Author: Anne Freier

Week in Review – mobile ad sales predictions, UK programmatic and lots of app advertising surveys

Instagram is currently testing a standalone app for private messages similar to Facebook’s Messenger. Called “Direct”, trials of the iOS and Android app launched in Chile, Israel, Italy, Portugal, Turkey, and Uruguay. Meanwhile, Facebook’s Messenger has added the ability for gamers to live-stream their plays and video chat with other gamers whilst playing. Following a row of criticism over how it pays taxes, Facebook has decided to record its advertising revenues locally instead of in its Dublin international headquarters. The changes will be implemented throughout 2018 and should be completed by mid-2019. Mobile advertising sales are expected to grow by 13% in 2018 to $237 billion, representing a slight slow-down of growth compared to 17% in 2017. That’s according to the latest forecast from Magna. Meanwhile,

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Video is a preferred app install advertising format for majority of developers

Video continues to be a top choice for app install marketers and now accounts for 57% of all related expenditure, according to AdColony’s latest App Install Marketing Survey. Based on the responses of 100 grossing app developers, the report found that more ad budgets are now being allocated toward video formats, followed by display ads, playable and native ads. Cross promotions and free app networks or offer walls are accounting for just 2% (each) of app install budget allocation. Out of home, print and radio user acquisition campaigns have largely fallen out of favour. The report also noted that app install teams are now busier than ever, with many advertisers localizing for six languages and optimizing their campaigns at least five times per week. The

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Combating mobile advertising fraud is a top challenge for majority for enterprise marketers

Mobile is fast becoming an important channel for enterprise marketers with 70% of them planning to increase their mobile ad budgets over the coming year. However, just 19% of them have a systematic fraud prevention system in place. That’s according to a survey by Forrester Consulting, commissioned by AppsFlyer, among 250 marketers whose companies are spending at least $1 million on digital advertising. Among the top objectives for mobile advertising are the growth of direct revenue and sales for 88% of marketers, followed by promotion of a company app (84%) and lead generation (83%). However, many of the respondents admitted that they failed to measure and optimize their ad campaigns effectively for mobile. Lack of visibility is still a core issue plaguing the industry. 40%

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Bidalgo and AppsFlyer partner to launch Full-Funnel Attribution solution for Apple Search Ads

Apple Search Ads have proven a useful tool for app developers and marketers to generate engagement with over 65% of app downloads coming directly through the App Store. Now, Bidalgo, the ad creative automation software for app marketers, and mobile attribution and marketing analytics provider AppsFlyer, have launched a Full-Funnel Attribution solution for Apple Search Ads. It’s essentially a combination of Bildago’s ad automation platform and AppsFlyer’s consumer behavior measurement data which allows app marketers to run smarter and more profitable install campaigns on Apple Search Ads. “We know that Apple Search Ads account for a large percentage of all downloads through the App Store, making it an incredibly important channel for app marketers,” said Peli Beeri, CEO of Bidalgo. “At the same time, marketers

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Video plays on mobile devices continue to grow – short-form pre-roll video ad formats increase

Over half (58%) of video plays are now happening on mobile devices, according to Ooyala’s Q3 2017 Global Video Index. Overall, video was playing on smartphones four times more than on tablets. The growth in mobile video represents a 11.9% jump year-on-year whilst plays have grown a whopping 4,064% since Q3 2011. The report also notes that over the coming six months, more than 60% of video plays will be mobile. This is largely driven by younger viewers, but increasingly also older viewers are turning to video on mobile devices. Traditionally, long-form contents were preferably streamed on larger devices. However, that too has changed as more and more consumers have decided that their smaller screens will do just fine. APAC leads globally when it comes

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At least half of UK young adults are buying items based on influencer promotions

Influencer marketing is proving an attractive and effective way to drive sales. Over half (51%) of young UK adults have bought an item or service based on influencer marketing or promotion in the last year, according to research from affiliate network Affilinet. A survey among 2,293 UK adults aged 18 to 30 years found that of those respondents who had made purchases based on influencer recommendation, 44% had bought clothing. Another 36% had purchased make-up or beauty products and 21% had bought video games, 16% furniture and 12% kitchen appliances. Respondents disclosed that on average they spent £285 on items based on influencer marketing. However, just 9% of respondents said that they had bought the items in order to replicate the lifestyle or looks of

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Facebook responds to criticism – company to pay taxes locally on advertising revenue

