Mobile: Bundled not Bought

With the Google Admob rumpus of 2009, we all are looking to the positive fallout in 2010. Maybe it would be over simplistic or apologetic to say that up until the $750M drop we were all just building network and waiting. Now, we need to drive up the CPMs.

How do we go about this? With many publishers bundling the mobile buy for “free” with a more robust online commitment, it is difficult to explain to the buyer the unique and powerful value of the mobile CPM.

Speak to any planner and they will tell you the following things about mobile inventory buying:
• For a small wedge of the digital buy, it is “mighty hard to buy”
• The CPM “seems too high for the value add”
• To drive an integrated buy with post-click strategy, there are “too many moving parts.”

The Interactive Advertising Bureau has work hard to demystify the buy by publishing a Mobile Buyer Guide, which holds the media planner hand as they extend their digital buy to mobile. However, no guide will drive significant dollars into mobile until the mobile buy is not an also-ran to the online buy and commands a respectable CPM in its own right.

http://www.gomonews.com/mobile-bundled-not-bought

Growth of mobile commerce inevitable in 2010

“In nine years of agency pizza lunches, industry panels and client presentations, the pitch was always mobile engagement,” said Gary Schwartz, president of Impact Mobile. “For every pizza slice they ate we made them listen to the mantra: ‘Mobile can activate your traditional media. Run a mobile campaign.’

“With the recession exiting, companies that for years branded themselves as “mobile marketing agencies” or “mobile marketing technology shops” have suddenly rebranded their wares as mobile commerce,” he said. “The focus has become close-loop programs that can end in some form of conversion. Suddenly we are talking about transaction and point-of-sale.

“The market has matured (God bless it) into acquisition and conversion: discover the mobile customer, do something with them that will end in a transaction of some kind: Point-of-sale integration, m-commerce, on-board credit chips, m-couponing, PIN-on-receipt.”

http://www.mobilecommercedaily.com/growth-of-mobile-commerce-inevitable-in-2010/

What Are the Top Retail Trends for 2010?

RTP Surveys 10 Of The Industry’s Top Analysts In The Outlook Guide

With the year coming a close, Retail TouchPoints called on some of the most prominent retail experts to compile an expanded resource for retailers that includes rich insight on the most telling retail trends for 2010. From inventory and pricing management to mobile marketing, the 2010 Retail TouchPoints Outlook Guide offers insight for every vertical, exposing some of the biggest challenges and more importantly, solutions to optimize customer interactions and advisement on where to increase marketing dollars in 2010.

http://www.retailtouchpoints.com/component/content/article/378-what-will-be-the-top-trends-in-2010-rtp-surveys-10-of-the-industrys-top-analysts-in-the-outlook-guide.html