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The Scoop – DSPs Explained | Mobile Consumer Survey | Instagram Ad Units August 26, 2014

Filed under: Corporate — CMI/Compas @ 4:10 pm

Demand-side platforms (DSPs) have been taking the advertising industry by storm, but they can also be confusing. In this Pharma Hotlist Brian Werner, Media Director, shares expertise on DSPs, specifically around what the pharma industry needs to know and can expect to see in the near future.

IQ Rx intern Gina Brown reviewed a new whitepaper, the Adobe 2014 Mobile Consumer Survey Results, which begins “Based on responses from this year’s survey, consumers are reaching for mobile first, making it more important than ever for marketers to adopt a true cross-channel approach when it comes to communicating with their customers. Not only are consumers spending more time on their devices, but they are using their devices in conjunction with traditional offline activities, signifying a behavior shift on the part of consumers and a call to action for how marketers need to engage with their customers.” Here are the IQ Rx findings and takeaways:
• Mobile is how the world communicates today: there are 2 billion smartphones globally in 2014
• Adobe surveyed more than 3,000 participants from North America and Europe to gain insight into which mobile devices they use and how they are using new technologies in mobile
• Android device popularity continues to rise while iPhones appear to be on the decline
o Globally in 2014, 67% of consumers age 18-29 prefer Android smartphones as their primary mobile device (up from 59% in 2013)
o Androids are predominantly favored in Europe (64% chose Androids as their preferred mobile device vs. just 13% for iPhones)
o North America is similar, but slightly less skewed (56% preferred Androids vs. 22% for iPhones)
• In 2014, 84% of consumers prefer smartphones as their primary mobile device over tablets
• Overall mobile engagement is highest among the following verticals:
o Media: 98%
o Travel: 79%
o Financial Services: 71%
o Consumer Products: 61%
• Many organizations are challenged on where to focus development efforts for content (apps vs. mobile websites) and which activities to prioritize for optimization efforts.
o Consumers reported that they prefer apps over mobile sites when it comes to social media (59%), games (58%) and music (57%)
• Facebook remains the primary social media network accessed by mobile in 2014, with 75% of all respondents saying they access it via mobile (no change from 2013)
o Google+ grew to 29% (up from 26% in 2013)
o Twitter fell to 25% usage (down from 28% in 2013)
o Instagram and Pinterest still showed strong at 16% and 11%, respectively
o Snapchat gained a significant foothold with young consumers (ages 18-29) with 19% usage, but among all consumers 18-64 the mobile usage rate was just 8%

Updated information and data on advertising with Instagram (my current favorite in social!) is now available to advertisers. Thanks for the heads up to Justin Freid, VP, Search Engine Marketing & Emerging Media.

I just want to take a minute and reflect on how amazing and broad wearables technology has become, as evidenced in two hot news stories today; the first is about a bored college student who noticed a fellow student missing an arm, so he printed her a gorgeous prosthetic using his 3D printer. The second is a look at the Ralph Lauren smart shirts that will debut at the US Open and are not only good-looking, they contain state-of-the-art fitness tracking sensors.

Although many expected tablet sales to squash PCs, for now sales of tablets are slowing and those of PCs are rising. There’s a few potential reasons for this, including that those who would have purchased tablets by now already have and don’t yet need to upgrade, and also that tablets haven’t quite hit the critical point where most see them as perfectly able to replace all functions of a PC.

School started this week for most kids; from Associate Campaign Analyst Katelyn Inman: “Today, many adolescents are suffering from chronic sleep loss due to a combination of their natural sleep cycles, extra-curricular activities, homework, after-school jobs, etc. The American Academy of Pediatrics recommends that classes should start after 8:30 to boost both physical and mental health of adolescents. Dr. Judith Owens, MD, FAAP, states, ‘the research is clear that adolescents who get enough sleep have a reduced risk of being overweight or suffering depression, are less likely to be involved in automobile accidents, and have better grades, higher standardized test scores and an overall better quality of life.’ ”

A new book, “Doctored: The Disillusionment of an American Physician,” illustrates the frustrations that many physicians are having in their roles, and cites less time per patient as one of the top complaints. It’s no wonder many are looking for alternatives and that startups that bring doctors out of the office and right to the patient – in real life or virtually – are gaining in popularity. As well, we see the continued rise of using NPs/PAs to do work previously only done by physicians.

Kudos to online retailer Modcloth for just saying no to Photoshopped models in their ads. They say their priority is to show that their clothing looks good in real life, not just in an airbrushed fantasy.

Researchers are looking high and low, even to insects’ insides, for antibiotic alternatives as many current antibiotics can’t content with today’s super-bugs…no pun intended. Thanks to Monique Baggiano, Admin Assistant for this article.

-Carly Kuper, VP, Strategic Marketing & Corporate Communications
Get your daily Scoop fix here.


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