Author: Anne Freier

Usage of ad blockers declines despite growing awareness of availability

Despite the general awareness of ad blockers rising from 59% to 63% among Australians, usage has actually declined to 25% from 27% back in October 2016. That’s according to the latest findings from IAB Australia’s Ad Blocking in Australia report conducted by Pureprofile. This trend is not unique to Australia. Indeed, over the last year, ad blocker usage has also stabilised in the UK to 22%. Overall, mobile ad blocking is significantly below desktop levels with just 4% of Australians saying they had an ad block app installed on their smartphones compared to 21% on desktop. Vijay Solanki, CEO of IAB Australia, cautions: “Whilst it is positive news that the use of ad blocking appears to be stabilising in Australia, it is imperative that the advertising industry

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Celtra secures $15 million funding from Unilever and WPP to drive creative transformation

Celtra, the mobile advertising company, has just announced a $15 million funding round led by WPP, the advertising and PR firm, and Unilever, which will be taking a minority stake in the company. Celtra has been gaining traction over the last few years to become an established player in the mobile ad space. Its AdCreator mobile ad platform empowers advertisers and brands to create, manage and distribute their ads across devices. In addition, the company just recently rolled out support for publishers to create ads for Apple News. According to a press release, Unilever will be utilising Celtra’s creative tech across its global marketing services. Miha Mikek, Founder and CEO of Celtra, explains that the company’s aim is to help brands and partners transform to become “highly performant, data-driven, effective

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Spotify is testing Sponsored Song adverts to boost mobile app music plays

Spotify is experimenting with a new advertising unit which lets labels promote single songs as part of a playlist. The ‘Sponsored Song’  adverts have popped up above user playlists and are targeted to match consumer music tastes. As shown in an example by Liam Maloney of the track “Call Me” by NEIKED, the format is no longer a standard banner, but an instantly playable track. For now, it’s only a test, but the feature could be launched later this year if successful. Importantly, it appears Spotify has added the option for Premium users to opt-out of seeing the Sponsored Content by changing their settings. As the music app continues to explore new revenue streams following the announcement of a $389 million operating loss in 2016,

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Tapjoy brings rewarded mobile ads to Atari’s game app portfolio

Tapjoy, the mobile advertising company, has partnered with interactive game maker Atari, to roll out rewarded adverts for its mobile games. Players of the hit game  RollerCoaster Tycoon Touch can now earn free in-app coins when they choose to watch videos and engage with ads from Tapjoy’s ad partners. The rewarded ads will also be available for games Goon Squad and Lunar Battle soon. Tony Chien, Senior Director of Marketing at Atari, says that the company is focused on the end-user experience. Earning in-app freebies in exchange for simply viewing content may be one way to do that. “We chose to make Tapjoy one of our first ad partners because they represent such a high number of premium brands and the quality of their ad products is second to

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China: Mobile advertising expenditure increases 90% in Q1 2017

The mobile advertising market has made significant gains over the last few years and APAC stood out as it leads growth across all regions with a 139% increase in eCPMs. According to the latest Smaato findings, China in particular is on a roll and already the second dominant market in terms of mobile ad spend on the platform. Global mobile ad expenditure grew 14% in Q1 2017 compared to Q1 2016. Smaato, the mobile advertising company, found that China stood out by almost doubling its mobile ad spend (+90% compared to the previous year). The country’s ad spend increase was also twice that of Australia (+37%), France (+23%) and Canada (+21%). With total mobile ad spend in the country forecast to increase by 39% in

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IAB sets out to help define mobile advertising best practices for header bidding

The International Advertising Bureau’s (IAB) Technology Laboratory has now invited public comments to define standards for header bidding in order to bolster the adoption of header bidding technologies. The Standard Header Container Integration with an Ad Server offers insights and best practices which seek to advise and guide advertisers on how to utilise header tags. Helping to define standard guidance also makes it easier for technologies to be improved in the future. According to a recent report from PubMatic, mobile impressions from header bids jumped 12x in 2017 compared to 2016. 25% of all header bid impressions were allocated to mobile devices. That’s an increase of 7% from last year. The study also found that mobile header bidding eCPMs rose 55%. The IAB Technology Laboratory

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You & Mr Jones acquires mobile advertising firm MOBKOI to expand operations

Mobile advertising company, MOBKOI, has been acquired You & Mr Jones, the global brandtech firm following a majority stake acquisition. MOBKOI helps advertisers create mobile ad campaigns with an emphasis on mobile video by offering access to premium mobile inventory, a suite of full-screen creatives and analytic tools. The company was founded in 2014 by Quentin Le Pape and Guillaume Le Pape. Among its client list are Bally, Bentley, Canon, GE, Maserati, Montblanc, Mulberry and Nespresso. Quentin Le Pape, Founder, MOBKOI, said: “Today we pride ourselves on being a true partner to brands, at a time where there is a real disconnect between ad tech and brand marketers.“After three years of hyper-growth we are thrilled to be part of You & Mr Jones. We share the same core

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Mobile ad expenditure to reach $155 billion accounting for 26.3% of all ad spend in 2019

Global advertising expenditure is on track to grow 4.2% this year to reach $559 billion. According to Zenith Media, the forecast points to a 0.2 percentage point drop compared to its prediction made back in March. It expects ad spend to fall slightly behind over the coming three years, arguably due to a lack of large events such as the next US presidential election. The latest Advertising Expenditure Forecast finds that the US will continue to lead the global ad market in terms of ad dollars. China follows in second place. Of a total increase of $69 billion in ad spend between 2016 to 2019, the US contributes 28% and China 22%. Internet advertising is now accounting for 37% of total ad spend in 2017 ahead of traditional

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Factual partners with Adform to boost access to location data for mobile advertisers

Factual, the location data platform, has partnered with Adform, the advertising tech firm, to expand access to quality global location data across Europe for advertisers. The deal is in line with the company’s European expansion plans and follows news of its extension of European operations in early 2017. As the mobile ad market in Europe is getting ready to reach $40 billion in ad spending by 2018, the Adform partnership will enable advertisers to tap Factual’s standard audience and custom segments. Jurjen De Wal, Product Director Mobile Solutions, Adform, explains that campaigns are now considering reliable location data an essential feature of their success. “To this end, we’re excited to partner with Factual to make their location data easily accessible through our platform. Combining high

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Smaato expands partnership with Google for increased reach of mobile in-app ad campaigns

Off the back of its integration with DoubleClick’s Exchange Bidding programme, mobile publisher and app developer advertising platform, Smaato, has expanded its partnership with Google. Now, DoubleClick publishers can access Smaato mobile demand content worldwide. That’s great news for in-app advertisers, because the format makes up 91% of Smaato’s mobile-only exchange. Smaato adds that this makes it the first mobile exchange to join the open beta of DoubleClick’s Exchange Bidding programme. Ragnar Kruse, CEO and co-founder of Smaato, explains: “After an extremely successful Exchange Bidding partnership in closed beta, we are excited to continue working with Google DoubleClick to extend Smaato’s premium mobile demand to publishers worldwide. Publishers, and particularly apps, want to expand their global reach to fast-growing markets like Asia-Pacific, and Smaato is

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