brand-e » mobile

Pinterest app re-pinned

admin — Tue, 07 Feb 2012 08:22:41 +0000

More interest in Pinterest? We told you last week how brands were getting into the digital pinboard. Well, now we can let you know that there’s an upgraded iPhone and iPad app for Pinterest on the Apple App Store. That means consumers can use their portable devices to browse pins from people and pinboards they follow, re-pin, like and comment on their favourite pins, as well as pin with their cameras.

Mobile ads spike

admin — Mon, 06 Feb 2012 14:02:58 +0000

Wondering how mobile advertising has fared over the last year. Wonder no more, thanks to the Mobile Advertising: From Barcelona To Barcelona infographic from inneractive (it refers to the 12-month period between last year’s Mobile World Congress in the Catalan city, and the upcoming event). Well, we now know that ad clicks are up more than 700%, while advertising revenues have spiked more than 500%. The fastest-growing region in terms of ad spend is North America (980%) followed by Europe (710%).

QR codes put action into mags

admin — Sun, 05 Feb 2012 11:44:56 +0000

Nellymoser surveyed the top 100 US magazines published issues betwen July and September 2011 and found that the percentage of advertising pages with at least one QR action code had risen from 3.5% in January to 5.8% in September, writes Maria Stadtmueller.

Advertising is outpacing editorial for QR action code growth – in January there were seven advertising action codes for each editorial code, by September, the ratio was nearly 20 to one.

“The strong action code growth we’ve seen in 2011 signals the growing importance of print-to-mobile campaigns to advertisers, in particular,” said John Puterbaugh, CEO of Nellymoser. “Print-to-mobile campaigns provide a compelling way for advertisers to connect with readers immediately that can’t be reproduced with a traditional print ad.”

In the third quarter of 2011, beauty, home and fashion magazine titles combined had the biggest share of action codes with 38%, with women a strong target audience for this mobile technology. Automotive, health and television categories represented 18% of magazine titles.

Tagging the Winter X Games

admin — Thu, 02 Feb 2012 14:40:33 +0000

ESPN has tasked media discovery company Shazam with supplying additional content to its coverage of the Winter X Games Aspen 2012. When winter sports fans use Shazam to tag the live telecast they will be able to access video highlights, photos, results and music, as well as connect to related social media. A portion of Winter X Games 2012 promos will also be Shazam-enabled.

“The X Games has always been more than a sporting event – it’s a lifestyle event, too,” says Carol Kruse, ESPN’s svp of marketing. “Shazam for TV will help us create a more connected experience for fans by bringing the great music and culture of the event, as well as photo galleries and highlights.”

Virgin on AR

admin — Tue, 31 Jan 2012 14:10:38 +0000

Virgin Media and content agency Redwood are rolling out a new customer magazine which will make heavy use of augmented reality in its editorial pages thanks to a Blippar app. The brand wants the mag to reflect encourage readers to explore its range of entertainment, broadband and mobile services.

The launch edition will include a guided tour of the publication together with – who else? – Richard Branson, as well as games, trailers and exclusive content related to TV shows and films.

NET-A-PORTER apps with Karl

admin — Tue, 31 Jan 2012 08:07:43 +0000

NET-A-PORTER is deploying its augmented reality shopping windows around the globe for its new Karl Lagerfeld collection. Consumers turning up at the stores with the NET-A-PORTER iPhone/iPad app simply target different fashion elements in the windows to fire up content such as model showcases, video catwalks and product info for retail.

By the way, the NET-A-PORTER Karl fashion app also features a contest tasking users with finding five Karl heads in a monochrome maze, while they can also get ‘Karlified’ by snapping a photo of themselves and giving it the Lagerfeld look.

Right now, it’s Karl’s world…

The Pixel Lab is back

admin — Fri, 27 Jan 2012 15:01:36 +0000

Power To The Pixel is back with the third iteration of its cross-media course, The Pixel Lab, in Potsdam, Germany, at the beginning of July. Participants will develop the skills to create, finance and distribute cross-media stories spanning any combination of film, interactive, live event, mobile, gaming, TV, publishing and online.

PTTP will select up to 40 European producers, storytellers, decision-makers and executives to attend an the six-day Pixel Lab, with confirmed tutors including Nuno Bernardo of beActive, Ben Grass of Pure Grass Films, PTTP’s Tishna Molla and Michel Reilhac of ARTE.

Post Germany, Pixel Lab cross-media project producers will come to London in mid-October where they will receive pitch presentation mentoring from an industry expert and attend Power to the Pixel’s Cross-Media Forum.

More info on The Pixel Lab 2012 here

Upping app ROI

admin — Wed, 25 Jan 2012 13:55:17 +0000

IDC reckons it has identified six distinct consumer market segments for mobile apps in the shape of Tech Evangelists, Impulse Buyers, Experimental Adopters, Pragmatic Purchasers, Green Buyers, and Disengaged Functionalists, writes Steve Mullins.

Unsurprisingly, it’s those in the first category who have been found to be particularly influential.

“Tech Evangelists not only own the most devices and utilise the most advanced functions, features, and apps, they are also the group that drives adoption of device ownership and usage by other market segments,” says Michael DeHart, director of IDC’s Global ConsumerScape 360 deg programme.

“In terms of formulating a strategy for the prioritisation of app development and marketing, focusing on Tech Evangelists’ download and usage of apps will deliver the largest ROI by far in terms of segment-based app development and marketing.”

IDC says free apps comprise 85% of the total app market, while the most popular free apps are gaming, music, social networking, weather, news, entertainment and navigation. In the paid apps market, top sellers are music, games, navigation, entertainment, and books (a category that does not perform well in the free app space).