Author: Anne Freier

Yahoo enables mobile native audience targeting in Gemini

Yahoo has launched a feature in Gemini, Yahoo’s marketplace for mobile search and native ads, that allows marketers to target particular mobile audiences via native advertising. As part of developer network Flurry, the feature tracks user data such as audience and retention. Personas are built on behavioural data from frequent app users, comprising more than 40 audiences. With millions of monthly searches on mobile devices, Flurry can track and tag behaviours. Jarah Euston, Vice President, Flurry, says: “If a developer uses tags to track when someone searches for shoes in their app, they can create a custom targeting feature. Flurry Analytics is really focused on aggregate data, and not searches inside the application.” With 88% of US smartphone users spending time on apps, according to Yahoo, important information about

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Sonata launches global mobile advertising platform with advanced location targeting

A newly built platform enables brands to create custom audience segmentation based on consumer location. Sonata, a subsidiary of premium European advertising network, TAPTAP, says that its platform is the first of its kind to structure ads by geo-contextual and geo-behavioural user patterns. Based on actual consumer behaviour, it greatly improves the accuracy of a brand’s mobile ad targeting. Alvaro del Castillo, Founder and CEO of TAPTAP Networks, says: “Where you are is who you are. Location history brings unique behavioural data that is closely related to our interests at a point in time. Our technology takes us a step further; it enables brands to attribute digital efforts with real world results and optimise and retarget from there. Global, national and local brands are now able to measure real return

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mNectar and Branch Metrics team up to improve user experience of mobile gaming ads

Playable mobile advertising company, mNectar has partnered with Branch Metrics, a company that develops mobile deep linking technology, to improve mobile user experience for apps and games. Combining mNectar’s Playable mobile ads with Branch Metrics’ deep linking, means users can try an app before they download it and then seamlessly continue where they stopped once downloaded. This will be particularly interesting for mobile games developers, likely resulting in higher user activation and retention. Wally Nguyen, CEO at mNectar, explains:  “Integrating Playable ads and deep linking with mobile gaming is a first. The entire app ecosystem, specifically gaming, is currently missing out on the benefits of combining the two.” The company says that advertisers have already confirmed user retention rates four times as effective as other types of mobile

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Mobile video ads 5x more engaging than standard mobile banners

Millenial Media, the independent mobile marketplace, recently reported an increase in the adoption of mobile video. On average, engagement with mobile video ads was 5x higher than that with standard banners. Some of the highest spikes can be found in Technology and Business Services with a 822% higher involvement in video than banners, followed by Retail (628%), Telecoms (617%) and Finance (602%). Video advertising engagement by industry. Source: MillenialMedia.com Only 10% of automotive ads used video, compared to 27% in entertainment. Among their biggest objectives in 2014, advertisers sought to create awareness (37%) of their brands and see some engagement (22%). Higher site traffic goals fell slightly from 30% to 24%. Retail is catching up, aiming to drive store traffic, from 10% in 2013 to 16% in 2014,

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Marchex launches first mobile advertising study on financial services and insurance companies

Marchex, the mobile advertising technology company, has just released a new study detailing the effectiveness of mobile advertising for financial services and insurance companies to connect with Millennials. Findings are based on more than one million phone calls analysed by the Marchex Call Analytics platform and show that both Millennials as well as Generation X are searching for insurance and financial services from their mobile devices. Marchex Call DNA found that Spanish speakers engaged in longer and more detailed conversations with agents than their English counterparts. 25% and 20% of calls to call centres and local agents respectively ended in hang-ups. An average 56% of callers who make at least a two-minute call to insurance or financial services companies are new customers. John Busby, Marchex SVP of Consumer Insights and co-author

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Mobile ad spend to overtake desktop by end of 2015

New research from Marin Software, the online advertising platform, predicts that mobile ad spending will push past desktop spending by year’s end. Changes are driven by an ever increasing number of consumers using their mobile devices and the corresponding surge in mobile ad clicks, suggested to reach 50% of the whole paid search market by mid-Q4 2015. But despite more consumers researching products on their smartphones, most purchases are still made using desktops. Consumers like to research products using their mobile devices, but still purchase on desktops Source: Marin Global  Matt Ackley, CMO of Marin Software, says: “The rise of mobile is nothing short of astounding, but it’s important to remember most people jump between desktop and mobile several times when researching and buying products.” The benchmark report found that social ad

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Mobile advertising agency Fetch opens New York office

Fetch, the mobile advertising agency that was acquired by Dentsu Aegis in November 2014, is about to open a New York office offering its mobile advertising expertise to advertisers and brands seeking to reach and engage more mobile consumers. The firm has its headquarters in London as well as locations in San Francisco, Germany and Hong Kong. James Connelly, Fetch CEO, says: “When we originally launched Fetch in San Francisco it was to be close to mobile-first businesses amongst the app economy. But we’ve seen an increase in demand from more traditional brands as today everyone is trying to crack the mobile consumer so the time is ripe for us to be opening in New York.” The new office will be led by new hire, General Manager, Melissa Greenberg.

