Author: Christopher Reynolds

Japan’s Metaps raises $36m for its ‘big data’ app marketing platform

Japanese startup Metaps, known for its app monetisation and marketing tool, has secured $36m in new funding, taking its overall total to $51.2m in funding since launch. According to the official press release, Metaps intends to use the funds to hire new staff, with the long-term goal of increasing the accuracy of its automated marketing system, further utilising big data, and expanding its services beyond smartphones to other smart devices. Metaps puts a lot of emphasis on its platform’s ability to optimise revenue and user acquisition via the use of AI and big data, allowing for competitive analysis, market analysis and optimising DAU, ARPPU and all the rest. Other marketing automation platforms that offer similar services include popular platforms such as Appboy – which recently

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Avira says mobile ad networks are becoming ‘increasingly aggressive,’ launches own network

Security software company Avira has rolled out its own security-focused mobile ad network and has criticised other mobile ad networks of failing to protect user privacy. Although it doesn’t name names, Avira says “certain mobile ad networks” are becoming “increasingly aggressive when it comes to harvesting user data.” The company adds that it’s now taking “leadership to protect users from compromised ad networks.” Avira’s new offering is created in partnership with AOL Adtech, which is interesting, given that AOL was recently named as one of 30 data and marketing companies thought to be in violation of EU standards on handling personal information of European citizens. According to the press release, Avira’s network displays ads in a way that “respects user privacy” and “ensures the highest

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Fiksu expands headquarters, plans to boost workforce by 200

Fiksu is putting its $100 million in annual revenue to good use with the announcement of a new expansion to its US headquarters. The app marketing company  has opened a new floor in its no 43,000 square foot offices in Boston’s Back Bay. Fiksu says this space will help the company in its goal to almost double the number of global employees to 500 before the end of the year. Fiksu already has offices in London, Helsinki, Singapore, Tokyo and Seoul, as well as six offices in the US. CEO and founder Micah Adler had this to say: “Expanding our talented team and office space after a banner year of customer growth and accomplishments is cause for a celebration. I’m confident when we look back

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Opera Mediaworks adds native ad support to its mobile exchange

Opera Mediaworks is getting on-board the native wagon with the announcement of a new private, premium, mobile native ad exchange. Demand partners include the likes of Appsfire, AppList, TapSense, Facebook, HeyZap and NativeAd.com, while in-app inventory from publishers such as Demand Media, Gogii Games and Cut the Rope dev ZeptoLab, make-up the majority of its launch supply partners. Up until now Opera Mediaworks’ Exchange had just focused on programmatic display and video on its OMAX exchange, which launched back in 2014. Opera’s president of publisher services Mark Fruehan said: “Programmatic buying has become top of mind for both publishers and advertisers for very good reason. It’s a more workflow efficient environment that automates the often lengthy insertion order process and brings greater audience insight to

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Snapchat ads enjoy warm reception from users, says commissioned study

Snapchat users are reacting positively to the photo messaging app’s new video ads, according to a new survey commissioned by the company. Sixty percent of respondents said they liked the video ads that are integrated into Snapchat’s ‘Our Story’ posts and 44% said they liked ads that featured within ‘Recent Update’ feeds. However, the survey didn’t ask respondents why they preferred one ad type over the other. For the non-17-year-olds out there, Our Stories lets users located at a specific event post snaps into one branded space. According to Millward Brown Digital, who conducted the survey, Snapchat’s ads compare favourably with generic smartphone ads. The researchers conducted a study earlier in the year which claimed 17% of people in the US liked seeing regular mobile

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Smaato sees 140% growth on the back of 2014 mobile programmatic boom

RTB exchange and Sell Side Platform (SSP) Smaato has announced some healthy growth figures for its mobile service, more than doubling the amount of mobile demand side partners (DSPs) to 340 during 2014. As we keep being told, the mobile ad sector is heading toward a programmatic future and 2014 saw a number of players in the market jump on-board with the technology, either launching their own exchanges, or partnering with others. Even Apple’s iAd platform finally got into the game before the year closed. So while impressive, Smaato’s programmatic growth is well in line with expectations. In a statement, Smaato CEO Ragner Kruse took the opportunity to take a cheeky pop at mobile ad offerings from Facebook and Twitter saying: “Big brand advertisers are

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The Top Mobile Ad and App Marketing Trends in 2015

Another year is drawing to a close and it’s about time we contemplate what the next 12 months will hold for the mobile marketing sector. Obviously making predictions on such a young and rapidly developing space isn’t always easy, but we’ve managed to find a range of industry heavy weights willing to opine on what issues will fill this blog’s pages during 2015. In our 2014 round-up of trends, the panel reached a consensus on a few things, namely consolidation among mobile ad companies, which  has certainly panned out. 2014 saw a whole load of acquisitions and mergers in the sector, as bigger players moved in and smaller players banded together. Last year our panel of experts also predicted that mobile native advertising would start

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Facebook rolls-out new reach and frequency features for app install campaigns

Facebook has announced a few new features for its app install ads, including the ability to manage the frequency and reach of campaigns. App advertisers now have the ability to set their app campaigns to reach a specific number of Facebook users and cap the frequency at a specific number of impressions. For instance, a developer could target its app at three million users, and choose to display the ad to each user five times during the campaign. Facebook says this feature will work best with brand awareness campaigns, such as new app launches and new app feature announcements. Facebook’s new reach and frequency dashboard Facebook is also rolling out autoplay on app video advertisements. This means app video ads – like other videos on

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Matomy and MobFox Q&A: Acquisitions, RTB and the mobile ad future

Performance-based marketing company Matomy has been busy over the last few months. The Tel Aviv-based firm recently acquired one of the biggest mobile ad networks in Europe, MobFox, and received a major investment from advertising giant Publicis, before helping MobFox roll-out a new private RTB platform with AirPush. We caught-up with Matomy’s EVP of media Assaf Suprasky and MobFox’s founder and CEO Julian Zehetmayr, to find out more on the acquisition and where the mobile ad market is heading. Q&A: Matomy/Mobfox MobFox CEO Julian Zehetmayr Matomy EVP of media Assaf Suprasky MobyAffiliates: There’s quite a few mobile ad networks out there, so what made MobFox so attractive to Matomy? Assaf Suprasky: Digital advertising is undergoing a period of rapid growth and innovation, and nowhere is

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Mobile native ads deliver higher value app users says Taptica

Mobile users who install apps via native ads have a 35% higher Lifetime Value (LTV) on average compared to users who install apps via full screen interstitial ads, according to new data from Taptica. The user acquisition platform also said that users who click on native ads spend five times more revenue over time compared to users who clicked on a banner ad. Given that Tapitca sells native advertising, via RTB and direct inventory buying, it obviously has a vested interest in promoting the value of the native formats. Nevertheless the data does back-up what many people have been saying about the value of in-content-feed app install ads and provides some further justification as to why everyone from Tumblr to AOL has been rolling out

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