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In July, the Pew Research Center reported for the first time that more than half of adult Americans (56 percent) own a smartphone. That’s up from 36 percent just two years ago. As MIT researchers found, other than the smartphone, “the only technology that moved as quickly to the U.S. mainstream was television between 1950 and 1953.” And like its once-dominant forebear, the smartphone – or, rather, mobile technology – is about the change the face of marketing forever.

Truly, there has never been a medium like mobile, because every moment is an opportunity to connect with customers with unprecedented relevance. What makes mobile unique are the three… Continue Reading »

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CES 2013

Soon after New Years, there is another type of holiday that gets the marketing community into a tizzy. Considered the Mecca of all electronics, it was

While CES is dreaded, mostly due to the labyrinth of the show floor and crowds, it is also beloved as there is no event quite like it. By definition, it is a tradeshow but the trends and products launched at the Las Vegas Convention Center have the potential to influence the rest of the year when it comes to technology and media. time for CES.

Mobile’s Rise at CES

Looking back on CES, mobile has long had a place at the conference but found itself in the shadows of other technology like 3D TVs or the newest desktop. Continue Reading »

When I started in marketing nearly 30 years ago, my manager instructed me to “always go where the consumers are and get there first.” However, in today’s world, such a proposition is more complicated than ever as marketers try to master a wider array of media that is increasingly digital and, of course, more mobile.

What I find interesting is that consumers have been mobile savvy for quite some time and it is only now marketers are starting to consider mobile as a vehicle for stronger connection and growth. If our goal is to “go where the consumers are and get there first” then essentially, we are trailing far behind when it comes to mobile engagement Continue Reading »

From Kantar’s Momentum Review #9 April 2012

Greg Stuart, CEO of the Mobile Marketing Association (MMA), discusses mobile creativity in this exclusive Q&A session.

– What’s really sticking in mobile marketing right now? Can you give me a couple of examples of initiatives that really took your breath away?

Our 2011 SMARTIES Global Mobile Award winners are a great example of the kind of creative that we have to see more of. Our judges were floored by the winner for Overall Excellence: Old Navy’s “Old Navy Records” and Coke’s two winning entries. http://mmaglobal.com/events/the-smarties.

I want to challenge marketers and agencies to start thinking about generating great creative expressly for mobile, instead of just taking what was built for other media and trying to make it fit. Mobile is personal, mobile is pervasive, and mobile has proximity. I want to see – and the medium demands – creative that engages mobile users in a fun and exciting way on a one-to-one basis. Continue Reading »

More Complicated Than Ever

The Industry Group Perspective

Reprinted from KPMG Thought Leadership Publication 4/10 

Full Advisory Document here – KPMG Networked Advertising PDF

Greg Stuart has insights that stem from a diverse advertising career that includes five years as CEO of the Interactive Advertising Bureau (IAB) — an industry group of more than 400 leading media and technology companies that sell nearly 90% of online advertising in the United States — and co-authoring the book What Sticks (Kaplan Business Books, 2006) a research-based look at what makes advertising effective.

“As the digital advertising ecosystem evolves at a furious pace, its myriad technical complications, options, and opportunities seem almost overwhelming,” Greg Stuart says. “The relationships between agencies, media buyers, ad networks, exchanges, data providers, verification services, measurement companies, publishers, and content owners have become complexly interwoven, obscuring participants’ roles, true value, data ownership, and consumer access. If—as an industry joke goes—‘advertising was a business created for C students,’ that isn’t the case any longer.” Continue Reading »

Hermawan: Greg, I met you at your Public Seminar in Jakarta organized by Detik.com, Kompas.com and KapanLagi.com at Pacific Place. I was speaking before your session. Why did they bring you all the way from New York City?

Greg: Hermawan, yes I enjoyed our discussion and getting the chance to meet. I’d heard a lot about you. My reason for being in Jakarta was the major portals there, Detik, Kompass and Kapanlagi all believed that marketers in Indonesia were not using the online advertising medium to the degree they should.  Abdul Rahman, President Director at Detik saw a presentation I’d given in New York late last year and he thought that information would be beneficial to marketers here.

Hermawan: In Jakarta you convinced everyone that all marketers must change the paradigm. What are the fundamental reasons behind your strong statement? Continue Reading »

For nearly a decade I’ve been hearing: “This is the year for mobile advertising.” Based on recent polling research, I suspect the mobile industry has a fundamental problem that slowing its adoption: Even advertisers hate the idea of ads on their phones.

Advertisers Hating Ads?

The Vizu poll of 2,000+ visitors to Adweek.com shows that 76% of advertising types said “over my dead body” would they be willing to receive advertising on their cell phones. Only 15% said “yes”, but even that was a qualified “yes,” requiring permission. And these were ad people being surveyed, not general consumers.

As former CEO of the IAB, I have learned a thing or two about what it takes to create a new medium and garner advertising industry support.

Mobile Targets Like Nothing Else Continue Reading »