Tag Archives: Mobile Apps

FaceBook Makes Advertising Easier

FaceBook has announced its new Pages app as well as few new changes with its advertising feature that should make things easier for the social media agency. Pages is an app now available for free for iOS systems. It allows an administrator of a page to make changes to a page from a mobile device on the go. Pictures can be taken, tagged and posted to the brand’s page immediately and on the fly. This should help the social media agency that has clients who cater to a time sensitive customer or industry.

FaceBook also announced a change to how Promoted Posts work. Promoted Posts are cheap ads that are seen by users who have liked a brand and by friends of those users. The ad unit has been shown to be ore effective for creating engagement. Promoted Posts are now available to brands with over 400 likes, making them more available to small businesses. They are unavailable to brands with over 100,000 likes to keep it among smaller brands.

It is also now possible for the brand to schedule the Promoted Post so a time series campaign can be created on the quick. This will be helpful if a brand is hosting a short duration sale. Promoted Posts can be sent in advance and then during.

All of these new developments will help the social media agency better deal with FaceBook Pages in a more time sensitive manner instead of requiring a large staff to constantly maintain vigil for when communications need to be made.

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Pinterest Comes to Mobile Devices

Pinterest is the hot new social network for people to be on (their invite only status was dropped on August 8) and for marketers to reach audiences on. Its emphasis on the visual makes it particularly effective for brands trying to advertise their wares. One problem that has plagued Pinterest has been its limited mobile availability. Until Tuesday it only had an app for the iPhone. What had been missing, however, was a way for Pinterest to reach people on Android and iPad devices. But that has now been resolved.

The new apps will help bring more traffic and especially help where Pinterest can be of significant help: when the user is shopping and looking for similar products. The social media agency needs to ramp up its efforts to represent clients on the network. With the increased mobile availability it may even be possible to run in-store promotions with Pinterest, where customers are encouraged to immediately post stores the products have been seen or to repin images of products being purchased. Being able to reach Android users will help the digital marketing company improve the effectiveness of its visual strategy for products.

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Mobile Advertising Does Pay

All the buzz these days is about mobile advertising and how lucrative it will be. For now though, advertising on social networks on mobile devices is almost nonexistent, so the buzz is almost completely speculation. New research from Prosper Mobile Insights makes the hype seem worthy.

Of mobile users 74% say they do look at mobile ads they encounter. 35.3% say they regularly pay attention to the ads and 38.7% say they occasionally pay attention to the ads. That number is about general internet usage and not specific to social media sites, but that number is still encouraging as almost 60% of smartphone users either regularly or occasionally pay attention to the mobile ads served when browsing social networks on mobile devices. In fact, it is precisely when on social networks that users are most attentive to ads. When downloading apps or music, when shopping or when playing games is when attentiveness drops significantly.

Another interesting find is that men pay more attention to the ads than women do. The male viewers are also more likely to be influenced than women are. The other good news for the social media agency is that almost half of mobile users are unwilling to pay money for an app that is not ad supported. Women are less likely than men to make this purchase. Even though men pay more attention to mobile ads, they are more willing to spend money to not be served ads. It’s an interesting paradox, but the numbers seem low enough that it need not affect the social media agency’s strategy for reaching out to mobile users.

That study comes out at the same time as SocialCode, a FaceBook API partner, releases its findings about mobile ads on FaceBook.  These ads have not been rolled out to the masses yet, but for almost a month some users have seen sponsored stories in their mobile newsfeeds.

Social code has found that sponsored stories in a mobile newsfeed receive more likes than they do when placed in other locations. The study measured between June 8 and June 18 over 7 million ad impressions, which included almost 242,000 mobile impressions.

There were five locations measured in the study: mobile, desktop news-feed only, desktop right sidebar, news-feed only on either mobile or desktop, and a control group with uniform bids. The average clickthrough rate of all five placements was .148% whereas mobile ads had a rate of .79%.

The future of mobile ads is a cash cow, assuming FaceBook can get the frequency balanced enough that users do not rebel at the clutter. For the advertiser and the digital media agency, however, these ads are highly effective and need to become a mainstay of a campaign strategy.


