Mocean Mobile Blog

Will Mobile Ads Go Universal?

2012-02-27T08:45:00.003-08:00

by Amy Vale

I’ve been hearing a lot of conversation recently about the concept of the “Universal Creative” and whether it is more valuable to make unique rich media creative which works well for mobile, or develop an ad that can run in as many different channels as possible. First of all, what does “Universal Creative” actually mean? In the context of mobile, this means the development of global ad units across all mobile media channels: mobile web, messaging, applications and mobile video and TV.

What does all this mean for advertisers and publishers? For advertisers, this means creating once and being able to run everywhere. Put another way, agencies will be able to quickly and easily run ads across applications from different publishers. For publishers, it means a bigger supply of ads that are compatible with them, and therefore higher ad revenue potential. The important consideration is the tradeoff between the scale and engagement of ads. Great creative needs to strike a balance between reaching as wide an audience as possible and being unique and engaging.

The Mobile Marketing Association (MMA) developed a set of “universal” guidelines with the aim of reducing the effort required to produce creative material and ensure that advertisements display effectively on the majority of mobile phones, regardless of device. Similarly, the Interactive Advertising Bureau (IAB) has established a common Application Programming Interface for mobile rich media ads that will run in mobile apps. This is a standardized set of commands, designed to work with HTML5 and JavaScript that developers creating rich media ads will use.

IAB explains that, “Innovation in mobile rich media ad serving has led to many exciting possibilities for content publishers and advertisers, but it has also created inefficiencies that often delay and inhibit the optimal monetization of content.” The standardized commands intend to simplify the process for designers of ad creative and increase the likeliness that agencies will leverage mobile into their media buys.

Mocean Mobile believes that rich media should be able to run as broadly as possible as advertisers and publishers benefit from having ads that are capable of running the most sophisticated rich media but still be compatible with almost any mobile site.

HopStop Taps Mocean Mobile to Accelerate Monetization Efforts

2012-02-24T10:07:00.002-08:00

It’s been a great couple of weeks for Mocean Mobile and our valued clients in the media. Just this week, we announced that Hopstop has selected our platform to monetize their content after a long selection process.

Joe Meyer, Hopstop CEO weighs in on the idea of leveraging location-based ads in an interview with Digiday’s Jack Marshall:

“If I’m entering my location in order to get directions, it feels logical getting a location-based ad in that context. If I’m trying to locate my destination and I’m offered a coupon for Starbucks a block away from it, that feels good to me. It could feel creepy in another context.”

To see more on why HopStop chose the mobile ad serving standard, click here.

Rich Media Mobile Advertising-Will It Add Up To Riches?

2012-02-20T08:05:00.001-08:00

by Amy Vale

Publishers often ask us what is the real benefit of rich media mobile advertising, some people aren’t clear exactly what it is, so we thought we would give you the rundown. It is important for you to know about rich media mobile advertising so you make an informed decision when choosing multimedia features to include in your rich media ads. We think it is vital to get on board the rich media bandwagon.

So, what exactly are rich media ads? Rich media allow multimedia applications to be encapsulated in different virtual mobile contexts, including mobile Web browsing or mobile applications. It offers multimedia experiences to users that go beyond simply displaying text, static pictures and animations or video. It allows users to enter media elements, for example, ad banners by extending them across the page, creating a larger surface area for the display of information and interaction.

And, what are the benefits? Rich media advertising offers the advantage of creating an exciting user experience and the ability to convey information to the user more effectively than conventional display advertising. A format characterized by the use of sophisticated graphics, animation or streamlining video provides an immersive user experience, enabling advertisers to effectively reach consumers and inspire interaction with the brand. One of the other major selling points for rich media units is that they allow users to interact with the ad without having to leave the app, rather than clicking through to a mobile browser.

Agencies and publishers love the attractive and eye-catching features of the rich media ads, and this has shown to result in higher interaction and conversion rates than standard mobile banners, facilitating user interaction and brand engagement.

Research now shows that some major US retailers have experienced massive increases in click-through rates when switching to rich media mobile advertising – take for example, a 357% jump seen by a popular luxury auto manufacturer, a 455% increase for a quick service restaurant and a 214% upswing seen by an athletics manufacturer. These statistics are incredible!

Other benefits for consumer user data that have been identified include:

Features like expandable banners are effective in collecting consumer responses.

Consumers have the flexibility to switch between rich media and the core content. Customer engagement can be measured at all times regardless of exposure or interaction. It can also help publishers gain insight into user behavior.

The huge rising in the popularity of the tablet represents an even bigger opportunity for rich media because of the larger screens and ability to interact more easily with ads. Have a chat with one of the experts at Mocean Mobile who are helping some of the biggest content producers all over the world maximize revenue through mobile.