Following a row of criticism over how it pays taxes, Facebook has decided to record its advertising revenues locally instead of in its Dublin international headquarters. The changes will be implemented throughout 2018 and should be completed by mid-2019. Dave Wehner, Facebook’s CFO, stated in a blog post: “In simple terms, this means that advertising revenue supported by our local teams will no longer be recorded by our international headquarters in Dublin, but will instead be recorded by our local company in that country.” Back in 2016, Facebook began paying some of its British taxes within the UK, which led to an increase in taxes paid. “We believe that moving to a local selling structure will provide more transparency to governments and policy makers around

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Mobile drives programmatic in the UK – accounting for 78% of total programmatic digital spend

UK advertisers are expected to have boosted programmatic trading by 23.5% to £3.39 billion by the end of 2017, according to a new forecast by research firm eMarketer. The prediction shows that the UK continues to be a market leader when it comes to programmatic and may be set for strong growth over the coming years. Overall, UK programmatic expenditure now represents 79% of the country’s digital ad spend. eMarketer estimates that percentage to increase to 84.5% by 2019. “The programmatic ecosystem is growing because it’s maturing,” said eMarketer senior analyst Bill Fisher. “This maturation is leading to better practices, better behavior and better transparency.” Mobile is the dominant growth driver of programmatic in the UK and accounts for 78% of total programmatic digital display ad expenditure

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Speed matters: majority of app user expect apps to load in three seconds

A majority of app users (71%) expect apps to load within just three seconds with 63% abandoning an app that takes longer than five seconds to load. That’s according to new research from PacketZoom, the in-app mobile networking technology provider. Based on a survey of 2,000 consumers in the US aged 18 years or older during November 2017, the study found that 66% of consumers also consider reliable mobile app performance to be very important and second only to app security. Time within mobile apps is now mostly spent at home using WiFi networks (67%). However, 86% of users also reported mobile app performance issues across WiFi networks over the last six months. When experiencing poor network performance, 44% of respondents said they close the

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MNI Targeted Media launches platform to gain deeper insights about individual consumers

Time Inc subsidiary MNI Targeted Media Inc. has just launched a brand new attribution insights platform following client feedback. The DataMatch platform is based on the company’s in-house technology stack, The Omnipoint System, as well as mobile and offline data integrations. It offers clients access to end-to-end profiles of individual users within audiences. This should help advertisers gain a deeper understanding of their audience and be able to target more effectively cross-platform. According to early testing, MNI Targeted Media’s DataMatch click-through rates outperformed industry benchmarks by three times. Matthew Fanelli, SVP of Digital for MNI Targeted Media, said: “Marketers and advertisers have been searching for a definitive ROI measurement since the dawn of digital. Knowing exactly what helps consumers convert is the most valuable information

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Mobile video, search and social to drive digital media growth in 2018

Mobile advertising sales are expected to grow by 13% in 2018 to $237 billion, representing a slight slow-down of growth compared to 17% in 2017. That’s according to the latest forecast from Magna. Meanwhile, offline ad sales are predicted to drop by 0.5% to $298 billion. The report also suggests that within digital advertising, the majority of ad sales (55%) are now generated by mobile device impressions and mobile ad sales grew 39% in 2017. They are expected to increase another 27% in 2018 reaching 62% of all digital ad sales. In particular, search and social formats are boosting digital ad growth, representing 70% of digital media spend. Despite reports from Facebook that there could be a slow down of social media ad sales, the

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Brands are all about identity in 2018

According to a new predictive report by Signal, the brand identity company, brands are going to reinvent themselves as identity companies in 2018. As brands have worked to establish more meaningful relationships with their customers, this trend is only going to accelerate in the next year, according to the “Identity Is the Next Competitive Battleground: 2018 Marketing Predictions” report. Brands are predicted to become more aggressive when it comes to acquiring and building identity assets. The quality of the data assets will ultimately also determine the winners and losers. “In 2018, companies will turn all attention to identity to build a weapon for success in the customer-first revolution,” said Mike Sands, CEO of Signal. “Brands have discovered that a new approach is needed to retain

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Pocket Media launches new office in Tel Aviv

Pocket Media, the mobile media agency, has just announced the launch of a new office in Tel Aviv, Israel. The move follows office openings in Singapore and New York and is in line with the company’s plans to expand its programmatic video capabilities. Alon Reichman, the former head of video at Pocket Media, will join the newly launched office as General Manager. Alon has been working with a variety of Israeli ad tech start-ups for a number of years now. He is being joined by video specialist Mor Goldring, who has previously worked for several companies to manage their video campaigns, monitor and optimize programmatic video. Together, they will be working with local experts to boost Pocket Media’s position as a video and display advertising-focused

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Tapjoy launches new features for offerwall to help app developers customize their monetization strategies

Tapjoy, the mobile advertising and app marketing platform, today launched a set of new features for its ad offerwall, including Custom Exchange Rates and Permanent Currency Sales. The new tools will be expanding upon Tapjoy’s Offerwall Plus and allow app developers to boost their ad revenue by customizing their own monetization strategies for different user groups. This ensures that loyal app or game users can be rewarded whilst new users may be more enticed to hang around. In conjunction, Tapjoy also recently revealed new research that highlights best practices for developers to integrate, promote and customize in-app offerwalls during the Holiday season. The “Tips to Maximize Offerwall Revenue During the Holidays” report reveals just what kind of impact an offerwall can have on application revenue.

