How did you watch the World Cup? If it was a big evening game then it was probably on telly, but as Ofcom confirmed yesterday you were probably using another device at the time – most likely your mobile or laptop. If you were keeping up with a lunchtime or afternoon game, especially at work, then there’s also a good chance that you enjoyed the World Cup online or on your mobile.
Posts Tagged: mobile
Yesterday we released our latest research project which looks in-depth at the effectiveness of running advertising campaigns across mobile and online.
Working with Nationwide we ran a campaign simultaneously over the mobile operator sites of 3, O2, Orange, T mobile and Vodafone, and the mobile and web portals of MSN and Sky. We worked with research agency Brand Driver to look at the opinions of 900 people, 300 saw just the online ads, 300 just the mobile ads and 300 both.
Children today are growing up in a digital society. They will never know what it was like living in a world without the internet or mobile devices. They are digital savvy and their distinction between offline and online worlds increasingly blurs by the day. But being media savvy is not the same as being media literate.
The Government â pioneered by the departing Communications Minister, Lord Carter â today unveiled its final Digital Britain report.
There is welcome acknowledgement of the contribution digital advertising â in particular targeted advertising – will make in helping to monetise online content. The Government also attaches significant importance to self-regulation and education in promoting transparency and protecting internet usersâ online privacy, supporting the IABâs Good Practice Principles for behavioural advertising, as well as www.youronlinechoices.co.uk, the new portal to help educate users. There is also encouraging news in the appointment of Martha Lane-Fox, one of the pioneers of digital commerce, as the Governmentâs digital inclusion champion.
For me this has been the most exciting week in mobile for some time. We unveiled, for the first time, ad spend figures measuring the size of the UK market, the results and the response have both been better than I think anyone expected and at last we also have a stake in the ground to measure mobile going forwards.
This weekâs Digital Britain interim report outlined the commitment to digital access to everyone, quality content available to all and a digitally literate population. Great news for UK consumers. For me though the most interesting reading in the report was the Governmentâs recognition that there are a number of ways to deliver digital access, wired, or indeed wireless.
Communications and Technology Minister, Stephen Carter, today finally published his eagerly awaited Digital Britain interim report. The âtalkâ and speculation in the run-up to publication had been about the BBC and public service broadcasting/publishing and âbroadband for allâ. Would the Government suggest a collaboration between the commercial BBC Worldwide and cash-strapped Channel 4? (it does but doesnât rule out other options) and will there be high-level commitments for broadband access? (there are). Despite criticism from opposition political parties that the 2Mbs universal broadband commitment is weak, it is a significant move. It is also welcome that the report suggests unleashing mobile operators from spectrum licence agreements encouraging them to do their bit in delivering this commitment. This could enable us to access content and services wherever, however and whenever. The Government hasnât ruled out giving public money to help this universal broadband commitment either. The final report is due in the summer, but this interim document states the importance of online advertising to the UK digital economy: âBritain has the highest proportion of internet advertising than any developed economyâ. However it does seem to question its value to the digital economy and funding creative content. Among the 22 recommendations within the 86-page interim report is an action to âexamine measures needed to address the challenges for digital content, including opportunities for providing further support to foster UK creative ambition and alternative funding mechanisms to advertising revenuesâ. Online will soon be the largest advertising medium in the UK. It pays for free content and services: from search engines to social networks. Itâs no surprise that the Government believes that a âsuccessful Britain is a digital Britainâ, playing a vital role in dragging the economy out of recession. However, given this and our world-beating position in online advertising, it seems slightly bizarre that it remains to be convinced as to whether advertising is the right model for the digital age. Nevertheless, the point of an interim report is for discussion and debate. Clearly thereâs plenty of this to do.
The IAB has just appointed a brand new head of mobile, former Orange head of marketing Jonathan Mew, which is big news for us as the medium attracts more and more industry-wide attention. And whilst it would be very easy for me to wax lyrical about his mobile knowledge and expertise, I thought it may be nice to give up my allocated blog day (just for one day!) and open it up to the wonderful world of mobile advertising, straight from the horse’s mouth.