Ernie Cormier named new COO of mobile ad platform Millennial Media


Mobile advertising marketplace Millennial Media has announced Ernie Cormier to be its new chief operation officer (COO) for product, technology, and operations teams. Cormier joins from tech firm Nexage, which Millennial Media acquired at the end of last year in a $107.5m deal. He adds over two decades of media and telecoms experience to the team. Michael Barrett, CEO and President, Millennial Media says: “It’s critical to maintain a solid technology and product foundation as we accelerate our Managed Media and Platform business units. Ernie’s experience developing and scaling Nexage into the industry’s leading programmatic marketplace will be vital in solidifying this foundation and continuing Millennial Media’s growth and superior product offerings. I’m honored to welcome him to the team.” Having previously served on Millennial Media’s board of directors,

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RevMob launches rewarded mobile video ads for mobile game developers

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Mobile ad network RevMob last week announced the launch of a new software development kit (SDK) which adds in-app rewarded and interstitial video ads to drive user monetisation, engagement and loyalty on mobile devices. Rewarded video ads allow game developers to offer rewards such as extra lives to mobile game players for viewing a video. Offering users a reward for watching an ad creates higher engagement and can lead to an increase in product sales and app downloads. RevMob’s rewarded video allows developers to monetise their user base Source: RevMob says that rewarded video campaigns saw a click-through rate of 50% and conversion rates of 60% when compared to traditional banner advertisements. Pedro Jahara, CEO, RevMob, says: “Mobile video ads are gaining more traction among gaming developers and for

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iOS and video ads reign supreme at holding mobile games players attention

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AppsFlyer has released the Gaming Performance Index report, a study based on 50 million paid app installations between February and March this year. Amongst the findings, the report highlighted that iOS games hold players attention for considerably longer than Android, and video ads are the most effective at holding players interest. Discussing player retention on Android and iOS, the study found that iOS was ahead of Android from day one, when it the retention rate was 8% higher. After a week, that figure increased to 32%, and after 30 days, it was up to an impressive 72%. iOS holds mobile gamers attention better than Android In other data, AppsFlyer also shows iOS has a 26% higher retention rate when comparing video networks, a 28% higher

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How to Double Benefit with Incentivised App Traffic

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It’s a well known fact that many app development companies purchase incentivized traffic in addition to premium traffic. Let’s take a look how exactly these companies monetize this type of traffic. First of all, let’s give a definition for incentivized traffic with the following example: A user, while playing a game, needs specific in-game features like extra ammunition or internal currency. A user has the choice to either purchase extra features via in-app purchases or take an action (install another app) to be rewarded for it with extra features. Usually a user is being offered different apps as you can see on this image. There is a list of apps a user needs to install and what specific reward(s) he/she gets for each app. A

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Kahuna launches Dynamic Audiences to automate mobile ad retargeting on Facebook


Mobile marketing start-up Kahuna recently announced the launch of Dynamic Audiences, a new solution which allows marketers to automate ad retargeting on Facebook through tracking mobile app behaviour. Advertisers can intelligently adjust content and increase ROI by ensuring ads are only shown to the right audience and not shown twice to those who have already made a purchase or users who remain unresponsive. Kahuna Dynamic Audiences retargets mobile ads on Facebook Source: Custom audience integration for Facebook provides insight on behaviours and engagement to ensure ads become a more pleasurable experience for mobile users. Adam Marchick, CEO, Kahuna, says: “As a consumer, there is nothing more annoying than being followed around the web by an advertised product you have already purchased, and for brands, this is simply a

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Avocarrot secures $2m in funding to launch programmatic native ads for mobile developers

San Francisco-based mobile performance ad network Avocarrot announced that the company secured investment of $2m in order to grow its mobile ad exchanged ambitions. The company offers a developer tool to create native mobile ads, supported by a scalable and robust infrastructure and automated processes for faster implementation. Avocarrot brings tools for mobile native ad creation to market Source: Native ads are designed to blend in more successfully with native content on mobile devices and are generally seen as less invasive by mobile users. In fact, Celtra research confirms that users interact 40% more with native ads than standard banners. Avocarrot aims to empower marketers to make the ad an integral part of the user experience thereby growing revenue and customer loyalty. Conno Christou, Co-Founder, Avocarrot, told VentureBeat:

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Chartboost launches new tools for game developers who want to increase revenue

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Mobile gaming ad and analytics platform Chartboost has introduced three new tools to help game developers better monetize their apps. All are based around the impressive amount of data Chartboost has been gathering, thanks to its SDK being integrated into more of the top 500 free games in the iOS and Android stores than any of its competitors. The new features are as follows: Smartbid. This new campaign uses third-party attribution data to help achieve a target CPI, and integrates with Tune, Kochava, Appsflyer, and Adjust. Chartboost promises Smartbid is very easy and quick to setup, and campaigns can be up and running in just a few minutes. Chartboost’s new tools are designed to help game developers maximize revenue Post-Install Analytics. Using PIA technology, advertisers

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Adblock Plus launches Adblock Browser for Android, wins fight for entry into Google Play Store

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AdBlock Plus has launched Adblock Browser for Android, a mobile web browser with adblocking software built in. The open source app is available now as a beta, and the company is encouraging users to download and test it. Although an iOS version hasn’t launched yet, a version for Apple’s operating system is on its way. It’s based on Mozilla’s Firefox for Android browser, and although it supports extensions, Adblock Plus decided building its own browser around the framework gave it “a lot more freedom to integrate adblocking as a first class feature that’s easy to understand and configure.” Adblock Plus was Adblock’s first mobile product, which operates on Android devices. The beta 1.0 release closely resembles Firefox for Android, and uses the stock user interface,

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O2 acquires UK mobile operator advertising platform Weve

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O2 Media confirmed that it has bought mobile marketing platform Weve for an undisclosed sum from its venture partners EE and Vodafone. Weve collects data from over 23m customers of the three telecoms companies to provide targeted ads to customers based on factors such as location. Originally set up in 2013 by O2, Vodafone and EE to compete with Google and Facebook within mobile advertising, Weve will now exist as a subsidiary of O2 UK. Weve provides targeted mobile marketing campaigns Source: O2 continues to leverage its customer data for the platform with additional opt-ins of 14m O2 Wifi customers and 6m Priority consumers. David Plumb, Digital Director at O2 UK, spoke to about the deal: “Weve was originally set up three years ago to do

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AdTheorent releases report on mobile advertising performance

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Technology company AdTheorent, which offers its clients data-driven predictive ad solutions, has released its findings on advertising performance across its network in Q1 2015. Having analysed over 193m electronics campaign impressions, the study found that rich media content delivered 200% more engagement. Actions such as watching a video, visiting a website about a product and receiving buy now calls to action performed strongly. In addition, the company’s electronics category outperformed the industry’s Electronics category by 246%. AdTheorent finds rich media engagement is highest Source: Within apps, iOS performed better than Android by 38% more engagement and overall mobile apps generated more interaction with users than mobile web, by 73%. In terms of app category, family apps drove 1242% higher engagement rates than utilities (393%) or health and

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