Mobile platforms fuel spending growth in U.S. advertising...

Mobile platforms fuel spending growth in U.S. advertising...

Advertising spending in the U.S. and Canada is expected to grow 4% next year, according to newly released forecast by ad giant ZenithOptimedia.

This year, spending is expected to inch up 3.4% in North America, slowing a bit after last year's infusion of spending to capitalize on viewer interest in the London Olympics, ZenithOptimedia said in its Advertising Expenditures Forecast, released Monday.

"Consumer confidence, retail sales, job numbers and house construction are all trending encouragingly upwards," ZenithOptimedia's report found.

Mobile advertising is fueling the growth. ZenithOptimedia predicts that advertising geared for smartphones and tablets will account for half the total growth in ad expenditures in North America this year. The mobile advertising market is estimated at $6.2 billion.

Although it is the fastest-growing segment, mobile ads still represent less than 4% of the total ad spend in North America.

Internet advertising continues to outpace growth in traditional ad platforms of television and print media. Television remains marketers' favorite medium, collecting nearly 40% of the total ad spend.

Worldwide ad spending is expected to grow 3.5% this year, surpassing the $500 billion mark -- thanks to a strengthening European economy and continued growth in developing nations, ZenithOptimedia found.

ON LOCATION: Where the cameras roll

The firm is predicting larger gains -- 5.1% in 2014 and 5.9% in 2015 -- as European economies continue to stabilize and improve.

Latin America, Asia and Eastern Europe are posting the highest rates of expansion. Commercial spending in Latin America is expected to swell 9.6% this year, while Eastern Europe and Central Asia is on track to notch growth of nearly 11%.

However, the peripheral Eurozone region -- which includes the reeling economies of Greece, Spain, Italy, Portugal and Ireland -- is on track to post a 16% decline this year, ZenithOptimedia found.

Thank you Los Angeles Times

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CALL FOR ENTRIES: Sprint 4G Short Film Competition!

Short Film Tips

FOLLOW THE RULES – of the competition. Read the rules once and print them out and read them again. Make sure your film meets all of the criteria.

BE CREATIVE – There is nothing better received than originality. Stick to your gut feeling and dare to be different.

GET YOUR POINT ACROSS – The script and the concept are two major components of a great film
.
CONSIDER THE STYLE AND MANNER – you want to present. If your personality is comedic and energetic produce a short comedy. If your life is filled with drama, make your short dramatic.

ENTER THE CONTEST – As silly as this might sound, it’s not ok just to have a great idea and never implement it. Make sure you take advantage of opportunities that allow you to express your creativity and get paid for it!


Two (2) winners will receive:
1) $2,500 cash prize to launch their career
2) Roundtrip airfare and ground transportation
3) Hotel accommodations for two nights
4) Lunch with Sprint executive

http://4gcompetitiveedge.com/legacy/




"With the new technology out on the market no one has any excuses not to make the short or feature film that they desire, even with a Sprint 4G cell phone camera!"

Hip Hop Filmmaker Tim Greene


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Industry News: Android, Video Games Dominate Mobile World Congress...

