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The definitive guide to selecting a mobile event app: simple questions for success It's hard to believe because we're so reliant on them now, but mobile apps have only recently become a must-have for event professionals all over the world. And as the event industry continues to evolve at a rapid pace, a simple fact has become clear: Event attendees don't just want a mobile event app—they expect it. Innovative mobile event apps are making events more efficient, more engaging, and more trackable than ever before.
Chart of the week: Steady increase in digital ad spend targeting kids Research by PwC indicates a strong trend towards money being spent on advertising aimed at kids under the age of 13 on all digital platforms. The kids digital advertising market could hit the $1.2 billion mark by 2019, then representing 28 per cent of all advertising directed at the youngest. Because kids ad spend is expected to show only moderate growth overall, the kids’ segment is expected to grow by transitioning away from traditional media, such as TV, towards digital platforms, such as smartphones, tablets, and PCs. In this respect, the kids’ advertising market has so far trailed behind the overall advertising market, which has been in sustained transitioned towards digital for much longer. This slower pace can partly be explained by tighter ethical guidelines and stricter regulation. For example, there are bans on collecting or using so-called Personally Identifiable Information (PII) including cookies without parental consent. This somewhat more bumpy terrain can only be navigated by tailor-made technical solutions and a specialised support industry. There seems to be a culminating point in this industry segment. The just released 'Kids Digital Advertising Report' 2017 states: "There are a growing number of companies giving increasing focus to providing the technology or buying services for kids digital advertising, which will further facilitate growth in this market." So, actual investment or investment potential gives rise to better infrastructure and services, which in turn increases investment - a classic tale of accessing market spaces under slightly more challenging conditions. https://blog.superawesome.tv/2017/09/08/pwc-estimates-kids-digital-ad-market-will-reach-1-2b-by-2019/
Level up your attendee engagement: Use a mobile app to achieve your event goals Your event is more than the sum of its parts. Beyond bringing people together and delivering great content, you likely have your own mission to complete. Whether it’s to raise money or increase memberships and sales, engagement will give you the boost you need to level-up your event. And a mobile event app can help you do that.
Chart of the week: 'Media and entertainment' is the second most launched app category In the first half of 2017 there were close to 16 monthly app launches per user on average worldwide. According to data analysis firm Localytics (https://www.localytics.com/lp/cheat-sheet-overall-app-benchmarks-h1-2017/), the most used apps are in the social media category. The second best performing type of apps were in the media and entertainment segment. According to Localytics, whose numbers are based on data from more than 37,000 apps, the session length amounted to 4.63 minutes per month, which is the average time spent in an individual app across all sessions per month. The total amount of time spent in apps throughout the month amounts to 73.57 minutes.
DIS USA Tour November 2017: Fact sheet (extended) 12 - 17 November 2017 | San Francisco & Seattle: Immersive, in-depth and meaningful learning experiences for senior media
DIS USA Tour November 2017: Fact sheet 12 - 17 November 2017 | San Francisco & Seattle: Immersive, in-depth and meaningful learning experiences for senior media
Chart of the week: How annoying is advertising in newsletters? Marketing through emails is pretty effective, yet difficult to execute. One thing about newsletters is that people want what they ordered. So people, who for example signed up for news and current affairs, seem allergic to having the content diluted by advertising. A survey by Statista (http://static2.statista.com/download/pdf/Newsletter_Advertising_Whitepaper_US_2017.pdf ) found out that 26.8 per cent of all American respondents thought ads in newsletters were very annoying. Another 48.5 per cent of respondents thought that those ads were either 'not too' or 'kind of annoying'. So, counting together all of the annoyed you're talking about 3 in 4 people (75.3 per cent) who could do without ads in e-mail newsletters. Only 12.2 per cent of respondents weren't annoyed at all.
Chart of the week: The smartphone duopoly Back in 2010, the smartphone market was quite fragmented. BlackBerry was still going strong, Symbian was present on millions of Nokia phones and Samsung was still experimenting with its own operating system, Bada. For app developers and publishers alike, it wasn’t easy to decide which platforms to support and which ones to ignore. Nowadays, things are much easier as there are basically just two relevant smartphone platforms left. As our chart from Statista illustrates, devices running Android and iOS accounted for more than 99 per cent of global smartphone sales in 2016, according to market research firm Gartner. All other platforms, including former market leaders BlackBerry and Microsoft’s Windows Phone have been rendered all but irrelevant.
Chart of the week: China's parallel online universe When people in the Americas, in Europe or many other parts of the world go online, they mostly use the same services and platforms. U.S. companies such as Google, Facebook and Amazon are so dominant in their respective fields, that most people consider them global market leaders. There is one major market however, where the internet looks entirely different and hardly anyone uses the services that are ubiquitous in the Western world, and that is China. Favoured in part by the Chinese governments’ censorship practices and in part by cultural differences, a parallel online universe exists behind what is often playfully referred to as the “Great Firewall”. The following chart from Statista illustrates of how domestic players are miles ahead of their US competitors in the Chinese markets for web search, social media and ecommerce.
Chart of the week: Which online video ads are playing all the way through? Online video advertising is picking up. At least in the sense that the completion rate (VCR), instances in which the whole video played through, is up comparing Q2 2017 to Q2 2016 data. Play-through impressions from all devices showed growth, according to a report by Extreme Reach (http://extremereach.com/wp-content/uploads/2017/07/ExtremeReach-video-benchmarks-2017Q2.pdf). Connected TV, which comes closest to traditional TV, is on the forefront, with 94 percent of videos playing all the way through. The TV sets that are connected to the internet make up 18 percent of all relevant impressions. Looking at the numbers for desktop devices - that still serve the most impressions (35 percent) - year-over-year VCR growth is slow, growing just two percentage points to a still solid 68 percent completion rate. The tablet's share of impressions has gone down by 10 percentage points but the completion rate showed a lot of growth (20 percentage points). Mobile has gained in impression share, closing in on desktops, and has shown good growth in completion rate too.
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