| News for mobile marketing professionals |  |
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- GMC mobile video generates higher recall than TV, online
General Motors' GMC brand achieved a 42% recall rate for a mobile video campaign last fall, well above the average 27% recall rate for TV and the 17% rate for online video, according to Nielsen. "Television commercials can be fast-forwarded or tuned out. ... With online videos, consumers often switch to a new tab on their browser while the video is playing or do some other task while they wait for it to end. But with mobile videos, not only are consumers more attached to the device, but it is less likely that they are multitasking while a video ad is playing," said Jim Jones, general manager of sales at Tapjoy, which worked on the GMC campaign. Mobile Marketer
(2/14)     
| Consumer Engagement | | |
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- Dunkin' Donuts offers multiple mobile ways to mark Valentine's Day
Dunkin' Donuts is offering mobile users a variety of methods for sending quick and easy Valentine's gift cards. SMS, Facebook and e-mail are all options for sending cards via the mGift feature of Dunkin' Donuts' mobile application. The gifts are available as part of the "You are the Turbo Shot to My Heart" campaign promoting the brand's heart-shaped doughnuts. MobileCommerceDaily.com
(2/13)
| Marketing & Sector Solutions | | |
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- Mobile marketers need to step on the gas
Mobile marketers are proving too slow to adapt to the Social-Local-Mobile paradigm, writes Brian Stoller. Consumers are getting used to instant gratification, and brands need to deliver fast, adaptive, real-time messaging to make an impression. "In the new So-Lo-Mo environment in which we work, time becomes the critical factor for success," Stoller writes. Adweek
(2/13)
- Center to pin down mobile's value in cross-screen advertising
The increasingly blurred line between mobile and other media is causing advertisers to think harder about how they can extend campaigns across different screens, but the benefit is hard to gauge. The IAB's Mobile Marketing Center is giving priority to studying mobile's role and value in cross-media ad effectiveness this year. ClickZ
(2/13)
| Industry By the Numbers | | |
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- IPad users prefer tablets for e-mail
Tablets have emerged as the device of choice for sending and receiving e-mails in spite of the lack a physical keyboard, according to a survey of iPad owners by Perion, a developer of e-mail client software. More than half of respondents preferred tablets for e-mail reading over all other devices, while 48% chose tablets for sending e-mails, compared with 41% who favored PCs and Macs for sending e-mails. eMarketer
(2/13)
| Making It Work | | |
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- Visa looks to mobile money to fuel growth in emerging markets
Visa set its sights on mobile money programs, which are popular in emerging markets, as it seeks to expand overseas by offering technology that can accelerate development of such systems. Mobile payments and transfers are commonly used where credit cards and banks are in short supply, as in much of the developing world. Mobile money is seen as key to Visa's goal of generating more than half its revenue from international markets by 2015. Fox Business/Dow Jones Newswires
(2/13)
- Former MMA board member Louis K. Gump to head LSN Mobile
Former MMA board member Louis K. Gump has been tapped by LSN Mobile as its new president and chief executive. Gump's most recent position was as global vice president of mobile at CNN. "I am confident that Louis' passion and unparalleled track record of building mobile strategies for media companies makes him the right leader for LSN Mobile at this time of enormous opportunity for the company," said LSN co-founder Lee Durham. MobileMarketingWatch.com
(2/13)
| MMA News | | |
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- Introducing the MMA Mobile Coupon Ad Unit Standard Initiative
The MMA recently announced an industry initiative to launch a mobile coupon ad unit standard. The goal of this standard is to drive the volume and effectiveness of mobile media spend by connecting the top of the funnel with trackable redemption events. This initiative has the participation and support of industry including companies such as Inmar, Sprint, ISIS, FunMobility, HipCricket, Univision, Valpak and many others. This webinar will introduce the standard and why it's important, as well as provide ways you can get involved in upcoming field trials. Register now to attend.
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