How to Drive Mobile Strategy: Look Beyond What’s Available in Mobile Today

2012-02-16T09:53:00.000-08:00

by Amy Vale

While mobile is still in it’s early stages in the eyes of many publishers, it’s the clients of Mocean Mobile like TV Guide who are really pushing the boundaries to move the needle for their advertisers. Seen in this story posted by Digiday’s Jack Marshall, Christy Tanner from TV Guide outlines their commitment to mobile and how Mocean Mobile will help them deliver on their goals for 2012:

“It’s definitely early days for mobile advertising. The challenge for us as publishers is to create the right creative opportunities and ad-technology options for advertisers, and that’s what we’re trying to do.”

This story is a perfect example of how innovation from a technology partner, dedication to understanding advertiser and audience needs, and a sound mobile strategy can have the potential to maximize revenue and gain market share.

To speak with a mobile ad-serving expert from Mocean Mobile, click here.

Rich Media Mobile Advertising. Will It Add Up To Riches?

2012-02-13T13:09:00.000-08:00

by Amy Vale

Publishers often ask us what is the real benefit of rich media mobile advertising, some people aren’t clear exactly what it is, so we thought we would give you the rundown. It is important for you to know about rich media mobile advertising so you make an informed decision when choosing multimedia features to include in your rich media ads. We think it is vital to get on board the rich media bandwagon.

So, what exactly are rich media ads? Rich media allow multimedia applications to be encapsulated in different virtual mobile contexts, including mobile Web browsing or mobile applications. It offers multimedia experiences to users that go beyond simply displaying text, static pictures and animations or video. It allows users to enter media elements, for example, ad banners by extending them across the page, creating a larger surface area for the display of information and interaction.

And, what are the benefits? Rich media advertising offers the advantage of creating an exciting user experience and the ability to convey information to the user more effectively than conventional display advertising. A format characterized by the use of sophisticated graphics, animation or streamlining video provides an immersive user experience, enabling advertisers to effectively reach consumers and inspire interaction with the brand. One of the other major selling points for rich media units is that they allow users to interact with the ad without having to leave the app, rather than clicking through to a mobile browser.

Agencies and publishers love the attractive and eye-catching features of the rich media ads, and this has shown to result in higher interaction and conversion rates than standard mobile banners, facilitating user interaction and brand engagement.

Research now shows that some major US retailers have experienced massive increases in click-through rates when switching to rich media mobile advertising – take for example, a 357% jump seen by a popular luxury auto manufacturer, a 455% increase for a quick service restaurant and a 214% upswing seen by an athletics manufacturer. These statistics are incredible!

Other benefits for consumer user data that have been identified include:
• Features like expandable banners are effective in collecting consumer responses.
• Consumers have the flexibility to switch between rich media and the core content.
• Customer engagement can be measured at all times regardless of exposure or interaction.
• It can also help publishers gain insight into user behavior.

The huge rising in the popularity of the tablet represents an even bigger opportunity for rich media because of the larger screens and ability to interact more easily with ads. Have a chat with one of the experts at Mocean Mobile who are helping some of the biggest content producers all over the world maximize revenue through mobile.

Automotive Industry Recognizes the Value of Being Mobile

2012-02-07T07:28:00.000-08:00

by Amy Vale
Starting this week, we are going to be looking into different industries and how they are each using mobile or starting to recognize the advantages of mobile marketing. The best way to do this is by looking at some interesting examples of mobile campaigns that have been done. This week is auto dealerships and car sales. Big players in this industry, globally, have quite fully embraced mobile marketing to its full potential, using highly creative and innovative approaches incorporating both interactive apps and mobile ad campaigns.

A great example is Lexus - In Australia, Lexus rolled out the “Lexus CT City Challenge” app and a mobile ad campaign to generate widespread awareness and to increase purchases of their new CT 200h model. Their app (developed via a custom made 3D engine and featuring realistic physics, animation, sound effects and an original soundtrack, with a look and feel to match the Lexus brand) was a game that challenged players to take the Lexus car for a virtual “spin” on different courses modelled on Australia's capital cities. There was also a powerful incentive - a live playoff at a Motor Show with the winner receiving a brand new car. The app also cleverly incorporated a social media strategy – players could broadcast their scores across sites like Facebook and Twitter, challenging friends to download the game, or beat their scores.

To build awareness of the brand and to encourage people to download the app they also created a mobile ad campaign, which ran for 2-3 months across iPhones, iPads and iPods. Their “click-to-download” banners were displayed on popular mobile apps such as Words With Friends, Angry Birds, WeatherZone, and various mobile Web sites. The Lexus campaign was by all accounts, a highly successful marketing project, and the interactive app generated real engagement with the brand in the younger market.

Other automobile companies are also rolling out mobile campaigns to build brand presence and increase profit. Lincoln ran a holiday campaign, “Get more than you wished for” where consumers could learn more about the new MKZ car. A mobile site incorporated a video section where prospective buyers could watch a clip explaining the car features, and users could also locate nearby dealers by using the device's GPS and then contact those dealers for pricing and availability.

