ABC….”A” is for Application, “B” is for ….
That’s the beginning of the special report of CNBC & FastCompany about how the smartphones have met the Mom & Kids market. Starting with this report I am trying to collect a couple of information about one of most interesting new markets for direct interactive advertising: that of moms, dads and kids.
As smartphones and handlheld computers move into classrooms worldwide, we may witness the start of an Educational Revolution. How technology could unleash childhood creativity – and transform the role of the teacher. The American children now spend 7,5 hours a day absorbing and creating media – as much time as they spend in school. More and more of these activities are happening on smartphones equipped with audio, video, SMS and hundreds of thousands of apps.
The TeachMate, PSP, iPod, iPhone are just some examples about the devices used, waiting the iPad and similar device in the next months, able to run apps for gaming, entertainment, podcast and many other contents.
A testimonial in this report says:
“Kids love stories. In place with no TV, no Internet, no books, when they are given theses devices, these are like gifts from Heaven” – Paul Kim, CFO Standford University’s School of Education
“Content is king, and too often little attention is paid to content for Kids” – Richard Rowe, Founder OLE.
What is clear is that the new touch-based mobile devices open the doors to direct connection between the interactive world and moms/dads & kids with the availability of huge quantity of apps for this category now available. These apps are often not only educational but also sponsored by commercial brands such as Fisher&Price, Movie Industries, Disney, McDonald, Pringles and others.
Application: The new front of
Interactive Advertising
The iPhone phenomena and success piqued advertisers interest in creating applications for the device. The advertising application became a must in the advertising life, where any application is promoted by the buzz of community users and open an direct channel to the final customer.
Since the introduction of iPhone on the market (2007) Apple sold 30 million devices, more than 2 million applications downloaded, 50% of mobile traffic generated by iPhone (in the US market).
All the big digital agencies such as AKQA, Razorfish help their clients that sell luxury and consumer products into this new frontier.
The quantity of free branded applications available on the iTunes store is huge and fight for a great target:
- 50% under age 30
- HHI 40% higher than US media
- 73% Have more than 5 apps
- Worldwide target
The opportunities an application can offer are:
- Quick developments
- Simple update when is on market
- Social features built-in to drive viral/buzz
- Tracking & Analytics
- Desirable product/stuff
- 24/7 access
The main function and content delivered are:
- Gaming
- Podcast
- News
- Pictures
- Social Networking Notifiers
Other most vibrant and active brand aplication advertisers on iTunes:
Fashion & Luxury
Applications focused to provide news, promotion, photo & video gallery. Some of most downloaded are: D&G, RalphLauren, Gucci, Zara, Chanel, Victoria Secret, Fendi, Patrizia Pepe, Jaggy, Costume National, Silvia Neach, etc..
Car&Automotive
Focused to provide services, information, entertainment, services & Tools. Some of most active brand are: VW, Ford, BMW, Citroen, Chevy, Toyota, Honda, GM, Land Rover, Ferrari, Porsche, Audi, Jaguar, etc..
Medias
Provide real-time information, 24/7, with additional stuff like as video, picture, audio interview, discussions comments, links:NYTimes, Times, Mediaset, CBS, FOX, CNN, AP, CodeNast, and more others.
That’s just the beginning because with the arrival of other multi-devices such as Android by Google, we can soon expect that the concept of applications will expand from mobile devices from the home TV to our cars.
Here I suggest a couple of interesting reports about the applications market:
- iPhone Apps: What, How, Why
- iPhone Apps: Benchmark of Success
Published June 26, 2011
Category: Campaign, Most Popular, Social Network
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