Author: Anne Freier

Verve adds new options for advertisers to capture premium in-app audiences via programmatic marketplace

With 81% of mobile time being spent using apps, mobile marketers have been turning to automated services to deliver their campaigns. Now, Verve, the location-based mobile platform, has expanded its Premium Programmatic Mobile solution via Rubicon Project’s orders platform. As such, Verve’s programmatic solution is now available in the UK and for international advertisers. The company says that the addition should help advertisers capture premium audiences ‘in-app’ using accurate location data and movements. Premium Programmatic Mobile provides national and regional premium publisher inventory via a private marketplace and programmatic guarantee that can be accessed through all major DSPs. It also includes a device ID targeting universe which uses Verve’s location intelligence for more precise and accurate location pattern recognition using data mapping. In addition, the

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Influencer advertising campaigns are on the rise

Influencer marketing campaigns grew a whopping 198% in 2017. Klear, the influencer marketing platform, measured Instagram posts containing the hashtag #ad between 2016 and 2017 and found that influencer ad campaigns had significantly grown. According to the data, there appears to be a steady 5% growth in influencer ad campaigns on Instagram from month to month. Meanwhile, women clearly dominate the field with 83.9% of the evaluated posts coming from women. To put this in perspective, overall demographic statistics suggest that 58% of Instagrammers are female. Klear admits that the data collection was facilitated by new Federal Trade Commission rules which stipulate that all sponsored posts have to carry the #ad or #sponsored hashtag. Interestingly though, the trend of labelling posts as sponsored did not

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Innovid bolsters solutions for in-app video viewability

As video is becoming the most viewed format on mobile devices, video ad spend is predicted to be largely programmatic (77%) in 2019. Almost 80% of all programmatic ad expenditure will be attributed to mobile compared to desktop. Now, video marketing platform, Innovid, has just rolled out new solutions to help mobile advertisers measure the scale of their in-app video viewability and offer personalization support. Together with SDK providers Fyber, InMobi and MoPub, the company is looking to boost transparency and performance across its VAST inventory for in-app mobile ads. In return, marketers should be able to measure and engage in-app audiences more effectively. Innovid says that it has been looking to support viewability in light of the increased difficulty to reach audiences effectively on

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Programmatic ad spend in Germany to increase 30% in 2018

Traditionally, Germany hasn’t been the focus of programmatic ad discussions. That’s partially because the country joined the programmatic party rather late. However, it’s now becoming clear that the country is seeing the advantages of programmatic trading. eMarketer predicts that programmatic ad spend in Germany could total $1.59 billion in 2018. That’s an increase of 29.7% compared to 2017. Programmatic investment is expected to grow to $1.83 billion by 2019. According to the forecast, mobile programmatic ads are increasing faster than expenditure on desktops. This has led to mobile programmatic accounting for at least half (59.1%) of total mobile display ad spending in 2018, or $939.9 million. Although transparency and ad fraud are still considered to be core issues across digital marketplaces, Germany is seeking to

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2017 was a good year for mobile app downloads according to report

2017 has been a record-breaking year for app downloads with 27 million apps downloaded in Q4 2017 alone, according to App Annie. The increase of 7% (year-on-year) was largely fueled by the holiday season. Arguably though, apps are now offering increased value as evidenced by consumer expenditure on iOS and Google surpassing $17 billion globally during Q4 2017. That’s a 20% growth compared to 2016. App Annie also noted that Google Play downloads now exceed iOS App Store downloads by 145%. Google Play downloads exceeded 19 billion without re-installs or app updates. Much of that growth is being attributed to emerging markets, specifically India, Indonesia and Brazil. Indeed, Indian Google Play downloads led to the country overtaking the US for combined Google Play and iOS

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Receptiv launches three-level guarantee for brand safe mobile video inventory

With mobile ad spending in 2018 expected to rise to $147 billion, viewability, fraud and safety issues are becoming growing concerns for marketers. In addition, brands are faced with having to source ever more mobile content environments that audiences can value. Now, Receptiv the mobile video ad platform, has just announced a three-tier guarantee to ensure that mobile video inventory is reliable, industry-first and brand safe. The Receptiv Reliable, Safe, Engaged (RSE) guarantee improves mobile ad campaigns to meet industry standards including a 90% viewability score, less than 2% invalid traffic and non-human traffic as well as 100% brand safety for managed service campaigns. Receptov has established a network of partners including MOAT, comScore, Nielsen Digital Ad Ratings, and TAG to help ensure RSE. All mobile

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Brand safety – Vevo adds content ratings system to reassure mobile and digital video advertisers

