Author: Anne Freier

Snapchat is the next big digital advertising giant – according to Cheetah Mobile


Cheetah Mobile, the Chinese app developer, just released its own insights on the rise of Snapchat and it’s got a surprisingly different perspective. According to Cheetah, 2017 is the “age of Snapchat”. The prediction can be attributed due to Snapchat gaining in popularity among advertisers as well as its precise targeting capabilities. Let’s have a closer look at Cheetah Mobile’s findings. The UK digital advertising market is currently dominated by Google and Facebook. According to eMarketer, Google dominates the UK digital ad market at a 41.8% share. Facebook holds a 14.3% slice of the pie. Despite these figures, Cheetah Mobile believes that Snapchat could be the next advertising giant in Europe. The company announced 10 million active daily users in the UK during Advertising Week Europe and

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Airbnb and HomeAway among fastest loading travel apps – PacketZoom Performance Index reveals top travel apps by speed


Airbnb,, HomeAway/VRBO and TripAdvisor are the fastest apps among the travel and hospitality apps, according to the latest Travel App Performance Index published by PacketZoom, the mobile app content delivery company. Expedia, Priceline, Hotwire and ranked as the slowest. The study examined the speed at which each app’s content loaded for consumers to be able to conduct a search. Airbnb’s app offers a time-to-search period of just 2.1 seconds, whilst Homeaway/VRBO came second at 2.2 seconds, followed by (2.3 seconds) and (2.6 seconds). In comparison, apps from Expedia took 5.4 seconds to load and Hotwire even took 7.1 seconds. These speeds are below average and could be dangerous. According to Compuware research, most consumers prefer apps to load content within 2 seconds. Shlomi Gian,

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Apple cuts App Store Affiliate Program commission from 7% to 2.5%


Apple is reducing its App Store commission from the standard 7% to just 2.5% effective from 1. May. Members of the App Store Affiliate program were alerted of the 64% cut by email. That’s quite a significant drop, but won’t affect rates for other Apple media such as music, movies, books or TV series. The Affiliate program provides a little kickback for App Store downloads that are made via a referral ID link. Though it doesn’t seem like much, commissions can quickly build up the larger a developer’s audience becomes. Developers will continue to receive 70% of the sale. However, the lower rate is likely to affect smaller websites, including blogs which provide app reviews and news. It’s not entirely clear why Apple made the changes, other than to increase

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Smartphone adoption grows in India

Six Smiling Young Indian Friends People Talking on cell phones and sending SMS and Having Fun

One in five or 20.8% of people living in India are expected to own a smartphone at the end of 2017. That’s according to new research from eMarketer. Annual growth rates are going to remain in the double digits until 2019, and then may drop to below 10% in 2020. Figures by Gartner suggest that smartphone sales may have accounted for just 50% of total mobile phone sales in India during the last quarter of 2016. That’s still way below the US (96%) or China (96%) as well as developing countries such as Indonesia (68%). In India, cheaper mobile handsets are still favoured over more expensive and data-hungry smartphones. Anshul Gupta, research director at Gartner, says: “With the slowdown in sales in major markets, including

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Everyday moments offer valuable insights into smartphone and social media behaviours of consumers


Mobile and digital advertisers may have a significant advantage in getting their messages across by understanding how consumers feel in everyday moments. According to a survey of 52,000 people across 78 countries, UM’s The Meaning of Moments report has been tracking social stats for ten years. The latest Wave 9 results suggest that consumers are increasingly doing more things with their smartphones. Activities including instant messaging, watching videos and managing social network profiles were all up in 2016 compared to the previous years. In addition, consumers are uploading more videos and photos using their smartphones than ever before. Consumers are also increasingly managing their social networks more actively. The majority of respondents use social media to promote themselves (30%) whilst fun and entertainment aren’t sought-after

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Reveal Mobile launches platform for location-targeted social media campaigns


Reveal Mobile, the location-based audience data company has just rolled out a new platform that allows brands and marketers to location-target their social media campaigns. Social Direct will be introduced at the NAB 2017 in Las Vegas. Through the new platform, advertisers will be able to view the audiences who have visited a location or a competitor’s location. Settings can also include broader categories such as “coffee drinkers”. Advertisers can then target such location-based audiences via social media platforms Facebook, Instagram, Twitter, and Google AdWords. If a national retailer, for example, may want to interact with a small percentage of users who have downloaded the store’s app, Social Direct can draw the first-party data from Reveal Mobile’s nationwide database of 40 million location-sharing mobile consumers. These include previously unknown

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Thunder rolls out Thunder Apps to boost mobile advertising campaign optimisation


Thunder, the ad personalisation and analytics company, has just rolled out Thunder Apps, which it hopes can establish an ecosystem of ad technology apps and integrations for the Thunder Creative Management Platform (CMP). The new feature includes a DCO App, a tool described as a “dynamic creative decisioning app”. Essentially, it enables clients to more quickly test and optimise their mobile and digital advertising campaigns. The company has also included a new fraud detection app based on Forensiq’s ad fraud technology as well as an app that powers system integration and agency support. Thunder Apps add audience and creative-level analytics to the Thunder CMP for enhanced data insights. Victor Wong, CEO at Thunder says: “We are thrilled to offer clients access to everything they need

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Snapchat adds Sponsored Geofilters to its API


Snapchat has just made it easier for brands to purchase Sponsored Geofilters. Just in time for travel season to kick off, the ad format allows Snapchat users to pin a geofilter to their photos and videos thereby sharing a brand’s message. Sponsored Geofilters are now available through the company’s API in the US, UK, Canada and Australia. That means clients can more easily buy the ads and no longer need to contact Snapchat’s sales team. Snapchat Snap Ads are also available through the company’s API. There’s one restriction to this: national Sponsored Geofilters, which will continue to be available on request through the firm’s sales team. Geofilters are all about location and are pitched as ways for app users to share their experiences about where

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UK consumers choose chatbots over human interaction – opportunities for mobile advertisers and brands


Customer service is key to a successful business, and as consumer behaviour has shifted and become digitalised, nobody has the time or patience to talk to a business on the phone anymore. According to a study commissioned by Ubisend, which makes AI-driven chatbots, 69% of UK consumers would rather interact with a chatbot instead of a human to receive an instant answer. Conducted by Morar Consulting, the study asked 2,000 UK consumers on their attitudes towards chatbots. Although 75% of respondents had not yet spoken to a chatbot, 57% are aware of them and over a third (35%) want to be able to use chatbots to solve their queries. So what priorities do people have in wanting to solve their customer service queries. A majority of 68%

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DataCultr uses a genome mapping approach to understand smartphone users


A new kind of advertising technology start-up is trying to understand the smartphone user by using a genome mapping approach. DataCultr, the smartphone data company launched by parent Boxer Internet in 2012, has been scrambling to mine smartphone user data. Founders Neel Juraisingani and Sujoy Ghosh say the platform is more of a result of endless experimentation at Boxer. The two founders had previously been building ad servers for mobile platforms. DataCultr works by noting events on smartphones. Such events include turning on a device or checking into an app. Each action defines the consumer behaviour and is turned into an informable piece of data. Such data may be used to make informed and personalised advertising and product recommendation. As an example, Juraisingani says: “Let’s say, I drop

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