Are Most Marketers Thinking Mobile-First? Not Quite

When it comes to mobile advertising, some companies are certainly grasping onto popular trends, but that doesn’t necessarily mean they’re all in with some form of strategy.

Mediapost recently reported that, according to the Chief Marketing Officer (CMO) Council and its most recently study, only 17 percent of marketers polled in the study believe that their mobile strategies are fully integrated and aligned with overall marketing strategies. In the same poll, 31 percent stated that they don’t have a strategy in place, or believe that mobile is best viewed as a campaign, rather than a general strategy.

The study, conducted in partnership with SAS, also revealed that 61 percent of marketers surveyed did use some form of mobile engagement, while 54 percent of respondents believe that mobile channels are a critical part to customer interaction, as well as retention and brand differentiation. However, in general, marketers just don’t have that grasp yet on how to incorporate mobile into an overall strategy.

Some simply believe it’s not a crucial part of a campaign. 48 percent believe that mobile isn’t big enough to be part of marketing and engagement strategies, while 28 percent believe it’s more suited for campaign purposes, and not strategy. 24 percent feel that mobile overall is quite confusing, and hard to approach.

Some still believe mobile is a key part to an overall business solution, but only 10 percent of those feel it’s just a campaign, and 7 percent are confused with it overall. That said, 57 percent believe it’s a valued channel when it comes to consumer outreach.

Eventually, marketers may adapt to ideas that are better suited for the mobile market, but, for now, it appears that the idea of putting together a sound strategy over accepting general campaign terms just isn’t highly accepted yet. However, with the way certain trends are growing – particularly with revenue – that could change sooner rather than later.

Mobile Gamers Get Younger, Revenues Get Bigger

According to a new report from Eedar, the mobile gaming audience is getting younger. Compared to just a year ago, the average mobile

gamer’s age has decreased by 7 years to 27.7 years old. The survey information was taken from 3,500 smartphone and tablet gamers in August of this year.

Eedar is careful to point out the role of core gamers in the gaming landscape, pointing out that they are playing mobile games “as an extension of a brand or experience they are using on another platform.”

While men are outnumbered by women in player numbers on mobile, men are more likely to be big spenders on the platform, spending at least $10 a month, with “whales” spending nearly $300 a year.

As mobile gaming continues to attract these core gamers and finds new ways to attract spending from casual gamers, mobile gaming is a hugely growing market, set to surpass traditional consoles by 2015, reaching $30.3 billion in revenue.

That number could reach $40.9 billion in 2017 according to a forecast from Newzoo. While smartphones account for the majority of this total, tablet gaming is an area of increasing monetization, with a compound annual growth rate of 33.3 percent between 2013 and 2017 compared to smartphones at 19.2 percent.

 

Facebook’s Unfollow Feature Will Be Unkind To Boring Content

On Friday, Facebook unveiled in a new blog post that they would be making it even easier to unfollow friends and items in your newsfeed than ever before. If you were concerned about organic reach before, this utility will possibly make that reach even less– if your content isn’t up to snuff.

This all is in line with Mark Zuckerberg’s recent Q&A, where we discussed how Facebook is taking strides to give users more control over how they want their Facebook feeds to look like.

So what does this mean for brands whose pages are more often than not buried in mix without a paid boost It’s going to take a bit more to ensure users aren’t unfollowing you. Just one lackluster post could mean a big dip in followers and more users choosing to see less of your content.

For now, the feature is available on desktop and mobile web version of Facebook but will soon be coming to the social network’s popular mobile app.

Fullscreen To Buy Rooster Teeth

By Sahil Patel

Fullscreen is acquiring Rooster Teeth, the Austin-based production company, YouTube channel, and YouTube network led by Matt Hullum and Burnie Burns.

Financial terms of the deal were not disclosed, but Fullscreen says it plans to “enhance” Rooster Teeth’s already-robust live events and merchandise businesses, as well as integrate the gaming and culture brand into its technology and ad infrastructure.

Also as part of the deal, Fullscreen will support the production of Rooster Teeth content, including existing hit series as well as the development of new premium formats. In the past decade, Rooster Teeth has been behind some of the most popular content on the web, including “Red vs. Blue,” “RWBY,” “The Gauntlet,” and “The Slow Mo Guys.” The company also produces live-action shorts, and is currently working on its first feature-length film, “Lazer Team.”

