Author: Anne Freier

Mobile ad spending to overtake newspapers in 2016

Global mobile advertising is set to overtake newspaper ads next year, according to the Advertising Expenditure Forecast from ZenithOptimedia. The report predicts that mobile ads will account for 12.4% of global spending whilst newspapers will make up 11.9%, making it the third largest advertising medium, behind TV and desktop internet. In 2016, mobile advertising will grow 38% to $71bn, while newspaper ads will decrease by 4% to $68bn. Mobile ad spend to overtake newspapers Source: zenithoptimedia.com Mobile advertising continues to be a driving force of the advertising industry, contributing 83% of all new ad dollars between 2014 and 2017. In addition, the report suggests that the mobile internet share of the global ad market will increase from 5.7% in 2014 to 15% in 2017. Steve King, CEO, ZenithOptimedia, says: “Mobile technology is rapidly

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Codewise announces hire of Gavin Stirrat as Managing Director of mobile tracking tool Voluum

Codewise, the Polish marketing tech company, recently announced that it has hired Gavin Stirrat as Managing Director of its mobile tracking platform Voluum. Gavin will be overseeing the development of the Voluum platform as well as additions to its existing suite of tracking tools. Voluum dashboard Source: voluum.com Prior to Codewise, Gavin held senior leadership roles at Advertising.com, Millennial Media as well as StrikeAd. He says: “I’m very excited to have joined the team here. With its extensive experience in performance tracking and programmatic trading, the calibre of its sizable development team in Krakow and it’s approach of building DSP functionality directly into the tracking platform, Codewise is significantly simplifying the challenges of rapidly optimising performance campaigns.” Codewise launched in 2011 and has since developed without

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Adsquare launches mobile-first audience management platform

Adsquare, the mobile audience data firm, recently launched its new self-service Audience Management Platform (AMP) that puts marketers in charge of managing data. The new tool allows advertisers to create and combine data points from trusted data partners and activate them using their preferred buying platform. This makes for a more effective cross-platform solution to reach consumers. Adsquare launches Audience Management Platform Source: adsquare.com Sebastian Doerfel, COO, Adsquare, says: “In today’s programmatic environment, data is as important as media itself. The addition of mobile and offline data creates new challenges for advertisers. Our Audience Management Platform enables advertisers to effectively navigate the tsunami of data that’s available for mobile programmatic advertising and provides marketers a truly holistic view of their customer.” Adsquare says that privacy is at the core of its solutions as it

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Mobvista raises $32.21m and announces investment of $100m to expand its Indian mobile advertising business

Mobvista, the mobile advertising network, recently announced that it was to invest $100m to open an office in New Delhi, India by the end of 2015. According to the company, a local presence will help them to better engage with partner and shareholders, but also focus on further expansion within the country. The news sharply follows its latest funding round of $32.21m led by China’s Shanghai Media Group, Mango TV and China Securities. Mobvista plans to use the investment to expand its mobile advertising business overseas and get into game distribution channels.  Mobvista raises $32.21m Source: mobvista.com According to a report from IAMAI & KPMG, India is projected to have 236m mobile internet users by 2016 and 314m by 2017. Speaking about its expansion to India, Wei Duan, CEO, Mobvista, said: “India is a

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US and UK Click-Through Rates are highest in the early morning, says StartApp

Mobile ad platform, StartApp, has just revealed research which concludes that Click-Through Rates (CTRs) for in-app ads in the US and UK are higher when displayed during the early morning hours of the day. StartApp finds that CTRs for in-app ads score higher during the morning Source: startapp.com Data for this study comes from 15bn ad impressions generated by 190,000 apps across the world, using StartApp’s software development kit. In the US, CTRs see their highest engagement between the hours of 6-9am (18.17% average), with another peak between 11am-1pm (9.7%). During the rest of the day, engagement gradually drops off with a percentage of 6.95% around 6pm. In the UK, the average CTRs for in-app ad engagement are highest between only 5-6am (20.98%), with another peak around 11am-12pm

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Ifeelgoods partners with D.A.Consortium Inc. in Japan to power digital rewards on LINE

       Ifeelgoods, the rewarded promotions platform, has partnered up with Japan digital ad agency, D.A.Consortium, following the announcement of its partnership with ITOCHU Corporation of Japan, to deliver rewarded ads on LINE mobile messaging apps. ITOCHU Corporation will partner with DAC to oversee the creation and management of reward campaigns through the Ifeelgoods platform. Collaboration structure Source: ifeelgoods.com DialogOne by DAC enables brands to create targeted campaigns through platforms including LINE messaging app (LINE Business Connect). The service makes it easier to deliver personalised messages to engage consumers. Having delivered over 30m digital rewards in 30+ countries, Ifeelgoods digital gifting platform is the end-to-end solution for the creation of rewarded campaigns and programmes. Ifeelgoods’ platform features Easy, Secure Integration and Flow Customization (Ifeelgoods uses Rest APIs for on-demand

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BlisMedia gets named one of the fastest growing ad-tech data companies