Volvo had also rolled out a mobile campaign, titled “Are you naughty?” with the catchy phrase, “There is more to life than playing it safe.” The mobile ad gives drivers and potential purchasers the opportunity to learn more about the all new Naughty Volvo S60. The ad also allows users to register to participate in “special driving events” across the country including a drag race which carries on the theme of “naughty” driving. This campaign is a great example of a mobile campaign fully embracing mobile and rebranding by appealing to a target audience.

As you can see, mobile marketing is a trend that automakers and car dealerships are really getting into. Lexus’ case is a great example of an innovative business that can see the value in moving into mobile. Volvo has also realized that mobile is the way forward for truly engaging consumers with the brand and provides the opportunity for great rebranding. Automobile is now very into mobile!

Mobile Banking Leads to Innovation

2012-01-30T09:37:00.000-08:00

by Amy Vale

Two big financial institutions have added a “mobile deposit” feature to their smartphone and iPhone applications to help consumers easily deposit checks via their mobiles. E-Trade and Chase bank have updated their mobile apps in order to cater to mobile consumers. In 2012 we can see that companies across different industries need to step up their mobile app and mobile web strategies to include more advanced features. Financial institutions have really shown themselves to be one of the leading industries in mobile marketing and mobile development. Others take heed!

E-Trade, a financial institution that offers business investors online brokerage and banking service, added the feature after seeing approximately 17% of all logins happening via mobile. The company has mobile applications for iPad, Android and BlackBerry devices and are a great example of a developer really catering strategically to the wants and needs of their consumers as well as keeping right on top of the developments in the world of mobile.

“Our strategy is to provide customers with the tools they need to manage their investments with whatever channel they choose to use,” said Eric Johnson, manager of product management at E-Trade, New York. “We are excited to offer our customers a more convenient way to manage their money with mobile deposits.”

It is certainly convenient - to make a deposit you use your mobile device’s camera to take a picture of the check you want to deposit, you can then select the account to send the check to. It is as simple as that!

In addition to the advancements to their iPhone app, E-Trade has made other additions to the company’s iPhone and Android apps. They are now equipped with complex trading options, streaming charts, CNBC videos and advanced search functions have been added to the Android app. Another example of a company that is using mobile deposits is Chase, who rolled out this function to their apps in 2010.

We reported to you before that according to The Lafferty Group, a consulting company that does banking research, by the year 2029 most banking transactions are going to be done on a mobile device. This is a very important statistic for mobile developers and publishers.

Financial institutions are already on board with advancements in mobile, but this kind of advancement in the mobile app world is not unique to mobile banking. Companies should be thinking on a larger scale about features they can add to their apps and mobile sites that will improve the user experience and put them ahead of the game. Mobile banking has become beyond the point of convenience for consumers and users now expect their banks to not only have mobile apps but have innovative features too.

Will Smartphones Be Able To Read Our Minds?

2012-01-23T08:12:00.000-08:00

by Amy Vale
Tech companies are predicting that in the next five years we will no longer need passwords, and mobiles will be able to do things without us actually using the touch screen because we will be able to control our smartphones and laptops with our minds. Sound crazy and futuristic? Maybe. But researchers at tech companies such as IBM are working on making these ideas a reality, and the tech giant is including this as one of its main ideas in its sixth annual "5 in 5" report, five technologies "that have the potential to change the way people work, live and interact during the next five years."

Mind reading technology, known as bioinformatics, has already existed in simple forms including the work of toy makers and engineers for example the designing of headsets with advanced sensors to read electrical brain activity that can recognise facial expressions, excitement and concentration levels. Now, companies are working on mobile devices that you can control with your mind. For example, rather than having to tap on a touch screen or through a series of buttons to place a phone call, if the designs become a reality we may need only to imagine calling someone and a mind-reading phone will be able to make the connection and dial the number for you. This takes the smart in smartphone to a whole new level!

An example of this sort of technology and biometric data is already hitting the mobile mainstream with facial recognition applications. According to Samsung, the Galaxy S II and Galaxy Note smartphones are in for an update in 2012 to Ice Cream Sandwich which has a unique app called Face Unlock that uses facial recognition technology to unlock the phone. When you press the power button, the front-facing camera on the phone activates and scans your face through recognition software. If your face matches the one used to setup Face Unlock, the phone is unlocked. Despite the criticisms of the app, that it can be finicky and flawed, the new software is a sign that we are moving toward more bioinformatics in mobile.

"Your biological makeup is the key to your individual identity, and soon it will become the key to safeguarding it," IBM said. "Imagine you will be able to walk up to an ATM machine to securely withdraw money by simply speaking your name or looking into a tiny sensor that can recognize the unique patterns in the retina of your eye. Or by doing the same, you can check your account balance on your mobile phone or tablet."

This has the potential to fundamentally change the way we use mobiles, and in fact all technology. If IBM is correct and mind reading technology is on its way, we may have to prepare for a mobile revolution – but maybe they already know this if they can read our minds.

