Digital Media News

Mobile ownership has now passed the point of critical mass in terms of global ownership: In the US alone, more than half of the American population now owns a smartphone. It is therefore unsurprising that mobile advertising has taken a place centerstage amid the advertising strategies of small and large businesses alike.

The driving force behind the growth of mobile advertising is the fact that it is a low cost strategy that yields high conversion rates.

New mobile-specific ad formats are being introducedevery day, enabling marketers to engage with potential customers in new and innovative ways. As native, programmatic and location-based ads continue to roll out, could mobile advertising be poised to overtake other media?

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This article was written by Tim Nichols and originally published by ClickZ.

Beacons have the ability to accelerate the mobile shopping experience and create increased engagement with consumers. Here are some examples of companies utilizing the technology to influence purchasing behavior.

The entire planet is going mobile, according to a report by eMarketer. There are now 4.5 billion mobile phones and 1.75 billion smart phones in use, resulting in a new generation of technology and apps that are changing how we spend our time, how we communicate with each other, and how we shop.

As smartphone usage increases every day, the field of proximity marketing is heating up, and one of the hottest trends of the moment is beacon technology. A beacon is a low-cost piece of hardware - small enough to attach to a wall - which uses a low-energy Bluetooth connection to pinpoint a visitor’s location on a shop floor. Tailored messages are then sent to that phone, promoting offers relevant to the products in the area the shopper is.

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