Author: Anne Freier

Mobile Ad News Weekly – Quora launches imaging ads, uninstall app after 30 days revealed

The Big Players Facebook announced that it has reached a 150 million daily active user (DAU) milestone for its Facebook Stories. It’s the first time in 14 months that the company has broken its silence on the issue. Although it’s still short of the 300 million DAUs on Instagram and 450 million DAUs on WhatsApp, it signals a growing opportunity for the social media network. Instagram has launched some new features including sharing of posts as stickers and alerting users when they’ve seen all the posts from the last 48 hours. In other news this week, Instagram will also be launching a mute button that lets users hide posts from accounts they follow. Just like on Facebook, muting a post or account won’t lead to a user

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Brands may lose almost half of European consumer data following GDPR implementation

Brands could be losing almost half of their EU consumer data following the General Data Protection Regulation (GDPR) roll-out. According to research by Vibrant Media, 43% of consumer data may be lost due to low opt-in rates for email newsletters and databases. People have been slow in responding to and reviewing GDPR compliance emails. “GDPR is forcing brands to rethink their marketing. This is a positive change for consumers. Agency execs are predicting that 43 per cent of consumers will choose to opt out of an involuntary data relationship with brands, which presents a real opportunity to build trust with consumers so they opt-in to a more positive, transparent relationship,” explained Doug Stevenson, Vibrant Media’s CEO. However, 48% of media buyers believe that violations of the

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Multi-channel is a must as more consumers shop on mobile and on social media

eCommerce has revolutionised the retail experience, but to stay relevant retailers and brands have to keep up and innovate. Now, Avionos, the digital services company, has surveyed 1,409 consumers about their online shopping habits and preferences. It found that over half of respondents (55%) have previously made a purchase through social media channels such as Facebook, Instagram or Pinterest. When making online purchases, 27% of consumers are likely to act on user-generated recommendations, followed by products people typically purchased together (23%) and trending products (19%). A third of customers who browse without a specific intent start their search on Amazon whilst 32% begin searching on Google. Fewer than 3% actually begin their search with or without intent on a brand’s or retailer’s mobile app. The

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65% of brand marketers have moved programmatic in-house

Brand marketers are increasingly focusing on moving their programmatic purchases of adverts in-house. According to data by the Interactive Advertising Bureau (IAB), 65% of them have already moved their programmatic buying in-house or are in the process of doing so. Of those who chose to in-house their programmatic, 47% had partially move their programmatic buying functions in house, whilst 18% had moved it fully. 22% also said they had no plans to bring programmatic in-house. Programmatic now accounts for 80% of all digital ad spend including mobile. eMarketer further predicts that programmatic ad spend will increase to $65.6 billion or 86.2% of total digital by 2020. Mobile display makes up 17% of programmatic, whilst mobile video presents 13%. The survey of 119 US brand executives

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How to Make Vibrant Video Ads from Your Static Image Assets

By Brian Bowman, CEO of ConsumerAcquisition.com In the highly competitive mobile apps market, growth is largely driven by continually acquiring a steady stream of new users to your app, and you must continue achieving profitable user acquisition in order to survive. However, mobile advertising is a constantly changing landscape. What is working for you today may not be working for you tomorrow. Further, 95% of your direct response advertising creative fails to outperform the best performing assets in your portfolio, so you’re constantly working to find those 5% of creatives that are successful. Over the past few years, machine learning on platforms like Facebook and Google has reduced the level of effort by advertisers to manage their ad targeting, bids and budgets. Automation has leveled

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App Store featured apps account for almost one third of all game downloads

Featured apps on the Apple App Store account for almost a third (26%) of all games downloaded since iOS 11, according to new data from Sensor Tower. The company previously found that games can see up to an 800% rise in downloads if Apple chooses to add them to its curated lists. Meanwhile, downloads from browsing accounted for 19% of all game installs. The Sensor Tower findings also showed that game downloads were highest in September 2017 with the release of iOS 11. Interestingly though, they’ve been higher since then. This highlights the importance of being featured by Apple in order to increase downloads for app and specifically game developers. Although Sensor Tower admits that that’s not easily achieved, app developers can optimise a few

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Ogury launches Consent Manager to help app publishers be GDPR-compliant

Ogury, the mobile data firm, has launched a Consent Manager for app developers to become more easily GDPR compliant. Coming into effect on May 25, the solution provides an easier way for app developers to adhere to the new regulations. Ogury already offers a range of solutions for brands and app publishers to handle their data more effectively. The Consent Manager makes it significantly easier to collect user consent for apps. Acting as a license agreement-management interface, it works for both Android and iOS devices. By using the Consent Manager, Ogury promises a simplified user review and validation of data collection process. Users can choose to opt in or out of data collection and publishers adhere to the request through a single interface. At the

