Category: Mobile Apps

All the statistics say the same thing: advertisers are moving to mobile.  It is the fastest growing ad medium by far, with 49% growth forecast for this year.

The mobile platform is tremendously powerful, but the problem is that most mobile advertising sucks. Here are some of the reasons why and some things that can be done about it.

1. Mobile banners are terrible. These tiny units do a poor job of communicating a brand message simply because of their size in what is already a tight user interface. The click-thru rate on these ads is microscopic, even more so if you believe the research that 60% of click-thrus are mistakes. If you insist on using these units – a lot can be bought cheaply across large networks – keep the messaging simple, like five words simple. Which brings me to the second failing of mobile advertising:
2. The creative wasn’t made for mobile. No, you can’t repurpose that 728×90 leaderboard ad for mobile. The images and copy on it will render so small that nobody will be able to read it. Take the time and invest the money to have your designer create mobile optimized creative. Look for options like sponsorships and interstitials that make a stronger impression than a banner. That will improve both your brand messaging, and your interaction rate. Which is the next challenge for mobile advertising:
3. The mobile interaction model is different. Once your brand figures out the right brand messaging, think hard about the result you want from the impression. A basic click-thru to a website doesn’t make a lot of sense, especially if the website the user clicks through to isn’t mobile optimized. A mobile user is unlikely to “surf” through a site. Instead go for quick, simple actions. Get the user to download an app, grab a coupon or purchase.  The interaction, like the creative, should be optimized for the mobile environment.
4. Good targeting is crucial. Mobile gives you the opportunity to be on the most personal of media, and if your advertising seems shotgun, it won’t connect. Understand the app you’re placing your ad on, and take advantage of any data you can get about the individual user to target just those people most receptive to your message.
5. Location matters. The biggest opportunity for mobile advertising is the opportunity to know where the user is, so that messaging can take advantage of geo-targeting by identifying that user in space and pushing them the right message.  If it’s lunchtime it makes sense for a quick serve restaurant to advertise. It makes even more sense if it’s lunchtime, and you know they’re on the move in that restaurant’s neighborhood.

We’re happy to help you optimize your mobile advertising or your mobile strategy.  If you want input contact Beth Ayers or Bob Kernen at 248-353-9030, or email sales@jacapps.com.

By: Bob Kernen

Choosing someone to help you plan and execute your mobile strategy can be daunting. If you’re like most media or agency people you mostly know about mobile as a user. You may be super-smart about digital in general, but mobile is a challenging beast.  So before you make a decision about the company you want to develop your mobile strategy, you should ask them these five key questions:

1. Which platforms do they develop for? This is such an important question because you want to make sure your app is widely distributed without paying a lot extra for tiny slices of the consumer market. Most developers will offer iOS (iPhone) and Android development. With these two platforms your app will be available to well over 95% of the users in North America. Some firms will also offer support for Windows Phone or even Amazon devices, but these devices make up a very small proportion of the devices in the market, so you’re paying a lot for not a lot of gain. If you’re in Europe or Asia, Windows Phone may make more sense to have.
    
2. Where is the development being done? Lots of firms “offshore” their development to far away places like India, China, Pakistan and eastern Europe. Nothing wrong with that, inherently, but it can complicate your project, as a lot of the work will be done by people who may have little understanding of your market, and things like changes and edits may have to be done “overnight” due to time differences. The key to a successful “offshore” project is who is managing the project from “onshore.” So you should make sure that the company has the personnel and the track record of managing these types of projects.
    
3. How do they support your apps? Mobile is a fast-changing, dynamic environment and it is anything but a set-it-and-forget-it proposition. Your mobile development partner should be capable and ready to support your app as things like operating systems and devices change. Several times a year Apple and Google will make updates to their respective OSs and those changes can cause problems with your app. The developer should be taking care of those problems without having to charge you for every minor update. Also, new devices can cause issues and your developer should be prepared to support any device with more than 5% market share.
    
4. How does your app work with new things like cars, TVs and watches? Apps are now for more than just phones. Lots of new devices offer apps, and your app developer should be able to deliver for you on these platforms if your client needs them to. If your client has a lot of video content, a smart TV app might make sense, and extensions for watches, and cars should definitely be a part of your app’s capabilities.
    
5. What services do they provide beyond writing code? Top notch developers are obviously a must, but it’s important that you know what else you’re getting. Does your developer have designers (user interface as well as graphic), client support people, project managers and other strategists who can make sure that you don’t just end up with an app, but with the right app.

