Archive for the ‘mobile Opinion’ Category

Getting Location Right

SPONSORED POST Track the location accuracy of your mobile ads with Thinknear's Location Score Tags By Eli Portnoy, President & GM of Thinknear by Telenav Imagine you are about to hurry home from work to your hungry family. You check your phone and happen to see an ad for a healthy takeout spot. Great news! It seems your dinner problem is immediately solved. You investigate further and find out that it’s got great food and customers are raving about it. Unfortunately, you also find out the restaurant is 25 miles out of your way. Too bad. Full Article
July 24th, 2014
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How Three Targeting Tools Can Drive Mobile RTB Adoption

This column is written by Jim Caruso, VP-product strategy at Varick Media Management
April 22nd, 2014
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Direct Still Wins Over Programmatic in Mobile Advertising

A recent Forrester report
April 18th, 2014
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Collective’s Frederick Stallings on the Keys to Mobile Multiscreen

As senior director of mobile product strategy at Collective
April 9th, 2014
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Why There Won’t Be a ‘Next’ Silicon Valley

From New York to Vegas, every major city these days fancies itself a technology hub. But despite there being strong digital players all around, writes Derek Thompson for The Atlantic
April 8th, 2014
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Paran Johar: My Wild Mobile Ride Through LA

With our third Mobile Media Summit LA
March 29th, 2014
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Beacons Provide New Loyalty-Building Opportunity for Entertainment Brands

While entertainment brands and film studios
March 18th, 2014
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Why Mobile Marketing Must Move Past Physical Location

Location is an amazing tool for mobile marketers, but the industry must be smart about how it uses the technology and think about more than just where the consumer is physically. Location marketing "requires a holistic understanding of how your target consumer uses mobile on their path to purchase" and delivers "information that entices, delights or fulfills a need for your product or service," writes Wahlstrom EVP-Managing Director Deborah Lance
March 12th, 2014
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Brands vs. Agencies: Who Will Own Mobile Data?

There may soon be a showdown over who owns the consumer data generated by mobile. While ad agencies have traditionally played a critical role in how big brands take their messages to consumers, in mobile, that role may evolve if brands make a play to control customer data. Further putting pressure on the role of the agency in the era of Big Data is how rapidly platforms are evolving, making it challenging for agencies to build solutions fast enough. Additionally, the number of specialized companies and independent consultants focused exclusively on leveraging mobile data now make it even harder for agencies to keep up, said PlaceIQ
March 5th, 2014
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Is Start-Up Culture Derailing the MBA?

Most in the startup community are aware of the prevalent opinion that it’s best for wannabe tech entrepreneurs to bypass getting an MBA in order to get their hands dirty right away. Instead, building a startup from scratch, winding it up and letting it go has become the new MBA. B-schoolers may be perceived as "math-oriented overachievers who ... put off the real world," and some argue that MBAs act entitled and lack company loyalty. "But if startup culture doesn’t soon expand its conception of what a successful founder looks like, it risks becoming — and remaining — just as bland, homogenous and stuck as the B-school community many of its members disdain," writes Science Inc. CEO Mike Jones
March 2nd, 2014
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Why the Old Silicon Valley Is Dead — and Not Coming Back

The Silicon Valley of the past, which developed the advanced technology and amazing devices we now use everyday, "is simply dead, and it isn’t coming back," writes Danny Crichton for TechCrunch. Venture capitalists have long ago discovered that social media is where the money is, and messaging products are by nature viral, making their growth inevitable. And that's why the WhatsApp acquisition is just business as usual in the Silicon Valley of today. Read more
February 20th, 2014
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Multiscreen in 2014: What to Expect in Cross-Device Marketing in the New Year

By Are Traasdahl, founder and CEO, Tapad
Tapad CEO and founder Are Traasdahl has more than 15 years’ experience in mobile and digital content and was recently named one of Business Insider’s “Most Important People in Mobile Advertising: 2013." He is a frequent contributor on mobile advertising technology for outlets such as CNBC and Bloomberg News, and he has been featured in Forbes, the Wall Street Journal, Ad Age and other major news outlets. 2013 was a big year in mobile marketing. There was lots of marketing consolidation, breaking down digital advertising silos and allowing for cohesive messaging; smart devices were everywhere, with nearly six per US household; and while tablets sized down, phones got bigger—a possible indicator of streamlining to come. Full Article
December 29th, 2013
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Can There Be a Winner Among the Mobile Messaging Apps?

Instagram's recently launched Direct feature, which lets users send each other direct messages, pits Instagram against a horde of other messaging apps and micro-social networks all trying to be on top. That now includes Twitter, which just launched a new photo-enhanced direct-messaging feature of its own, as well as Snapchat, Kik, WhatsApp, and Facebook’s own branded messenger service.

Mathew Ingram of GigaOm argues that the reason so many different messaging apps exist is that each different messaging app is used to communicate to a different set of people, and says there will never be just one "email of chat." Read more
December 16th, 2013
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Is Little Data the Next Big Data?

Online and offline actions are being tracked, aggregated, and analyzed at dizzying rates in this era of Big Data. But while Big Data gets all the attention, technology has also enabled "Little Data" to flourish, writes Wharton marketing professor Jonah Berger. From measuring how many calories we ate for breakfast, to how many miles we got in on a run, we can use data to optimize our behavior. But just because we have certain metrics in hand doesn't mean we should obsess over them, he says. Read more
September 8th, 2013
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Why Millennial Bought Jumptap

Millennial Media said this week that it is acquiring Jumptap for approximately $200 million. With this acquisition, the company adds expertise in programmatic buying, third-party data and performance marketing as it looks to build a mobile-advertising powerhouse capable of holding its own against Google. However, as Chantal Tode writes for Mobile Marketer
August 16th, 2013
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