Read more…

 

This Week in People: November 7

Here are some of the top personnel moves in marketing last week. Our congratulations to these people taking on new challenges!

  • Rocco Scandizzo will be the managing director of Psyop Games, accepting the role after more than two years as a video games agent for the Creative Artists Agency. Find out more here.
  • Jenny Richards-Stewart has been appointed CEO of Women In Games Jobs, the non-profit organization dedicated to promoting gender balance and equality in the games industry. Find out more here.
  • Former EA executive Nick Earl is now the boss of worldwide studios at the the free-to-play mobile developer, Kabam. Find out more here.
  • Jessica Schell has joined Warner Bros. Home Entertainment as its executive VP and general manager, film. A longtime executive at Universal Pictures, Schell offers extensive digital experience at a time that studios are overhauling their approach to home entertainment. Find out more here.
  • Omnia Media, a YouTube multi-channel network focused on music, gaming, and style content, has named Chris Yates its new vice president of monetization. Find out more here.
  • GoPro has hired veteran media executive Zander Lurie as GoPro’s first senior vice president of media. Find out more here.
  • Multichannel network StyleHaul, which is being acquired by RTL Group in a deal worth up to $200 million, has hired Noel Mika Bahamon to head up e-commerce strategy and consumer-product development. Find out more here
  • Netflix has hired Larry Tanz, CEO of Vuguru, the digital studio owned by former Walt Disney CEO Michael Eisner, as VP of content acquisition for Europe later this year, based in Los Angeles. Find out more here.

If you have a submission for this weekly feature, send info to pr@ayzenberg.com or fill out our Suggest a Story form.

BlizzCon 2014: A Marketing Master Class

Once again Blizzard is hosting BlizzCon, the eighth time the company has held this convention for its most devoted fans. The audience is immense, with more than 20,000 people attending in person, with millions more expected to tune in to the more than 50 broadcast streams in 14 languages being provided by Blizzard’s wall-to-wall coverage.

The convention includes not only world final competitions in Hearthstone, StarCraft II, World of Warcraft Arena, and Heroes of the Storm, but it’s also packed with seminars, cosplayers, many new game features to try out at the show – and even a new game. Cosplayers stalk the halls, there’s a costume contest and a talent contest, and to cap it all off there’s a concert by Metallica to look forward to at the climax of the show. Oh, yes, and there’s plenty of news to set the fan’s hearts afire with anticipation and excitement.

BlizzCon is a marketing tour-de-force for Blizzard, providing value to the company on multiple levels. Before getting into that analysis, though, Blizzard’s news (announced during the opening ceremony) is quite consequential and deserves discussion on its own.

As expected, there’s more news about Blizzard’s existing games as well as announced games that are in development. All of the major World of Warcraft news coming up is already known with the release of the massive Warlords of Draenor expansion arriving shortly. Still, Blizzard CEO Mike Morhaime did announce that a charity pet will be put on sale inside World of Warcraft this December to benefit the RED Cross in Ebola relief efforts. The Warcraft movie, heading to theaters in 2016, also got a lot of attention.

Hearthstone‘s first expansion was announced as Goblins Vs. Gnomes, launching in December, along with the arrival of Hearthstone on Android tablets. Starcraft II gets a new stand-alone expansion with StarCraft II: Legacy of the Void, with a new multiplayer mode that lets two players control a single base. While Heroes of the Storm is still in alpha, the closed beta was announced for January, and the game is getting The Lost Vikings as part of the array of heroes.

The biggest news, though, was the unveiling of Overwatch, a new multi-player team battle game which many observers compared to Team Fortress. The introduction including an impressive cinematic reminiscent of Pixar films, and a healthy chunk of gameplay showing the game in action.

The advanced state of Overwatch may have puzzled some people, but it’s not surprising when you realize that much of it was salvaged from the massive Titan development project that was canceled some time ago. That game, a multi-year development effort that is rumored to have cost well over $100 million, was apparently a massive effort that included many things, and ultimately Blizzard felt it just wasn’t what they were looking for.

Judging by the enthusiastic response from the BlizzCon attendees and the Internet, though, Overwatch looks like it has plenty of audience appeal. Blizzard was careful to point out that the game would have “widespread appeal” and be very approachable, though no one from the company would address the elephant in the room – would this game be free-to-play That would seem like a distinct possibility, but we’ll ave to see how the game develops as it gets into the hands of players during the upcoming alpha and beta testing phases.

