August 27, 2014

Misleading Ads

By Hisham Isa, Vice President (Marketing)

Consumers hate them. Regulators are cracking down. Publishers regularly make complaints about them. And BuzzCity will not accept them on our mobile network. 

Misleading ads – banners imitating operating systems, virus threats, chat messages and falsely promise free stuff – have been a bane to consumers since the early days of internet advertising.

Yet some companies – oblivious to consumer and publisher concerns - continue to market in this manner thanks to a mistaken belief that click-throughs are sufficient to generate sales.

What companies actually need to do is to measure quality engagements.

What happens after mobile surfers arrive at your landing page? Do they proceed to find out more about your products and interact with your brand? Do they continue to the checkout counter? Or do they immediately bail and go back to what they were doing before? 

July 29, 2014

India's m-Commerce Boom

By Manish Mishra, Vice President (Sales)
"Gone in a Flash Sale: 3 Great Offers Only Today" screams an ad on one of India's most popular online shopping sites, Flipkart. "Exclusive Offers on the Mobile App".

"37% off on Mobile, 38% off on Mobile App" reads the copy on Myntra amidst images of clothing and accessories.

“Download Snapdeal Mobile App and Get Exclusive Offers” reads a promotional banner at the top of Snapdeal's home page.

India is undergoing a shopping revolution, driven by the proliferation of smartphones and affordable broadband. It's hard to understate the impact that mobile is having on consumer purchases and decisions.

In collaboration with the Mobile Marketing Association, BuzzCity recently conducted a consumer survey of nearly 3600 mobile users from 26 countries. In India, we found that nearly half of mobile users make purchases online and another 13% 'window shop' on the internet before going to physical stores.

The rapidly changing marketplace is having a big impact on companies and consumers alike.


July 17, 2014

The BuzzCity Report Volume 4 Issue 3

The BuzzCity Report Vol 4 Issue 3 In the latest edition of The BuzzCity Report, we look at the recent growth of the network as more advertisers include mobile as part of their integrated marketing activities.

During the first half of the year, retailers and online stores competed for mobile audiences as consumer activity increased. Carriers were among the most active to meet consumer demand for content, particularly video. This has helped to drive content consumption in markets across South Asia, but in key African markets, industry players are hoping for lower data rates to support growth..

You will find results of a survey commissioned by the Mobile Marketing Association that investigates online shopping behaviour among mobile users. The report highlights challenges faced by retailers and shares insights for marketers to tap into the decision making process of the consumer.  You will find the survey summarised as an infographic here.

July 10, 2014

BuzzCity's Rich Media Platform: A How-To Guide

By Manish Mishra, Vice President (Sales)

BuzzCity has launched a new in-house rich media platform to make it easier for advertisers to serve video ads to mobile consumers across the globe.

As I mentioned in my last two columns ("The Rise of Mobile Video Ads" and "What the World Cup Tells Us About Mobile Video Ads"), video advertising is becoming increasingly popular on mobile. By one estimate, consumers spend nearly 1 hour a day watching digital video, while video ad spend rose 55% in the first quarter.

With the BuzzCity platform, mobile video advertising starts with a banner which expands into a video window with one click by the consumer. On a PC the banner expands when the cursor hovers over the banner (below)




In today's column, I'd like to walk you through the backend to show you how simple it is to set up a mobile video campaign.