There are surely lots of other questions, but these should help you narrow your search. If you want input on your mobile strategy contact Beth Ayers or Bob Kernen at 248-353-9030, or email sales@jacapps.com.

By: Bob Kernen

By the end of 2015, more than 50% of all streaming listening was happening on mobile devices. We believe that this reflects the tremendous power of mobile listening. Consumers take their devices with them everywhere – more than half of us NEVER even turn them off – and they’ve grown accustomed to listening — to music, news, podcasts, etc. – to what they want whenever and wherever they want.

So the audience is there. Problem #1 solved. Problem #2 is tougher. The challenge of monetizing all this listening is really where mobile audio succeeds or fails. So far, it’s failed. And the reasons for this are many:

• Mobile banner ads stink – microscopic CPMs, click-thru rates approaching zero.
• Any mobile display ad really stinks on audio apps, which are dark most of the time they are in use.
• Pre-roll audio and video, while more valuable have limited available inventory.
• In-stream ads aren’t interactive
• We know from Jacobs Media’s TechSurveys that higher ad loads are one of Pandora’s biggest challenges, so more inventory isn’t the answer.

The answer is an ad format that 1) commands high CPMs, 2) is interactive even when the app is dark, and 3) delivers value, including measurable ROI to advertisers. We think XAPP Ads ticks all three of these boxes. That’s why jacapps has partnered with XAPPmedia to offer these to our clients.

XAPP ads are a unique type of voice-response advertising that delivers audio sponsor messages that users can respond to with just their voice. They are completely hands and eyes free. Check out a sample of XAPP ads here.  These unique ad units allow your advertisers to choose from a variety of consumer actions including “visit our website,” “call now,” “download app” and more.

In a recent pilot program we did with XAPPmedia, we had interaction rates of over 5%. That included click-thrus on the companion display ad and voice interactions. That is more than 10X typical display ad interaction rates.

Now you can have these high-value ads on your mobile app and start generating real revenue from your mobile strategy. jacapps can set you up with XAPP ads, to learn more join us on Wednesday for our XAPP Ads webinar. You’ll see how XAPPs work and learn how to be a part of it.

We are committed to helping you drive your mobile monetization strategy. You can find out more about how to monetize mobile here, or if you’re going to NAB, set up some time to meet with us. Just email info@jacapps.com or call us at 248-353-9030.

By: Vince Kattoula

We have come to a point where in order to build solid, profitable relationships with clients, a strong mobile strategy is no longer optional, but a requirement. Most consumers now expect a useful, easy and fully customized experience when it comes to mobile.  Unfortunately, their expectations are not being met.

Josh Todd, Chief Marketing Officer for Localytics, took a step back and decided to analyze various reasons why most organization’s current mobile strategy does not work.  He found that half of consumers trust their mobile operators and brands less than they did just three years ago.  He also realized that 25 percent of apps are only used once, and over time, that percentage only gets worse.

What this means is simple: consumers value their mobile phones and they want apps that are personalized and relevant to them.  Otherwise, they will move on to the next best thing.  What this means for you is that you need to focus first on the end user.  What do they need from you and what do you have to offer them?  When thinking about your apps, think about your consumer.

Here at jacapps it is all about the end user and that is why we work to understand your consumer.  Our apps are fully customizable and we will always support what we sell.

Click here to read more about Todd’s six signs that prove businesses are in a mobile engagement crisis.

We’re happy to help you find the mobile intersection of your brand and your consumer.  If you want input on your mobile strategy, or want to learn more about monetizing your mobile assets contact   Beth Ayers   or  Bob Kernen  at 248-353-9030, or email sal es@jacapps.com. 

As digital technologies continue to transform the economy, many companies are finding themselves at the intersection of “digital” and “disruption.”  Several of these companies have had business models in place that have worked for years… until now.  As technology has grown throughout the years, so has its impact.

According to an annual survey conducted by Russell Reynolds Associates, the most disrupted organizations were B2C, with media being the most disrupted.  This is a critical time for businesses to understand where they are headed, and what they can do to lessen the impact of disruption.  The graphic below illustrates the percentage of executives who anticipate moderate or massive digital disruption in the next 12 months.

What this means for the media industry is that sooner or later you will be faced with this question: Do you have the right digital strategy?  And, how can you tear down the silos that keep you from realizing the potential impact of new digital technologies?

Click here to read more about Rhys Grossman’s three levers organizations can pull to keep pace.