The enthusiasm generated for Overwatch (especially when it was announced that there are over 600 computers set up at BlizzCon for attendees to play the game for themselves) demonstrates very clearly the marketing value of BlizzCon. Yes, putting on an event like this is an immense effort and expense for Blizzard, which is why they haven’t made it an annual event (some years the convention just doesn’t make an appearance).

The utility of BlizzCon, even despite the cost and effort required, shows clearly the importance of audience in this era of the game industry. Hearthstone is certainly a good game, but if it didn’t have a connection to the vast and enthusiastic Warcraft audience it world certainly be much, much smaller. This show is a terrific way to keep fans engaged in the company’s brands, and to get them enthused for new brands like Overwatch. More than that, while Blizzard may or may not make money on the event, it does sell a lot of tickets to help defray the costs. Not to mention DirecTV is a sponsor, and no doubt contributing to the event. How often can you say that about marketing expenses

BlizzCon shows the value of providing content to your audience, especially when you have games that are worthy of such engagement. Now, it would make sense for King Digital to have a Candy Crush convention – the company’s products have a thin coating of content over the chewy gameplay center, and those games are not something that create fans devoted in the same way as World of Warcraft fans.

Activision has held Call of Duty conventions, which are similar but don’t have the depth or the breadth that BlizzCon does. Blizzard has a range of titles with dedicated fans and rich backgrounds, and there are few companies that can boast that. Still, some games have deep followings that might be interested in a virtual convention, or other sorts of events dedicated to fans of the game. Certainly something like The Elder Scrolls universe has the right kind of following for this.

Marketers should be taking notes about how Blizzard is creating all kinds of marketing materials around BlizzCon. The benefits don’t stop here, as fans will be watching videos created at this event for months ahead, endless articles will be written, and generally this is creating a tremendous amount of engagement for Blizzard. If you’ve got a game that has potential for deep content, BlizzCon is a master class in marketing.

 

Delta Challenges You To Play This Boring Game To Win A Free Flight

In effort to position Delta as an “unboring” way to fly, similar to Virgin America’s latest campaign, Delta has gamified your boredom with a pretty great incentive: a free flight.

It’s called CloudGazer and it’s very basically just clicking around on a bunch of clouds to rack up as many points as possible for as long as you can. Don’t idle for more than 30 seconds, or your game will end and you’ll be farther away from winning Delta’s free flight to anywhere Delta goes.

Airline companies seem keen lately to brand flight as the least boring of all travel methods. Delta’s campaign is complete with it’s own branded hashtag, #unbored.

Now you know what you’re doing with your Friday night.

 

[a]listdaily’s #MustReads: November 7th

We sort through quite a bit of the fluff out there on the Internet on a daily basis and we’ve found what we think are the most crucial  and interesting news items from all over. We’re talking no stone left unturned. So, consider this your new one-stop-shop to being your most informed self as you prepare to head into your next work week.

Have something else to share Feel free to comment with your contribution below.

Meet The Network of Guys Making Thousands of Dollars Tweeting As “Common White Girls”: BuzzFeed gets to the fine details of what groundwork was laid in place to ensure that now infamous viral marketing moment #AlexFromTarget could happen.

Mark Zuckerberg Holds His First-Ever Public Q&A on Facebook: Mark addresses such topics as Facebook’s organic reach, what The Social Network got wrong and why he wears the same t-shirt every day.

How eSports Influenced Activision’s Call of Duty: Advanced Warfare: The latest from the popular franchise looked to eSports pros for cues on how to better the game.  Michael Condrey, co-founder of Sledgehammer Games dishes on how this influenced game mechanics and Call of Duty’s entrance into the eSports sphere with the Call of Duty Championship.

Why Silicon Valley Doesn’t Care About Android: Why Silicon Valley isn’t so hot on that other big OS. (Hint: it boils down to monetization.)

Physical Video Games Let You Make One Move A Day: While Ishac Bertran’s Slow Games could easily be objects of art, they will try your patience, memory and your observation abilities to create a whole new kind of gaming experience.

Why BuzzFeed Doesn’t Do Clickbait: BuzzFeed attempts to extricate itself from that little portmanteau it has become synonymous with… clickbait.

