Monthly Archives: October 2013

The Power of Rich Media on Mobile Devices

Leave a reply

In a recent report from JumpTap, new data shows that auto ads are currently quite successful at grabbing the attention of mobile users’ due to the use of rich media.  The data further shows that tablet users are engaging a full 180% more with mobile auto ads that are built using rich media.

Some other interesting items in their data indicate that drivers of trucks are more likely to use Android devices while SUV drivers are more likely to be using Apple devices. And that auto related information is most likely reviewed in the early morning on PCs but on mobile devices early evening is the prime slot.

But it isn’t just auto buyers who are responding more often on mobile devices. Mobile consumers are looking for all types of video on mobile devices. And while many are watching video, others are reading content from publishers. Confirming PQMedia’s recent digital media spending forecast that predicts that digital media content and technology spending will push $1 trillion by 2017.

“We are seeing growing numbers of customers looking to build mobile applications that utilize rich media such as video,” states Kimber Johnson, Managing Director of Pacific App Design, “As the mobile application industry is rapidly maturing this is one of the trends that is standing out. Along with strong growth of mobile application use in retail settings and more and more powerful and functional business applications, this is one area that is making strong headway.”

Along with the growth of the use of rich media, better integration of online display advertising with mobile will be a key driver for increased spending on mobile display marketing next year. As evidenced by the success in the auto industry, we are seeing this need starting to be filled.

Don’t Forget Click to Call on Mobile Web Sites

Leave a reply

In a recent survey, taken by Google and Ipsos, data suggests that promoting telephone calls from mobile sites is very important. Specifically, the survey shows the value of a “click to call” button included on mobile web sites and in search data, as a substantial number, 70 percent, of users using mobile search used the “click to call” directly from Google’s search results.

But why are searchers using “click to call”? 59 percent of mobile searchers stated that it was the need for speed that motivated them to utilize “click to call”, 57 percent wanted to speak to a real person and 54 percent said they needed more information than the website could provide. Breaking down the data further, the primary reasons stated for calling a were to check business hours (52 percent), making a reservation or scheduling an appointment (51 percent) or to inquire about inventory, availability or booking information (47 percent).

Businesses that don’t have a “click to call” button in search results risk losing business to their competition. 41 percent of mobile searchers will check out other brands in the event their chosen brand has no “click to call” and another 41 percent state being annoyed and frustrated by the lack of “click to call” feature.

“Based on the research, driving phone calls should be a priority for businesses.” says Kimber Johnson, Managing Director of Pacific App Design. “A click to call button has been shown to be very effective in turning searchers into potential customers and should not be ignored in a businesses mobile marketing efforts.”