Author: Anne Freier

Digital advertising CPMs increased in 2017

According to a new eMarketer report, programmatic pricing across mobile, mobile app and video as well as desktop increased over the past 12 months. Based on data from demand-side platforms, ad exchanges and networks, the report found that CPMs for 300×250 desktop display ad units had increased around 1% between Q4 2016 to Q4 2017. A variation in CPM rise comes from different platforms reporting different growth. Additional sources reported a rise of 10% for the year. However, analyst of the report, Lauren Fisher, said that the study was not a benchmark guide on what CPMs should be aimed for. Instead, it demonstrates the rise in CPMs over time. Similar findings were reported by automation platform AdStage, which noted that Twitter CPMs had increased from

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Week in Review – Pinterest, YouTube, Snapchat and Instagram expand consumer and advertiser options

The big players WhatsApp will not be sharing any user data with parent company Facebook. The messaging app had recently been investigated by the Information Commissioner’s Office (ICO) UK in relation to data protection. Pinterest, the social blogging site, has just announced an expansion of its Shopping Ads programme. The company said it was to add hundreds of new advertisers to its partner list and test a new lifestyle advertising format. YouTube plans to add a new feature for live-streaming that could make it easier for creators to share their live broadcasts using their mobile devices or desktops. Instagram on Thursday announced that it will prioritise more recent posts as part of a reshuffle of its feed algorithm. The company confirmed that it was considering

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Snapchat bolsters location-based advertising targeting through new tools in Ads Manager

Snapchat has expanded its suite of location targeting features for advertisers by adding a new location Ads Manager toolbar. The company says that the addition should offer more specific targeting information when trying to reach a specific type of user through Snap Ads. Snap added Radius Targeting – a feature that lets advertisers target Snap Ads and filters at certain locations such as retail locations, restaurants or universities. There is no limitation as to the size of the advertising client, which means even smaller advertisers can make use of the new tools. Qasim Mian, User Acquisition Manager at Hopper, a travel planning website, said: “Snapchat radius targeting has allowed us to reach the most relevant audience with the most relevant deal. This is a perfect

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Instagram expands options for resharing of posts and embedded hashtags

Instagram on Thursday announced that it will prioritise more recent posts as part of a reshuffle of its feed algorithm. The company confirmed that it was considering “changes to ensure that newer posts are more likely to appear first in feed. With these changes, your feed will feel more fresh, and you won’t miss the moments you care about.” In addition, the company is working on a “News Posts” button that would allow users to have greater control over their feeds. Once a user taps the button, they are taken to the top of a feed. TechCrunch also reported that the company was currently considering a reshare button. This would finally allow users to share posts by others without screenshotting the images first. However, the

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Third of Brits are ok with allowing brands to add logos to their social media photos

42% of British people would allow brands to put a logo with the words “sponsored by” on the bottom of their social media profile photo, according to new research from OnBuy.com conducted by YouGov. Around 2,000 Brits were surveyed for the research which found that brand trust has significantly evolved over the last few years. Indeed, brands are now able to more effectively engage, but also harvest loyal consumers it appears. The survey also found that 36% of Brits would allow a brand to do the same for each of their social media photos. Another 39% said they would be happy to appear in a brand’s TV ad, whilst 37% would wear a shirt showing the branded logo every day for a month. A surprising

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78% of mobile phone users find unadjusted mobile adverts annoying

Advertisers should aim to optimise their adverts for mobile as non-adjusted mobile ads may be perceived negatively by consumers. That’s the verdict from a new study by the Internet Advertising Bureau UK (IAB UK). According to a survey among 1,200 UK adults, 78% of people were annoyed if a mobile ad was not tailored to their device. In addition, 37% said that the website or platform was to blame for the lack of adjustment. Another 33% blamed the brand directly. This shows that lack of mobile ad adjustment not only affects the advertiser, but has negative consequences for brands and platform owners. However, the good news is that a majority of 84% of respondents said they would prefer the Internet to remain free with ads. The

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GlobalWideMedia commits to mobile marketing standards of TUNE’s Certified Partner Program

Data-driven digital marketer, GlobalWide Media (GWM), has just joined the TUNE Certified Partner Program. The programme by the mobile marketing measurement company certifies that integrated advertising partners have committed to unbiased and trustworthy mobile marketing standards. GWM joins a group of mobile advertising and marketing companies that already support these best practices. The certification also means that clients can rest assured that GMW offers brand safety, quality inventory and transparent features. Bjorn Hougaard, SVP of Sales and Media Strategy at GlobalWide Media, explained: “To maintain a leadership position in the digital advertising space, it’s imperative to be an active participant in the growth and advancement of industry best practices as a whole, in order to provide the most value to our clients. We are proud to join forces

