Author: Anne Freier

Positive growth for Simpli.fi – Mobile advertising revenues jump 139%

Programmatic ad platform Simpli.fi announced some positive growth for the first quarter of 2017. This growth is largely driven by wider adoption of Simpli.fi’s mobile and video ad solutions. Revenues during Q1 2017 jumped 51% compared to the same period in 2016. The company has been on a similar pace for the last few years, but its growth still ranks above the 22% growth rate reported by the Interactive Advertising Bureau (IAB) for digital ad spend for the same period. Mobile revenues increased a whopping 139% compared to the year over, exceeding the IAB’s 77% rate for mobile ads. Indeed, mobile made up 65% of the company’s total ad impressions. Video advertising revenue grew 64% during Q1 2017. The company also stated that it was now fulfilling over

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Digital advertising expenditure in Australia closes in to reach 50% mark of total ad expenditure

According to the latest report from the Commercial Economic Advisory Service of Australia (CEASA), digital ad spend in Australia grew to 48.6% of all ad spend during 2016, up from 42.5% in 2015. Traditional TV ad expenditure decreased 2.4% from 24% in 2015, whilst digital TV formats such as video on demand have been boosted with spend increasing 48%, according to ThinkTV. Mobile advertising jumped to 15% of the entire paid media market, up from 11% in 2015. At the same time, digital video increased to 5% of total ad expenditure in 2016, up from 3% the year before. Gai Le Roy, Research Director at IAB Australia explains that CEASA provides independent data to help plan media decisions. “To understand the whole media market we must

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Marchex rolls out Speech Analytics to increase consumer insights from inbound calls

Mobile advertising analytics company, Marchex, has just launched Speech Analytics to boost actionable insights from inbound phone calls to businesses and enterprises. The new product suite provides marketers and call centre teams with a better understanding of the consumer experience. It will also boost insights into phone conversations made to telesales teams, Marchex says. Caleb Williams, Marketing Innovation Manager at TWO MEN AND A TRUCK, says: “Using Marchex Speech Analytics, and specifically the Lost Opportunities Dashboard feature, we are able to quickly identify what areas of our marketing are working. These same tools allow us to more efficiently coach and train our sales and operations staff to meet our customer’s expectations. In short, Marchex Speech Analytics enables better phone leads with increased opportunity for conversion.” Companies could

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US mobile advertising spend grew 77% in 2016 – mobile video is up 145%

Mobile advertising now accounts for 51% of digital advertising in the US. According to the latest IAB Internet Advertising Revenue Report, overall digital ad expenditure in the US hit $72.5 billion in 2016, up 22% from $59.6 billion in 2015. In the meantime, mobile grew 77% from $20.7 billion in 2015 to reach $36.6 billion last year. Digital video has also seen some remarkable growth in 2016, hitting a whopping $9.1 billion, a jump of 53% from the $5.9 billion in 2015. Perhaps even more impressively, mobile video advertising revenue grew 145% during the same period to $4.2 billion. David Doty, Executive VP and Chief Marketing Officer at the IAB, explained: “In a mobile world, it is no surprise that mobile ad revenues now take more

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Majority of retailers have yet to implement personalisation strategies for their marketing efforts

Personalisation is becoming of growing importance for marketers to effectively reach and engage an audience. However, just 15% of retailers at the World Retail Congress 2017 had implemented a personalised marketing initiative. According to research from Periscope By McKinsey, most retailers and brands agree that personalised ads and promotions can boost consumer store visits and sales. However, only a minority have actually taken the necessary steps to boost personalisation. The survey among retailers found that 95% of them believe personalisation to be a strategic priority for their business, with 64% considering it a top three priority. Whilst only 15% had actually implemented personalised measures, 43% said they planned to boost their efforts in 2017/18. Almost half (46%) of retailers believe that personalisation is a good way

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Mobile advertising now accounts for 99% of all online advertising growth

Mobile advertising is on a roll. Ad spend of the format in the UK grew 45.4% to £3.9 billion in 2016, accounting for 99% of online advertising growth. According to the latest Advertising Association/WARC Expenditure Report, 86% of mobile advertising’s current market value has been created over just the last five years. Digital ad formats are among the key drivers for growth in 2016. Internet advertising spend was up 13.4% to £10.3bn. Digital accounted for a total of 38% of £1.1bn in out-of-home advertising. That’s twice as high as in 2012. TV ad spend jumped 12.6% for video-on-demand formats, and reached a total of £5.3bn in 2016. Over the last decade, TV expenditure has been fairly steady at around 25% of overall spend. Stephen Woodford, Chief Executive at the Advertising

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Snapchat is the next big digital advertising giant – according to Cheetah Mobile