It’s All Mobile With Robert Brill and Brian Foster: Part of our new series featuring the people behind Ayzenberg, we talk to the dynamic duo behind influencer platform ION to talk in-depth about influencer marketing and why “mobile” isn’t even worth mentioning anymore.

The Chinese Games Market: An in-depth analysis of the huge (and growing) Chinese games market and what challenges it will face.

Twitter Was Right– It’s Not The Next Facebook: Turns out, Twitter is the next Twitter.

Silicon Valley’s Youth Problem: The New York Times addresses the chasm between the young and old in Silicon Valley and why the next cool app might pale next to the app that really matters.

SuperData Report: De-Risking Game Development: SuperData does more than just look at sales numbers. This time, they look at how the digital distribution is changing the gaming industry, and fast.

How Brands Can Help Save Journalism (It’s Not With Content Marketing): Contently’s Shane Snow says that “the Journalism business is an old man on life support” and that can hardly be argued. Snow makes a passionate case for “lateral thinking”– what it is and why it needs to be applied to the Journalism (with a capital ‘J’) industry.

How Modern Marketplaces Like Uber and Airbnb Build Trust to Achieve Liquidity: An interesting analysis of what makes these sharing economy marketplaces tick and what makes them so darn effective.

Media and Tech Brands Rule YouTube: Media and tech seem to the be the first to realize YouTube’s major potential for branded content. Everyone else is playing a game of catch-up.

Should You Listen to Your Users Or Your Data : Data can tell you one story, but without real human feedback, you stand to miss some important points. Here’s what you might miss if you acquiesce to one side too much.

Mobile Is Eating The World: Benedict Evans of Andreesen Horowitz shares his presentation from the WSJD conference that every marketer should see.

How To Take Advantage Of The Top Two Motivations For Using Apps: Loneliness And Boredom: Important advice to take note of when considering your next branded app.

Snapchat Reaches Out to Potential Partners: Next on Snapchat’s monetization docket is its strategic partnerships with media companies to deliver information to Gen Z’s platform of choice.

Tencent Owns 3 Of The World’s 5 Biggest Social Networks: A visual presentation of exactly how many users Tencent commands and where they fit in to the social networking landscape.

Connecting the Mobile Game Marketing Dots: [a]listdaily talks to Christian Calderon, head of marketing at Dots to see what strategies lie behind the wildly popular mobile game.

Also, if you’re not signed up for our next [a]list summit on Dec. 3rd, you’ll want to reserve your spot now. Spots are filling up and we’re focusing on the 5 biggest pain points for brand marketers as they address mobile with full force this year. Get all the details at alistsummit.com.

 

The Wall Street Journal Goes Interactive Via New TouchCast Video Series

By Sahil Patel

The Wall Street Journal is launching a new interactive video series powered by technology from TouchCast.

Called WSJ: Interactive, the series will give viewers a complete look at a particular news story every day. Thanks to TouchCast’s interactive video features, users will be able to click on and engage with multiple types of media content, including relevant videos, articles, photos, and polls, posted on the screen by WSJ.

For an idea of how it will work, here’s the initial episode of WSJ: Interactive, which is hosted by WSJ anchor and reporter Sara Murray.

Take A Look

This article was originally posted on VideoInk and is reposted on [a]listdaily via a partnership with the news publication, which is the online video industry’s go-to source for breaking news, features, and industry analysis. Follow VideoInk on Twitter @VideoInkNews, or subscribe via thevideoink.com for the latest news and stories, delivered right to your inbox.

CREATIVE: Tim & Eric Live That Totinos Life

Tim & Eric are absolute professionals when it comes to masterful mimicry of late-night infomercial type ads, infusing the low budget sleaze with their heightened brand of weird. It’s why we love them. So it makes sense that the duo has worked on real ads for real companies; most notably, their recent masterpiece with Jeff Goldblum for GE.

You’ll need to prepare yourself for their newest collaboration with bite-sized frozen pizza connoiseurs Totinos, however, as you enter the nightmarishly funny world of pizza freaks. Totinos has also launched a fake lifestyle site complete with phony products and Buzzfeed-esque articles like “16 Signs You Are A Pizza” and how to create a “Pizza roll Finger Cozy.” The pizza makers clearly know their audience’s humor preferences.