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Glispa adds to mobile advertising team

Glispa, the digital marketing and mobile advertising firm, recently announced the expansion of its team following on from the news of Market Tech Holding’s acquisition of a majority shareholding in the company. Glipsa previously announced plans to invest in top adtech talent and technologies to increase its presence in the mobile market and the new hires appear to be the first example of this strategy. Glispa is joined by: Nicole DeMeo, who has previously worked with some of the top Fortune 500 firms (e.g. Apple, Accenture), joins Glispa at their headquarters in San Francisco as their new Chief Marketing Officer. She moderates discussions at the upcoming International Games Week Berlin 2015 from 21. April – 26. April 2015. As their new Director of Media Services, Samantha Turner, offers solid

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Cheetah Mobile enters partnership with Nanigans

Chinese mobile internet company, Cheetah Mobile, recently announced that it has entered into a commercial agreement with Nanigans, a provider of social and mobile advertising software and advertising automation software. It follows an investment by Cheetah Mobile in Nanigans in a B series financing, establishing the company as the lead investor. Cheetah Mobile becomes the exclusive partner of Nanigans in the Greater China region to oversee campaigns for advertisers using Nanigans advertising automation software, complementing its industry user base of over 395 million mobile monthly active users. Mr. Sheng Fu, Chief Executive Officer of Cheetah Mobile, said: “We are pleased to announce this business partnership with Nanigans. Nanigans plays an important role in the social and mobile advertising ecosystem, as evidenced by its strong customer base. Investing in Nanigans advertising automation software is a

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Google updates app install and engagement ad offers

Google has announced new advertising options for Android app developers. The company is now making it easier for developers to advertise their apps on the Google Display Network. The site currently spans two million publisher websites and the updates include an extension to the AdMob in-app network, which reaches 650,000 active apps and has seen volume increases of up to 28% in early testing. Google adds Display Network for developers Source: Google.com The group further adds Video App Install Ads, essentially video ads showing a user what a mobile app may look like. Mobile social company, GREE International has been an early adopter of this technology and said that in-app video ads generated 10% more installs and came at a 40% lower cost-per-install rate. Finally, Google rolls out a new Conversion

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Mobile advertising to hit $100 billion mark in 2016, says eMarketer

We’ve long known that mobile ads are a key driver in online advertising growth. Market researcher eMarketer now reveals milestone industry figures, with mobile advertising to surpass $100 billion in spending by 2016, accounting for more than half of all digital ad spending. Predictions represent a 430% increase from 2013, driven by consumer adoption of mobile devices. Mobile ad spending worldwide to increase dramatically Source: eMarketer.com Emerging and developing markets are driving the growth because consumers here accessing the internet through mobile devices only. The US and China are to lead growth, making up 61% of the market combined. Mobile ad spending by country Source: eMarketer.com In line with its worldwide forecast, eMarketer also launched the Ad Spend Tool, an interactive tool which provides data on traditional, digital and mobile ad spending in 22 countries. Interestingly, by

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App user acquisition costs reach record high

It’s becoming more expensive for brands to acquire loyal users via mobile. The latest Fiksu Cost Per Loyal User Index (CPLU) broke all previous records at $2.80 in February 2015, making for a 76% rise year-over-year with a slight dip of 3% from January to February 2015. The year-on-year increase is the largest recorded to date. Cost per Loyal User Index: February 2015 Source: Fiksu.com The spike is partially due to increased app usage during the holiday season. Using targeted and precise advertising, marketers are experiencing greater rates of success to reach users who are actively engaging with their products. But greater engagement doesn’t come cheap. Costs per App Launch (CPL) increased by 18% for Android from 2014 and 21% for iOS. CPL Index: February 2015 Source: Fiksu.com Micah Adler, CEO of

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SuperAwesome and Bee7 create largest kid-safe platform for mobile games advertising

Android games monetization and user acquisition platform, Bee7 and SuperAwesome, a global advertising platform for kids, have come together to establish the largest COPPA-compliant advertising network for mobile games. According to the companies, the partnership simplifies the process of advertising Android mobile games to children on a global scale without facing safety legal issues. How Bee7 works Source: Bee7.com John Rankin, Managing Director of Bee7, said: “The advertising influence of mobile games is growing rapidly as brands continue to produce and license games as promotional content. This partnership gives parents the peace of mind that their children can play and discover new mobile games without being exposed to inappropriate content. Together, Bee7 and SuperAwesome also creates an extremely powerful and engaging tool for advertisers to not only promote kid-safe games in an

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RevMob announces collaboration with Beintoo to help offer highly targeted mobile advertising campaigns