New Years App!

2012-01-10T10:59:00.001-08:00

New Years App!

by Amy Vale

Now that the holidays are finished, I have been reflecting on all that has happened this past year. If I had to name it, I’d call it “The Year of the App”, and I thought it would be interesting to take a look at what were voted the best apps of 2011 to see what we can learn from them.

Time Magazine’s list is comprehensive, so I have chosen one from a few of the main categories. In the travel category, Kayak has been named as one of the top apps. One app covers a broad range of functions. It lets you compare flight, hotel and car rental deals, and even book a hotel through the app, track your flight status, view and manage your trip itinerary, look up baggage fees and even access airline numbers and airport information. The app has been getting mixed reviews but its success stems from the fact that it has brought together so many different aspects of travel planning and booking.

In the Lifestyle category, you cannot go past the Amazon app. It lets users connect to their account with the swipe of a finger, fill your shopping cart or track the status of recently placed orders. The app also allows you to scan any barcode to search for comparison prices, or snap photos of a product and quickly find it on the web.

We could not complete a 2011 list without Kindle. Remember when you could only access Kindle’s library through a kindle? With the introduction of the free Kindle app, you can buy and read any e-book available on Amazon.

My personal favourite is the Skype app. It uses your phone's data connection to make free calls to other Skype users over Wi-Fi networks or even simply a 3G connection. Together with low-cost international calling plans and built-in instant messaging you've got a brilliant all round communication app.

These four apps took the mobile world by storm because they transformed the way in which people used their mobile device, smartphone or iPad. They provide a service that is convenient, desirable and relevant. Whether it is accessing free e-books, making free calls, comparing a flight deal or booking a last minute hotel, these apps exemplify how people are now turning to their mobile devices for ease and convenience of everyday living. We would even go as far as to say that apps are taking over from other websites, and soon people will rely solely on their mobile apps for everything.

Banking on the Go!

2012-01-10T07:40:00.000-08:00

by Amy Vale

Remember the day when you had to physically go into a bank to transfer funds between accounts or make a payment? What about the days when you had to go home or to the office to use the computer to get a transaction history?

We all know by now that the mobile space is hot, and mobile banking has enjoyed basking in the heat. Twenty of the top fifty financial institutions in the U.S. had already implemented mobile banking by 2008. In 2009, this number grew by 25%. By January 2010 the growth seemed to have slowed down. Surprisingly, not all banks today have jumped onto the mobile bandwagon. Considering the data now emerging, we have to wonder why some banks and financial institutions are not embracing the mobile market, not least because it is the way we seem to be moving forward.

According to The Lafferty Group, a consulting company that does banking research, by the year 2029 most banking transactions are going to be done on a mobile device. This is an astounding finding! What’s more, is that a new survey from ING DIRECT found that nearly half of Canadian and U.S smartphone users (49%) expect to do banking from their mobile device in the next 12 to 24 months, and this number grows to 64% when looking at the younger population, those aged 18 to 34. What we are seeing is that the younger generation is leading the way forward with mobile banking and the growth of the mobile space in general.

Overall, the adoption of mobile banking is a great thing for customers. Having the ability to perform most important banking functions while sitting outside with a take out coffee and your mobile in your pocket, especially important tasks such as getting an instant balance inquiries or transaction history, two key ways to avoid overdrafts and prevent fraud. It's also easy to understand why banks are fans of mobile banking. Not only is it a way to appeal to a younger demographic, who don’t want to have to visit the bank, but it also means less customer traffic in the branches, allowing banks to cut costs and keep fewer branches open.

So, for those banks that are mobilized, what is working and why? According to MM&T, some 66% of those people who have done mobile banking in the last 12 months have used their bank’s mobile app, compared to 34% who simply use their smartphone browser to reach the bank’s website. Apps are the way to go. Citibank has even gone a step further, having created three separate mobile apps; one for iPhone and iPad, another for iPod Touch, BlackBerry and Palm smartphones, and a third one for the other kinds of basic cell phones.

The mobile banking boom points further to the fact that we live in a time where convenience at your finger tips (literally) is now a requirement. Not just banks, but all retailers and publishers must see that the mobile world is huge and is only getting bigger and bigger.

The Benefits of Rich Media in Mobile Advertising

2011-12-20T13:24:00.000-08:00

by Amy Vale

Publishers often ask us “what is the real benefit of rich media mobile advertising?” Some people aren’t clear exactly what it is, so we thought we would give you the rundown. It is important for you to know about rich media so you make an informed decision when choosing which multimedia features to include in your mobile advertising campaigns. We think it is vital to get on board the rich media bandwagon.

Rich media allows multimedia applications to be encapsulated in different virtual mobile contexts, including mobile Web browsing or mobile applications. It offers multimedia experiences to users that go beyond simply displaying text, static pictures and animations or video. It allows users to enter media elements, for example, ad banners by extending them across the page, creating a larger surface area for the display of information and interaction.

