Week in Review – What happened in mobile advertising this week

Facebook has officially merged its Messenger Day with Facebook Stories and whole thing is called “Stories”. Now, the posts will show up across both apps. But if a user has already seen a story in Facebook, they won’t see it again in Messenger. Facebook said that the transition was part of a move to make sharing Stories easier across both apps. Twitter has finally rolled out its Premium APIs which let developers tap subscription access to Twitter data at a lower cost. The final product bridges the gap between Twitter’s free and publicly available APIs as well as more costly enterprise APIs that can deliver real-time and historical data. Adobe this week launched the largest cross-media advertising campaign fulfilled solely through a programmatic platform. The “Experience

It’s a jolly season for game app developers as majority of gamers want to download and play more games during the holidays

Good news for gamers this Christmas! A majority of mobile gamers are planning to spend the holiday season playing games more frequently than last year, according to new research from Tapjoy. The research also notes that gamers are planning to download more games and engage more frequently with in-app rewards. The Modern Mobile Gamer: The Marketer’s Guide to Holiday Gaming Trends report found that 72% of mobile gamers were intend on downloading at least one new game during the holiday season and 80% also said they would like to spend more time playing games. The increase in projected user activity is also beneficial for advertisers as in-app ad engagement is predicted to increase. Indeed, 57% of the 20,000 respondents in the US and Europe reported

When it comes to brand safety, CMOs are getting worried and 95% of them are overhauling their digital strategies

CMOs are making radical changes to their digital marketing budgets and management following a tumultuous year during which issues with brand safety, transparency and advertising fraud have come to light. Now, research by Teads has found that 44% of UK-based CMOs are reviewing their contracts with suppliers and 43% are reviewing agencies. It’s no surprise that brands are more concerned about where their ads are placed following The Times’ exposure of how advertisements appeared next to terrorist or offensive content. Now, 83% of marketing leaders say they are more concerned about brand safety and 77% are also worried about ad fraud more than they were before. Therefore, 95% of CMOs said that they have overhauled their digital marketing strategy. A large majority of them (93%)

Majority of smaller gaming app marketers are using Facebook and Google for user acquisition campaigns

According to the latest The State of Gaming App Marketing report from AppsFlyer, the share of non-organic installs of gaming apps grew 3.5% the year over. Much of that growth is being attributed to iOS outperforming Android by 5x (7.5% versus 1.5%). However, it comes at the expense of organic installs. The increase in user acquisition success on iOS is driven by a 15% growth spike in China. Facebook and Google are dominating when it comes to non-organic traffic in user acquisition activity. Generally, the smaller gaming apps tend to rely more heavily on Facebook and Google than the larger ones. Retention is still a major issue for most app marketers and developers. Indeed, just six out of around 100 gamers tend to open an

AdYouLike partners with TabMo for more personalized mobile native ads

AdYouLike, the native advertising platform has partnered with mobile demand side platform (DSP) for video, display and native ads, TabMo. As part of the integration, advertisers will be able to serve more personalized native ads on mobile devices. The move will bring together TabMo’s DSP with supply-side platform AdYouLike, expanding access to inventory. Adverts can now be served to the right audiences, within the right context and a brand-safe environment. Francis Turner, US managing director of AdYouLike explains that a majority of time spent online is now happening on mobile devices. “With 80% of online time being spent on mobile devices, it’s a critical space for advertisers to master, with its own unique set of challenges. Native advertising is specifically poised to be the dominant

Adobe rolls out largest programmatic cross-media ad campaign

Adobe has launched the largest cross-media advertising campaign fulfilled solely through a programmatic platform. The “Experience Business” campaign rolled out across the US, UK and Germany. According to a press release by Adobe, the campaign was purchased fully programmatically through the Adobe Advertising Cloud. Adobe has been using the Cloud to improve media investments and address programmatic needs. The release said: The campaign emphasizes Adobe’s belief that deep intelligence and amazing design are fundamental to creating compelling experiences that help brands stand out. Participating brands include Caesar’s Entertainment, Carnival Corporation, Franke Group, Holland America Line, Pandora, Princess Cruises, Sydney Opera House, UBS and T-Mobile. The initial rollout is planned for the U.S., U.K. and Germany starting November 13. The campaign comes at a time when

