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BizReport : Mobile Marketing : August 22, 2012

How mobile is engaging with ads

Mobile is exploding all over the place. From video and content consumption via tablet, to social networking access via smartphone and general shopping from both tablets and smartphones, brands are quickly playing catch up with consumers in the space.

by Kristina Knight

According to ScanBuy there were more than 16 million mobile barcode scans (Q2 2012), up about 22% over Q1; about half of the scans coming from shoppers over age 35. In June alone more than 5 million scans were performed. Scans for toys, wireless, beverage and health/beauty products led the way.

Meanwhile, the MoPub Q2 Mobile Advertising: Marketplace Report shows that, on their platform, iOS is generating slightly more eCPMs than Android, with full-screen iPad landscape ads showing the biggest increases in pricing. Social networking and Music/Lifestyle Apps showed strong growth, and countries including the US, Spain, Australia and Canada showed some of the highest eCPMs.

Who are smartphone users? A new study from the Online Publisher's Association (OPA) finds these people are first and foremost very connected to their devices. More than two-thirds say they 'can't live without' their smartphone. There are 107 million Americans who now own a smartphone, up 11% since 2011, next year at least 142 million Americans are expected to be in the smart-realm.

What's more these consumers are engaging not only with content and social networks, but with advertising. According to the report 39% have taken action after seeing an ad on their smartphone while 15% have clicked through an ad. Once they've seen an ad, by the way, most (79%) have taken some action.

While using their device these consumers are likely to watch video, use the device as their 'preferred media device' and paid for content. And, this segment of the population is cross-platform, meaning they engage through different mediums, giving advertisers more time to engage.

Tags: mobile ads, mobile content, mobile engagement, mobile marketing, mobile trends, mobile users, MoPub, OPA, ScanBuy

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