Author: Anne Freier

Twitter approaches profitability as net losses decrease

It seems that Twitter may be finally turning a profit in the last quarter of the year, according to its latest forecast. The company has yet to present a profitable quarter based on generally accepted accounting principles (GAAP), and that’s exactly what may happen in Q4 2017. The company yesterday announced a Q3 revenue of $590 million, down 4% from Q4 2016. Twitter says the drop was due to closure of its TellApart advertising product. Overall, net losses for the quarter were $21 million, down from $103 million during the same quarter the previous year. CEO of Twitter, Jack Dorsey, said: “This quarter we made progress in three key areas of our business: we grew our audience and engagement, made progress on a return to

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S4M partners with Integral Ad Science to boost mobile ad viewability

Mobile programmatic technology S4M has partnered with Integral Ad Science, the ad measurement and analytics company. As part of the move, S4M’s programmatic platform FUSIO will now be integrated with Integral Ad Science’s viewability measurements. Christophe Collet, CEO of S4M, says: “Viewability is a critical concern in mobile campaigns; this is why we are partnering with Integral Ad Science to make their measurement available to our clients. Brands now have access to additional metrics from another MRC accredited provider, and a more in-depth view into their campaigns. Reliable and validated metrics are the foundations for efficient and impactful mobile campaigns.” The partnership makes it easier for S4M clients to tap into viewability measurement on the FUSIO dashboard via Integral Ad Science’s MRC-accredited viewability solution for mobile

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Instagram now allows users to share their live video broadcasts with other users

Instagram has revealed a new feature that lets users broadcast live with their friends. The company hopes that the addition will boost usage of its live video streaming tools for users who may be too shy to use it on their own. Getting going is simple. A user can invite anyone who’s currently streaming their live broadcast to join in. At the moment, the feature is still restricted to just two users shown on a split screen. In addition, owners have all the power and can remove and add new broadcast partners at any time. The company conducted a test of the feature back in August among a small group of users. As live video is gaining traction, Instagram seems to be working hard to

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Twitter goes transparent: users can soon learn who’s advertising and who’s targeted on the app

Twitter is trying to become more transparent by implementing changes across the social network’s advertising platform. Given recent fake news scandals, Twitter has decided to roll out a transparency centre over the next few week. The company says that this should allow users to check out advertisers on the platform as well as details about their ads. Indeed, the new platform features information on all ads currently running, as well as how long ads ran, ad creatives used and which ones targeted users. Twitter hopes that this should make it easier for users to report any inappropriate ads and offer up feedback on campaigns which may be perceived negatively. The company also plans to clearly label political ads and is creating a special section in

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Adventure, Simulation and Role-Playing app categories have the highest click-through rates

With mobile video traffic expected to grow by 50% a year until 2022, and mobile video ad spend estimated to exceed $6 billion in 2017, mobile app advertising platform AppLift explores just how mobile video ad creatives perform across different placements. Here are some of the key findings. Based on app categories in the Google Play Store, Adventure, Simulation and Role-Playing categories have the highest click-through rates across all measured regions (US, Canada, Brazil, Japan and Korea). This suggests that user acquisition campaigns which specifically target such placements can potentially be more successful than those targeting Sports or Casual categories. However, across the examined countries, AppLift highlighted regional differences, with the US demonstrating higher CTRs for Adventure and Casual categories. Although impressions tend to convert well to

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Facebook’s latest Explore Feed addition could weaken engagement impact for Pages

Facebook has been sparking criticism from users and advertisers after it changed the way that Pages content will appear on users’ news feeds. The social media network has been testing a new Explore Feed option in six countries including Bolivia, Cambodia, Guatemala, Serbia, Slovakia and Sri Lanka. The Explore Feed aims to motivate people to discover content by moving content from Pages out of the news feed and into the new feed section. Naturally, advertisers have begun to worry that they now will be charged to keep Pages content appearing in Facebook user news feeds. Originally, the Explore Feed was intended to showcase similar content based on user interest. It was supposed to be a dedicated space for publishers to circulate their contents. However, feedback

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Apple Search Ads score high in new AppsFlyer mobile ad Performance Index – Facebook and Google continue to dominate overall

According to the latest Performance Index by Appsflyer, Apple Search Ads are now in the lead of the iOS ROI Index after they were launched a year ago. It seems that the fact that users are already engaging on the App Store makes for a powerful mix. Overall, Apple Search Ads had a 30% higher ARPU and 40% lower price than other networks. Apple Search Ads also scored third and fourth in the universal non-gaming and gaming power rankings of the Index. Strikingly though, the number of networks which non-gaming app marketers choose are almost double the number of gaming ones. AppsFlyer says that: “Gaming is more global in nature, and therefore directs marketers toward networks with global inventory. Non-gaming, on the other hand, is