BlisMedia, the location data tech company, has been ranked at number 54 in The Sunday Times Hiscox Tech Track 100. It scored the highest spot among other ad-tech companies in the list of 100 UK tech companies with the fastest revenue growth. BlisMedia provides data-driven, programmatic ad buying solutions for digital display and video  Source: blismedia.com Greg Isbister, Founder and CEO, BlisMedia, says: “It’s a great achievement to be amongst Britain’s top private tech companies. It’s the first time we’ve been included in the Hiscox Tech Track 100. It reflects the huge growth our business has gone through in the past 12 months, with expansion in the Middle East, Asia and Australasia, and continued deployment of the Blis Platform into over 50 markets. It’s a reflection of the effort every

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D2C R and Ubitus partner to launch Click2Play mobile ad solution

Cloud game streaming technology company, Ubitus Inc., and Japanese mobile advertising company, D2C R, have announced the launch of their joint digital ad service “C2P” (Click2Play) in Japan. Mobile users now get to try mobile games and apps before they download them. Ubitus and D2C launch Click2Play Source: ubitus.net The new solution is based on Ubitus’ patented GPU virtualisation and real-time streaming technologies and aims to enhance the user experience whilst boosting engagement rates. C2P is based on HTML5 and runs on iOS as well as Android. Mobile users no longer need to download an app in order to test it. Instead, they can click on a banner or video ad and instantly play games or run an app trial on the cloud. Yuta Tokura, Director, D2C R,

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Google pushes for app install banners instead of interstitials

Google recently announced that it was to down-rank sites on mobile devices which use interstitial ads. These types of ads often take up the whole smartphone screen, encouraging users to download an app rather than visiting a website. They usually come with a small ‘x’ to close the ad, however often that’s a fiddly process, given the small size of smartphone screens. Google pushes for mobile friendly web pages using app banners Source: googlewebmastercentral.blogspot.co.uk Interstitial adverts make for a bad user experience and Google has been working hard to improve the mobile web since the start of the year. On its blog, Google says: “Starting today, we’ll be updating the Mobile-Friendly Test to indicate that sites should avoid showing app install interstitials that hide a significant amount of content on the transition

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Facebook tests immersive mobile ads and updates Conversion Lift

Facebook, last week, began testing its new mobile ad format, after it had unveiled the concept at Cannes Lion in June. The new adverts resemble sponsored posts in Facebook’s News Feed, but open up when tapped to expand into full view. The ads are a more condensed version of the brand’s website and include video, image carousels, and interactive features such as photos to swipe. Online retailer Mr Porter is testing the new ad format Source: facebook.com Similar to Instant Articles, the ads are only viewable from within Facebook, reducing load times and offering more responsive functionality. Kelly Graziadei, Director of Ads Product Marketing, Facebook, says: “We look forward to seeing how marketers use this surface to create compelling experiences for people and drive key objectives, including brand affinity and direct response.” The first four

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2015: mobile to account for 51.9% of total digital ad spending in 2015

According to the latest research from eMarketer, US mobile ad spend will account for 51.9% of total digital spending this year, up from 49% in its March forecast. eMarketer also adjusted its mobile growth rate of 50% to 59%, whilst long-term growth has been adjusted down from 14% to 13% for 2019. US mobile ad spending 2015 Source: emarketer.com This change is being mainly driven by consumer demand with the average US adult spending 2.51 hours on mobile devices for non-voice activities. Martín Utreras, Analyst, eMarketer, adds: “Brands and marketers continue to see increased value in mobile advertising to reach consumers. Some of the shift is happening organically from digital ad spending dollars, but also we see additional dollars moving from traditional media and new

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Mopub announces support for rewarded video ads

Mopub recently rolled out support for rewarded video ads on its platform. Working with network partners Unity Ads, AdColony, Vungle, and Chartboost, publishers are now able to engage app users by offering them the choice to view video ads in exchange for rewards. Rewarded videos enhance the user experience and allow them to discover in-app purchases. The format represents a more positive way for customers to engage with ads. Mopub rolls out rewarded video ad support Source: mopub.com The new solution helps publishers earn revenue from the four participating major advertising networks, adding full mediation controls for video, fullscreen and banner ads. Jonathan Simon, Director of Marketing of mobile entertainment software maker, Magmic RV, says: “Working with MoPub means we can work with any ad network we want for rewarded videos

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App marketers are getting smarter at targeting

According to the latest July Fiksu Index, the cost to acquire loyal users fell in July, whilst the cost per install index (CPI) rose, hinting at a more focused approach towards audience targeting. As marketers are spending more cash on campaigns in order to get their messages in front of audiences, they’ve become smarter at targeting to achieve the best ROI. The latest report shows that cost per loyal user (CPLU) decreased 7% to $2.98, representing a 51% increase year-over-year. CPI rose 24% on iOS and 29% on Android, pointing toward more narrow targeting. Marketers are willing to spend more in order to reach the right users Source: fiksu.com Based on the top 200 free iOS apps, app downloads dropped 10% to 7.5m daily downloads during the same time.

