| News for mobile marketing professionals |  |
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- Sprint cinema ad rewards users for turning off phones
Sprint is debuting an in-cinema promotion that invites users to send a text before shutting down their phones ahead of the movie. When the device is turned back on after the movie, users are asked to sign in via Facebook to see a short, personalized video representing the "dream" of the offline device, based on Facebook updates. The promotion is part of a wider campaign aimed at reaching moviegoers, the company said. Mobile Marketer
(5/29)     
| Marketing & Sector Solutions | | |
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- How Amazon is building up its mobile-ad army
Leveraging its position as owner of the fourth-most-visited smartphone properties, Amazon might become a formidable rival in the mobile-ad market. Amazon has hired Microsoft's Jamie Wells to build a mobile-ad sales team and is rumored to be talking to mobile-ad network partners such as Jumptap. More important, Amazon builds and sells its own mobile platform: It has sold 5.5 million tablets since the holiday debut of the Kindle Fire, according to IDC. Advertising Age (tiered subscription model)
(5/28)
- Online gambling is set to take off with mobile, says Paddy Power CEO
The online gambling services sector is expected to capture an ever greater share of the $375 billion global gaming business over the next few years, with mobile devices accounting for much of the gain. Ireland's Paddy Power is a pioneer in the field, moving aggressively to offer cross-platform applications and getting into social media. "We have more followers on Facebook and YouTube than any other international online betting business," said company CEO Patrick Kennedy. The Wall Street Journal
(5/27)
| Industry By the Numbers | | |
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- Political campaigns look to hyperlocal, mobile
Political campaigns are using hyperlocal ads to reach mobile users, targeting by a user's ZIP code rather than the phone's built-in location data. The cost per lead in most states ranges between $1.29 and $1.45, though some sparsely populated regions can be considerably more expensive. The leads generated are often used for e-mail marketing, this article notes. eMarketer
(5/29)
- Mobile is a prime platform for B2B marketers
Smartphones and tablets are more common among business professionals than among the general population, making mobile a prime venue for business-to-business marketing. Research also shows that a company's highest-ranking executives are more likely to use mobile tools than workers outside the C-suite. As such, a mobile campaign can serve as a "springboard into the purchase funnel, where buyers will spend much time consuming this newly acquired information," said eMarketer analyst Lauren Fisher. eMarketer
(5/29)
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Interested in learning more about advertising with SmartBrief? Click here for detailed industry information and media kits.
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| Making It Work | | |
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- Why NFC may be at the heart of Google Wallet's struggles
The large, complex ecosystem required for near field communications-enabled payments may be one reason that Google Wallet is struggling to gain traction in the marketplace, writes Marguerite Reardon. But the single most vexing problem may be the difficulty in ironing out the the number of business deals required to make NFC a viable option for consumers, says Yossi Yarkoni, founder of startup mobile payment company Digimo. "The question comes down to 'Who owns the customer?' ... Why should Apple or Samsung bother putting NFC in devices if they simply hand over that customer relationship to others? Everyone in the ecosystem wants a piece of this action," he says. CNET/Mobile blog
(5/25)
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