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Marchex expands customer call Speech Analytics solution to integrate AI

Marchex, which provides call analytics to help businesses convert their customer calls to action, has been working hard to continuously integrate customer feedback to improve the accuracy of its speech recognition technology. Now, the company announced an expansion of its Marchex Speech Analytics solution that includes updates to its Call DNA user interface. The interface now accepts user input on Artificial Intelligence (AI) predicted outcomes. Marchex says that this is particularly important for industries which rely on consumer phone calls, such as automotive businesses. Here, AI-driven conversation tech may offer an improved customer experience and also better insights into a call. Jim Bechtell, VP and General Manager at Somerset Buick GMC Inc. says: “When General Motors rolled out Marchex Speech Analytics, we were amazed at the insights it provided.

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The best time to engage app users is all the time, but engagement rates vary between the sexes

With the global app economy creeping up to become a $6.3 trillion market by 2021, it’s clear that the competition is heating up. App marketers and developers must be aware of their performance targets and be able to plan ahead. That’s why Liftoff today released its 2017 Mobile App Engagement Index, which tracks engagement costs across leading app categories and highlights trends in costs and conversions. When it comes to mobile app engagement benchmarks, which is the average cost to acquire new users from a paid app install campaign, it seems that the cost of subscriptions is huge compared to engagement rates (see top image). The report remarks: Expecting to acquire a first-time user to open their wallet is like believing you can buy a

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Snapchat to speed up programmatic mobile video placements

It seems that Snap Inc wants to add programmatic adverts to fill empty slots across videos on its Snapchat app. According to multiple sources speaking to Digiday, Snapchat has been holding back a little when it comes to placing programmatic ads on shows. This has led to weakened revenue and a shift in focus for Snapchat. Advertisers can currently purchase programmatic ads via Snap Ads, the company’s ad-serving platform. Programmatic video ads are currently available in the form of 10-second vertical units, which are placed in Snapchat shows, user stories, live stories and Discover channels. The ad units can also be purchased through Snap partners including 4C, Kenshoo and Videology. Until now, Snap had been selling video inventory directly to media outlets including Viacom and

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UK ad viewability jumps for second quarter in a row, but still falls behind other European countries

Ad viewability has increased for the second time in a row over the last two quarters in the UK, according to new research from ad verification specialist Meetrics. Much of this growth is driven by agencies and advertisers demanding that their ads remain in view for longer. As part of its quarterly update, Meetrics revealed that the number of banner ads providing minimum viewability rose to 52% during the third quarter, up from 47% in the first quarter. Therefore, ad viewability is currently at its highest rate since Q1 2016 when it was 54%. “Yes, the latest rise is small but its directionally very significant,” said Anant Joshi, Country Manager for the UK and Ireland at Meetrics. “For the first time, there’s a consistent positive trend

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Facebook expands news content through publisher relationships

Facebook is strengthening its partnerships with publishers by announcing an extension to its mobile app that will enable users to read a limited number of articles monthly and then giving them the option to subscribe via the publishers’ website. The addition was recently announced with 10 publishers already signed up, including the Washington Post, The Economist, German tabloid Bild, The Telegraph, The Boston Globe, Hearst (The Houston Chronicle and The San Francisco Chronicle), La Repubblica, Le Parisien, Spiegel, and tronc (The Baltimore Sun, The Los Angeles Times, and The San Diego Union-Tribune). Major financial publications such as the Financial Times ore the Wall Street Journal did not sign up, rejecting Facebook’s approach which lacked a more individualist approach to separate publishers. By partnering with established news groups, Facebook hopes

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TabMo partners with Integral Ad Science to boost mobile ad verification

Mobile DSP TabMo and Integral Ad Science (IAS), the company that provides ad measurement and analytics to boost ad verification and optimization, have announced a pre-bid integration for TabMo’s Hawk platform. By partnering, the Hawk platform now features improved brand safety performance for mobile in-app and web campaigns, fraud detection and viewability targeting for mobile web inventory. Chris Childs, Managing Director at TabMo UK, says: “Mobile advertising is a completely different ecosystem than desktop, and this also concerns brand safety, fraud and viewability. IAS is widely recognized as an industry leader, making them a logical partner in the effort to increase mobile media quality. We are happy to give mobile marketers self-serve capabilities to improve their ad segmentation on a pre-bid basis, and eager to

