a mile away, so overusing emojis or using them because everyone else is can backfire on your brand. The surefire way to succeed is to make sure you know your audience and use emojis to enable personalized conversations.

Sophie Vu leads worldwide marketing for Vibes, a mobile marketing company that empowers brands to engage personally with today’s hyper-connected consumers at scale. Follow her on Twitter @SophieVu415 and Vibes @Vibes.

The post 5 Reasons You Shouldn’t Overlook Emojis in Marketing appeared first on Mobile Marketing Watch.

The following is a guest contributed post by Ronen Menipaz.

Days of old fashioned TV-style “spray and pray” approach to advertising are long gone now and what the modern day advertisers need today is a complete overhaul of this philosophy which has become too long in the tooth. Video advertising of today is organized more along the lines of a precise laser, rather than of an advertising equivalent of “shotgun” marketing. If the leads are what you are after in your online business, you are currently on the right track as previous year ended up being a turning point, with 61 percent of successful businesses stating that they use video as a marketing tool. The very same tool helps them carve out revenue for themselves, as the research done by Eyeview demonstrated that using video on a landing page alone can increase conversion rates by 80 percent. The future of advertising is here and it offers lucrative propositions for those who can recognize it for what it genuinely is.

Brain as an Additional Conversion Tool

But, let us first quickly go back to the nearest past – back in 2011, a research by Treepodia showed that the conversion rate for buyers who were offered to watch video was dramatically higher across varied verticals. Those looking to shop for gifts online were more easily converted to leads by 113 percent, followed by 101 percent for electronic enthusiasts. Even less “traditional” online shoppers, such as those looking for garden products recorded 43 percent higher conversion rates in case they were offered a video on a landing page of their interest.

For the majority of them, the most attractive proposition was the existence of videos (particularly those of explanatory nature), which managed to “charm” 74 percent of users who decided to buy a product immediately after watching them. Before you accuse e-commerce site owners of employing nefarious hypnosis techniques, let us remember that this is primarily an expression of human innate inclination towards visuals as opposed to written material.

This is important not only for selling products constituting the core of your online business, as you equally want your consumers to spread the word about it. Luckily for you, psychology and the human brain’s visual hunger once again offers their help at no marketing agency fees – as many as 39 percent of shoppers are more willing to share the content if it’s a video, reports Psychology Today.

Light on Resources, Heavy on ROI

As if this was not good enough, video advertising more than graciously returns whatever you decide to invest into it. According to the research prepared by Wyzowl, 76 percent of businesses were ready to confirm that, in their experience, video provided great rate of investment. These data easily dispel the notions put forward by those who claim that the costs of video production outweighs its benefits. Video production technology has closely followed diverse trends of IT revolution in general, rendering its tools more readily available for anyone with at least elementary expertise in the field. In addition to it, it is constantly improving and made “lighter” on resources (and, consequently, your budget) by turning everyday tech such as mere phones into solid video production tools.

Nevertheless, even if you lack professional resources to plunge yourself in the business of making sophisticated videos, you have to bear in mind that your beginning can be as humble as possible, as long as you set your bar ever higher afterwards. Provided that you adequately detect what your targeted users exactly need, these statistical data will turn your videos into an equivalent of morning cups of coffee that may taste bad occasionally, yet rarely fail to deliver the goods each day.

Mobilizing Your Conversion

Video advertising profits massively from the expansion of mobile technology which makes it possible for people to watch videos “on the go”. Starting from 2013, mobile video segment has grown by about 233 percent, judging by the number of its viewers. According to trustworthy sources such as Google, mobile users are two times more likely to feel personally connected to video content they watch on their devices, compared to TV viewers or desktop users. Considering that this is the loyal audience that you want to keep in order to ensure their conversion into leads, you’ll be more than happy to learn that their number has been steadily increasing, as the mobile technology expands beyond even the wildest predictions.  At the same time, the majority of mobile and tablet users also make use of multiple devices they play their videos on, despite them being as many as three times more prone to watch videos in general compared to other consumers.

