Top monthly news from the mobile & tech industry selected by Neomobile for June, 2015

Catch up on all the important mobile market news from June 2015 with Neomobile! We bring you a recap of the most popular stories every month.

For Agencies, Targeted Video Ads Best at Grabbing Viewer Attention

As consumers spend an increasing amount of time viewing digital video, advertisers are following along. Indeed, nearly seven in 10 US ad agency professionals polled by Strata in May 2015 said video was their main campaign focus. And further results indicated that they were pleased with the value they’d already gotten from such efforts.

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Fully 44% were confident in the return on investment (ROI) of online video purchases. While this was still the minority, it was up an impressive 43% quarter over quarter. Meanwhile, the percentage of respondents who were unsure of online video ROI dropped 25%, to 37%.

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Brands & mobile advertising: Getting 7X more engagement and 4X more customers

If you’re not reaching, engaging, and monetizing customers on mobile, you’re likely losing them to someone else. Register now for the 8th annual MobileBeat, July 13-14, where the best and brightest will be exploring the latest strategies and tactics in the mobile space.

We’re in the middle of the most massive media shift in history, and brands are lagging behind.

While 2.1 billion mobile users have downloaded over 350 billion apps, time on device grew 76 percent last year, and we are spending more time on our phones than watching TV, brands have yet to completely embrace mobile advertising. That’s led to what Mary Meeker has called a $25 billion opportunity gap in mobile ads.

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Wearables will shape the future of mobile payments

Last week, at the Wearable World Congress in San Francisco, executives from Capital One, MasterCard and PayPal participated in an animated discussion about the future of mobile payments and explained why wearable technology is an important part of their companies’ game plans.

Speaking from a shadowy stage in the city’s Palace of Fine Arts Theatre, just spitting distance from the Golden Gate Bridge and the Pacific Ocean, Stephane Wyper, MasterCard’s vice president of startup engagement and acceleration, said MasterCard is focused on leveraging the latest and greatest gadgets, including wearables, to create loyal customers.

“As we look at the future, consumers are clearly interacting with a whole host of new devices that extend beyond plastic or the devices in their pocket,” Wyper said. The question for MasterCard is, “How do we enable all of those connected devices to be payment devices?”

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6.1B Smartphone Users Globally By 2020, Overtaking Basic Fixed Phone Subscriptions

Today there are 2.6 billion smartphone subscriptions globally, and while growth has been levelling off in developed markets like the U.S. and Europe, it’s not stalling altogether by a long shot. By 2020, globally there will be 6.1 smartphone users led by huge growth in less mature markets. And with 6.1 billion smartphones in circulation, we will see a tipping point of sorts: smartphones will finally overtake the number of active fixed line subscriptions worldwide in 2020.

The numbers come from the latest annual Mobility Report from Ericsson, which is being published today. Using data gathered from around 100 carriers globally, Ericsson uses this to paint a picture of what is going on right now, as well as what to expect in the future, covering not just how many people are using mobile networks but also how they are using mobile.

Those 6.1 billion smartphone users works out to some 70 percent of the world’s population using smartphones in five years’ time, a measure of just how central these devices are becoming to how we communicate with each other and do much more.

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