Author: Anne Freier

Chartboost rolls out Playable Ads for more engaging mobile game advertising


Source Chartboost Chartboost, the mobile gaming marketing company, has launched its own brand of playable ads for mobile games. Called Chartboost Playable Ads, the company hopes that these ads will attract increased user interest and growing revenue for game publishers. Generally, this type of in-app advertising has been shown to result in greater engagement. Consumers can tap on an ad and instantly have a go at the game advertised. Maria Alegre, the CEO of Chartboost, explains that interaction is a vital part of the advertising experience. “Today we’re excited to introduce an entirely new ad experience built around the player – starting with the Chartboost Playable Ad. This new ad format is more than just a playable ad, it’s an immersive interactive moment within a game where

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YouAppi launches SDK for mobile rewarded video and video interstitials


Source YouAppi Mobile marketing platform, YouAppi, has just launched its new Software Development Kit (SDK) as an extension to the OneRun platform. The new SDK lets publishers and app developers choose between rewarded videos and video interstitials. It offers YouAppi’s Post-Install Event-driven targeting, that considers over 60 segmentation parameters including device and geographic location. In addition, the SDK is integrated with mediation partners AdMob (Google) and MoPub (Twitter) so that adverts are being seen by the chosen audiences. YouAppi says that what sets its SDK apart from others is the rewarded video technology, which is based on values of gamification. That means, YouAppi rewarded videos encourage user engagement by offering a value exchange between the end users and app developers. Indeed, rewarded video ads have been

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Multitasking is on the rise and offers the potential for advertisers to reach consumers across multiple mobile devices


As the definition of ‘mobile’ continues to change and includes an ever greater range of devices, marketers are having to play catchup to reach their audiences across an average of five screens nowadays. Verto Analytics, the measurement company, has now taken a closer look at mobile app usage of US customers between January and December 2016, and found that multitasking is on the rise. According to the Multitasking and Mobile Apps: New Ways to Measure Consumer Behavior report, the average smartphone and tablet usage amounted to 114 minutes a day in September 2016. PC usage totaled 104 minutes. Much of that mobile usage is going toward apps. Indeed, mobile app usage is outgrowing mobile web usage, having increased from 6.1 billion hours to 6.9 billion hours

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Taptica opens new office in the UK to expand mobile marketing focus


Source Taptica With the UK now being the second most advanced mobile ad market according to Zenith Media, mobile advertising platform, Taptica, has announced the opening of an office in the country. The move is in line with the company’s global expansion plans and presents the fourth international office launch by Taptica over the last 12 months. The new UK office plans to work with ad agencies with a particular focus on brands within the entertainment, eCommerce, retail, digital banking, travel and gaming sectors. Taptica wants to expand on relationships with existing European clients headquartered in the UK. As part of the move, Amit Dar, Taptica’s Head of Strategic Partnerships in Europe, has relocated to London to lead the new UK office. He joined the company

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Mobile location data company Factual expands business into Europe


Source Factual The advertising market in Europe is on course to reach $40 billion by 2018, says eMarketer, whilst location intelligence stands to increase from $12.4 billion last year to $32.4 billion by 2021 according to BIA Kelsey. In line with this trend, location data company, Factual, has just announced its global expansion plans to boost growth in Europe. During 2016, Factual almost doubled the figure of active companies licensing its data in Europe. In order to continue this growth, Factual has hired Mandeep Mason as Managing Director of Europe. He will focus on Factual’s European expansion to capture the growth in this market. Mason has previously managed businesses and brings on board experience within location data. Rob Jonas, SVP Revenue for Factual, says: “We

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User retention rates on apps are slowly improving – data driven user acquisition is key


Source Appsflyer User engagement has become a prime focus in the highly competitive freemium-driven app market. Now, AppsFlyer published a new report based on app installs and daily active usage that seeks to provide some global insights on the app industry. According to The State of App Engagement report, user retention on apps is still a major hurdle. Just 10-12% of users continue to be active seven days post-download. A mere 4-5% will still use an app after one month. Organic users outperform non-organic ones on iOS by 15% and 21% on Android. Year-over-year retention rates however were improved. iOS retention rates increased 9% overall whilst Android saw a small drop in organic users of -6%. Undoubtedly, marketers are well aware of the value retention offers and seem to

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WhatsApp rolls out Status bar for more creative user updates


Source WhatsApp Messaging app WhatsApp has just launched WhatsApp Status – a special tab that lets users share embellished photos and videos. Similar to Snapchat, they disappear within 24 hours. It’s not the first time, Facebook subsidiaries have copied Snapchat products. Indeed, Instagram just recently unveiled a feature that blatantly copies Snapchat Stories. So what’s the big difference with Status? For one, the WhatsApp feature is encrypted. Available on iOS, Android and Windows Phone, users share their creative images with friends and contacts. In addition, the tool could potentially be a boon for advertisers by allowing ads between statuses. WhatsApp currently has 1.2 billion month users with 60 billion messages sent daily. The success of Status may potentially hinder some of Snapchat’s growth. However, it’s too early to tell

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Streaming app adverts are working and present an excellent opportunity to target audiences by mood


Source Spotify Music streaming apps have made it easier than ever before to listen to and share your favourite songs and albums. Now, Spotify has published new research which finds that 60% of music streamers are using their smartphones to listen. Another 40% of users are now also streaming TV content on their devices. The success of streaming apps has opened up new opportunities for marketers. Indeed, the revenue opportunity is currently worth $1.5 billion and is expected to reach $7 billion by 2030. Advertisers can now reach consumers during mobile moments when they are more engaged, e.g. whilst commuting or working out. Source Spotify So what makes audio so special? Spotify says audio is personal and enables people to dive into a world of

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Tenjin partners with Chartio and Looker to provide enhanced insights for app marketers

datavault tenjin

Source Tenjin Tenjin, the San Francisco based mobile marketing business, just announced a partnership with Looker, which provides data analytics and Chartio, the cloud-based data exploration solution. Tenjin hopes to provide marketers with improved tools to analyse their data more effectively. Looker provides a data platform that enables marketers and organisations to make better decisions. Nouras Haddad, Director of Alliances at Looker, explains that data is at the core of what drives many business decisions. “Our partnership with Tenjin ensures that not only can app developers access data from across the complete user lifecycle, but that everyone in the organization can use it effectively.” Source Looker By adding data visualisation and analysis tools from Looker and Chartio to its own data infrastructure DataVault, app advertisers

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InMobi launches range of advanced mobile video advertising solutions


Source InMobi Mobile advertising and discovery platform, InMobi, just rolled out a suite of advanced mobile video ad solutions in Europe. The platform offers new video ad formats including vertical video, interactive rich-media videos, 360 degree videos, opt-in videos, full-screen, in-feed and in-stream videos. As TV seems to be moving to mobile and smartphones become the primary screens for many users, video ads are a good opportunity for brands to engage with users. ZenithOptimedia recently found that mobile video consumption will reach 33.4 minutes a day by 2018 with mobile devices accounting for 64% of all online video consumption. Indeed, video ads are vital in performance and brand marketing campaigns. Vertical, in-stream and opt-in videos have already proven enhanced brand awareness and can deliver up to

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