Vevo, the video hosting service for predominantly music video, has just added a new ratings system to ensure brand safety across its YouTube content. Being one of the largest YouTube content partners, Vevo is trying to ensure brands and agencies that their ads will be safe when featured on Vevo. The new ratings system moderates each video on Vevo using a combination of automated tools and human assessment. Content is evaluated against 21 brand safety criteria which include violent references, drugs as well as nudity. Results are then mapped to the US and UK content rating system category descriptions. In addition to brand safety features, Vevo has also launched guaranteed reach for advertisers. That means video marketers are assured that their demographic selections are met

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Kochava adds new feature to validate installs and eradicate mobile advertising fraud

Mobile advertising fraud continues to be a growing problem for the ad industry. Now, Kochava, the measurement solutions provider for connected devices, has launched Checksum – a feature that validates installs and payloads ahead of attribution. In addition, the company added three new views to its Fraud Console suite for mobile ad fraud visualization. “We’ve been identifying data abnormalities deemed potentially fraudulent for the past three years. During this time, we’ve been developing tools to identify fraud based on patterns,” says Grant Simmons, Director of Client Analytics at Kochava. “From what we’re seeing now, 84% of fraudulent clicks come from the 10 highest volume networks; and approximately 27% of installs on these networks have been flagged as fraudulent.” The company explains that fake installs usually try

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UK mobile and digital advertising viewability is at highest since 2014

UK advertising viewability levels are at their highest since Q2 2014, according to a new report by mobile ad verification firm Meetrics. The research found that the number of banner ads served during Q4 2017 increased to 56%, up from 52% in the previous quarter. Banner ads are herein defined as those which meet minimum viewability guidelines. Viewable ads are those which meet IAB and Media Ratings Council recommendations that at least 50% of an ad is in view for at least one second. The average time a UK ad was in view increased by 15% to 24.3 seconds. Arguably, this could point to an increase in advertising given that viewability measurements do not verify that an ad was actually viewed. Although the UK usually

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Over half of marketers are increasing the number of media sources they use, but majority prefer single measurement platforms

As average digital ad expenditure continues to grow to $224 billion in 2017, with mobile now accounting for 63% of all digital spend, the number of sources marketers are using has steadily increased. According to research by Singular, modern day marketing stacks are a combination of different data and analytical sources, making it harder for teams to effectively analyze and optimize their campaigns. The survey conducted in partnership with app growth company Grow.co, finds that the average digital marketer is now attributing budget to 12 different media sources at any given time. In 2018, at least half (51%) of marketers are planning to increase the number of media sources they use. On average, marketers are using 17 marketing tools and services to run their campaigns.

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Week in Review – WhatsApp does Business, push notifications are ok and SDK spoofing fraud is addressed

The big players Spotify has launched a new multimedia format called Spotlight. It allows content creators to add visual layers to their audio streams – anything from news to podcasts. Visual layers can also include videos and text. Facebook’s WhatsApp messenger has just launched a new app dedicated to small businesses. The WhatsApp Business app is now going live in select markets including the US, Indonesia, Italy, Mexico and the UK before being rolled out worldwide. It will be free to download on Android for now. Facebook announced plans to launch a Europe-wide programme to boost digital competency. The company’s COO Sheryl Sanderberg announced that the programme aims to help EU companies to become equipped with digital competencies. Around one billion devices globally are now

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Cheetah Mobile partners with Hypr for improved mobile influencer marketing

Cheetah Mobile, the Chinese mobile Internet company, is partnering with influencer discovery platform Hypr to boost music influencer marketing campaigns. Hypr already has access to millions of influencers through the Musical.ly platform, a social media platform for music lovers. Musical.ly now has 300 million app users. It was sold in a $1 billion deal recently. Meanwhile, Cheetah has over 3.81 billion mobile installs through its security and utility apps. Through the partnership, the companies are hoping to launch a new avenue for advertisers and brands to reach out to influencers across the social network as well as on platforms such as Live.me and other Asian networks. Cheetah Mobile’s US team will be utilizing Hypr’s tech tools to help US brands and marketers discover and connect

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AppLift adds mobile Audience Segmentation that’s based on in-app events

Mobile advertising technology company, AppLift, has just launched Audience Segmentation to its app ad platform. The feature works via a rule-bidding UI and is now available through AppLift’s DataLift 360. It lets advertisers create their own rules and audience segments based on in-app events. Ultimately, this should enable them to develop more effective ways to retarget their campaigns and boost their return on ad spending. “At AppLift, we firmly believe that harnessing the power of data will drive ultimate success,” explained Tim Koschella, Founder and CEO of AppLift. “There are few options for advertisers to access audience segmentation tools directly from their retargeting partner’s UI and combine it with granular and transparent reporting. DataLift 360 makes reshaping their retargeting strategies an accessible and intuitive process.