And, what are the benefits? Rich media advertising offers the advantage of creating an exciting user experience and the ability to convey information to the user more effectively than conventional display advertising. A format characterized by the use of sophisticated graphics, animation or streamlining video provides an immersive user experience, enabling advertisers to effectively reach consumers and inspire interaction with the brand. One of the other major selling points for rich media units is that they allow users to interact with the ad without having to leave the app, rather than clicking through to a mobile browser.

Agencies and publishers love the attractive and eye-catching features of the rich media advertisements, and this has shown to result in higher interaction and conversion rates than standard mobile banners, facilitating user interaction and brand engagement.

Research now shows that some major US retailers have experienced massive increases in click-through rates when switching to rich media mobile advertising – take for example, a 357% jump seen by a popular luxury auto manufacturer, a 455% increase for a quick service restaurant and a 214% upswing seen by an athletics manufacturer. The statistics are convincing!

Other benefits for consumer user data that have been identified include:
• Features like expandable banners are effective in collecting consumer responses.
• Consumers have the flexibility to switch between rich media and the core content.
• Customer engagement can be measured at all times regardless of exposure or interaction.
• It can also help publishers gain insight into user behavior.

The huge rising in the popularity of the tablet represents an even bigger opportunity for rich media because of the larger screens and ability to interact more easily with ads. Have a chat to one of the experts at Mocean Mobile who are helping some of the biggest content producers all over the world maximize revenue through mobile.

Explosion of the Tablet - Watch Out!

2011-12-05T12:48:00.000-08:00

by Melissa Michael

Research is showing that just 18 months after the introduction of the iPad, 11% of adults in the United States now own a tablet of some kind. What is more, like we have said before, Forrester research estimates that tablet sales in the U.S. are expected to double from 26 million this year to more than 50 million in 2012. Never before has something taken off this quickly and expected to double in such a short space of time. With such rising popularity, it has become essential for businesses to discuss and implement mobile strategy, however we are now seeing that mobile strategy is not a one size fits all approach. It is important to understand how each device is used, and who uses it, to best develop a mobile strategy.

Smartphones and tablets are similar in many ways. Both have touch screens and apps, and in most cases they even run the same operating systems, however the two mobile devices are also very different devices when it comes to how people use them.

Here are some of the facts: more than 84% of American adults own feature phones , 38% of those people own a smartphone. Smartphone owners use the devices in a variety of situations but most commonly rely on their phone throughout the day, at different times, and for a few minutes or seconds at a time. Some of the most common situations are while shopping, commuting or waiting in line.

Compare this with tablet users. Most people use their tablet at home as opposed to ‘on the go’ like a smartphone. According to a Nielsen report, over half the time people spend using tablets occurs in bed or watching TV. We see that usage peaks early in the morning and in the evenings. Tablet users are more likely to utilize the device to access books, TV shows, movies and magazines. Tablet users are therefore relying on their mobile device for longer periods of time each use, as opposed to smartphone users who utilize their device often but for short bursts of time.

So, now that you have a better understanding of how a person uses the two mobile devices, what does this mean for mobile strategy?

One important lesson we are being told is that we need one product for the person who’s on the go and seeking information related to their locations, and you need another product for someone unwinding at home after a long day. Everything from the site, the type of text used, an app with text, display and rich media advertising may differ depending on which device it has been created for.

The data shows that you must have different strategies and truly different products to serve the needs of smartphone and tablet users. Examine your own tablet and smartphone audiences and really think about who uses it, and how it is being used.

Prominent Retailers Leading The Way in Tech Shopping Boom

2011-11-28T13:21:00.000-08:00

By Melissa Michael

A recent Chadwick Martin Bailey study showed that smartphones are now a significant aspect of the shopping experience - over 50% of today’s estimated 69.5 million smartphone users in the U.S. use their device while shopping. As consumers get more tech-savvy and reliant on their smartphones and mobile devices, retailers have had to develop increasingly more sophisticated digital systems and programs to keep up with the wave of the mobile shopping phenomenon. This holiday season is going to unveil some of the latest initiatives and developments in the mobile app shopping world from some leading retailers.

Wal-Mart recently announced one of its latest ideas – a superior iPhone app that enables users to add shopping list items by speaking, typing or scanning bar codes. It also provides the price, local store availability and, in select stores, aisle location of those items. Likewise, Apple unveiled new app features, one of which allows shoppers to purchase a product through the app and then proceed to picking it up at a store.

Another example of innovative social media and mobile advertising campaigns is Macy’s augmented reality campaign which has just launched, in time for the Holiday season. Previously Macy’s asked customers to mail their Make-A-Wish Foundation Santa letters. This year, consumers mailing their letters at Macy’s “Believe Stations” in-store can take photos with the campaign’s animated stars. Macy's Believe-o-Magic app was created and developed to run across mobile Web, tablet, Web and Facebook. Consumers can get instructions via the app which allows them to step into the frame and take a photo, which can also be uploaded into a holiday card template to share with friends and family via email or Facebook.

