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Jan. 27 Webinar: Mobile Apps: Consumer Usage, Loyalty and Advertiser Impact

Please click here to register for the free webinar, ?Mobile Apps: Consumer Usage, Loyalty and Advertiser Impact?

Mobile Marketer will host an hour-long free webinar on Thursday, Jan. 27 from 2 p.m. to 3 p.m. ET to discuss what brands and agencies need to know about applications, consumer usage, loyalty and advertiser impact. The Weather Channel is the sponsor.

Brands are creating custom ones, the casual gaming industry has found exploding revenue streams and media companies are all building them. But what do applications offer to advertisers such as Chevrolet, Bud Light, Toyota, Philips, J.C. Penney, Sears and Cadillac? In this continuing series of Mobile Marketer webinars, senior executives from The Weather Channel and Primary Impact will unravel the picture, offering insight, analysis and the results of the nation's first brand-impact study on ads in iPad applications.

?Weather has seen extraordinary growth in use of our mobile apps, both on smartphones and on the iPad, where we are among the top five most downloaded apps on all platforms,? said Sheila Buckley, New York-based senior vice president of digital ad sales for Weather.com and The Weather Channel Mobile.

?We?ve been conducting primary research to understand how consumers relate to apps they download and how these apps change their media behavior overall,? she said.

?Our apps are ad-supported and we have been working with big national brands to help them understand how to use apps as an advertising platform ? how to measure them, how to make best use of the unique attributes of mobile.?

Using a combination of third-party data, a never-before released survey of application users plus ad effectiveness research, the webinar will present a broad picture of what marketers and agencies need to know about applications.

The speakers are independent researcher Kathryn Koegel, chief of insights at Primary Impact, New York; Ms. Buckley; and Paul Borgese, director of research and insights at The Weather Channel.

Mobile Marketer?s Dan Butcher will moderate.

Topics
The webinar will cover:

? Application usage overall by content category
? Frequency of application usage: what kind of applications do consumers continue to use beyond the first week after download?
? Consumer attitudes about the relative value of various types of applications post-download
? Application usage and value as compared to other media sources of similar information
? Solving the mobile reach challenge and just making it easier: techniques for achieving maximum reach of the mobile media market including a new initiative to simplify rich median make it work cross-platform
? Brand impact of ads in applications as compared to ads in mobile and online
? Results of the first brand-impact study on ads in iPad applications
? Creative examples from major advertisers who are using context and location to enhance the effectiveness of their mobile ad campaigns

Apps? place in the media mix
?It?s been a concern of mine that within the mobile app market, most reports are all focused on download numbers,? Ms. Koegel, who wrote Advertising Age?s ?What You Need to Know About Mobile Marketing: Benchmarks and Best Practices? report. 

?A download is a reflection of consumer interest, but in no way tells anything to a marketer about usage patterns, loyalty and advertising effectiveness,? she said.

Together with The Weather Channel, Primary Impact conducted a survey of mobile application users to determine which type of applications they value and what effect those applications have on general media consumption and on the day-to-day lives of consumers.

Because The Weather Channel has high mobile usage ? according to comScore, more than 20 million people nationwide use Weather mobile content ? its own internal data also offers insight into how and when content on mobile phone and iPad apps is accessed.

?2010 was the year that mobile went beyond test buys, but to go forward, marketers and agencies need to understand how apps fit in within the spectrum of media consumption,? Ms. Koegel said.

?This webinar will provide crucial information about how to integrate apps into media plans and how to measure their effectiveness, as well as highlight great creative from brands in the marketplace now,? she said.

The webinar will start at 2 p.m. ET and end at 3 p.m. ET on Thursday, Jan. 27. Attendance is free. Registrants can ask questions ? via the chat box ? while the webinar is in progress and as panelists speak.

Please click here to register for the free webinar.


Topic
Mobile Apps: Consumer Usage, Loyalty and Advertiser Impact

Organizer
Mobile Marketer

Sponsor
The Weather Channel

Date and duration
Thursday, Jan. 27, 2 p.m. to 3 p.m. ET

Brands are creating custom ones, the casual gaming industry has found exploding revenue streams and media companies are all building them. But what do applications offer to advertisers?

In this continuing series of Mobile Marketer webinars, senior executives from The Weather Channel and Primary Impact will unravel the picture, offering insight, analysis and the results of the first brand-impact study on ads in iPad applications.

Using a combination of third-party data, a never-before released survey of application users plus ad effectiveness research, the webinar will present a broad picture of what marketers and agencies need to know about applications.

Speakers: Kathryn Koegel, chief of insights at Primary Impact, New York; Sheila Buckley, senior vice president of digital ad sales for Weather.com and The Weather Channel Mobile; and Paul Borgese, director of research and insights at The Weather Channel.

Moderator: Dan Butcher, associate editor of Mobile Marketer

Topics

The webinar will start at 2 p.m. ET and end at 3 p.m. ET on Thursday, Jan. 27. Attendance is free. Registrants can ask questions ? via the chat box ? while the webinar is in progress and as panelists speak.

Please click here to register for the free webinar.