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Adjust combats mobile SDK spoofing through new anti-fraud solution

SDK spoofing is a new form of mobile app fraud quickly gaining momentum whereby fraudsters tap a stranger’s mobile device to install a fake app. The fraud attack usually goes undetected by the end user. However, the advertiser is still being charged. Now, app measurement company, Adjust, has come forward and launched a solution to tackle SDK spoofing, or replay fraud. “The connection is real, the device data is real, the device is real. It is bad enough that there is no interaction between the user and the promotion for the advertised app. But, the bigger problem is that there is not even an actual installation,” says Andreas Naumann, Fraud Specialist at Adjust, on the discovery of the SDK spoofing fraud. To combat SDK spoofing,

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More smartphone users are ok with mobile app push notifications

More than half (52%) of smartphone users are finding that push notifications have improved, according to a survey by Localytics. The company surveyed 1,000 smartphone owners in the US and found that marketers may be getting better at mobile communication. Another 38% of respondents said they were the same and 10% considered them to be worse than before. However, push notifications could still be more helpful. Indeed, three in five survey respondents said that they were only somewhat helpful and one in five found them to be entirely distracting. The company conducted a similar survey back in 2o15 and comparing the results it found that in 2017 users are generally willing to receive more push notifications before they disable them compared to two years ago.

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Noto says no to Twitter

Anthony Noto, current COO at Twitter, has decided to leave the company to join SoFi, a Fintech start-up. He’ll be heading the company as CEO as of March 1. Unfortunately for Twitter, Noto is often rumoured to be the company’s top executive. He has previously received credit for boosting Twitter’s video strategy and focus on mobile video technology. Twitter said in a statement that the role’s responsibilities would be taken over by current members of the team. Twitter’s CEO Jack Dorsey added: “Anthony has been an incredible advocate for Twitter and a trusted partner to me and our leadership team. On behalf of the entire team, I want to thank Anthony for his passion and his impact, and congratulate him on his new role.” Although

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Snapchat now lets users cross-post their content to other social networks

Snapchat has unveiled a new feature addition which lets users share Stories outside of the app. Third-party services including other popular social networks are part of the line-up. Users who are already using the redesigned version of the app can access the feature immediately. Other Snapchatters may have to wait a little longer until the updated app version takes affect across iOS and Android in all regions. It’s the first time, Snap has allowed content from the app to be share externally, and may be an attempt by the company to broaden its reach amid shareholder concerns over weak financial prospects. Indeed, this may be Snap Inc’s attempt to encourage users to post more original content. Users will be allowed to share their own Stories

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Baidu, Alibaba and Tencent are leading programmatic advertising spending in China

With consumers spending ever more time online and using digital networks, Chinese Internet companies such as Baidu, Alibaba and Tencent (collectively referred to as BAT) will dominate programmatic ad spend in 2018. According to research by eMarketer, programmatic ad expenditure in China totaled $16.69 billion last year, representing a 48.6% increase compared to 2016. The results are hardly surprising given that China is a mobile-first market. Last year, 79.9% of programmatic outlays were dedicated to mobile ads. Meanwhile, mobile continues to drive programmatic drive. With the three BAT companies being leaders in the field, most companies continue to buy programmatically through them. Direct sales of programmatic digital display adverts accounted for 63.5% spending in 2017. Meanwhile, real-time bidding represented 36.5%. However, the share of programmatic

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YouAppi announces new re-engagement solution to boost mobile user acquisition

Mobile advertising platform, YouAppi, has announced the launch of its re-engagement solution which aims to maximize the value of both organic and acquired mobile users. YouAppi Re-Engagement has been created to work with the company’s User Acquisition solution integrated within the 360 Platform. Clients will receive access to the company’s Real-Time Bidding, social and direct traffic as well as various touch points between brands and consumers. The company says that brands benefit by boosting return on ad spend by up to 12 times. “User acquisition is vital, but it is engagement that drives growth,” said Moshe Vaknin, CEO and co-founder of YouAppi. “YouAppi has designed a solution that not only re-engages users within the first 30 days following install, but one that is proven to

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2018 will be year of strongest global advertising investment growth

Advertising expenditure is set to grow 5% in North America, 6% in the Asia Pacific regions and 2.6% in Western Europe in 2018, according to new research by Warc. Ad spend is likely to benefit from events such as the PyeongChang Winter Olympics, Fifa World Cup and the US mid-term elections. However, the strongest growth is predicted for Central and Eastern Europe (8.4%) as well as Latin America (7%). Meanwhile, expenditure in the Middle East and Africa will likely drop -4.1%. James McDonald, data editor at Warc explained: “2018 should be a stellar year for global advertising, with ad investment set to grow at its strongest level since the post recovery years of 2010 and 2011. Ad investment is set to grow at its strongest

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