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Aki launches mobile ad platform to capture consumers through moments

Aki Technologies recently launched its mobile ad platform built for mobile moments. The new platform aims to help marketers reach customers at moments when they’re most engaged, based on location data. Aki launches Mobile Ad Platform Source: a.ki Scott Swanson, Co-Founder, Aki, says: “Mobile marketers have explored many different approaches to targeting—demographic, location, behavioral, etc.—yet they continue struggle with context. We launched Aki because, despite great innovations in technology and data, brands are still missing a critical piece of the mobile puzzle. We believe that missing piece – the understanding of a mobile consumer’s mindset during a given moment—is the key to unlocking the potential of mobile advertising.” The platform is based on Aki’s Mobile Moment Index, an analysis of billions of mobile activity data points assessing a

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AppsFlyer announces Instagram Ads API integration to track mobile app campaigns

AppsFlyer, the mobile marketing attribution platform, is the latest to join Facebook’s Mobile Measurement Partners to integrate Instagram Ads API. The addition lets marketers track their mobile campaigns on the popular imaging app, and optimise them accordingly to enhance value and effectiveness. Instagram Ads API comes to AppsFlyer Source: instagram.com Mobile app install ads on Instagram allow advertisers to reach the app’s 300m+ mobile users, sharing 70m photos and videos per day. Instagram recently also added support for images in landscape and portrait mode in order to expand its ad offering. AppsFlyer customer, game developer, Product Madness is among the first to use the new feature. Patrick Witham, Sr., Mobile User Acquisition Manager, Product Madness, says: “As a leading, mobile destination, Instagram focused our social interactions on

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Appcoach receives $10m in funding to expand mobile video

Mobile ad platform, Appcoach, based in China, recently announced a Series A funding round of $10m led by Yonghua Capital. The company provides its ad service to 450 mobile apps across 150 countries and plans to use the funds to expand globally, focussing on mobile video markets in the US, Europe, India and Latin America. Appcoach provides a mobile advertising solution Source: appcoachs.com Kent Wang, CEO, Appcoach, says: “With this investment, Appcoach plans to expand our global reach while solidifying our position as the most exciting mobile advertising solution for sophisticated brands, agencies and publishers. As mobile usage continues to rampantly evolve, the opportunities for marketing are not just compelling, but necessary.” Appcoach provides performance-based mobile ads alongside a high quality inventory of display, video and native

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Adaptly gets early Instagram Ads API access

Social ad platform Adaptly recently announced that the Facebook Marketing Partner has gained early Instagram Ads API access and rolled out new software to purchase and manage paid media campaigns on Instagram. The company is among a select few to receive the invite. Adaptly gains early Instagram Ads API access Source: adaptly.com Its platform now enables marketers to reach over 300m monthly Instagram users through a combination of video ads and images. In addition, it enables advertisers to target users through Facebook data points as well as Adaptly’s existing Facebook Custom Audiences tool. Sequential messaging across Facebook and Instagram will be enabled. Nikhil Sethi, Co-founder and CEO, Adaptly, says: “We are pleased to have early access to the Instagram Ads API and have already launched campaigns for some of the

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Appnext rolls out native video ads

Monetisation and distribution platform, Appnext, recently announced the launch of its native video ad solution, which enables app publishers to serve app trailers on a cost-per-install (CPI) basis. The new feature streams app trailers for gaming and utility apps across a range of lifestyle verticals. Mobile users are encouraged to engage with short video trailers between 15-30 seconds long before downloading an app. Appnext rolls out native video ads Source: appnext.com Appnext will be providing native video ads through various channels, including a native ads API feed that features 1,000 unique worldwide video campaigns; full screen interstitial adverts (a combination of video ads as well as 3-6 native ads for additional engagement); and rewarded video ads that offer special features such as free game lives to mobile users

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Mogae and Zeotap create joint venture for mobile programmatic advertising

Mogae Media has announced that it is teaming up with German start-up Zeotap to launch a mobile programmatic ad platform in India. Financial details were not disclosed, though both parties will be equal participants. Mogae and Zeotap plan joint venture programmatic ad platform Programmatic buying is used for digital platforms in India, but the new joint venture plans to target smartphones and smart devices instead. Sandeep Goyal, Chairman, Mogae Media, explains: “Programmatic buying involves a paradigm shift in the approach to digital advertising from the entire ecosystem – brands, agencies, publishers, not forgetting the availability and capability of technology platforms (demand side platform, supply side platform, data management platform) to execute the true potential of programmatic. Programmatic is an ideal technique to move marketing from a fragmented campaign-by-campaign paradigm to

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Cheetah Mobile launches its ad platform in India

China’s Cheetah Mobile announced the roll out of its ad platform in India, after opening a Delhi office just two months ago. The platform now has over 500 clients including Flipkart, Uber, Amazon, and Booking.com. It holds partnerships with Facebook, Google, and Tencent. Cheetah Ad Platform offers strategic planning, targeting, marketing and tech support capabilities. Cheetah Mobile rolls out Ad Platform in India Source: ad.cmcm.com It differentiates itself from biggest rival InMobi through its analytics based on almost 500m users. Sheng Fu, CEO, Cheetah Mobile, explains: “Our goal is to become one of the best global mobile advertising platform, and we see India as the market with really great potential for mobile advertising. In addition to recruiting the best talents in mobile advertising, we will keep working

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