Retailers have realized that consumers are tapping into "turbo-charged technology," as Candace Corlett, president of consultancy WSL Strategic Retail explained it. “Shoppers want to compare prices, receive discount offers, buy products and even get in-store maps through their handheld devices”.

The data around people using their mobile devices and tablets for shopping activities is now well established. As a reminder, a study from comScore showed that 63% of tablet owners have made a purchase with their device and 31% of mobile owners have used their smartphones. This isn’t anything that new anymore. Many retailers know that consumers are using their mobile devices and tablets to make purchases and compare prices, what they do with that information now is the critical point.

To better serve the tech-savvy holiday shopper, 50% of leading retailers in the US have significantly invested in mobile-optimized websites, according to the NRF's Shop.org digital unit. One in five retailers have invested funds in creating tablet apps with innovative ideas such as the Wal-mart and Macy’s mobile innovation. The important thing to remember is that it is not just about creating any app – it must be a successful one. According to Dan Shust, head of innovation at digital marketing agency Resource Interactive, "a successful app has a great deal of utility or entertainment or some combination of the two.”

Cortlett has stated that retail strategy has become “a high-pressure game” and retail businesses need to get on board quickly with mobile advertising and app world innovations or risk being left behind in the wake of this tech-shopping boom.

Mojiva Inc and Microsoft enter Global Agreement

2011-11-16T09:02:00.000-08:00

Excellent news announced today for both Mocean Mobile and Microsoft Advertising!

Microsoft Advertising has chosen Mocean Mobile to help power their push into mobile ad sales. As reported on the Microsoft Advertising blog “…This agreement will provide mobile developers and publishers a true global “one stop shop” for monetizing their mobile advertising inventory with comprehensive, easy-to-use and well-documented ad solutions for Windows Phone, iOS, and Android apps as well as mobile browse..”

Microsoft is yet another major mobile publisher that is utilizing the Mocean Mobile platform, and is committed to giving its sales team and mobile marketers the most comprehensive display advertising technology available.

We’re proud of the mobile ad server we’ve created as it’s providing Microsoft the ability to serve rich media from almost every RM provider in the industry, detailed forecasting, to allow sales teams to sell inventory with complete confidence and enhanced reporting to ensure campaigns are delivering with precision.

In addition, the global agreement also outlines a strategic relationship between the Mojiva Ad network and the host of Microsoft properties through The Microsoft Ad Exchange for Mobile. Exciting stuff for all involved!

For more information, email hello@moceanmobile.com

Upgraded Mocean Mobile SDK Gives Developers More

2011-11-15T08:53:00.000-08:00

The upgraded Mocean Mobile Universal SDK gives developers more revenue making opportunities with expanded rich media and ad network plug-ins.

Mocean Mobile recently released an update to their universal software development kit (SDK). We’ve been listening to the developer community which has been asking for more flexibility in who they can rely on for ad fill and unique display ad units. I’m proud to say, the latest release is a much lighter version and was written to give a much greater range of choices.

Benefits of the upgraded Mocean Mobile universal SDK include:

· Streamlining of the 3^rd party library integration, ensuring minimal payload upon application downloads and launch.

· Access to 50+ 3^rd party, server side integrations.

· Integration with any 3^rd party SDK for additional reach/functionality; opening more opportunities to work with partners at any level of relationship – from backfill to direct sales.

· ORMMA/MRAID compliance, ensuring rich media support across the board.

So what does this mean?

It means that developers who rely on Mocean Mobile’s MAST for Publishers platform to monetize their display ad space can plug in any number of a wide variety of mobile ad networks, display ad networks or other server side fill partners. As we all know, in the fast moving rich media market, publishers are often asked to accommodate different rich media vendors from one ad campaign to another. This latest SDK release enables developers to utilize any leading rich media vendor as they wish.

Some of the rich media partnerships that app developers can leverage with Mocean Mobile include Celtra, Sprout, Crisp, Meteor Group, Phluant Mobile, EyeWonder, and Rich Mob, just to name a few.

As for the server-side integrations, here is just a random snap shot of the 50+ 3^rd parties our app developers can utilize; Adfonic, Admob, ATTiBusiness, Brightroll, City Search, DoubleClick, iAds, iVdopia, Nexage, TAPTAP, WHERE, and Yellowpages.

We think it’s critical for developers to have this flexibility in order to maximize their potential for display ad monetization. So far, the reaction to our new SDK has been very positive. Lets us hear your thoughts.

For questions on the updated Mocean Mobile universal SDK, please email avale@moceanmobile.com.

Are You Ready for the Mobile Migration?

2011-09-01T07:54:00.001-07:00

by John White, Business Development, Mocean Mobile

Having worked in digital media for almost 15 years I find it hard to focus too long on any one topic so for my first blog I’d like to highlight a few topics of interest based on some compelling research presented by Mary Meeker, famous in our industry and once proclaimed the “Queen of the Internet” by Barron’s and now a partner at VC firm Kleiner Perkins et al.

