SZ Cheat Sheet: Mobile Trends and Analyses 1/8/16

Before happy hour tonight, here is some useful info we’ve aggregated for you to use during cocktail conversations

by Signal Zero Team

Marriott made a strong impact on the rewards scene recently by incentivizing current users for their continued loyalty. To increase the downloads and user engagement of their check-in app, Marriott is giving away 1 million reward points to one lucky mobile user, as well as 100,000 each month leading up to a big prize announcement.

This is an exciting opportunity for the hotel giant to connect with the individual customer — namely the existing users instead of broadly engaged new ones — rather than view it as simply a part of a “user base.” In this instance, engaging with new users is ostensibly a surer bet by way of referrals from happy current customers than, say, throwing together a generic campaign aimed at netting new customers who are not guaranteed to associate the brand with the sweepstakes.

According to Flurry, last year U.S. consumers spent more time using mobile applications than watching television.

Next year, total mobile ad spend is expected to be $40 billion in 2016, according to eMarketer. That number surpasses desktop spend.

In-app advertising accounts for nearly 3/4 of total mobile ad spend.