Mobile ad platform RevMob recently announced a deal with Beintoo, a mobile technology company offering online-to-offline engagement campaigns for brands and retailers, to leverage its BeAudience ecosystem. The platform enables online-to-offline engagement campaigns for brands and retailers through the collection of location data from users’ devices via beacons. RevMob CEO Pedro Jahara told PocketGamer.biz at GDC 2015: “Every store has a beacon in a shopping mall. If a user opts in to a product, if they download an app or game with the right SDK, the mobile phone will communicate with beacons spread throughout the mall. We can use that information of what shop they visit to create a map of what they’re interested in and use that information to do better targeting and sell premium CPMs to these brands.” BeAudience

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Kochava launches Optimization Beacon promising to be ‘The Future of Mobile Advertising Intelligence’

The freshly launched Kochava Optimization Beacon is said to be the first of its kind – a prognostic machine learning tool available directly to advertisers. Unveiled by Kochava, the mobile attribution analytics and optimization company, at the MWC this year, the beacon can be used by advertisers to automate the efficiency of their mobile ad campaigns, for a plug-and-play experience. Real-time generation of data-driven targeting allows advertisers to offer campaign impressions using more criteria, saving time and expenses. Praising the technology, Scott Lake, Director of product planning and strategy, Priceline.com, commented: “The Kochava Optimization Beacon is going to be a game changer for us. The Beacon will allow us to leverage our first-party data in a trusted manner to programmatically and algorithmically find the most value from our mobile user acquisition partners.” Kochava further announced it

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Vserv signs investment from Maverick Ventures to expand smart data platform for mobile marketing

Vserv, a leader in smart data for mobile marketing in India and SEA, has secured fresh investment from Maverick Capital Ventures, raising a total of $18 million to date. The start-up has grown rapidly since it was co-founded by Dippak Khurana and Ashay Padwal in 2010. With the Indian internet user base expected to grow from 200 million users today to 500 million in 2018, Vserv is positioned to grow fast. Matthew Kinsella, Managing Director, Maverick Capital Ventures, says: “We are highly impressed with the rapid pace of Vserv’s growth, its smart data platform and management team. Vserv is uniquely positioned to drive the mobile internet ecosystem in India and South East Asia through their exceptional data assets. We look forward to helping Vserv accelerate its growth further.”

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New IAB Programmatic Playbook guides marketers through mobile programmatic advertising

The Interactive Advertising Bureau (IAB) releases its Programmatic Playbook, enabling advertisers to learn the full spectrum of programmatic advertising. According to a study by the bureau, 41% of marketers perceive mobile programmatic advertising as an important way to help reach their audiences. 27% were buying inventory that way and 18% and 17% used private and open exchanges, respectively. The Playbook spans a wide range of topics on mobile programmatic to enable publishers, agencies, marketers and other third parties to gain a full understanding of the market’s current state and future. Anna Bager, SVP, Mobile and Video at IAB, says: “It is clear that programmatic advertising is strongly embedded in the minds of many mobile marketers. However, there is still much work to be done before mobile programmatic

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xAd adds to management team to increase value of location targeted mobile advertising

Global location marketplace xAd expands its team of European leaders to continue momentum after the company announced double revenues for the second year in 2014. Having previously declared location targeting “a holy grail” in advertising, it has indeed become one of the fastest growing sectors and a strategic must for marketers. According to eMarketer, global mobile ad revenues will reach $65 billion this year. Location targeted advertising will reach 43% of all mobile ad spend in the US by 2019, finds BIA Kelsey. Dipanshu Sharma, CEO and founder of xAd, comments: “In today’s advertising landscape, Twitter is synonymous with real-time, Facebook is synonymous with social, and Google is synonymous with search. As location becomes a must-have for marketers, xAd is adding experienced leaders with unique backgrounds in growing new advertising categories in social,

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ExoClick expands global mobile carrier targeting capabilities

Inventive ad network ExoClick, ranked fourth among the largest ad networks in the world by W3Techs, launches a global strategic partner network to include IP addresses in Europe, North and South America, Africa, Asia and Australasia. Advertisers on its platform connections now have access to more than 300 mobile carriers. In addition, ExoClick’s advanced targeting now includes multi-selection to choose countries and mobile carriers, making workflow as efficient as possible. The upgraded system supports over 1,000 mobile carriers. Benjamin Fonzé, ExoClick founder and CEO comments:   “We are very excited about this improved feature. Previously we had good coverage with IP ranges in 43 countries, but now with our new exclusive database, we have greatly improved our competitive edge, with our platform now taking carrier targeting to a whole new

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Localtics raises $35m for app marketing and analytics platform

As one of the fast risers in the Boston tech scene, Localytics, the app analytics and mobile marketing startup, announced that it has secured funding of 35$ million in a series D round led by Sapphire Ventures. Having recently added push notifications, in-app messaging, email marketing, and integration of other sales and business intelligence software, the app analytics firm sees the need to expand fast. Now, it plans to launch a new predictive marketing feature to helps businesses detect which customers are likely to stop using their app. It then delivers messages which convince them to stay. Raj Aggarwal, CEO of Localytics, said: “What we’re seeing is businesses need all the insights and tools to engage users and meet their expectations for an amazing app experience, in one place. As apps continue to become a

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