If you haven’t already, check out the “Top Mobile Internet Trends” presentation given by Ms. Meeker and Matt Murphy this past February, then consider the implications for your business, and the opportunities for your business in the mobile space. Here are a few choice morsels…

The Tablet Market is Exploding

“iPods Changed the Media Industry…iPhones Ramped Even Faster…iPad Leaves its “Siblings” in the Dust”

We all likely thought the ipod and iphone were game changers in their categories - right? Well when comparing them to mobile devices – which include feature phones, smart phones and “connected devices” – the ipod and iphone are nothing compared to the iPad. 15MM units shipped in 2010. Projections for 2012 are for 45MM! And 60MM for the tablet market in general.

I finally got an ipad 2 a few months ago and have been using it pretty much daily since. I’m a big fan of several publisher apps including the NYPost, The Weather Channel Max+, and several others. To me, most compelling is the opportunity for newspapers to re-invent themselves leveraging their local content possibilities to an app format - I know the business models are being worked on but here I think content is in fact king, so it’ll be all about execution. No doubt a lot of trees will be spared as they get it right. BTW the ads look great, usually have interactive elements as well (and I’m not saying this cause this is a Mocean Mobile ad serving web site blog, just tellin it like it is…) Oh, and I’m a fan of The Daily too…very cool mix of newspaper, tv and magazine elements in one. $40 for a year’s subscription is worth it.

There’s fantastic potential for the magazine industry as well. For example, take a look at Vanity Fair. They have started to dabble with video features, and their photography exhibits are expansive and fantastic. Imagine any magazine of interest to you and you can likely think of the possibilities beyond printed words or pictures on a page. Yes, they have tried things online but a tablet allows for mobility and a similar “magazine like” portability reading experience so magazine publishers should be energized by the possibilities.

There’s an App for That

“iTunes Changed the Media (Music) Industry…App Store Growth Leaves it in the Dust”

Yes, the ubiquitous app explosion continues. The projected total # of downloaded app’s this year is estimated at 18.1 Billion and to reach over 30 Billion+ by 2014” (check out – Apple Dominates as Paid Apps are Moving on Up)

We all have our favorite apps. I’ve mentioned a few media apps already, but some others I’m fond of include Trulia, Groupon, Trip Advisor, Bank of America, Nightly News (Brian Williams, he’s a Jersey guy, like me, sooo…), Photogene, Woodstock, CNBC RT many many others. Check out appshopper.com – great site to find all kinds of apps, and yes of course they have an app too. I’d be remiss if I didn’t mention cablevision’s app – Optimum for iPad – it ties into my home cable system via wifi and I get HDTV to my ipad with every cable channel, combo’d with video on demand too - very cool.

Ramping up for Mobile

- Time Shift – Murphy / Meeker have a slide in their deck that says “Global Mobile Data Traffic Should Grow 26x Over Next 5 Years. 26X!”

That’s a big prognostication – huge. There’s a slide in the presentation for a Japanese social media company called Mixi “Japan’s leading social network”. What’s amazing is that in just four years the site’s ratio of online traffic to mobile traffic went from 85% and 15% respectively to the exact opposite 15% and 85% by Q4 of last year. Interestingly we’ve seen similar trends for some US sites depending on the type of content they have.

My impression is that, for some companies, this shift (which may or may not be coming at the expense of their online traffic) has taken them by surprise. A welcome surprise in many cases. Particularly for us at Mocean Mobile, because now they need to figure out how to best monetize their revenue on the new inventory they have and are calling us for help on how to do that.

No doubt if you have a smart phone or a tablet you’ve found yourself spending more time looking at some sites on your tablet that you normally would look at on your desktop. So it’s likely that those sites are seeing spikes in their mobile traffic as well, and are starting to ramp efforts to monetize. Since the mobile ad market is projected to be $3B+ this year vs $55B for the online market it will grow exponentially as marketers follow the eyeballs, and if those sites which are experiencing a surge in mobile traffic aren’t ramping efforts, they likely will be.

The mobile marketplace in all respects is a bit like a hurricane - Category 3 or 4 (or would Meeker/Murphy argue Cat 5?) forcing people to take notice and adjust accordingly. (Apologies for the Hurricane analogy but couldn’t resist given that I am going on Day 6 without power at home – thank you Irene.)

The Mobile Diamond in the Rough

2011-08-10T06:46:00.000-07:00

by John Katsos, Senior Sales Engineer, Mocean Mobile

Near Field Communications (NFC) isn’t the only way to make money from mobile devices. Even though it is currently one of the hottest topics in the mobile industry, there are other ways to leverage the ever increasing number of smartphones out there. So where else can people invest? What is the next can't miss industry? How can I get a step ahead of the competition? Mobile advertising.

