Spring shopping app attracts fashion brands and investors

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Spring shopping app attracts fashion brands and investors
In reflection of the growing excitement around mobile shopping and
applications, a bevy of fashion labels and investors have embraced Spring, an
app offering a highly curated experience targeting younger shoppers as well as
many brand-friendly tools.
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click here to read the entire story on Mobile Commerce Daily

Amex members getting power to use fitness wearable as payment card
American Express card holders in the United States will be able to make
purchases using a wearable fitness tracker with an embedded NFC chip starting
this summer, pointing to the potential for wearables to transform commerce.
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click here to read the entire story on Mobile Commerce Daily

Dr. Martens takes mobile on the road to drive in-store sales
Footwear brand Dr. Martens took its #Standforsomething campaign around the
United States with indie rock band Drowners, leveraging mobile application
Bandsintown to drive sales with meet-and-greets and in-store events.
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click here to read the entire story on Mobile Commerce Daily

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ShopSavvy streamlines bargain-hunting with Apple Watch app
ShopSavvy, a mobile shopping application that aggregates sales from retailers
across the nation, is streamlining bargain-hunting with an application for the
Apple Watch that will tap geolocation technology to alert wearers of sales
in-store or nearby.
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click here to read the entire story on Mobile Commerce Daily


 
Related content: Commerce, mobile, mobile marketing

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Mobile Minutes: Facebook’s sidebar status; Meerkat buzz fades; Apple acquires LinX; Verizon’s mobile video service

Facebook Mobile App

Facebook is one of the top mobile apps

Facebook testing “sidebar status” for iOS,
Android

WASHINGTON: Facebook has launched a new feature called “sidebar
status” on its mobile apps for iOS and Android, wherein users can write an
“away” message which will be accompanied with a picture icon.

Read more on The Times of India

Meerkat learns buzz doesn’t always mean business
After Meerkat, the live video-streaming application, debuted in February, it
got the kind of press that would be enviable for any new business.
But
today? Crickets.

Read
more on Bloomberg

Apple hints at implementing DSLR-like features into
future iPhones by acquiring LinX

Apple has reportedly acquired Israel-based smart camera technology company LinX
Computational Imaging Ltd., according to The Wall Street Journals sources.

LinX
builds miniature cameras for smartphones and tablets that have sensors for
detecting depths of field in a single image.

Read more on Forbes

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Verizon adds college sports to mobile video service
Verizon Communications Inc. will offer college sports programing in its
upcoming online video service targeted at families and younger viewers who
increasingly watch content on mobile devices, the company said on Thursday.

Read more on Reuters


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Smartwatch advertising spend to reach $69m by 2019: report

smartwatch

There is untapped advertising potential for wearables

Marketers advertising spend on smartwatches is
expected to reach a total of $68.6 million in four years as the wearables
sector becomes permeated by top technology brands such as Apple, as well as
more fashion-friendly retail brands, according a report from Juniper Research.

Consumers excitement about the rise of wearables will
certainly contribute to this projected amount, which is significantly increased
from this years estimate of $1.5 million. Brands and marketers will need to
create compelling new advertising formats to successfully see return on
investment, due to the narrow time frame that these mobile devices offer for
grabbing user interest.

On a smartwatch, there is very limited time for any
advertisement to be displayed on the screen and to engage the user, said James
Moar, research analyst at Juniper Research, Basingstoke, Hampshire, Britain. This
means that advertisements on a smartwatch need to have an instant impact on the
user.

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However, this could be extremely difficult on a small
screen, so brands and advertisers would need to formulate a creative and
compelling experience for the users.

More
engaging methods
The
time for banner ads has come to an end, instead paving the way for more
engaging forms of advertising such as interactive social media posts,
programmatic and mobile video. Video may offer the greatest potential for marketers
who seek to advertise on wearables, as short clips of several seconds each will
likely capture users attention as they glance at their wrists.

Consumers have also been proven to retain more
information from video advertising, thanks to the combination of visual and
audio means.


Retailers such as Kenneth Cole are entering the wearables space

There is also large opportunity to advertise on fashion
brands smartwatches, as those devices may offer more visual features. Kenneth
Cole hopes to grab some of the excitement around wearables for itself by
rolling out a smartwatch collection that arrives in twelve styles and enables
users to take selfies, suggesting that more fashion brands will begin to
permeate the wearables space (see story).

However, those marketers must ensure that their devices
are just as technology-savvy as they are fashion-friendly, which prompts them
to turn to a vendor for expertise.

We expect fashion brands to show some interest in the
wearables sector, although their lack of expertise regarding the technology
will necessitate that they take a partner for their devices, either a vendor or
a third party consultancy company, Mr. Moar said.

Limited
real estate
Perhaps
the biggest challenges for advertisers will be the limited real estate that
wearable screens offer, as well as the need to market to consumers in several
seconds or less. Consumers usage behaviors will vary extensively from those of
smartphones, as mobile users typically spend several minutes at a time on their
smartphones or tablets.

Juniper posits that most ad spend will likely come from
ad hoc campaigns, until a user base is established. A large portion of
advertising spend is set to come from the Far East region, with North America
taking second place.


Smartwatches offer little real estate for ads, meaning brands must get creative

Apple consumers are very brand loyal, and the more
closed off nature of the iOS system limits their options in comparison to an
Android user, Mr. Moar said. Both of these will dampen the ability of
consumers to move beyond the Apple Watch itself, although the existence of
Pebble shows that there is room for cross-platform watches.

However, without the brand appeal and connections of a
vendor like Apple, such watches wont grab consumers attention in the same
way.

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York


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Ray-Ban keeps its coolness factor with comedic social media campaign

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Ray Ban campaign4change

Ray Ban starts off the campaign4change contest with an image on Instagram


Ray-Ban incites fans to join in on the contest with its own Instagram posts of change

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Brielle Jaekel is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

 
Related content: Social networks, mobile marketing, Ray Ban, social media, comedic campaigns, Marci Troutman

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WPP acquires Medialets as urgency grows behind need for mobile standards

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Mobile generic

WPP has acquired mobile ad server Medialets


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Senior Editor Chantal Tode covers advertising, messaging, legal/privacy and database/CRM. Reach her at chantal@mobilemarketer.com.

 
Related content: Advertising agencies, Medialets, WPP, ad serving, MRC accreditation, Richy Glassberg, mobile marketing, mobile

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