BARCELONA, Spain – Mobile World Congress 2011 served as the official coming out party for the next generation of Google Android smartphones and tablets as 60,000 professionals from 200 countries gathered in Barcelona. Android had a massive, two-floor booth at the annual convention that was packed with all of the new smartphones and tablets shipping in the coming months running off the various Android platforms, including Sony Ericsson's Xperia Play phone, which operates on Gingerbread, and LG's Optimus Pad tablet, which is powered by Honeycomb.
The Android booth featured a huge arcade section where developers from around the world showcased the next generation of mobile games. While graphics and gameplay have improved in the mobile space over the years, the new wave of smartphones and tablets will push the capabilities of these devices to the level of PlayStation 3 or Xbox 360 – and beyond even the best iPhone 4 and iPad games that are
currently on the market.
"Video games drive the mobile business because they're the best showcase of what these new devices can really do," said Gonzague de Vallois, senior vice president of publishing at Gameloft, one of the largest mobile game companies in the world. "Our experience in the console market is helping us deliver quality titles to these new devices for the mobile market."
Gameloft, which previously supported Apple's launch of iPhone and iPad with games, had franchises like Asphalt 6, Let's Golf and NOVA running in autostereoscopic (glasses free) 3D at LG's booth on the new Optimus 3D phone. The company also will support the March launch of Xperia Play with 10 titles, including Star Battalion. And the publisher has recently started developing new games to run on NVIDIA's Tegra 2 dual-core technology.
Tegra 2 brings PC gaming graphics and speed from just a few years ago to the mobile space on new Android smartphones and tablets, which will run 10x faster than the processors in today's smartphones like iPhone 4. The Tegra 2's dedicated graphics processor also delivers 1080p HDTV playback of movies, TV shows and games. On battery life, Tegra's ultra low-power design delivers over 16 hours of HD video or 140 hours of music on a single charge.
"This technology will impact the games we release because it will absolutely increase the available market," said Mike Breslin, vice president of marketing, Glu Mobile. "There will be a lot more people with access to these new smartphones and tablets thanks to the marketing push from Google, NVIDIA and all of the consumer electronics companies, carriers and headset makers."
Last fall, Android overtook Symbian to become the top smartphone platform in the world. According to research firm Canalys, global sales of Android phones in the fourth quarter of 2010 was 33.3 million, compared to 31 million Symbian phones, 16.2 million Apple phones, 14.6 million RIM devices and 3.1 million Microsoft phones.
Overall, the global smartphone market grew 89% compared to the fourth quarter of 2009, exceeding 100 million units for the first time. And 2011 is poised to be an even bigger breakthrough year for Android.
Another new trend showcased at Mobile World Congress was cross-platform gaming on Android and Tegra devices, which will allow players to team up in games like Trendy Entertainment's Dungeon Defenders: First Strike to play across PlayStation 3, PC and mobile platforms.
"This is a really profound change in the way mobile games are designed," said Jeremy Stieglitz, development director at Trendy Entertainment. "There will be a huge influx of quality content very quickly on these new Tegra-based platforms, where you basically can have the same game running on a mobile device as you have on a PC or console."
NVIDIA showcased brand new Tegra 3 technology at the show, code-named Kal-El after Superman. New phones will ship with this quad-core chip beginning this August and tablets will follow in late fall. NVIDIA demonstrated a game, Great Battles Medieval, that ran at 720p HD and featured 650 enemy soldiers on the field at once.
According to Michael Rayfield, general manager of NVIDIA's mobile business unit, over the next three years projects codenamed Wayne, Logan, and Stark will further push the gaming potential of mobile devices. By 2014, when Stark becomes a reality, the technology will feature a 75x improvement over the performance of today's Tegra 2.
"Our customers and partners have already indicated that they're confident they can use everything we give them," said Rayfield.
HTC introduced a new tablet, Flyer, which will introduce streaming subscription video game service OnLive to the mobile space. Gamers will be able to play games like Assassin's Creed Brotherhood, NBA 2K11 and LEGO Harry Potter on the new tablet, or connect the tablet to any HDTV, without needing to buy any new hardware or software.
There is a negative side to the increased capabilities of mobile gaming. And that's for portable gaming companies like Sony, which will launch its Next Generation PlayStation (NGP) system this fall.
"IHS believes that the market opportunity for a specialist device such as the NGP is shrinking rather than growing, and that short- and medium-term market conditions are less supportive of the release of a high-end handheld console," said Piers Harding-Rolls, video game analyst at HIS Screen Digest.
Harding-Rolls said by the end of the fourth year after its release, the NGP is expected to accrue a total installed base of 22.8 million units. In comparison, the PSP achieved a base of 30.7 million, 34.8% higher, during the same length of time.
"The competitive landscape for handheld and on-the-move gaming has been highly disrupted in recent times, with disruption occurring on the device, content and distribution levels," added Harding-Rolls.
Moving forward, more consumers will use one device for everything, including gaming, multimedia, entertainment and Web browsing. And Android is perfectly positioned to take advantage of this shift.

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Industry News:.70% of Those Who Pirate Content Have Streamed a Stolen Movie in Past Six Months

A new survey details how piracy is growing on mobile devices, and that those who pirate would only spend $3 for a movie.
Piracy is continuing to grow despite technological advances by studios and networks to make more content available online, according to a new study by PwC.

83 percent of people who pirate content have streamed a stolen TV show within the past six months, and 70 percent have watched a stolen movie.

And 81 percent of consumers who admit to pirating TV, movie or video content say they will likely continue to do so.

