Survey: Gen Y mobile users are more likely to respond to ads | Display ads fade as search and social succeed portals | E-mail marketers might make converts of 18-to-24 demo
April 30, 2012
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Marketing Trends
Survey: Gen Y mobile users are more likely to respond to ads
Generation Y adults ages 25 to 34 demonstrate better ad recall while using a mobile application, and they are more likely than most app users to click on an ad, according to a Tapjoy survey. Though 21% of respondents are willing to shell out for certain essential apps after trying a free version, more than a quarter tend to stick with the free version, despite not liking seeing ads.
MediaPost Communications/Marketing Daily (4/27) 
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Display ads fade as search and social succeed portals
Social advertising is still in an early phase, but its emergence marks a paradigm shift that means big money spent in the past on display ads is never coming back, said Huffington Post co-founder Jonah Peretti. That shift comes as readers move from traditional portals for content to relying on search and social tools, Peretti said. (4/28) 
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E-mail marketers might make converts of 18-to-24 demo
E-mail marketers might benefit from concentrating on the 18- to 24-year-old demographic, when the group has disposable income and tends to become more open to e-mail as a channel as they age. "This is a key seminal point in our ability to acquire and work with and attract new subscribers," says Trendline Interactive CEO Morgan Stewart.
MediaPost Communications/Online Media Daily (4/27) 
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Company Watch
Google tailors AdWords for Video for SMBs
Google's TrueView pricing model should be a boon to marketing-budget challenged small to medium-sized businesses. The AdWords for Video platform, which incorporates the huge audience of Google's YouTube, only charges SMBs and others when a video is clicked and four formats of TrueView pricing ensures that only complete views of the video count. New features include a TrueView format selector and targeting based on interests or demographics.
ClickZ (4/27) 
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Viacom enlists celebrity muscle of WhoSay for network
A Viacom Media Networks deal with celebrity-oriented website WhoSay will generate original content for digital and mobile platforms in support of Viacom networks such as MTV, Comedy Central and Spike. Viacom Advertising Sales will sell the inventory.
MediaPost Communications/Online Media Daily (4/30) 
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Brands & Campaigns
Game advertising is growing despite measurement challenge
Self's Conde Nast is among the publishers working on social games such as "Self Workout in the Park" as a way of extending their magazine brands. Unilever and McDonald's are among those brands placing products within games. Although measurement remains dubious, brands are enthusiastic about pursuing the game space further. Mindshare's digital gaming specialist, Geoffrey Greenblatt, predicts that the next big thing will be advertising in games played with others.
Reuters (4/29) 
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Mobile Focus
Hiscox videos target small-business insurance needs
Tribal DDB's Web campaign for Hiscox includes a series of online videos and website highlighting small-business owners' needs for online-purchased business insurance. The first campaign highlights consulting, IT, design and real estate businesses.
MediaPost Communications/Marketing Daily (4/29) 
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Eye on Video
Target hopes Pandora campaign will strike a chord with consumers
Target is launching a display campaign on Pandora's iPhone application offering to help sick users get "achoo relief" by finding a Target pharmacy. Users who click on the ad can also browse Target's generic drug list, view existing prescriptions, and access maps and directions for nearby pharmacies.
Mobile Marketer (4/27) 
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How will apps change the TV landscape?
The push is on to make TV more like the tablet computer experience, with applications from video providers, cable channels and broadcast networks. But how apps will change the TV experience is not yet known. "The question that hasn't yet been answered is whether television viewing will consist of a single app that mimics the pay TV bundle or a series of different apps that together form a content experience," said Jon Miller, the chief digital officer at News Corp.
The New York Times (free-article access for SmartBrief readers)/Bits blog (4/28) 
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Social media gets equal time with gaming on smartphones
Smartphone owners now spend as much time sharing on social networks as playing games, according to a survey from mobile analytics firm Flurry, which found that the time spent on each activity averaged 24 minutes daily in the first quarter. Social media use jumped 60% from a year earlier, while gamers spent 4% less time playing on mobile devices.
MediaPost Communications/Online Media Daily (4/27),  All Things D (4/27) 
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IAB Innovation Days @ Internet Week -- Check out the just-released agenda
Advertising experts break down exactly what and who brand marketers and agency executives need to know in order to thrive in this new media ecosystem—one built on screens to the Nth power. As the most important marketing and media dialogue of Internet Week, IAB Innovation Days, May 16-17, in New York City, exposes you to insights and experiences that will transform the way you work in the multiscreen universe. Review the jam-packed agenda and register now to hear from BuzzFeed; CollegeHumor Media; FlipBoard; Johnson & Johnson; Quantcast;; SAY Media; VEVO, and more. Your peers, partners, and competitors are already registered. Join them now.
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