Apps are calling15 de July de 2019
In the last years, the media market has narrowed to a few players; the technology market, though, took the Mobile path in a different way – it has diversified, with new names (or not that new, right, Amazon?!), different operators, varied manufacturers, and of course, startups, and app developers that has changed the way we use cell phones coming in. For a good reader, two sentences suffice: applications are the space to be inside the Mobile. And, more than a good place, they also give an actual opportunity for the media market to free from the dependency of the same old names. All in all, it is time to decentralize the ability of understanding and activating the audience, and the applications are calling…
What is your number?
In the first quarter 2019, 30 billion app downloads were made worldwide, users spent a little more than US$ 22 billion in app stores; and the main growth observed was in the entertainment, delivery and finance segments. In 2018, the expenditures in app stores reached as much as US$ 101 billion; this amount is expected to grow to US$ 160 billion up to 2023, spearheaded by Latin America! The time spent with the cell phone is growing, too – from 2016 to 2018, the average time users spend with their smartphones grew by 50%. In the United States, for the first time, the average time spent by using the cell phone will be higher than watching TV: 3 hours and 43 minutes on the smartphone against 3:35 watching TV. Want to know more? Of these four hours on the Mobile, 80% of the time is spent using apps.
In the beginning of this week, the technology market guru, Mary Meeker, shared with us the 2019 internet trends report. In it, she indicated how the media market is now more nip and tuck and chasing contexts to reach users in a more efficient manner. And how essential data is to achieve this goal. Applications are under this umbrella, after all, they can be an interesting – and diversified – source of information for brands. An example? Wendy’s, a North American fast-food chain, which has partnered with GasBuddy, an application that helps drivers find cheaper gas in the nearest place. So, the app does not only alert which fuels are cheaper, but also tells which Wendy’s restaurant is the closest. This is an easier way to reach the target public – families and people traveling around the country – and in an almost natural manner: Because, if a traveler needs to stop for fuel, they can also take the opportunity to eat a sandwich, right? With the partnership, Wendy’s will also learn what the actual traffic of people is to their stores spread on the US roads, and today’s media generates understanding for the next campaigns of the brand.
Do the dance…
The diversity of app features is a major benefit when we think of media – there is a chance of being in video, voice, image, text, and even… well, in a mix of all of them. That is what happened to Nike. The company, as we have already mentioned here, has been strongly focusing on the digital experience. In the end of May, it went beyond its own app network to launch an exclusive Air Jordan sneakers line only on Fortnite. Yes, the 250 million users of the game were able to buy a skin for their avatars containing the brand’s iconic sneakers.
The brand’s presence was a lot commented by gamers and celebrated by analysts, who interpreted Nike’s action as “stroke of genius” in the Mobile world. In turn, Epic Games’ owner even said that this will not be the only collaboration of the game with Nike. Which means that, well, it worked out …
Get out, scam!
When we start speaking of applications, it is hard not to think of the image above – a girl making several downloads at the same time to fake the size of an application’s scope. Although the photo was taken in 2015, the fear remains: The fear of putting media in apps due to frauds is present in 52% of brands and 36% of agencies; while the tensions with regard to viewability and measurements concern 48% of agencies and 42% of brands when it comes to advertising inside applications, a survey conducted by Forrester Consulting indicated last year.
So, looking for a premium application network and using well-known partners is a safer path – that also mitigates such concerns. Add to it another layer: Big Data. By analyzing application usage data, it is not only possible to see who was better impacted, but also understand the audience in a deeper way. As John Lennon would say – or should I say, as we would say by paraphrasing him: data is the answer.
Ring, ring, ring
Do you remember how Mobile market looked like five years ago? The promises of diversity, of reaching the most diversified people, of being there for them in the decisive moments? When did it become just two options? And why is it still like this in 2019? Using the previous example – about the time spent in front of the TV, would you put all your media in only one TV channel, being aware that the audience has access to over 2 billion channels?
The phone is ringing and ringing and ringing, and the opportunity is on the other side of the line; so, are you going to answer it?!