40 percent of those who report pirating content via traditional methods will probably also begin pirating on their mobile devices within the next six months, the study adds.

The maximum amount consumers who pirate are willing spend for a movie is $3, and $1 for a television show -- which is far higher than the $15 average to download a movie (about $5 to rent it) and $3 to download a show on iTunes.

Consumers who pirate say they're enticed by the free content online, earlier access to it (Netflix and other VOD services have to wait 28 days after the DVD is released), the belief that "everyone is doing it" and the proliferation of new sites that offer free content.

Making a movie in 3D doesn't entice more people to the theater; Avatar was the most pirated movie in 2010 with 16.5 million illegal downloads, according to TorrentFreak.

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Industry News: GSM Mobile World Congress to Focus on Mobile Advertising...

Location-based services and mobile targeting are among the trends the Mobile Ad Forum will focus on this year.
MADRID — If a few years back the buzzword at the GSM Mobile World Congress was mobile TV and how to incorporate the killer application into handheld terminals, this year's wireless event seems far more about the transformative role mobile advertising is playing.

This annual confab returns to Barcelona this week with a new Mobile Ad Forum to spotlight the importance of the emergent sector. While mobile only comprises 1% of total ad spending today, it is expected to grow to 8% in a short time, blossoming from a $3.5 billion industry in 2010 to one worth $14 billion by 2015, according to Macquarie Equities Research.

A handful of trends are sweeping the sector:

-- Engaging campaigns employing technological advances enable advertisers to harness search-generated and location-based information to target ads more effectively, focusing less on consumers' demographics and more on their behavior.

-- Advertisers understand mobile targeting better and are learning to read return on investment differently than just as a click-through measure.

-- Mobile operators are beginning to exploit their subscriber data to root themselves in the mobile advertising value chain and help deliver relevant ads.

-- Daily deal companies such as Groupon and LivingSocial are mushrooming.

-- Smartphone penetration, allowing increased rich media use, drives market growth

"Mobile advertising is informed by real-time data, which allow for very targeted, relevant advertising experiences in the unique places where those types of consumers can be reached," said Eric Bader, worldwide chief strategy officer for Initiative, Interpublic Group's media communications company.

Mobile searches — where consumers declare their intent through keywords they search on mobile devices — speak to immediate needs more than those conducted on PCs at home or work and give advertisers the opportunity to respond with highly localized, incentive-driven offers that reach people right when they are most likely to buy, according to Bader.

"Location-based services of course are incredibly compelling on mobile phones. Whether review-based, such as Qype or Yelp, or built around game dynamics such as Foursquare and Gowalla, consumers find great utility and engagement from such services," said Rob Jonas, a vp and head of Europe and the Middle East for InMobi, one of the world's largest independent ad firms. "The jury is still out on how advertising combines with these services, however, and 2011 should see that debate resolved."

The future of mobile advertising, all agree, depends on accurate metrics and interpretations of success as action beyond the click through into actual sales, which are 100% measurable.

Some advertising networks now offer customers the ability to combine data from high footfall and high dwell locations with the ability to identify what mobile device a user is using to personalize a campaign experience via SMS, Bluetooth or wi-fi capability.

Said Michael Bayle, vp of monetization and marketing at Amobee, the world's leading mobile ad platform: "By combining outdoor media with mobile, Amobee is offering brands the unique opportunity to accurately measure the effectiveness of their marketing spend."

"If you are not capturing how effective your creative is, how this translates to your campaign objectives and what happens beyond-the-click, then you're in danger of failing to understand the value your campaign has created," Jonas added.

But networks also are aware of the "do not track" legislation the FCC is moving to enact in the U.S. and, as Bayle pointed out, need to navigate the "engaging vs. intruding" issue.

"Amobee is focused on helping our partners have active dialogues with their customers in seeking their demographic information in opt-in manners," Bayle said. "Our push marketing has been successfully adopted by over a dozen operators who are using it to provide incentives to consumers in return for demographic data. Very transparent, very much the consumer in control."

Other issues on the table at the Mobile Ad Forum will include the effectiveness of applications compared to websites; tapping social networks; how the rivalry between Google and Apple has fueled and legitimized the sector; mobile video; growth in regions dependent on mobiles for Internet access; and 3D campaigns on mobile units.

The GSM Mobile World Congress runs through Thursday.

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