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Quora rolls out native image ads for mobile and desktop

Question and answer platform, Quora, has launched new advertising formats including image ads. The company announced that the format was available for both mobile and desktop. It follows the launch of its self-serve platform in 2017 which started with text ads. Since then the number of advertisers increased from an initial 300 to over 1,000, according to the company. Image ads are easy to schedule. Clients simply upload a company logo and an image to display besides the ad description. Using machine learning, the image is then automatically morphed into a text ad in some instances to optimise the ad for a certain page. However, text is limited so advertisers have to keep it short and focused. For image ads, the text is around 20%

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Tremor Video and Cubiq launch geo-behavioural targeting solution for OTT devices

Tremor Video DSP, the programmatic video platform, and Cuebiq, the location intelligence and measurement firm, have partnered to roll out a geo-behavioural targeting solution for over-the-top (OTT) devices. The partnership will see agency MullenLowe Mediahub trial the hyper-targeting for its clients. “Our partnership with Tremor Video DSP has enabled our clients to leverage OTT strategically using custom geo-behavioral audiences,” said Jade Watts, SVP, Group Media Director at Mediahub. “We are excited that our clients will be the first to benefit from this unique offering to meet their brand objectives.” For brands that are using the Tremor Video DSP Proximity Plus solution powered by Cuebiq’s insights, targeting has now been extended to include viewable and fraud-free inventory on Connected TV. Cuebiq runs one of the largest location

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Mobile and app header bidding impressions going strong in Q1 2018

Header bidding impressions increased 70% year-on-year in Q1 2018, according to PubMatic’s latest Quarterly Mobile Index (QMI) of 2018. Header bidding was driven mostly by mobile at twice the volume compared to desktop. Mobile app header bidding further expanded the monetisation opportunities. In APAC, the company noted a +1395% YOY growth in mobile web header bidding. Similarly, EMEA drove a +849% YOY growth in header bidding. Overall, this led to a rise in mobile ad spend of 102%. The report also found that the top five verticals by mobile header bidding were news, entertainment & leisure, food & dining, shopping and technology. At the same time, mobile app impressions through PubMatic jumped 56% during Q1 2018 compared to the year before. Global app impressions rose 84%.

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Instagram launches mute button

Instagram will be launching a mute button that lets users hide posts from accounts they follow. Just like on Facebook, muting a post or account won’t lead to a user unfollowing that account. The social picture network made the change in an effort to offer an increasingly personalised experience for users. Additionally, Instagram is trying to prevent harassment on its site to ensure a smoother user experience. Users may also mute Stories instead of just posts. Accounts that were muted will still be visible when visited. Similarly, if the muted user tags the person who muted their account, a notification will still be sent. Similar to parent Facebook, account holder who were muted will not be notified. At the same time, muted accounts can be

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81% of digital audio ads are now going to mobile devices in 2018

US advertisers are predicted to spend $1.6 billion on digital audio ads in 2018, with a majority of spend (81.3%) going to mobile devices, according to research by WARC. The data also shows that digital audio format targeting features have improved considerably which in turn has made the format more attractive to users. Spotify recently announced that half of its ad impressions were now being delivered programmatically. At the same time, podcast ads are still trailing behind a little, but have been shown to offer very specific benefits for advertisers. Indeed, studies have highlighted that the format can outperform pre-roll video ads for purchase intent in 57% of cases. Additionally, 78% of US consumers are absolutely fine with podcast ads as they value being able

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Instagram adds reshare stickers and alerts users when they’ve seen all the posts from the last 48h

Instagram has launched some new features including sharing of posts as stickers and alerting users when they’ve seen all the posts from the last 48 hours. Users who spot something inspiring in their feeds can now reshare a post as a sticker to their own Stories or even add it to a friend’s post. Sharing is simple: they just press the paper airplane button below the relevant post they wish to share and from there can create a story. They can customise the background, rotate, scale and move the sticker. Importantly, all shared content contains the original Instagrammer’s username. That means if users are liking a sticker, they opt to check out more.   In addition, the company has rolled out a feature that tells

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Facebook to launch adverts on Facebook Stories

