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BizReport : Mobile Marketing : March 07, 2013

Platforms offer measurement, ad options for mobile brands

Three new developments in the mobile space could set brands on a firmer mobile foundation. Here are the details:

by Kristina Knight

First, from Hitwise, a mobile data portal set up to offer insights into consumers' mobile behavior. According to comScore nearly half the US consumer base now has a smartphone; some reports note that more than 10% have adopted tablets. These mobile consumers have behaviors that are specific to their devices and interests so a tool that identifies those behaviors is important for mobile brands.

Some early findings from the report include:

• 17.27% of mobile users visited (week of February 23), making it the hottest mobile stop
• 4% visited YouTube and 2.65% visited
• The top 3 sites accounted for nearly 1 hour of time spent on mobile sites

Meanwhile, from Fiksu, news that app downloads are on the rise. Again. For January 2013 Fiksu notes app downloads surpassed the 6 million per day level in January. With more mobiles downloading apps, it pushes the cost-acquisition model down as well. According to Fiksu's Cost per Loyal User Index is now costs app developers $1.56 to acquire a new customer, a decrease of 7% (11 cents) from December 2012.

Finally, a new ad program is out there for app developers. From Rovi Corporation has released its Rovi Advertising Service, which supports both display and video ads for mobile devices and connected TV apps.

"As connected device adoption ascends and consumer affinity for apps intensifies, new revenue opportunities are emerging such as those provided by Rovi Advertising Network," said Heather Way, senior research analyst, Parks Associates. "More than ever, app developers with ad-supported business models must participate in multi-platform networks that help brands effectively reach and engage consumers in an increasingly complex and fragmented entertainment environment."

Developers who integrate the new ad service will also have the option to use campaigns from the Rovi Ad Network to their infrastructure.

Tags: Experian Hitwise, Fiksu, mobile ads, mobile marketing, mobile marketing tools, Rovi

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