Cheetah Mobile, the Chinese app developer, just released its own insights on the rise of Snapchat and it’s got a surprisingly different perspective. According to Cheetah, 2017 is the “age of Snapchat”. The prediction can be attributed due to Snapchat gaining in popularity among advertisers as well as its precise targeting capabilities. Let’s have a closer look at Cheetah Mobile’s findings. The UK digital advertising market is currently dominated by Google and Facebook. According to eMarketer, Google dominates the UK digital ad market at a 41.8% share. Facebook holds a 14.3% slice of the pie. Despite these figures, Cheetah Mobile believes that Snapchat could be the next advertising giant in Europe. The company announced 10 million active daily users in the UK during Advertising Week Europe and

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Airbnb and HomeAway among fastest loading travel apps – PacketZoom Performance Index reveals top travel apps by speed

Airbnb, Booking.com, HomeAway/VRBO and TripAdvisor are the fastest apps among the travel and hospitality apps, according to the latest Travel App Performance Index published by PacketZoom, the mobile app content delivery company. Expedia, Priceline, Hotwire and Trip.com ranked as the slowest. The study examined the speed at which each app’s content loaded for consumers to be able to conduct a search. Airbnb’s app offers a time-to-search period of just 2.1 seconds, whilst Homeaway/VRBO came second at 2.2 seconds, followed by Hotels.com (2.3 seconds) and Booking.com (2.6 seconds). In comparison, apps from Expedia took 5.4 seconds to load and Hotwire even took 7.1 seconds. These speeds are below average and could be dangerous. According to Compuware research, most consumers prefer apps to load content within 2 seconds. Shlomi Gian,

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Apple cuts App Store Affiliate Program commission from 7% to 2.5%

Apple is reducing its App Store commission from the standard 7% to just 2.5% effective from 1. May. Members of the App Store Affiliate program were alerted of the 64% cut by email. That’s quite a significant drop, but won’t affect rates for other Apple media such as music, movies, books or TV series. The Affiliate program provides a little kickback for App Store downloads that are made via a referral ID link. Though it doesn’t seem like much, commissions can quickly build up the larger a developer’s audience becomes. Developers will continue to receive 70% of the sale. However, the lower rate is likely to affect smaller websites, including blogs which provide app reviews and news. It’s not entirely clear why Apple made the changes, other than to increase

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Smartphone adoption grows in India

One in five or 20.8% of people living in India are expected to own a smartphone at the end of 2017. That’s according to new research from eMarketer. Annual growth rates are going to remain in the double digits until 2019, and then may drop to below 10% in 2020. Figures by Gartner suggest that smartphone sales may have accounted for just 50% of total mobile phone sales in India during the last quarter of 2016. That’s still way below the US (96%) or China (96%) as well as developing countries such as Indonesia (68%). In India, cheaper mobile handsets are still favoured over more expensive and data-hungry smartphones. Anshul Gupta, research director at Gartner, says: “With the slowdown in sales in major markets, including

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Everyday moments offer valuable insights into smartphone and social media behaviours of consumers

Mobile and digital advertisers may have a significant advantage in getting their messages across by understanding how consumers feel in everyday moments. According to a survey of 52,000 people across 78 countries, UM’s The Meaning of Moments report has been tracking social stats for ten years. The latest Wave 9 results suggest that consumers are increasingly doing more things with their smartphones. Activities including instant messaging, watching videos and managing social network profiles were all up in 2016 compared to the previous years. In addition, consumers are uploading more videos and photos using their smartphones than ever before. Consumers are also increasingly managing their social networks more actively. The majority of respondents use social media to promote themselves (30%) whilst fun and entertainment aren’t sought-after

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Reveal Mobile launches platform for location-targeted social media campaigns

Reveal Mobile, the location-based audience data company has just rolled out a new platform that allows brands and marketers to location-target their social media campaigns. Social Direct will be introduced at the NAB 2017 in Las Vegas. Through the new platform, advertisers will be able to view the audiences who have visited a location or a competitor’s location. Settings can also include broader categories such as “coffee drinkers”. Advertisers can then target such location-based audiences via social media platforms Facebook, Instagram, Twitter, and Google AdWords. If a national retailer, for example, may want to interact with a small percentage of users who have downloaded the store’s app, Social Direct can draw the first-party data from Reveal Mobile’s nationwide database of 40 million location-sharing mobile consumers. These include previously unknown

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Thunder rolls out Thunder Apps to boost mobile advertising campaign optimisation

Thunder, the ad personalisation and analytics company, has just rolled out Thunder Apps, which it hopes can establish an ecosystem of ad technology apps and integrations for the Thunder Creative Management Platform (CMP). The new feature includes a DCO App, a tool described as a “dynamic creative decisioning app”. Essentially, it enables clients to more quickly test and optimise their mobile and digital advertising campaigns. The company has also included a new fraud detection app based on Forensiq’s ad fraud technology as well as an app that powers system integration and agency support. Thunder Apps add audience and creative-level analytics to the Thunder CMP for enhanced data insights. Victor Wong, CEO at Thunder says: “We are thrilled to offer clients access to everything they need

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Snapchat adds Sponsored Geofilters to its API

