Marketing Forecast from Ad-ology

For all the talk about small local businesses turning to mobile marketing, new research provided by the Internet Advertising Bureau and Ovum, shows that national advertisers are spending the most on this format. Over 2/3’s of surveyed firms that have fully integrated mobile into their existing marketing strategies were large. Many firms in this survey also indicated their desire to have specific concerns resolved before they invest more money in mobile.

Earlier this summer, tech giant Google launched Google+ as a tool to maintain its competitive position in the online industry. The way Eric Schmidt, former Google CEO, sees it, he ‘screwed up’ by not taking Facebook seriously enough. The company hopes Google+ will put a dent in the Facebook marketplace and some analysts believe the service will attract consumers and marketing dollars.

The good news about mobile ad campaigns is that consumers notice promotions and respond. As a result, marketers are increasingly targeting consumers on the go. New research from the Millennial Media SMART Report shows that marketers are using a variety of approaches in their mobile strategies.

Mobile video apps are one of the hottest new services. But consumers are carefully considering their options before they pay for these apps. Service providers can attract more traffic if they promote the features subscribers are seeking in the mobile video field. These features will become more important as service providers hope to attract a larger part of the marketing budget that merchants are allocating to mobile video.

Last week I highlighted statistics from PQ Media and the Digital Place-based Advertising Association (DPAA) that showed a quickly growing market for this media format. Newly released data from GfK MRI supports marketer interest in place-based digital ads. Over half of consumers say they are noticing these ads.

Consumers might enjoy taking on alternate personalities when they join virtual worlds. And they’ll also spend hours playing massively multi-player online games (MMOGs) with strangers. But when they want to purchase something fun and inexpensive in these fantasy sessions, they often turn to well-known brands.