According to Gartner, the mobile ad revenues are expected to double this year from last from $1.6 Bn to $3.3 Bn. They are forecasting growth to $20.6 Bn by 2015. Clearly there is money to be made and holes to fill. If you can develop, or if you have a site which draws traffic online, why not create a mobile version and find a white label, self serve advertising solution?

The key to white labeling is that it's your company that customers see. You can “create” your own secure ad network out of the box, white label it and suddenly you have your own customized ad server. You don't need to create this functionality yourself and staff a product support team. You can allow advertisers and publisher to manage their own mobile ad campaigns. You can take payments by credit card, or even paypal. The rest is up to you.

Some of these white label solutions even have different ad networks already integrated in their platform so that you can seamlessly populate unsold ad slots from other ad networks, no one will ever know, and your fill rate will be higher than the rest. All they see is your name and brand across the site. NFC may be the hot topic, but white labeling your mobile optimized site is the hidden diamond in the rough.

Geo-Location: The Key to Unlocking Mobile Value

2011-08-01T12:43:00.000-07:00

by Grahm Mosley, VP Platform Solutions, Mocean Mobile

Mobile smartphones have changed our lives. Texting, social, weather, news and games at your fingertips when you are “on the go”. Last year a Pew Research Center study found that 83% of Millennials (18-29 yr old) like to keep their phone within reach while sleeping. A stat that I don’t find surprising at all, partially because it’s also my alarm clock. Our phones are with us at all times, which means that the content and ads that we consume are also “on the go”.

For the first time a unique users’ hyperlocal geolocation is available for one-to-one marketing. This is the holy grail of impulse marketing. A city street corner targeted “buy now” coupon banner ad for coffee or some targeted item is the classic example. Are marketers doing this now? Is your business being left behind? Can a store target every person that walks down their storefront street?

The quick answer is “no”, at least not at scale. There are a couple of challenges that have staved off the adoption of this hyper-local advertising, namely that not all mobile ad calls are created equal. Normally, ad requests that come from standard mobile web browsing only contain the same level of targeting as a home desktop computer, gateway IP address.

Application based requests from platforms such as iOS and Android will contain city corner level GPS data only if the user allows the application. This significantly reduces the scale that a marketer can leverage this hyper local targeting. It’s also possible for a publisher to collect profile information such as address or zip code, but this won’t give you location of a user at a given moment.

Even with this access to hyper-local, it’s difficult for marketers to effectively craft campaigns to leverage this at reasonable scale. Most marketers are still buying on DMA basis and targeting platforms (iOS, Android, RIM, etc) and carriers. Some publishers that have access to granular geo information are using mobile based ad servers to offer agencies very targeted campaigns, but this has not become accessible across the entire ecosystem.

Geo targeting is intrinsic to mobile advertising and will be a cornerstone to maximizing the value in this medium. There will likely be a number of changes during the next year that will affect what publishers and marketers are allowed to do. It is important that the partners and technology vendors that you choose to work with, allow you to leverage this information and provide you with the proper guidance on best practices.

“Monetization” – The Most Important Word in Digital Media

2011-07-25T13:15:00.000-07:00

by Steve Anson, Director of Business Development, Mocean Mobile

In its simplest form, the word monetization is defined as the process of converting or establishing something into currency. Defined in a digital context, the term refers to the generation of revenue streams from an owned property through the means of advertising or a method of e-commerce. Sounds powerful, doesn’t it? Toss a couple of those words in a deck with a few green numbers and you’ll cruise through the monthly review meeting like a hero in a parade.

New revenue streams are always positive, but what needs to be considered are the measures of that which is being left on the table and, going a step further, the degree of value that is being delivered to the end user. Remember, at the end of the day, value delivered directly correlates to bottom-line revenue.

The beautiful thing about the mobile industry is that it has the potential to bring never-before-seen value to digital advertising. Having a commerce-enabled Starbucks ad served based on geo-location when a user is looking for an iced coffee on 38^th and Madison is quite remarkable. Mobile ad serving technology sits at the core of this movement and allows publishers of mobile content to put an engine in place that will push the most valuable ad available to the end user in an instant.

But what does this engine look like? How powerful and intelligent is it really? Will it allow publishers to rest easy knowing that even while they sleep, a fleet of servers is ensuring that the most valuable ad available is being called and pushed to a device according to prioritization rules they have put in place?

Mobile publishers need to start peeling back layers of the onion and re-evaluating the ad serving solutions they are currently working with. The mobile industry is moving fast and it is essential that the proper technology is put in place today so that your sales team doesn’t get left in the dust, unable to sell and “monetize” their inventory effectively.

Given the power of mobile devices, your ad server should be able to deliver on your needs. Being told “we aren’t able to target with that level of granularity” or “unfortunately we can’t serve those types of ads” is unacceptable. I bet there is a company out there that can do it all and has redefined the mobile ad serving standard; you just need to take a leap and give them a call.

Contact Mocean Mobile to learn more about how you can monetize your mobile networks.