Mobile poised to become the most important advertising channel: MarketWatch

    Mihael Mikek is chief executive of Celtra.Mihael Mikek chief executive of Celtra on MarketWatch: After several years dubbed “The Year of Mobile,” we are finally seeing the facts to support this brash claim. More advertising budgets are moving to mobile from traditional channels, as the industry grasps the exceptional power and nuances of mobile advertising. Case in point, Procter & Gamble shifted 35% of its marketing budget to online and mobile channels last year and plans a growing emphasis on digital media.

    There’s little doubt that mobile advertising is changing the way brands reach consumers. Companies have been eager to take advantage of this powerful channel but until recently have clung to traditional methods. After several false starts, mobile ads are poised to become the single most important advertising channel, or certainly the only true competitor to $66.4 billion spent annually on TV ads in ths country.

    Technology, Media and Telecommunication Predictions 2014 - Deloitte

    Deloitte’s TMT Predictions 2014 explores the technology, media and telecommunication (TMT) trends that will impact the Canadian marketplace over the next 12 to18 months. The annual report is based on global research — including in-depth interviews with clients, industry analysts, global industry leaders and more than 8,000 Deloitte member-firm TMT practitioners.

    TMT Predictions reveals the future developments of all three industry segments and the business implications associated with them. Whether you are a manufacturer, bank or work in the public sector, these insights will help you capitalize on the trends that affect your business.

    Gap between mobile use and spend is growing: Forrester

    Forrester reports that half of digital professionals are spending less than $1 million annually on development costs, not nearly enough when a transactional application can cost up to $2 million annually and a marketing app up to $500,000. To address the discrepancy between mobile use and spend, marketers must focus on how mobile benefits customer value, brand engagement, business impact and mobile agility to convince their bosses to reallocate budgets.

    "Mobile is rightly primarily perceived as a loyalty channel for now - a way to increase customer engagement or improve customer satisfaction -not so much as an acquisition tool," said Thomas Husson, Paris-based vice president and principal analyst of the marketing and strategy client group at Forrester as well as a co-author of the report.

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    Mobile Advertising Projected to Increase 64% in 2014 - @LinkedInMktg

    Companies nearly tripled the amount of money spent on mobile advertising, from $1.2 billion in 2012 to $3 billion in 2013, according to LinkedIn Marketing Solutions. Roughly 65% of both ad agencies and marketers plan to invest in native advertising, for an estimated total of $4.3 billion, in 2014.

    CES: More than Half of Yahoo’s 800m Monthly Visitors Are Mobile

    Yahoo used its keynote at CES to unveil a range of advertising and content services going live in Q1, with a growing focus on mobile products going into 2014.

    The announcement includes the new programmatic Yahoo Ad Exchange, where advertisers can use their own data to buy targeted ads on Yahoo or relevant placements across the web using Yahoo Audience Ads. The company has also updated its Yahoo Ad Manager and Ad Manager Plus self-service buying platforms, all of which will go live in Q1.