Facebook announced that it has reached a 150 million daily active user (DAU) milestone for its Facebook Stories. It’s the first time in 14 months that the company has broken its silence on the issue. Although it’s still short of the 300 million DAUs on Instagram and 450 million DAUs on WhatsApp, it signals a growing opportunity for the social media network. More importantly, the company now plans to test adverts on Stories in the US, Brazil and Mexico. Given that Stories have picked up pace and may even outperform news feed posts for sharing, according to Facebook’s CPO Chris Cox, it’s not surprising that Facebook is rushing in to monetise it. For starters, users in the select countries will be seeing 5-second to 15-second video adverts

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Mobile app uninstall rate after 30 days is 28% according to AppsFlyer

The worldwide uninstall rate for apps after 30 days is 28% according to new data provided by app marketing company AppsFlyer. Having analysed a cohort of users who downloaded and installed an app over a period of 30 days, the company found that developers are facing increasingly more demanding user expectations. With nearly three in 10 users uninstalling an app within such a short amount of time, the research sought to uncover why users were opting to get rid of apps altogether. The report also found that developing countries overall had higher uninstall rates compared to more developed countries. AppsFlyer attributes that to users in these countries needing the space and therefore more frequently uninstalling an app. When it comes to app categories, entertainment apps

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Mobile now makes up 40% of search ad spend

Mobile now represents 40.3% of search advertising spend, according to the latest Digital Benchmark Report Q1 2018 by Marin Software. Overall, search ad spend increased 30% in Europe, 18% in the UK and 11% in the US. Global search spend was up 11% during the quarter. However, despite the rise in search spend, mobile still offers a 33% discount when compared to cost-per-click (CPC) for desktop. This highlights a great opportunity for advertisers to give mobile a try. In particular, personalised ad formats based on browsing behaviour were found to be up 37% compared to the previous year. Broken down by category, Marin Software noted that spend increases were highest within the healthcare (26%) and automotive (21%) sectors. Google search CPC was up £0.69 compared

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Average app user lifetime values increase when using retargeting strategies

Retargeting is an important strategy in app marketing. However, the success of the strategy depends on successful setup and measurement of retargeting. Now, Adikteev, the mobile marketing company, has launched a new white paper that delves deeper into the how marketers can measure the impact of their retargeting efforts. According to data collected by Adikteev, average user lifetime values increased significantly with retargeting. Therefore, marketers shouldn’t wait for their app users to churn before retargeting them, but instead aim to retarget immediately. However, Adikteev advises to measure the success of such a strategy by using a control group as well. The white paper also discusses the dilemma of spamming users that many app marketers are facing. The question becomes: when is retargeting considered spammy? The

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Mobile Ad News Weekly – Twitter targets trolls, China boosts Facebook, Snapchat AR ads attract brands

The Big Players China is a huge market for Facebook advertising revenue – even though the social media network is actually banned in the country. Around 10% or $5 billion of Facebook’s revenue comes from China, according to research by Pivotal, making the country second-largest in terms of ad spend – only trailing the US. Twitter continues to clean up its feed. The microblogging site is now targeting disruptive users, i.e. those who excessively post content that could be considered spam or a nuisance to others. Snapchat is seeing some success with its augmented reality (AR) advertising units. It’s likely that the lower cost of the AR ads compared to Snapchat lenses could be driving the rising interest. Kargo, the mobile advertising company has axed

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Leading advertisers join World Federation of Advertisers to address digital ad issues

Some of the leading global advertisers including Procter & Gamble, Unilever, Mastercard, and Diageo have come together to join the World Federation of Advertisers (WFA) to create an improved framework for an improved digital advertising ecosystem. The WFA’s media charter has launched ‘Principles for Partnership’ that seek to address transparency, brand safety, advertising fraud and viewability. The digital ad industries consist of many players including agencies, ad technology firms and media companies. The WFA guidelines aim to address them to help ensure future ad revenues. Stephan Loerke, CEO of the WFA, explained: “The digital ecosystem has grown so rapidly, it’s no wonder that it’s far from perfect. But the time for indulgence is over. The largest chunk of the world’s marketing budgets is now invested in

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PacketZoom launches solution to support mobile apps with real-time multiplayer communication

PacketZoom, the mobile app performance and in-app ad platform, just launched its Mobile Connect multiplayer networking solution. Mobile Connect is part of the company’s Mobile Networking Platform. Mobile games are now responsible for half of the industry’s revenues with real-time multiplayer games often leading the charts. Developers are often required to build and manage expensive in-house solutions to enable the real-time communication that goes into such an app. With Mobile Connect, developers are now able to eliminate the need for an in-house infrastructure to offer a public cloud solution instead. It provides a stable and secure connection, quality service and session continuity. “In recent years multiplayer mobile games have proven very popular and lucrative, but the effort required to build a high performance, reliable networking

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