Finally, there is one more important consideration, and that is the love which Google and consequently YouTube give to your videos. According to the statistics, you have 53 times higher chance to rank better in Google searches if your website features a video. You can go even further: with competent SEO optimization and adequate placement of links to your website or products, you online lead conversion rates are bound to skyrocket in an environment that is surely ripe for growth.

MemeVideo Wants to Be Part of Your Business Success

So, what happens if you profess to be aware of all the possibilities of video advertisement in 2017, yet you are still in two minds about the direction(s) you want to take? MemeVideo company offers a guiding hand or, more precisely, two of them, in form of tools named Outstream Hybrid and Robocop 1.3. They are designed for the use by professionals, developers and publishers working in the field of digital advertising. Robocop functions as a fully automated platform that drives traffic to set tags, helping users create a quality video ad campaign without being limited to the services of expensive marketing managers. It targets the audience in laser-like manner that is bound to materialize in excellent ROI and revenues, if we are to follow obvious real-life examples. At the same time, Outstream Hybrid will assist the customers with creating premium content which can easily be integrated by utilizing viewable and non-intrusive video advertising.

Conclusion

Global world of advertising has finally accepted online video as an indispensable component of its unstoppable commercial engine. Its trump cards are in line with contemporary focus on the needs of a single customer and personalization of the seller’s relationship with him or her. With the advent of mobile technologies and the shift in the average consumer’s approach to the seller’s content, video becomes an effective tool for converting them into stable leads that can, almost too easily, become loyal customers.

The post Why Online Businesses Should Use Video to Nourish Leads appeared first on Mobile Marketing Watch.

Eyeota and Nativo, a leading native advertising technology platform, confirmed to MMW this morning a new partnership designed to enable premium publishers, brand marketers and agencies to leverage audience data to optimize and strengthen native and content advertising campaigns across a global footprint of supply.

“Today’s consumers are inundated with irrelevant and off-topic advertising experiences, turning them against certain brands and driving them away from certain websites,” a provided media announcement explains, noting further that the integration of Eyeota’s data in the Nativo platform allows publishers, marketers and advertisers to apply Eyeota’s extensive audience profiles and create more compelling and even more relevant online experiences for consumers.

Eyeota audience data covers user preferences and interests across a range of topics, including technology, health & wellness, finance, B2B, social media, politics, among others, and is now available to customers through the Nativo platform.

“The accelerated adoption of native advertising demands increasingly sophisticated and robust targeting capabilities to ensure persistent relevance to global customers,” said Justin Choi, CEO at Nativo. “Through our partnership, brands will now reap the benefits of significantly increased content-to-conversion by reaching more relevant consumers with our proven native executions.”

“Nativo’s platform delivers a proven solution for marketers and advertisers to serve relevant branded content and ads to consumers,” adds Kevin Tan, CEO at Eyeota. “Adding an audience data layer to their marketing strategy helps them improve their understanding of customers and their interests. Our partnership creates an opportunity for brands to deliver more targeted and engaging content to the right audiences.”

For more info on available data segments, check out the Eyeota Data Desk here.

The post Eyeota and Nativo Bring Global Audience Data to Native Ad Tech Platform appeared first on Mobile Marketing Watch.

Early this week, MMW was briefed by the team at Digital Remedy, a digital media solutions and technology company, on their big news.

We’ve learned that the firm has been validated by Trustworthy Accountability Group (TAG), an advertising industry initiative to fight criminal activity in the digital advertising supply chain.

According to the official announcement, to solve the challenges of fraud, malware, piracy, and transparency facing digital advertising, legitimate companies need a way to identify responsible, trusted players in the digital advertising ecosystem by:

Providing a Who’s Who of trusted partners of any company involved in digital advertising
Creating a protected system of supply chain participants and other advertising technology companies that demonstrate commitment to higher standards of transparency and disclosure to their partners

“We are excited to be a part of a Trustworthy Accountability Group. For the last 18 years, Digital Remedy has provided quality traffic and trusted monetization tactics to its customers,” said David Zapletal, EVP of Media and Optimization, and Chief Compliance Officer. Adding, “This partnership demonstrates our ongoing commitment to transparency to the digital supply chain.”

The post TAG, You’re It: Digital Remedy is Now TAG Validated appeared first on Mobile Marketing Watch.