Author: Anne Freier

Snapchat adds new universal Search bar for speed – mobile search advertising a possibility?

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Source Snapchat Snapchat has made it easier to navigate its app, groups, Discover and Stories, by adding a universal search bar to the top of the app. Right now, the function is only available on Android, but will come to iOS soon, according to Techcrunch. According to Snapchat, the addition addresses a variety of functionality and discovery issues, including search speed. So far, the messaging app has fallen short when it comes to searching for relevant content or helping its users in discovering cool, new and trending content. That’s about to change. The new search bar allows users to scan across a friend’s messages and stories much faster. For brands and businesses the latest feature expands the canvas and also means that consumers can find

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Instagram trials video and photo adverts in Stories feature

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Source Instagram Instagram has stepped up its advertising efforts and launched video and photo adverts for its Stories sharing feature. The new ads will be tested for placement as full-screen, auto-play video ads for a period of three weeks. With Stories, users can share collected videos and photos with friends that follow them. Given a user base of 150 million daily users, Stories makes for a playground for advertisers and Instagram is well aware. James Quarles, the VP of Instagram Business, said that the company was very pleased with the success of Stories. “It is becoming a main part of people’s Instagram experience, opening up a new side of what people share on Instagram.” Instagram recently confirmed that most of the posts within Stories were organic and 70%

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Adding a multiple platform approach to mobile ad campaigns yields higher brand awareness

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Source IAB The Interactive Advertising Bureau (IAB) just released the results of a new study that examines if including mobile and desktop ads in a multi-platform campaign can improve brand impact. The research, conducted by Research Now examines major brands’ live campaigns running across five verticals – Automotive, CPG, Retail, Finance, and Media – to reveal if mobile web, app, and desktop ads are effective in driving brand impact. The research shows that whilst digital campaigns alone are effective for brand metrics, in combination with other media they become an even more valuable tool to drive new messages. For example, the inclusion of mobile web advertising drove an automotive campaign’s brand familiarity by 19%. For an improved mixture of campaign channels, IAB recommends at least one digital option

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Mobile app advertiser Postr scores $3 million in funding to expand business operations

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Source Postr New Zealand-based advertising technology company Postr has just raised $3m in funds led by a group of private investors in Singapore as well as Gunung Sewu Group from Indonesia, K1W1, the New Zealand Venture Investment Fund and others. Postr, which was launched in 2014 and creates a B2C app under the same name, plans to use these funds to expand into the telecoms market in Australia and South East Asia. The company has a simple mission: help mobile operators increase their monthly average revenue per user by branching out into new revenue channels and providing sponsored opportunities for mobile subscribers worldwide. Its telecom-branded white label applications allow clients to showcase their ads across Android lock screens. Android device owners who download the Postr apps

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Snapchat tests deep-linking and auto-fill for advertising campaigns

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Source Techspot Snapchat has been busy creating and launching new user but also advertising products over the last few years. The company is working hard to allow marketers to reach its young audience. Now, it is apparently testing deep-linking as well as auto-fill, according to a company representative. Deep-linking gives marketers added control over their messages and communications once they strike a conversation with the consumer. Auto-fill makes this process easier by allowing consumers to fill out lead-generation forms after seeing the advert. This eases the process of obtaining personal information from users. Lead gen ad options aren’t new. Competitor Facebook had introduced it in 2015, at a time when Twitter decided to drop it. Now, Facebook announced that it will no longer offer lead gen

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Programmatic mobile advertiser TabMo partners with adsquare for better targeting

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Source adsquare TabMo, the programmatic mobile advertising company, has partnered up with data exchange, adsquare. The deal integrates adsquare’s technology with TabMo’s demand side platform, Hawk. This should allow programmatic ad buyers and advertising clients of TabMo to access targeted adverts that have been enriched through data insights such as location, events, weather, household and app usage. Tom Laband, CEO and Co-Founder, аdsquare explains that data-enriched targeted ads will enable that company’s clients to reach audiences in real-time. “Together we are committed to helping programmatic buyers and advertisers in delivering more meaningful advertising and powerful ad engagement,” he says. Indeed, Hawk has been built to manage both the purchasing process but also the distribution of mobile ad campaigns across mobile devices. Among the formats on offer

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Mobile advertising provider Tapad to open new office in Oslo

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Source Officelovin Marketing technology provider, Tapad, just announced the opening of a new office in Oslo, Norway. The move is in line with the firm’s expansion plans and follows the acquisition of Telenor Group in early 2016. Tapad Oslo’s engineering team is being led by Jeff Olchovy, the company’s senior developer. Over 20 positions are now up for grabs such as Head of Engineering, Senior Software Engineers and Solution Engineers. Additional plans for the company are being announced during Q1 2017. Dag Liodden, CTO and Co-founder, Tapad, is confident about the move: “Given the caliber of technical talent and our extensive network in the region, Oslo was the logical choice at this stage of our growth. This enables us to continue building out our innovative team on a

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Facebook Audience Network now reaches one billion consumers a month helping advertisers increase their reach by 16%

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Source Facebook Facebook recently announced that its mobile advertising Audience Network now reaches one billion consumers each month. According to the social network, advertisers that join the network can reach 16% more consumers that if they advertised on Facebook alone. In addition, the Audience Network has added a series of new publishers including Univision, Washington Post and FOCUS Online. In a blog post, the company also claims that advertisers using the Audience Network can achieve more efficient campaigns. It notes an increase of 12% in conversions for web campaigns and a 17% increase in installs for mobile app campaigns. One company that has benefitted is Visa, which promoted awareness of its Visa Checkout feature recently and increased its reach by 15% through Audience Network. Visa’s

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Google set to officially penalise intrusive interstitials on mobile

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Source Google Google has made it official: the search engine giant will now penalise intrusive mobile interstitials. Back in August 2016, the company had already announced that it would prepare to down-rank websites that were not adjusting for mobile screens. This comes on the back of Google’s Accelerated Mobile Pages project which aims to improve the mobile browsing experience. The penalty will only impact intrusive interstitials which are opened from Google mobile search results. It will not affect interstitial pages that pop up after opening a website, i.e. later in a website’s click path. According to Google, the interstitials that are going to be a problem are those that show up as pop-ups and cover main content. In addition, standalone interstitials which need to be manually dismissed by

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In Germany, less intrusive next generation mobile advertising is preferred

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Source G+J Technology and innovation have enabled an “advolution”, according to German publisher G+J e|MS – one of many companies developing new mobile advertising formats to target and engage audiences on smartphones and tablet devices. In autumn 2016, the publisher polled a sample of participants corresponding to three major brands: Philadelphia by Kraft, Samsung and Mini. The focus of the study were three mobile formats: mobile content ad, mobile layer AdSpecial and mobile next generation AdSpecial. AdSpecials are defined as those that permit better integration, functional features and user control on mobile devices. Overall, users preferred it when adverts did not overlay content (87.6%). Scrollable adverts were also favoured (84.3%) over those that have to be closed manually by pressing a button. Source eMarketer The

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