Phone , Keys, Wallet.The mobile media & advertising blog

With a predicted IPO valuation of $9 billion, is the Rovio business model one that can be replicated? Ever since the very first angry bird was launched in the general direction of one of those pesky pigs the numbers around the franchise have been staggering. Rovio celebrated its 1 billionth download of an Angry Birds game last week. At the back end of 2011, it was announced that around 200 million users played one of the Angry Birds games per month. Although that number is still some way short of Zynga’s user base, it is an enormous amount considering Rovio…

Mark Zuckerberg is rich… incredibly rich. His estimated $17.5bn dollars is enough to fuel a ‘Jabba the hut’ lifestyle of luxury several times over. Sure, he did create genre-defining software that, according to some research, seems to have changed the way the human brain works. However, we can think of one thing that Mark and his team got wrong – mobile. According to recent figures, over half of Facebook’s users access the site via their mobile, which equates to over 488 million monthly mobile users. The opportunity here for advertisers is vast – a super personal space on a super…

Fetch Media’s Director & Head of Strategy, Mark-Anthony Baker, discusses changes that will move the mobile advertising industry forward in this blog series. The evolution of the mobile industry has come fast, but with substantial growth must come fine-tuning. In Part 1 of the Moving Mobile Forward Series, I discussed problems with blind networks and online models such as CPA/CPD. In Part 2, I talked about what needs to change in order for mobile rich media to become more widespread, attractive and valuable to brands. Part 3 will focus on how tracking can be improved in the mobile industry. The…

The Marketing Association Awards for Excellence, in association with Marketing, announced this year’s awards shortlist. Fetch has been nominated in the Mobile Marketing category and also for the Finance Director’s Award. The shortlist represents the very best work from the UK’s most successful brands and agencies, and each year the winners help to set the standard of marketing excellence in the UK.   Fetch’s nomination in the Mobile Marketing category is based on the global mobile marketing campaign developed exclusively for the Hotels.com brand to promote its mobile app in the Android and iOS app stores. The nomination for the…

A closer look at the growth of mobile search Mobile search is currently the fastest growing aspect of mobile marketing. According to Google, mobile searches quadrupled in 2011, and the growth in mobile search advertising is fast-becoming a main contributor to the gross annual revenue of many companies. In the UK alone, mobile search now accounts of 11% of all search spending. There seems to be a popular misconception that there is no real difference between mobile search and online search as most of the queries are similar, but the reality is that the opportunities for brands and businesses can…

Fetch Media’s Director & Head of Strategy, Mark-Anthony Baker, discusses changes that will move the mobile advertising industry forward in this blog series. The evolution of the mobile industry has come fast, but with substantial growth must come fine-tuning. In Part 1 of the Moving Mobile Forward Series, I discussed problems with blind networks and online models such as CPA/CPD. In Part 2, I will talk about what needs to change in order for mobile rich media to become more widespread, attractive and valuable to brands. Rich Media Pricing & Metrics The growth of rich media and HTML5 is an…

The IAB hosted an event this week on Planning and Buying for Mobile to provide brands with the tools they need to conduct mobile advertising campaigns. Alongside some well-known industry speakers, Mark-Anthony Baker, Fetch’s Director & Head of Strategy, gave an informative presentation on location-based mobile campaigns. “Mobile is location,” said Mark-Anthony Baker. Highlighting the importance of using location to the fullest and developing a valuable consumer journey, the Fetch Director talked about different forms of mobile media for location-based campaigns, standards in the industry and how location can be used to drive users. Other presentations included information on mobile…

Debenhams has appointed Fetch as its mobile advertising agency. The department store retailer is looking to expand on its multichannel strategy and capitalise on the growth of mobile. Fetch will manage Debenham’s mobile media planning and buying as well as other mobile marketing and advertising activity. James Connelly, Managing Director at Fetch, announced, “We are delighted to be working with such a successful and much loved brand as Debenhams. We feel that there are a huge amount of exciting and innovative ideas that we can work together on to ensure that mobile becomes a crucial part of Debenham’s overall digital…

Making sense of the mobile advertising world can be a complicated and confusing business. With different operating systems, handset manufacturers, ad networks and advertising options, it is a sector that is forever developing and changing. Research continues to show that brands are beginning to realise the potential of mobile marketing, but very often brands have not yet taken the plunge and translated ambition into actual expenditure. With the dozens of abbreviations and acronyms, an evolving mobile advertising ecosystem and a concern over the accuracy of some tracking solutions, it is not a surprise to us that very often an ambition…

Last week OMGPOP, the company behind ‘Draw Something’, was bought by social-gaming giant, Zynga, for $180m (£110m). The Guardian reported that Disney and Electronic Arts (EA) also made a bid for the popular game, highlighting the fact that Draw Something has not only captured the attention of 20.5 million daily active users (3 billion total registered users) but also the attention of big-time investors and major-players in the mobile games industry. For the Fetch team, Draw Something has become a favourite pastime. Anthony Prior, Mobile Designer at Fetch, is even considering a stylus for his iPhone (something he thought would…