Mobile advertising is becoming an integral part of advertising strategies due to the fact that it can conveniently reach consumers right in the palm of their hands. This year, it seems the best way to reach users are through apps as they are being downloaded everyday for almost any occasion, opening the door to integrate mobile advertising more fluidly in a campaign while search, shop and share tools, such as QR codes, continue to play a major role.

With 95% of mobile users downloading and using free apps, worldwide mobile app revenue will triple to $15.1 billion and downloads will more than double to 17.7 billion this year alone. While it is estimated that 51% of the US will have smart phones by the end of 2011, the popularity of tablets are growing as well with speculation that 50 million Americans will own a tablet computer in the next year. To keep the increasing number of tablet and smart phone users engaged through apps, iAds – a new form of mobile advertising that explores the capabilities of smart phones and tablets through rich media – is needed. Even more so when considering that mobile app revenue, especially for free apps, is made by cost-per-click mobile ads. While CPC mobile ads are a great way to advertise, CPC ad dollars are often wasted because users frequently click or tap the ads by mistake. In fact, a survey conducted by Pontiflex and Harris Interactive found that 47% of mobile app users click ads unintentionally with 61% being 18-34 year olds – the most active group of mobile users. However, the survey also found the solution that 71% of app users prefer in-app ads that don’t take them out of the app.

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Marketing within apps and games is revolutionizing how marketers reach new consumers

Due to the continued innovation of the smart phone, mobile apps have become a huge part of the new media industry. In particular, mobile games have seen a big benefit from this rise in popularity, accounting for 5%, or $500 million, of U.S. gaming sales in 2009 alone. These new mediums have given marketers a whole new venue to reach its specific target audiences directly and engage them in a way they have never been able to before. There are many advantages to the use of mobile ads and we believe that they will become a very effective marketing method due to their specificity and diversity.

One advantage is the potential for massive exposure because there are now over 49 million smart phone users. Recent mobile phenomenon such as Angry Birds and Words With Friends has shown that it is possible for marketers to get millions of impressions from a single app or game. Compared to console games which feature less intrusive advertising, mobiles games offer more direct advertising in order to leave an impression on its audience. This new medium also allows for a wide range of creative possibilities because of advanced smartphone technologies such as touch screens and gyroscopes that result in more clicks. For example, Greystripe has shown that their interactive ads for Sony Pictures Home Entertainment increased overall product awareness by 19%. Advertisements can now be just as engaging and interactive as apps themselves which will leave a bigger impression on users. Aside from engagement and production, there are also significant advantages demographically.

Mobile ads allow marketers to more accurately and effectively target advertisements toward certain demographics. In general, smart phone users are a valuable demographic because they are generally between the ages of 18 and 35 and have a large steady income. However, ads can still be placed within many games or applications to reach many specific demographics, making marketers campaigns much more effective. Marketers also have the option of reaching selected demographics by creating ads for a specific app store. Android users tend to be younger than Apple users while Apple users tend to be wealthier and more educated. Finally, ads can be highly localized because of most smart phones built-in GPS capabilities. This makes them particularly useful for local businesses and companies looking to reach potential consumers in a new and captivating way.

Mobile ads are an exciting addition for marketers looking to publicize their products in new mediums. They offer a different level of diversity, creativity and engagement that is difficult to find in other marketing venues. With many companies redeveloping their digital strategies and embracing in app/game advertising, innovation is sure to continue and these ads will become a mainstay for marketers moving forward.

In 2008, President Obama’s presidential campaign changed political marketing in various ways, but as a digital media agency we were intrigued with his use of social and mobile media to connect and garner support from the American people. After witnessing the overwhelming amount of success Barack Obama had with his voters, 2010 midterm election candidates on both sides of the aisle are embracing the power of new media, such as geo-targeted mobile ads, social websites and appealing designs that evoke a sense of sociability and openness, to connect with voters in time for election day.

Similar to President Obama’s mobile marketing efforts, candidates running in the 2010 midterm elections have stepped up their mobile advertising through geo-targeted mobile ads. Rep. Michele Bachmann used this tactic to target Minnesotans specifically at the state fair this past summer and as the Star Tribune notes, “campaigns are spending more of their budgets on sophisticated web ads that zero in on specific locations and demographics,” and rightly so. As we discussed in a past blog, mobile phones are a hyper-personal medium. Targeting smart phone users based on age, location, gender, search terms and residence can create awareness among groups of voters that matter most to a campaign’s overall success.

In addition to geo-targeted mobile ads, political parties have increased their social media use (of note, Republicans now hold eight of the top ten Capitol Hill Twitter spots, while 300 members of congress have turned to Facebook to stay in touch with the voting public) and taken steps to create community websites for constituents to interact with the political party and fellow voters. This past May, the GOP did this very thing when launching America Speaking Out. Its purpose is to solicit policy ideas from community members, who then vote for their favorite policy idea in order to create the GOP’s “Pledge to America.” The integration with Facebook and Twitter take this concept a step further as community members are able to share a policy idea and/or vote with their network of friends.

Finally, it doesn’t just end with new media channels. Design now plays an integral role in making sure the brand of a political party is open and inviting, encouraging a stronger social relationship. America Speaking Out moved in this direction with their website design and color palette in order to speak to voters who are unhappy with current leadership. Another intriguing web design change came from the Democratic National Committee. Armed with a new logo (reminiscent of Facebook and Twitter icons) and website redesign, the party’s new look was created to reflect what the DNC wishes to represent to America – “a community.”

Based on our observations of the new social media and mobile methods being used for the 2010 midterm elections quickly approaching, it’s obvious that new media is changing the face of political campaigning. With that said, we are confident that the new media tactics and strategies used today will empower politicians and political parties to expand their social reach by creating a network of supporters who will help spread their message to the American people.

Through a strategic social media campaign, Mindgruve increases superfood community to over 50,000 members in seven months.

SAN DIEGO, CA – July 7, 2010 – Seven months after launching the Sunfood Facebook page, San Diego-based digital media firm, Mindgruve, has produced a series of key social media engagements to propel the online community, Facebook.com/Sunfood, to over 50,000 members.

Closely collaborating with Sunfood, Mindgruve continues to improve their efforts by utilizing a custom-built weekly deals Facebook tab, weekly product sample giveaways, targeted Facebook ads, website display ads and email marketing. “This is a huge milestone for Sunfood and our online community. Mindgruve’s guidance and knowledge of this space has allowed our Facebook Page to become the hub for all conversations relating to raw foods and superfoods, and given us countless opportunities to directly connect with our consumers,” stated Brian Bowers, Sunfood’s Director of Product Development.

With an average of 300 people joining the page daily, Mindgruve is actively working to create and implement additional features for Sunfood’s Facebook Page, including custom tabs that will give health-conscious individuals the ability to shop within Facebook, contribute to important topics of conversation and find recipes for their lifestyle.

“Every day Sunfood is doing their part to share the benefits of a healthy lifestyle. With an average of over 600 monthly interactions, it’s clear that Sunfood’s page members are actively seeking this information. We’re eager to help Sunfood provide valuable insights through more integrated features, such as custom applications, as well as other exciting initiatives, including SunfoodTV and a Superfoods Community,” explained Chad Robley, President of Mindgruve.

About Sunfood
Sunfood is the world’s leading provider of high-quality superfoods, including sustainable, organic and raw products. Distributing over 700 different products, their website has become the nucleus of the growing superfood global community. Sunfood also provides staff experts, educational materials and various other tools used for integrating the health benefits of superfoods into their patrons lifestyles. www.Sunfood.com