Snapchat has just made it easier for brands to purchase Sponsored Geofilters. Just in time for travel season to kick off, the ad format allows Snapchat users to pin a geofilter to their photos and videos thereby sharing a brand’s message. Sponsored Geofilters are now available through the company’s API in the US, UK, Canada and Australia. That means clients can more easily buy the ads and no longer need to contact Snapchat’s sales team. Snapchat Snap Ads are also available through the company’s API. There’s one restriction to this: national Sponsored Geofilters, which will continue to be available on request through the firm’s sales team. Geofilters are all about location and are pitched as ways for app users to share their experiences about where

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UK consumers choose chatbots over human interaction – opportunities for mobile advertisers and brands

Customer service is key to a successful business, and as consumer behaviour has shifted and become digitalised, nobody has the time or patience to talk to a business on the phone anymore. According to a study commissioned by Ubisend, which makes AI-driven chatbots, 69% of UK consumers would rather interact with a chatbot instead of a human to receive an instant answer. Conducted by Morar Consulting, the study asked 2,000 UK consumers on their attitudes towards chatbots. Although 75% of respondents had not yet spoken to a chatbot, 57% are aware of them and over a third (35%) want to be able to use chatbots to solve their queries. So what priorities do people have in wanting to solve their customer service queries. A majority of 68%

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DataCultr uses a genome mapping approach to understand smartphone users

A new kind of advertising technology start-up is trying to understand the smartphone user by using a genome mapping approach. DataCultr, the smartphone data company launched by parent Boxer Internet in 2012, has been scrambling to mine smartphone user data. Founders Neel Juraisingani and Sujoy Ghosh say the platform is more of a result of endless experimentation at Boxer. The two founders had previously been building ad servers for mobile platforms. DataCultr works by noting events on smartphones. Such events include turning on a device or checking into an app. Each action defines the consumer behaviour and is turned into an informable piece of data. Such data may be used to make informed and personalised advertising and product recommendation. As an example, Juraisingani says: “Let’s say, I drop

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Hulu partners with Tremor Video to launch mobile and digital ads via marketplace

Video advertising company, Tremor Video, has announced a partnership with video streaming platform, Hulu, to drive the company’s Advanced TV advertising for desktop, mobile and streaming devices. Hulu plans to reinforce its Advanced TV product by enabling marketers to access its collection of premium, long-form video content via a private marketplace. As such, Hulu will be working with Tremor to provide choice and transparent options for automated transactions. Paul Caine, Chief Executive Officer of Tremor Video, explains: “We are incredibly excited to be working with Hulu as they are on the forefront of the future of the Advanced TV ecosystem. Hulu’s confidence in Tremor Video speaks to the best-in-class Seller Platform that we’ve built and the quality of our engineering and customer service teams. We

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Google working on Chrome addition for publishers to avoid ad blockers

Ad blockers pose a real threat to the advertising industry, publishers but also the free Internet. Now, Google has presented a tool that it hopes will become a solution to the problem of growing ad blockers among consumers. As part of The Coalition for Better Ads, an industry group of media companies, advertising agencies and marketers, the online giant wants to roll out a feature for Chrome web browsers to disable undesirable online adverts. The addition will be exclusively available for publishers, not consumers, to allow them to filter ads that may disrupt the user experience, according to reports from The Wall Street Journal. However, the move is being criticised by some as Google exerting too much control over digital advertising. Since then, members of the Coalition

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Growth of mobile advertising expenditure in Spain remains stagnant – positive outlook for social media adverts

Digital was the only sector to see a healthy increase in Spain’s advertising industry, according to the latest figures from the Interactive Advertising Bureau Spain (IAB Spain) and PricewaterhouseCoopers (PwC) compiled by eMarketer. Digital, which includes mobile, desktop, digital out-of-home, digital audio and connected TV accounted for 29% of all outlays in the country last year, and digital platforms increased 21.5% to $1.74 billion. Television got boosted 5.5% to $2.35 billion. Desktop and mobile make up the majority of digital ad spend in Spain at 97.5% or $1.7 billion. However, ad expenditure’s share for mobile devices remained stagnant compared to 2015 making up 5.8% of total spend and rising to $99.9 million. Among the categorical top spenders in mobile advertising are automotive brands at 34.7% as well as

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Oracle to acquire Moat to boost mobile and digital advertising analytics and data

Oracle, the multinational computer technology corporation is going to acquire digital measurement firm Moat. As part of the agreement, Moat will become part of Oracle’s Data Cloud, which focuses on analytics and data, and will be led by Moat founder Jonah Goodhart. Oracle hopes that the move can merge consumer attention data to improve media experiences and essentially boost outcomes for marketers and businesses. Founded in 2007, Moat provides analytics, intelligence and measurement tools and has worked with brands and publishers including Nestle, Procter & Gamble, Unilever, ESPN, Facebook, NBCUniversal, Snapchat, and YouTube. Goodhart says: “When Oracle approached us about working together, we began to see the huge potential to jointly drive innovation. At our core, we believe there is an opportunity to fundamentally improve marketing and storytelling

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