Plus, mobile email use skyrockets.
Google Partners With Digitas for Mobile Research and Insights
Search giant Google has teamed up with Digitas to share and publish mobile marketing insights and research, which it hopes will "inform investment strategies and drive the creation of mobile optimized websites."
The first installment of the data was published this week in relation to the Mother's Day holiday. Though it features little contribution from Digitas this time round, it offers up some interesting data points from Google nonetheless.
• On Mother's Day 2011, 33 percent of Google search queries on the term "flowers" came from mobile devices.
• Mobile search queries for "flowers" both on Mother's Day 2011 and in the week leading up to it grew by over 100 percent compared with the same periods last year.
• In the week prior to Mother's Day desktop searches for "flowers" increased from Monday to Friday, then declined on the weekend, while mobile queries steadily increased all week and maxed out on the weekend.
Velti Acquires Chinese Mobile Ad Network Casee
Mobile marketing platform and ad network provider Velti has acquired the remainder of Chinese mobile ad vendor Casee, following the 33 percent investment it made in the company in 2008.
Starting life as a mobile marketing platform provider, Velti has been pushing more aggressively into the pure mobile ad space, acquiring U.S.-based network Mobclix in 2010 and launching a mobile ad exchange earlier this year. The firm says the Chinese expansion should help it capitalize on the growing Chinese mobile ad market, and increase its appeal to global brands.
InMobi Reports Growth Across its Network
Mobile ad vendor InMobi has reported strong impression growth across its network between January and April, which it says reflects continued growth and advertiser demand for mobile ads. Total impressions served to devices in North America grew by 17 percent in that period, while ads served to global devices grew 11 percent.
That increase is being driven "entirely by smartphones" the company said, citing impression growth of 37 percent to devices in that category, such as Android handsets and the iPhone. Overall, smartphones now account for 80 percent of impressions across North America, it added.
Mobile Email Use Rockets 81 Percent in Six Months
Email use from mobile devices grew 81 percent between October 2010 and March 2011, data from email marketing company Return Path suggests.
The firm studied which platforms its clients' marketing messages were opened from over the six-month period, and found interactions through both desktop mail clients and webmail services dipped, while use from cellphone devices almost doubled. Meanwhile, access from tablet devices grew 15 percent over the same period.
Demand Media Hires First Mobile Strategy Head
Hoping to beef up its mobile presence, Demand Media has made its first executive hire dedicated to the channel, appointing Michael Kirby as SVP and GM, Mobile.
Kirby will be tasked with driving strategy for the company's existing and future mobile products, as well as identifying opportunities in the space.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT