Digital Lifescapes

The business case for an Application to Person (A2P) messaging market is starting to evolve, with enterprise use cases being developed based on the requirements of informed CIOs and CTOs across industry sectors. Notably, the commercial requirements of these organizations will emerge in response to marketplace demand and will vary depending on the application and associated use case. To date, traditional one-way notifications represent the common A2P messaging use case. Looking to the future, that could change as adoption increases exponentially. A2P Messaging Market Development According to the latest worldwide market study by Juniper Research, the total value of the mobile business messaging market will increase from $48 billion in 2022 to $78 billion by 2027. Juniper analysts found that this 63 percent growth will be driven by enterprise adoption of Rich Communication Services (RCS), with more organizations harnessing the end-to-end encryption and verified sender identities RCS provi...

Mobile communication channels are important for many enterprises that connect with customers, and new service providers have emerged that offer a comprehensive platform to enable the management of this ongoing interaction. These are the Communication Platform-as-a-Service (CPaaS) providers. Industry analysts define a CPaaS platform as a solution that enables an organization to communicate with clients via multiple outbound online and mobile channels via a singular platform. There are a number of services that can be considered part of CPaaS platforms, including messaging technologies such as Short Message Service (SMS), Rich Communication Service (RCS) and Over the Top (OTT) messaging applications. Also offered are push notifications, voice services, and email. CPaaS Platform Market Development According to the latest worldwide market study by Juniper Research, the global value of the CPaaS market will exceed $10 billion for the first time in 2022 -- that's rising from $8.6 billion...

If you're a marketer that has yet to embrace the mobile media platforms, then consider the apparent trend and ask yourself this question -- what am I waiting for? Many of the late adopters are already on-board, as mobile media enters the mainstream of consumer culture across the globe. The worldwide mobile advertising market is forecast to generate revenues of $12.8 billion in 2013, that's growing from an estimated $8 billion in 2012, according to the latest market study by Informa Telecoms & Media. Mobile advertising revenues are growing every year but brands and advertisers are still spending much less on mobile compared with the amount they spend on traditional media -- such as TV, print and radio. Informa believes that in many cases, the analytics and insights available on mobile usage is not compelling enough for brands to spend a large portion of their advertising budget on the medium. "There is growing recognition of the importance of the mobile medium b...

Marketers are investing a greater portion of their media budgets in digital advertising, and they're facing increased pressure to prove digital media branding effectiveness -- both as a single channel and in concert with a broader multichannel campaign. Some have discovered that measuring digital campaign effectiveness is problematic. "Digital’s legacy of direct-response metrics has caused many to fall back on measures that drove the first wave of online advertising -- click-through rate and page-view,” said Lauren Fisher, analyst at eMarketer . But these metrics can be inaccurate for quantifying digital branding effects -- especially when considering internet users click on less than one percent of display ads and are never in view of about a third of all ad impressions served in the U.S. market. Others are incorporating digital measurement into traditional offline count metrics -- such as the gross rating point (GRP). A December 2011 survey from DIGIDAY and Vizu of ...

According to the latest market assessment by eMarketer, they anticipate strong growth in the amount of marketing budgets being applied to online display advertising -- in particular, commercial video content. In the U.S. market, eMarketer forecasts that advertisers will increase video ad spending by 54.7 percent and up investments in standard banners by nearly 20 percent. Moreover, eMarketer predicts much lower growth for traditional rich media ads, however, at just over 4 percent -- as brands turn to more engaging online video instead. More marketers are moving beyond a typical direct-response centric model for online display advertising. They're now recognizing that despite low click-through rates, banner ads also have a residual branding benefit. Research suggests that adding video to those banner ads can improve engagement -- increasing the likelihood users will click the ads, as well as boosting the lingering brand awareness that results from viewing creative digita...