TheTMSway Weekly Radar on Mobile Marketing and Business

Consumers in Asia eager to adopt location-based services: TNS mobile-marketing study GLOBAL - For marketers looking to leverage mobile's popularity, location-based services (LBS) are their best bet, according to TNS. The insights firm's 'Mobile Life Study' found that more than 60 per cent of mobile-phone users worldwide who don't yet use LBS said they want to. TNS' annual Mobile Life study explored mobile use among 48,000 people in 58 countries. The study showed that the majority of people around the world recognize the value of sharing their location to benefit from a range of services. Globally, almost 30 per cent of the world’s 6 billion people are using smartphones, and in developed Asia-Pacific countries (which includes Japa... Read more -->

Can Publishers Survive in the Post-PC World?

Mobile is a tiny market but it’s growing quickly, and with Smartphone proliferation that grows in popularity, advertisers in effect made a shift towards mobile to acquire revenue, said lead industry analyst and media specialist Agata Kaczanowska. In a compiled data from, it revealed that mobile made up advertising revenue from newspaper publishers. In fact, 0.9% of digital ad revenue last year was generated from mobile, a factor that shows newspaper’s primary reliance on the web as source of digital revenue. The mobile ads constituted 0.1% of the total ad revenue in 2011, which although small, represents nearly 2000% year-to-year increase. Many publishers including the NY Times, Wall Street Journal, and The Financia... Read more -->

TheTMSway Weekly Radar on Mobile Marketing and Business

AdBoard refreshed and renewed in 2012, new board tests new bylaws A FEW years shy of 40, the Advertising Board of the Philippines (AdBoard), one of the country’s biggest trade organizations, starts 2012 with a timely reinvention. The advertising landscape is changing fast. Marketing, media, communications and other similar professions are now inextricably in the business model. Staring AdBoard in the face was a decades-old, yawning gap between itself and the industry it was tasked to represent and whose rights it had sworn to uphold. Consumers Increasingly Marry Mobile Devices With TV Smartphones, tablets, and TV make good companions, according to various reports released in April 2012. Data from a GfK Knowledge Networks su... Read more -->

Mobile vs. Desktop: Which has a better say in terms of local search?

Mobile is predicted to outpace the desktop in 2015 in terms of local search – could it be of local intent or of mobile money – according to a recent study from BIA/Kelsey.  The mobile search is expected to generate 27.8 billion more queries than desktop search by 2016. According to the report, mobile search is gaining traction because it affects consumers who are deeper in the purchase funnel, added with the handsets not treated as the main way of looking up information while consumers are on the go. Consumers using mobile search have the tendency to look for instant information and capable of embracing into quick decisions, which according to the report, can be offer large implications to brands and marketers. The mobile local s... Read more -->

Mobile marks a record on Internet Ad Revenue, Mobile Ads the future

The 2011 report on Internet Ad Revenue marks the year of mobile with impressive growth, said the Interactive Advertising Bureau (IAB). The research revealed the mobile listed for the first time as a standalone category for good reason. Accordingly, the growth in mobile advertising was the fastest of all IAB’s category, up 149% to $1.6 billion in year 2011; and recently, it's accounting to 5% of all internet ad revenue compared to email (1%), sponsorship and rich media (same at 4%), while search is the largest category at 46.5%. The IAB stressed that due to the proliferation of tablets and Smartphones, the tremendous growth in mobile will continue as said screens become more crucial to marketing mix. Meanwhile, the PwC US said that b... Read more -->

TheTMSway Weekly Radar on Mobile Marketing and Business

Why mobile ads in emerging markets are the future There are 5.3 billion mobile subscribers around the world, meaning 77% of the world’s population uses a phone. The majority of those users — 3.8 billion or 73% of the group — live in emerging economies. Yet mobile advertising dollars spent around the world do not begin to compete with traditional platforms or Internet ads. As the Internet spreads throughout the developing world, it’s arriving on phones before traditional computers. Some 70% of Internet users in Egypt, 59% in India, 57% in South Africa, 50% in Ghana and 44% in Indonesia get online via mobile phones alone. This Jana infographic poses a question for advertisers — how will relevant content be delivered via mo... Read more -->

Robust mobile ad spend in Spain, local mobile ad revenues up in the US

The mobile ad spending in Spain is projected to break the €100 million ($138.8 million) barrier in 2012 after a climb to 67.4% in 2011 to €63.6 million ($88.3 million); and it maintains the levels of growth till year 2013, according to March 2012 report by MMA Spain and Accenture. Accordingly, the telecom and internet industry in Spain is tied to mobile and has developed the most sophisticated mobile marketing plans to propelling the said market. The Mobile World Congress, in which Spain is a host country yearly, is another advantageous factor viewed to has contributed marketers’ taking of advantage to mobile’s ubiquity in the region. Meanwhile, in the US market, a report revealed growth to $5.01 billion in 2016 in the regi... Read more -->

TheTMSway Weekly Radar on Mobile Marketing and Business

With an Inherently Local Ad Base, Publishers Can Take the Mobile Lead With mobile advertising experiencing 10-20% growth year-over-year, focus can be the big challenge for most people involved in the mobile space. With expansion is going to come diversification, as increasingly niche long-tail approaches will add depth to a field that till now has been in its infancy. Mobile advertising is currently largely national or online brands and products—especially with the explosion of ads in games advertising for other games. Local advertising makes up only a small percentage of mobile ad buys, and there’s little sense in this. Yet it’s not going to be local businesses themselves that correct this imbalance—it’s traditional loc... Read more -->