Facebook partners with mobile ad networks on new Analytics for Apps feature

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Facebook has announced it’s working with at least a dozen mobile advertising networks on its new Analytics for Apps service, but not with those operated by Google, Twitter or Apple, which are also major Facebook competitors. The networks which are involved with Facebook haven’t been officially revealed, but according to AdExchanger, they include Millenial Media, InMobi, AppLift, AppLovin, Fyber, and Supersonic. According to an anonymous source speaking to the publication, this gives Facebook the chance to see 60% of the available mobile display inventory in the United States. There’s a good reason why Facebook’s competitors aren’t desperate to adopt the new Analytics for Apps feature. It would mean revealing a considerable amount of usually private information regarding audiences and partners, along with key data on

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A List of the Top Mobile DSPs


Mobile demand side platforms (DSPs) are the platforms that allow mobile advertisers to buy inventory across a variety of ad exchanges, networks and publishers. They are usually used with real-time bidding exchanges, but this isn’t always the case. Mobile advertisers can buy impressions across a range of publisher sites, but targeted to specific users based on information such as their location and their previous browsing behaviour. Publishers make their ad impressions available through marketplaces called ad exchanges, and DSPs automatically decide which of those impressions is the best option for the advertiser. Normally the price of these ad impressions is determined by a real-time auction, otherwise know as real-time bidding (RTB). It’s here that impressions are auctioned off to the highest bidder. In addition to this, the

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Mobile ad campaigns shown to be more effective than traditional marketing


Mobile advertising campaigns are more effective than other, more traditional ad campaigns. This isn’t speculation, it’s the findings of the Mobile Marketing Association using data gathered for the first Smart Mobile Cross Marketing Effectiveness (SMoX) study, the results of which have now been published. The data indicates ad campaigns would have a greater return on investment if companies simply increased the amount of money spent on mobile. The MMA states the optimum spend is “double digit percentage” of the total amount allocated, but says this is considerably more than the current average. Greg Stuart, the Mobile Marketing Association’s CEO, said: “The market has acknowledged there is a deep chasm between what brands are currently spending on mobile and consumer behavior, but now there is real,

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Mobile advertising spend to pass desktop spend in 2016


It’s predicted that in 2016, the total amount spent on mobile advertising will for the first time surpass desktop ad spend, after almost reaching parity in 2015. The estimates come from research carried out by eMarketer, where desktop ad spending is placed at $29b in 2015 compared to $28b for mobile, but increasing to $40b against $26b next year. Looking further into the future, eMarketer sees desktop ad spend level out around $25b, while mobile will continue to climb and potentially reach $65b in 2019. Mobile to pass desktop ad spend in 2016 However, while the overall figure will increase, the percentage change will decrease. This year sees a 50% rise over 2014’s mobile ad spending, but this will steadily fall between now and 2019,

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Twitter tests larger, more aggressive app-install ads in its mobile app


Reports are gathering that Twitter is testing a new carousel-style Suggested Apps app install ad unit inside its mobile app. According to The Next Web, the new ad format started showing up for some users in mid-March, and takes up considerably more screen space than Twitter’s previous adverts. The aggressive new style abandons the subtle positioning and look of older in-app ads. An example of the new app install ad unit Several users have taken screenshots of the advert, which show a promoted app with an image, and a large Install button beneath it. A swipe to the left will slide another recommended app on to the page, helping provide more ad coverage without lengthier interruptions to the main feed. The similarity between these new

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89% of Chinese mobile users find mobile ads annoying

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A new survey has highlighted the difficulty mobile advertisers have in finding the right ad for the right audience in China. The data collected is almost completely contradictory, indicating the complex nature of the Chinese market. The research comes from media agency OMD and is part of the Dive Mobile study, where 450 Chinese mobile consumers from seven different cities were polled. How contradictory? A massive 94% decided that mobile advertising was something that was necessary, but 89% thought that it was annoying, while 75% found mobile ads interesting. Finally, and perhaps most unhelpfully of all, 66% thought all the above applied to mobile ads. Those who are annoyed by mobile ads turned out to be more likely to notice them than those who were

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MoPub reports massive 243% increase in mobile video ad spend during 2014


MoPub has revealed video ad spend on its mobile ad marketplace has increased by more than 243% during 2014, where publishers boosted the amount of available inventory by six times during the same period. MoPub added video ads to its marketplace two years ago, to tap into the then growing programmatic video ad market expected to be worth $3.8b by 2016. In December, 41% of MoPub’s fullscreen ad inventory was capable of running video, more than double the amount available at the beginning of the year. The company also notes video ads continue to outperform fullscreen interstitial ads in revenue. Over the final three months of 2014, video ads served by MoPub earned 29.5% more in eCPMs than non-video ads. The amount of MoPub’s demand

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RainyDayMarketing CEO, Jasmine Lee on Successful App Marketing and CPI campaigns


RainyDayMarketing is a mobile affiliate network featuring hundreds of direct and agency-level Android and iOS CPI campaigns. Jasmine Lee is the CEO of RainyDayMarketing. Jasmine talks to us about successful app marketing and more. What is RainyDayMarketing and how are you positioned in the market? RainyDayMarketing is a mobile ad network focused on CPI Android and iOS campaigns across all geos. We are MAT, Kochava and AppsFlyer-integrated. On top of the hundreds of direct and agency Android and iOS campaigns we have live at any given time, we have some great proprietary tools — like our Campaign Recommendation Engine — to separate us from the rest. What types of clients do you work with? On the advertiser side, we work with direct app developers, agencies and top-tier

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BuzzCity’s new cluster feature helps mobile advertisers target specific user groups


Mobile advertising network BuzzCity has introduced a new feature called Attribute Clusters, which should help advertisers target more specific groups of users in particular markets. Why would you want such a feature? BuzzCity says that in many markets around the world, it’s men who’re more likely to shop online than women – so wouldn’t it be great to target only males with a relevant campaign? At launch, Attribute Clusters will feed into this, and the first two clusters will be for males and young adults. It’ll separate them by using the data on gender, age, location, and occupation it gathers from its publishers. Then, ads can be targeted towards those new groups, or Clusters, where at the minimum, 65% of the members share the key

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Inneractive focuses on North America with new executive appointments


Mobile advertising technology company Inneractive continues its efforts to expand its North American presence, and confirmed its New York office has hired Welby Chen, former SVP of global sales partnerships at Vevo, as VP and general manager. Chen will help develop ad monetization strategies for Inneractive’s major brands, plus he’ll work closely with demand side partners, and promote the company’s automated mobile ad marketplace. Inneractive says North America is a key market for the firm, and states the majority of its brand partners are located there. It also operates an office in San Francisco, but its headquarters is in Tel Aviv, where Avichai Belitsky will join as VP and managing director of the company’s international efforts – again showing its commitment to developing its business

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