> IN BRIEF


US mobile content revenues to double by 2014


to the consumption of games, music and video,” said Noah Elkin (pictured), eMarketer senior analyst and author of the new report ‘Mobile Content: Games, Music and Video Take to the Cloud’. eMarketer estimates combined


revenues from three main channels — subscriptions (streaming music and mobile TV services); direct and pay-per-view downloads (full music tracks, games and TV/movie/event programming); and advertising- supported (games, music services and video)—will more than double from 2010 to reach US$3.53bn in 2014. The main factor driving revenues


Revenues for mobile content – including video, games and music – will reach an estimated US$1.54bn this year, according to a report from eMarketer. “The continuing advance of


smart devices, including tablet- style computers led by Apple’s iPad, and the growing ubiquity of mobile broadband networks mean that consumers have to make fewer compromises when it comes


to game, video and music publish- ers is still paid or subscription- based content, though ad-support- ed revenues are expected to grow at more than double the rate of paid mobile content through 2014. “The rules have not been written


— yet,” said Elkin. “The ongoing digitalisation of media and the increased emphasis on monetisa- tion spells opportunity for mobile game and music publishers as well as producers of video content.”


CELEBRITY TWITTER USERS NOT THAT INFLUENTIAL – RESEARCH


A new study reveals that celebrities on Twitter with millions of followers are mostly ignored, diminishing the level of influence they were believed to have had. After applying a mathematical algorithm to numer- ous tweets on Twitter every day, researchers at Northwestern University found that experts in partic- ular fields were more likely to encourage topics of discussions to become trends. Alok Choudhary, a Northwestern professor, and Ramanathan Narayanan, a graduate student, found that if a celebrity tweets about their area of expert- ise, only then do they have influence. However, when they tweet about a subject such as politics, it won’t have as much influence as a tweet from a politician or political analyst on the matter. "People think that just because you have a huge


number of followers you may potentially be an influ- encer, and that is not the case," said Choudhary. "A lot of people think that just because you tweet a lot means you may have influence or you are important. But there are a lot of junk tweets.”


IAPI calls for change to public sector pitch process


The Institute of Advertising Practitioners of Ireland (IAPI) has called on government departments and state agencies to amend their procurement policies, saying that unsustainable pitch processes are currently costing agencies millions of euro. IAPI issued guidelines on agency selection in 2008, which included a specific reference to government advertising tenders, and followed consultation with the National Public Procurement Unit. In the section on shortlisting agencies, the guidelines pro- posed that no more than five agencies be selected for the final stage selection of work for the public sector. This is limited to three


agencies for private sector work. IAPI said it had recently become aware that a number of state agencies, including the CSO and the HSE, have shortlisted nine agencies for each contract when conducting agency selections. “This in breach of the guidelines. It is also placing undue pressure on a sector which is already seriously constrained. It is envisaged that it costs a creative agency on average €80,000 to pitch for business of this scale – in terms of person hours and resources, the CSO and the HSE pitches will collectively cost those partici- pating almost €1.5m.”


12 Marketing Age Volume 4 Issue 3 2010


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68