Effectively engaging mobile users can be counterintuitive. Take the recent findings from mobile ad network AdTheorent, which show that -- at least when it comes to travel and tourism campaigns -- business apps delivered 519% higher engagement rates than entertainment apps.
Just a couple of years back, few would have believed that smartphones could emerge as the ecommerce channel of choice among most consumers. What critics clearly failed to consider was the convenience that phones would soon offer. The gadgets are now by our side virtually 24 hours a day. That, and rapid improvements in design, connectivity speeds, and ecommerce interfaces have taken mcommerce mainstream. Indeed, top retailers are now generating almost 50% of sales from mobile, according to new third-quarter findings from the performance marketing specialists at Criteo.
In mobile -- as in life -- it's important to remember where you came from, and what got you to the place where you presently stand. For mobile, that's music. Music (combined with audio broadcasting) was for many years the only reason we carried around bulky gadgets -- many of which were actually "connected" and ad-supported. This is more than just a historical footnote. Music still contributes to the bottom lines of mobile leaders from Apple to Pandora.
In terms of sheer numbers, growth in emerging markets is helping Android to increase its lead over Apple's iOS mobile operating system, according to a new report from App Annie. But in terms of actual money, Apple continues to clean up, the analytics firm finds.
And now the balancing act begins in earnest. With his Twitter CEO cap firmly on and facing forward, Jack Dorsey's other company, Square, has now filed for an initial public offering.
I'm a non-smoking libertarian -- I prize autonomy and freedom of choice, but I also know I never would have kicked the habit without pressure from then-New York City Mayor Michael Bloomberg and my future wife. Together, their anti-smoking policies set me straight, and saved me from a world of hurt. Like a lot of people, I'm conflicted about mounting pressure to regulate mobile use.
Under the stewardship of CEO Satya Nadella, Microsoft is finally showing signs of mobile life. There are now 110 million devices running Windows 10 designed to run seamlessly across platforms, Microsoft said Tuesday during its Windows 10 hardware event.
It's the stuff of tech-world legend. The brilliant CEO is banished by his board, only to come back and take the company he founded to new and greater heights. Steve Jobs did it. Now that Jack Dorsey has made his return to Twitter official, some are expecting him to fulfill a similar destiny. But Dorsey has yet to prove himself worthy of being mentioned in the same breath as Jobs.
Virtually every panel at Advertising Week gets down to being about the future of mobile -- although the present seems confusing enough.