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YouTube to make livestreaming easier for creators

YouTube plans to add a new feature for live-streaming that could make it easier for creators to share their live broadcasts using their mobile devices or desktops. Traditionally, creators had to setup YouTube livestreams by using an encoder. However, through the latest addition they will be able to use the YouTube Live dashboard to broadcast live. Creators just have to click the “Go live” button on the YouTube header – no other setup is necessary. Right now, YouTube has only made the addition available on Google Chrome browsers. The move follows competitors such as Facebook and Instagram snapping up more engagement from live video creators as they have bolstered their video offering. Additionally, YouTube will be launching a feature that lets creators live stream directly

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Top Performing Instagram Ad Creative to Try in 2018 – by Brian Bowman of Consumer Acquisition

By Brian Bowman, CEO of Consumer Acquisition Very quickly, Instagram ads have become a high priority for marketers. As Instagram has continued to mature as a platform, a variety of new ad formats have been introduced over the past year – Story, Carousel, Slideshow, Video, and Single Image – and with strong effectiveness among audiences. Instagram has become a compelling platform to advertisers because it is connected to the larger Facebook ecosystem, which provides rich data and audience targeting capabilities. There is also Facebook and Instagram’s undeniable scale. The more discoverability of Instagram profiles and scale from existing followers has encouraged a significant number of publishers, influencers, and brands to prioritize Instagram, creating a content-rich environment that complements a variety of content-driven advertising. As you

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Vungle launches Self-Serve platform for mobile in-app advertisers globally

Vungle, the performance marketing platform for in-app video ads, just announced the global roll-out of its Self-Serve platform for advertisers. Mobile advertisers are now able to schedule the automated creation of ads. Vungle says the global extension of the platform follows successful testing in early 2018. Through the Self-Serve platform advertisers gain access to the company’s global audience. They can schedule video content which is then auto-converted into various ad creatives. The platform makes it easier to manage and measure campaigns from within a single dashboard. Martin Price, Vice President of Product, Vungle, explained: “Based on the success of our beta, we have a strong pipeline of advertisers eager to adopt the Self-Serve platform; we expect that the global availability of the platform will significantly

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Mobile marketers should optimise for key universal search integrations on Google

Transitioning from desktop to mobile can be challenging and Google’s Page One challenges have made it even harder for marketers and brands to reach consumers organically. That’s why Searchmetrics has just analysed over half a million search queries to find out what the most frequent universal search integrations were. The report finds that 4% of mobile searches now include a direct answer box on Google. It’s an attempt by the company to show specific answers to problems and offer solutions more instantly. The instant answers pop up right at the top of a mobile page. The information is often coming from websites with greater authority. In addition, Google shows app suggestions in 11% of mobile searches depending on the query. If a user clicks on

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Pinterest launches new ad formats and expands Shopping Ads programme

Pinterest, the social blogging site, has just announced an expansion of its Shopping Ads programme. The company said it was to add hundreds of new advertisers to its partner list and test a new lifestyle advertising format. Shopping Ads were launched in 2017 with a handful of partners including eBay, Dorothy Perkins, Samsung and Made.com. Sadie Daryan, senior manager of global social performance marketing at eBay, explained: “At eBay, we’re focused on being present and relevantto customers wherever they start their shopping journey. As an early adopter of Pinterest’s ad products, we’ve been able to effectively reach both current and potential customers at all stages of their purchase process, especially at the moment when inspiration strikes.” Retailers and advertisers can use Shopping Ads to create

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Snapchat advertising revenue could reach £105 million in the UK in 2018

Snapchat could be generating around £105 million ($135 million) in UK revenues in 2018, according to a new estimate by research firm eMarketer. The figure would present almost double the revenue compared to 2017. Back in 2015, the social media app maker generated 95.9% of its advertising revenue through the US. However, in 2018, this percentage has dropped to 75.8% thanks to Snap Inc.’s efforts on driving an international expansion. Thus, the UK could account for 10% of Snap’s global revenue this year. Although the company is experiencing fast-paced growth in users and subsequently ad revenues, these are making up less than 1% of UK digital ad spend in 2018. Meanwhile, competitor Facebook is snapping up a fifth of UK ad spend. However, eMarketer admits

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Non-paid social channels are generating more engaged gamers

Mobile app gamers acquired through non-paid social channels have a lifetime retention that’s 43% higher than that of regular gamers, according to new research by GetSocial, the social and viral layer for apps and games, in collaboration with SEGA HARDlight. The study examined the behaviour of gamers on Sonic Forces: Speed Battle who were invited to the game by friends through social media channels in connection with GetSocial. These players also played 87% more game sessions over the lifetime of their install. The players who installed he game were 3x as likely to invite their friends to play. “Adding GetSocial’s social layer to Sonic Forces: Speed Battle delivered incredibly encouraging results,” said Chris Southall of SEGA HARDlight. “By relying on the power of peer-to-peer recommendation,

