Author: Anne Freier

Number of mobile phone messaging app users increases 15.5% in 2017

Mobile messaging apps have proven to be particularly appealing to consumers worldwide. Indeed, messaging apps may be the most successful smartphone apps with the number of WhatsApp messages sent per day now exceeding standard text messages. Now, eMarketer has released new projections on the growth of messaging services. According to the latest estimates, it predicts that 1.82 billion mobile device owners worldwide will be using apps such as Facebook Messenger or WeChat in 2017 – a rise of 15.5% the year over. That means an additional 243 million mobile Internet users worldwide will begin to use messaging apps in 2017.  That growth is wide-spread, across all of the 22 countries which were measured in this analysis. Cathy Boyle, principal analyst at eMarketer and author of

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Mobile moments: majority of marketers agree that location data boosts mobile ad campaign goals – but challenges remain

Mobile devices have become a central part of consumers’ lives, but to successfully reach them, advertisers are increasingly relying on location data to add contextual value. Indeed, location data helps direct consumers to stores and provides insights into their attitudes and behaviours. Yet, 38% of advertisers are finding it difficult to contextualise historical insights about consumers, whilst 37% are unable to target them. Now, Verve has released a new report, conducted by Forrester Research, which discusses how mobile advertisers in the US are using location data and what challenges they are up against. According to the answers of 203 marketing executives, top advertising objectives include driving up conversions rates (40%), retaining customers (33%) and improving ROI (31%). However, the trouble comes with the execution. Indeed,

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Glispa rolls out self-service monetisation platform for in-app advertising – Avocarrot

Self-service has arrived for developers. Mobile ad tech firm,Glispa Global Group, has launched its latest product, the Avocarrot   self-service monetisation platform for in-app ads, programmatic and performance-based formats. The move is part of the company’s acquisition of Avocarrot back in September 2016. Avocarrot used to offer native ads via its SSP back in 2016. Now, it has been expanded to include functionalities from Ampiri, the mediation platform, as well as Glispa’s Audience Platform, the user data profiling platform. Glispa says that the new solution provides the potential to maximise monetisation by enabling developers to mediate between brand and performance sources. They no longer choose between CPM and CPI models. Instead, the SSP is connected to over 50 DSPs for RTB brand demand and has access to leading

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Tapjoy celebrates mobile ad platform growth reaching 600 million consumers by Q2 2017

Tapjoy, the mobile advertising platform, has announced that its platform grew to 600 million mobile consumers by the end of Q2 2017. That growth is largely driven by the firm’s rewarded video product which increased 80% year-on-year in daily unique views. Shannon Jessup, Chief Revenue Officer of Tapjoy, explains: “Our ad platform experienced tremendous growth during the past two quarters thanks to several important advances in our technology, a continued supply of engaging ad content from industry-leading advertisers, and of course, our partnership with some of the biggest names in app publishing. We are honored to work with many of the most popular titles in the app stores today to bring our fun and highly-engaging rewarded ads to millions of additional consumers.” Tapjoy added around

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Week in Review – What happened in mobile advertising this week

Snap Inc has made it official – Snap Publisher is out now and advertisers of all sizes can create their own Snapchat ads. The company hopes that the move can boost revenue. The firm also revealed that geofilters were now viewed 1.5 million times by app users amounting to 2.16 billion views a day. Facebook is making it easier for publishers to see the real benefits from its Instant Articles by launching a tool that measures article performance on Facebook compared to web performance. It will be exciting to see some initial results. WeChat is approaching 500 million users in China alone this year, according to the latest eMarketer estimates. Nearly 80% of the country’s mobile device owners are using the app regularly and adoption is

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AerServ launches Cost Per Completed View for programmatic mobile video

With in-app video advertising now a top choice for app developers and mobile publishers, cost and viewability are core factors in choosing the right ad partner. AerServ, the inventory and audience management platform, has now launched a Cost Per Completed View (CPCV) transaction basis for programmatic mobile video buyers and sellers. The update comes at a crucial time as 62% of respondents expect mobile video budgets to increase over the coming 12 months, according to the IAB’s Video Ad Spend Study. In addition, buyers which use digital budgets for their video ads were optimistic about mobile video’s potential (66%). Josh Speyer, AerServ’s CEO, explains that mobile-first is at the heart of what AerServ does and the latest addition is a testament to the firm’s commitment. “With

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IAB releases updated best practices for mobile and digital adverts

The Interactive Advertising Bureau (IAB) has just released a finished version of its IAB Standard Ad Unit Portfolio, which provides best practices for ads of a variety of sizes and resolutions. Best practices are of growing importance in an ever more fragmented advertising industry. Though not every marketer will follow these guidelines, it’s important to establish a rule book to help stave off ad blockers by ensuring mobile and digital ads aren’t annoying to the end user. Randall Rothenberg, President and CEO, IAB, explains that the latest update is all about the user experience. “These new ad units have gone through comprehensive testing, with expanded mobile and video capabilities that will take interactive marketing to new heights.” The ad portfolio is based on HTML5 technology,

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Advertising networks take note: 69% of publishers will drop an ad network over payment issues

Publisher loyalty to advertising networks is heavily determined by the payment experience. In a survey of 150 publishers globally, 69% of them said they were ready to drop an ad network due to payment issues. The survey has been conducted by payments automation solution provider, Tipalti, to assess the critical issues in publisher and ad network relationships. Payments are a priority for publishers with 49% previously dropping a network because of issues with the process. A remaining 39% said they would consider ending the relationship if payment troubles arose. Among top-tier publishers, the issue is more pronounced. 65% of those who generate over $70,000 said they stopped working with a network because of payment issues, whilst half of those generating $200,000 in revenue said they

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Facebook launches tool to measure traffic from Instant Articles

Facebook has just unveiled a feature for publishers that lets them measure how articles perform on the site compared to the mobile web. To show that publishers can indeed the get the most out of Instant Articles, the social media giant has partnered with Nielsen to launch its analytics comparison tool – available for publishers who currently have enough Instant Articles published to compare to their mobile web versions. In order to demonstrate that Facebook Instant Articles get more traffic, the tool analyses the referral traffic from a test group of people who see Instant Article versions compared to a control group that views the web versions. According to Facebook’s own metrics, Instant Articles are being read at different rates worldwide. For example, in the

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PacketZoom announces European expansion to speed up app content delivery for developers

Consumers expect apps to load quickly – around just a few seconds to be exact. Whilst app developers are aware of the issue, errors can creep in to slow down connections. Now, PacketZoom, the mobile app acceleration company, which combines app analytics with acceleration, has officially expanded into Europe to help speed up mobile app performance. Amos Ben Yaacov will be heading the new location as General Manager EMEA to oversee growth across Europe. In addition, PacketZoom will be utilising a network of resellers to push into mobile markets across Europe and the Middle East. Pablo Clemente, Chief Technology Officer of Wave, one of PacketZoom’s European customers, explains the problem: “The Wave app was designed to be used on the go. This means cell carrier changes, transitions from WiFi

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