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For just $1,000, anyone using a mobile device can be tracked using mobile adverts

Audience and consumer data collection practices are common among mobile advertisers and big companies. However, new research by the University of Washington reveals that data collection is not only restricted to the big players. Instead, it costs just $1,000 to track a person’s mobile location using mobile app adverts. The study proposed that anyone could exploit digital ads to collect private user information. It tested this hypothesis by using targeted ads to reach specific people by their gender, age or device IP address, location and operating system. The authors write: “[W]e find that an individual or small group with a $1000 US Dollar budget can use targeted ads and a DSP to track the locations of targeted individuals as they move from home, to work,

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Vpon boost partnerships to enhance its mobile advertising platform

Vpon Big Data Group, the Asian tech group, has recently expanded its mobile advertising platform by partnering with the New York Times (Chinese version), Camera360, Qunar, Youdao, Skyyer, OpenRice, Movie Express, and others. Through these partnerships, Vpon has boosted the data collection and audience targeting of its cross-border marketing solutions. The company hopes that this should expand flexibility for advertisers to reach audiences globally. Arthur Chan, APAC General Manager at Vpon Big Data Group, explains that the improvements across the company’s inventory allow advertisers to reach their intended audiences. “These collaborations have built on top of Vpon’s strong foundation of Data Management Platform, which allows the platform to enrich audience profiles and behavioral data to the next level. The partnership can surely actualize the power of data

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Week in Review – What happened in mobile advertising this week

Adobe wants to make it easier for marketers to manage their digital ad campaigns when they’re on the go. The company recently launched the Adobe Advertising Cloud mobile app, which allows advertisers to oversee their cross-channel ad campaign by bundling the features they need to ensure a smoother performance. LinkedIn may have finally found a way to make money. The company is going to sell video adverts which users can view in their feed. The ads will auto-play with no sound. Currently in closed beta testing, the video ads are only available to a few select advertisers. Although testing is restricted to just a few hundred companies right now, this could expand in the future. Facebook this week acquired tbh, the social polling app which focuses on rewarding users

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Pinterest rolls out Search Ads for all businesses

Pinterest has officially opened up its search ads to all businesses. The format can now be found in its Ads Manager. Search Ads make it easier for businesses to target consumers who are looking for specific products on Pinterest. Indeed, exact phrases and keywords can be matched to reach an intended use, but irrelevant words may also be excluded to narrow down search results. According to a blog post, more than 2 billion searches happen on Pinterest every month and 97% of these searches are unbranded. That makes it “an effective place to reach people while they’re still considering their next buying decision.” Pinterest is a visual blog, which means that it’s easy for people to find ideas and get inspired. Additionally, Pinterest is also

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Innovation: Tapjoy launches new mobile advertising format to make video ads more interactive

Tapjoy, the mobile app advertising platform, launched a brand new mobile ad format this week. Called Interactive End Cards, the format is part of the company’s its Interplay Advertising Suite. Interactive End Cards have been created to turn traditional video ads into more interactive, rich media ad experiences to engage consumers with branded stories. 20th Century Fox was among the first advertisers to test the Interactive End Cards. The production company promoted War of the Planet of the Apes by featuring a full-length video trailer and interactive slider that users could swipe to reveal more information about the film. At the end, tickets could also be purchased. Overall, the campaign had an 88% video completion rate and a 4% click-through rate to purchase tickets. That’s

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YouTube speeds up detection of videos with extremist content

It seems that YouTube is becoming faster at detecting and omitting violent videos from its app and site. The company began rolling out anti-terrorism measures in June to detect and remove offensive content. In order to do so, it partnered up with experts to identify such contents and rolled out tougher video policies. According to the YouTube, 83% of videos containing violent content were removed before they received a human flag in September. That’s an increase of 8 percentage points over the firm’s August update. In addition, the extremism team manually reviewed more than a million videos to improve flagging technology. The company also acknowledged that the increased speed and volume of reviewed videos had led to some errors. In a blog post it said:

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WhatsApp now lets users share their locations

WhatsApp has introduced a new feature that lets app users share their location in real-time with family and friends. Although it may sound a little creepy at first, the company assured that the feature was encrypted for added security and privacy. The user remains in full control over who can see their location or not. Facebook has already launched a similar feature on Facebook Messenger. Usage is simple – once in a chat with a friend or family members, users simply click the live location icon and can then set a time frame for how long the location share will be visible. That has two benefits: it ensures greater user privacy by making the location share disappear after a while and also indirectly allows users

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