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Twitter Mobile Revenue Outpaces Desktop Revenue

In February Twitter rolled out Promoted Tweets into iPhone and Android mobile apps. Brands pay Twitter for placement of a tweet into user’s timeline based upon algorithms of the user and whom a user follows. Twitter then collects additional money if the tweet is used as a platform to launch a link. Within the last few weeks Twitter had their first day where their revenue from mobile ads exceeded the revenue form desktop ads. This comes as FaceBook is still trying t figure out and develop a platform to capture mobile revenue.

Industry insiders say this development is not a surprise because Twitter has always been a mobile app. Six months ago 55% of its users were accessing Twitter from a mobile device, but that number now stands at 60%. Its main ad offering, the Promoted Tweet, was easy to scale and repurpose for mobile devices.

If the social media agency has clients that specialize or need to specialize to customers on mobile devices, then Twitter is an ideal platform for advertising. Twitter’s power users, the ones most likely to engage, are active on mobile devices. The mobile users average 114 minutes a month on Twitter.com and Twitter API apps, compared to 21 minutes by the desktop users. One caveat, however, is that third party mobile apps are not serving up ads from Twitter. Those ads are served by different ad servers, like 140Proof, and vary depending upon the app developer.


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Foursquare Updates Itself Again

Only a few months after the latest Foursquare update, it has happened again. It is not as large an update as the previous one was. There are some functionality issues, but the main thing users will notice is an updated appearance. Photos are now given a central importance in the Friends and Explore functions.

One addition that will help the social media agency is the heart button. That button now allows users to like events, or locations or people. The best function for businesses, however, is the change to Explore. The app will now account for time of day, day of the week, weather forecasts, location and friends’ activity. The example offered up by Foursquare is that the app will now know a Saturday morning use of Explore is probably someone looking for a brunch spot.

There is still speculation about a merchant’s platform allowing businesses to purchase promoted ads in Foursquare. None of those services made its way into this update, but there will probably be some in the future.

Foursquare’s update was mainly focused for the new user. These people will now see more suggestions, as previous versions were good about serving suggestions based on friend’s preferences. The new update will also help people make new friends and find their friends on the app increasing the social component of the app.

Foursquare continues to improve its service, which makes a brand’s presence there increasingly important. It is also a necessary step for the service to be better if its merchant services are to be seen as a wise investment.


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AdWords for Mobile Has New Features

The social media agency that uses Google AdWords to market on mobile devices has some new features available to it. The first new tool is an app extension. If a user conducts a search for a business and that business has an app, then Google will point the user to both the app and the mobile web page for the searched for business. The app pointing will go to either Google Play or the Apple Store, depending on the type of smartphone used. This function is not yet enabled for tablets.

If the app is for an Android phone, then advertisers will be able to track app downloads from within their AdWords account. This will help the social media agency that uses apps to manage a brand’s content. Normally the app just counts downloads, but seeing how the ad for an app is working is important to measure ROI.

For tablet users the latest update is not completely irrelevant. AdWords now allows app developers to allow custom searches from within apps. Google will even share some of the revenue from those searches with the app developers. This will help provide another method of monetization for app developers, while also making sure users of the app use Google and not a different search engine.

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Third Party Apps Riding the Facebook Wave

425 million mobile users use Facebook and what is really astounding about that number is the millions of those users Facebook sends to third party mobile apps each month. Facebook claims 60 million people each month are sent to other mobile apps through Facebook. These apps are integrated into Facebook’s open graph which allows the behemoth social network to accumulate data even when those users are not actively on the Facebook network.

The increased data in the open graph can help the digital agency by improving advertising targeting. Because many of those integrated apps also provide advertising to the user, the digital agency can benefit a second way when users log onto one of these apps via their Facebook account.

The lesson to be involved in mobile advertising was already well-worn advice. The digital marketing agency should, however, prioritize those apps that are integrated with Facebook’s open graph. If a restaurant wants to take up mobile advertising, it should evaluate not only an ad server’s price but also see which apps it has partnered with and give some preference to apps that have Facebook integration.

Facebook is working to help build a platform to make it easier to build mobile apps. Even after this platform is built it is important to advertise with a server that is on one of these integrated apps. Until Facebook integrates advertising into its own mobile devices, advertising with an integrated app is a lucrative alternative.

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