If you want input on your digital strategy, or want to learn more about monetizing your mobile assets contact Beth Ayers or Bob Kernen at 248-353-9030, or email sales@jacapps.com.

By: Bob Kernen

A new report from consumer research company Parks Associates finds that 68% of smartphone users listen to music on their phones daily. That’s right, daily. This is huge news for radio, and a real call-to-action for stations to look closely at what they’re doing with their mobile apps. What this adds up to is an audience that spends, on average, 45 minutes a day listening to music.

Of course your station should be part of that mix, which means giving listeners a great mobile experience. That experience should include not just be access to your stream(s), but also on-demand audio and social engagement that will keep them listening longer.

You also need to remind your listeners about your mobile “accessibility” with frequent, creative on-air promotion. Remind listeners about all the places they can take you, whether it be to the beach, the gym, in their cubical, or in their home. Be specific with your promotions in order to plant the seed in the audience’s mind of where and when they can enjoy your station.

In addition to the time spent listening, mobile users are also consuming about 24 minutes of video per day. With production costs nearly negligible these days, there is no reason your station can’t be creating video content regularly. Whether at events or in studio, someone should be able to record some simple video with their own smartphone to post on your website and mobile app. The CPMs for video on mobile are impressive.

Parks Associates’ research also found that the highest usage was on carriers T*Mobile and Sprint. Could this perhaps be because those networks consumers skew a little younger? More importantly, this could be an opportunity for your sales department to be creative in developing partnerships with the carriers.

Finally, smartphone users are spending about 28 minutes a day playing games on their phones. At jacapps, we think there is a huge opportunity here for radio to create fun, engaging branded games that can extend time spent listening and just with your brand in general. This is definitely something to think about as you work on your mobile strategy.

If you want input on your mobile strategy, or want to learn more about monetizing your mobile assets contact Beth Ayers or me at 248-353-9030, or email sales@jacapps.com.

By: Bob Kernen

We spend a lot of time talking to our clients about mobile. Frequently, they want to start right away talking apps. That’s great, we’re thrilled that they’re engaged and interested in this exploding media-tech space. But we always try to back them up a step or two so we can understand more about them, their audience and their product. Out of those interactions, we’ve begun to zero in on some basic questions that are crucial to a successful mobile strategy.

1. What’s the big picture? Part of that process of stepping back is getting a more complete handle on their whole marketing and product plan. The best mobile strategy is one that integrates smoothly with everything else they’re doing, and lots of clients will make the mistake of thinking about digital as its own separate thing. It’s not. And it will only work if it’s a well thought out part of the big picture. So whether or not you have anything to do with the rest of the marketing plan, be sure to understand it. It’s the only way to craft a solution that will be successful.
2. What’s the mobile value proposition? A lot of people think they just “need an app,” but it’s crucial to understand exactly what function that app is going to serve. Is it delivering the product (distribution), or is it a consumer engagement tool (marketing)? You have to help your client understand where in the consumer value chain their mobile strategy sits, and how it improves the customer experience. Identify the goals and memorialize them in a way that allows you to revisit them throughout the development and deployment process.
3. What action are you trying to get the customer to take? Once you’re clear on the big picture and the value proposition, it’s time to dive into the details a little. Do you want more foot traffic? Are you looking to execute an e-commerce transaction? Or, is the product actually delivered via mobile? By knowing what the desired consumer action is in the app, you can design and prioritize functionality and make sure that what you want the user to do is easy and clear.
4. How do you plan to drive engagement? We’ve seen lots of great apps die terrible deaths because the brand forgot to promote it. Before building even begins you should be working with your client to outline a promotional strategy that will get people to download and use the app. What tools do you have/need to get consumers to engage with your brand? What else is being done (this is where the “big picture” thinking back in #1 comes in again) that can be leveraged to drive interest in the app.
5. What are your expectations from your marketing program? This may be the last item on the list, but it’s one of the most important. So often we see clients who get well into a mobile program and only then ask the question, “Are we succeeding?” Unfortunately, at that point, not only is it hard to know, it’s harder to change course. So, be very clear with your client about what success looks like. Determine the metrics that will be used to measure success, and know the variables that can influence those metrics so you can make any necessary mid-course corrections.

All of these questions are central to a successful mobile program, and you need to have this conversation with your client before you begin executing.

To learn more about monetizing your mobile assets contact Beth Ayers or me at 248-353-9030, or email sales@jacapps.com.