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Facebook expands features for Instant Games in Messenger

Facebook’s Messenger has added the ability for gamers to live-stream their plays and video chat with other gamers whilst playing. The new feature is part of Instant Games on the Messenger app which was launched in late 2016 and ultimately aimed to boost time spent inside the messaging app by offering players some additional tools. Using live-streaming, gamers can now broadcast their experiences via Facebook Live. In addition, they can tap the camera icon across the upper right corner of the game whilst they are playing the game and select an audience they may wish to broadcast to or add titles and descriptions to a video. When a broadcast ends, it is being published to a user’s profile or page. Among the games currently available

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Instagram trials separate messaging app

Instagram is currently testing a standalone app for private messages similar to Facebook’s Messenger. Called “Direct”, trials of the iOS and Android app launched in Chile, Israel, Italy, Portugal, Turkey, and Uruguay. Instagram built the app in order to boost engagement between its users as the photo app itself is more focused on showcasing creative and promotional works. Direct also opens to a camera when opened – just like competitor Snapchat. Once installed, the Direct inbox disappears from the Instagram app and messages can only be accessed via Direct. Hemal Shah, Instagram product manager, told The Verge: “We want Instagram to be a place for all of your moments, and private sharing with close friends is an important part of that. Direct has grown within

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Week in Review – consumer spend in mobile apps to increase and social media predicted to lead engagement

Facebook is apparently testing pre-roll video ads for its Watch platform shows. If true, the move marks a significant u-turn in the company’s policy after it rejected pre-roll ad formats, because they were annoying. Indeed, CEO Mark Zuckerberg has previously stated the format was not suitable for the social media network. Last week, Instagram announced that it now has 25 million active business profiles, an increase of 10 million from July 2017. What’s interesting is that at least half of these profiles are not even linking back to an outside website which suggests that they view the photo app as its own entity. Apple has launched a new way for app developers to acquire new users. The pay-per-install ad product is called Search Ads Basic and is

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Instagram predicts that social media will drive mobile ad engagement in 2018

According to research by Instagram based on its 800 million-strong community, social platforms are one of the key drivers of consumer engagement in 2018. The photo app predicts that in 2018, social media will become a main station for commerce and drive direct sales through engagement. Indeed, 62% of Millennials are already saying that they are more likely to become loyal customers if a brand engages them on social media platforms. Instagram has been testing its Shopping feature in the US this year. Although video is one of the core trends of 2017, it’s also a main focus for the future with mobile devices accounting for 72% of online viewing by 2019. Instagram expects more ephemeral formats to grow in importance – those Stories that

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Mobile ads you can touch – Josh Stivers from Immersion shares his predictions for 2018

2018 is already shaping up to be an exciting year for mobile advertising as new technologies such as touch feedback and augmented reality (AR) find further implementation. Immersion, the developer of haptic technology, expects touch feedback enhanced mobile ads to be one of the big trends next year. We’ve spoken to Josh Stivers, Video Advertising Product Management and Platforms at Immersion, about his predictions for 2018. What are the mobile advertising trends for 2018? According to a recent IAB and PricewaterhouseCoopers report published earlier this year, digital advertising and mobile advertising revenue surpassed TV for the first time. Many in advertising are creating brand new formats to get in front of consumer eyeballs, while trying to stay behind the fine line of consumer annoyance. This is

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In-store behavioural insights can guide mobile advertising decisions

Location data expert Blis recently launched a new analytics tool that lets marketers assess consumer behaviour through mobile location and movement data. The ‘Smart Trends’ feature incorporates in-store behavioural insights and is capable of comparing locations and brands. The advertiser can then track and examine the demographic as well as contextual details of the consumer’s shopping behaviours. Greg Isbister, CEO and founder at Blis explains: “Mobile movement data provided by Smart Trends plays a pivotal role in allowing brands to gain a fuller, richer view of their customer, such as where they go and how they interact with competitive brands. These insights can be used to make game changing strategic decisions about products they carry, store location and advertising campaigns.” To assess the functionalities of Smart Trends,

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