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Voice assisted purchasing hasn’t caught on whilst smartphones are used to browse products

Voice assistance may not be as successful in driving purchases as companies would hope it to be, according to a newly released study by software company Episerver. Indeed, the study found that a majority of consumers do not own devices such as smartwatches and only very few use voice assistance to make purchases. Episerver surveyed 4,000 online shoppers across four markets and found that smartwatches and voice-assisted devices have not yet caught on compared to smartphones. Indeed, 75% of consumers are now using their smartphones to browse whilst 57% are making purchases on the devices. Of these, 29% check out products on their smartphones each day whilst around 50% do so weekly. However, just 27% of them actually made a purchase using their phones. “While

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Integral Ad Science launches new mobile in-app solution to protect programmatic advertisers

Ad company, Integral Ad Science (IAS), launched a mobile in-app solution that can help protect brands across programmatic platforms such as The Trade Desk, DoubleClick Bid Manager, Oath, Viant’s Adelphic, AppNexus, and MediaMath. By boosting integrations with these programmatic platforms, the company aims to add a level of transparency. As such, it can target in-app inventory to be brand-safe, fraud-free and viewable. “Programmatic offers advertisers powerful opportunities to make the most of their digital dollars and, for many years, buyers have been able to easily optimise those opportunities across web-based campaigns with IAS data,” explained David Hahn, CSO of Integral Ad Science. “Now, by offering mobile in-app segments to our customers, we’ve extended that flexibility and control to drive more of their automated buys, and

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WhatsApp reassures users: will not share private data with Facebook

WhatsApp will not be sharing any user data with parent company Facebook. The messaging app had recently been investigated by the Information Commissioner’s Office (ICO) UK in relation to data protection. WhatsApp affirmed that it would uphold current General Data Protection Regulations (GDPR) and not share data unlawfully. Furthermore, the company signed an agreement that it would commit to not sharing the data with Facebook unless it would be allowed to under the GDPRs. “My investigation has not been concerned about WhatsApp’s sharing of personal data with Facebook when Facebook are only providing a support service to WhatsApp,” explained Elizabeth Denham, commissioner of the ICO. “The technical term for such sharing is that WhatsApp can use Facebook as a data processor. This is common practice

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Week in Review – Snapchat, Spotify boost mobile ad offering whilst Google removes billions of bad ads

The big players Snapchat is now letting publishers use the app to share their branded content. Previously, publishers were not able to share ads between their videos and articles on Snapchat Discover. Music platform Spotify has officially expanded its audio self-serve advertising platform into the UK and Canada. The Spotify Ad Studio launched back in fall 2017. Google removed over 3.2 billion ‘bad’ advertisements in 2017 – up from 1.7 billion in 2016 according to the company. The company removed the ads to avoid the ad network falling victim to malicious purposes. Rubicon Project, the online ad company, has just axed 100 jobs in an effort to reduce costs. Following a reduction in revenue of 57% year-on-year in Q4 2017 and a net loss, the company decided to

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Smartphones and social media are driving mobile commerce in Britain

One in three regular Snapchat users are willing to spend over £100 on their mobile, which is more than 74% compared to the average Brit. According to new research by Criteo, the commerce marketing company, the impact of social media on shopper loyalty and online purchasing may be larger than expected. 22% of 25-34 year-olds are happy to spend over £250 on their smartphone, according to the report. In addition, one in ten millennials are using their smartphones as a preferred device to shop for cars, clearly signalling a trend toward mCommerce growth in the future. Indeed, Criteo reports that personalisation (138%), improved experiences (45%) and free goods (58%) are all driving millennials to shop on mobile. Brands are increasingly becoming more competitive and have

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OpenX reports strong revenue driven by mobile and video ads

OpenX, the ad tech provider, just announced revenue growth of 20% during Q4 2017, marking its tenth straight year of growth. The company benefitted from significant investments in mobile, video and other initiatives. Since the company was founded, OpenX has successfully grown. The main factors contributing to the company’s growth were: Investing in mobile first. From the start, OpenX has focused on mobile tech and its mobile business grew 39% in 2017, with in-app revenue surging 89%. Meanwhile, video revenue jumped 5,000% during 2017. The majority of OpenX publishers used the exchange to monetize their video inventory in 2017 and into early 2018. The company adds that investments in quality efforts such as anti-fraud measures and third-party verification initiatives also drove growth. In 2017, it

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