Twitter launches Premium APIs for improved campaign scale

Twitter has finally rolled out its Premium APIs which let developers tap subscription access to Twitter data at a lower cost. The original plans to launch an API platform were announced back in spring 2017. The final product bridges the gap between Twitter’s free and publicly available APIs as well as more costly enterprise APIs that can deliver real-time and historical data. According to Twitter, developers have been asking for such a solution for quite some time now. As part of the product launch, a first premium Search Tweets API is being offered in beta. This provides access to Twitter data covering the past 30 days. However, the social network plans to expand additional endpoints shortly. Among the top improvements of premium Search endpoints are

4 keys for Quick Look at E-Commerce Marketing

Throughout the marketing journey, E-commerce marketing should pay attention to 4 primary metrics on evaluating the advertising efficiency. Here we suggest ROI/ROAS, CPOrder, go-to-market selection and good media mix with continual effort on optimization. E-commerce related user acquisition approach is a bit different from the one used in game or utility apps. For example, E-commerce marketer sees ROI majorly on shopping spending per acquired users, rather than CPI(Installation). Throughout the marketing journey, E-commerce marketing pays attention to 4 primary keys on evaluating the advertising efficiency. Select your targeted go-to-markets Do consider demographic factors and market nature which help you identify markets of opportunity. E-commerce app success relates to local market’s logistic performance, ease of doing business, internet and mobile internet network infrastructure, GDP, Internet population,

Personalization and recommendations are a must if you’re trying to reach Gen Z shoppers, but steer clear of post-purchase re-engagement tactics

Shoppers of the Generation Z may be more comfortable when it comes to shopping online, but that creates an entirely new challenge for online retailers. A survey among 2,191 UK adults by YouGov and conducted by Apptus found that 86% of Gen Z shoppers visited online fashion stores compared to those aged 59 years and over. Indeed, growing up surrounded by digital devices means that today’s 18 to 24-year-olds are anticipating a smooth shopping experience that includes a good amount of personalization. Andrew Fowler, UK country manager of Apptus explains: “These findings point to a generation that values a seamless, low friction experience online.  An experience that is shaped by relevance and consistent personalization across every aspect of the online environment – not just search, recommendations

New and noteworthy mobile advertising product launches – AerServ, AppLift and AdSecure

AerServ integrates with Google’s DoubleClick Audience management technology for mobile publishers and marketers, AerServ, recently partnered with Google for its Exchange Bidding solution. That means mobile publishers who are using DoubleClick for Publishers will gain instant access to AerServ’s aerMarket network that contains premium brand ad campaigns. Josh Speyer, AerServ’s CEO, explained: “Historically, mobile app publishers constantly faced the challenge of balancing speed and demand for their inventory. Our partnership with Google’s Exchange Bidding solves this frustrating issue by significantly streamlining pricing and prioritization decisions for each mobile impression in real-time.” The integration allows publishers to access quality mobile demand and AerServ demand partners can compete for ad impression based on price and priority. AppLift launches new reporting dashboard for DataLift360 AppLift, the mobile ad

Majority of mobile advertisers are not making good use of fraud prevention technologies

A whopping 63% of digital marketers are not making full use of fraud prevention technologies as part of their mobile advertising systems. That’s according to new research from marketing analytics solutions provider Singular and The Singular Fraud Index, which examines the most active fraud prevention techniques of the mobile industry. The study also found that almost 70% of total fraud that is prevented every month is attempted via attribution manipulation or fraudsters trying to steal credit for installs from organic and non-organic sources. Singular CEO and founder Gadi Eliashiv said: “Fraud is still a major problem for mobile marketers — and part of the blame lies with the analytics industry. Third-party analytics providers treat fraud prevention as a luxury, offering it to marketers as a

Facebook combines Messenger Day with Facebook Stories

Facebook has officially merged its Messenger Day with Facebook Stories and whole thing is called “Stories”. Now, the posts will show up across both apps. But if a user has already seen a story in Facebook, they won’t see it again in Messenger. Facebook said that the transition was part of a move to make sharing Stories easier across both apps. The social media network also hopes that this will up the exposure of Stories and render cross-posting unnecessary. Unlike on subsidiary Instagram though, cross-posting hasn’t really been all that popular on Messenger and Facebook. According to the company, Messenger Day had 70 million daily active users (DAUs) in September 2017. Though sizeable, it’s rather low compared to Instagram Stories which has 300 million DAUs.

Mobile social media advertising success is possible – but desktop ads are just as effective for brand awareness

It turns out that social media advertising may be rather effective in driving brand impact by boosting brand awareness and association, according to new research by Saїd Business School (University of Oxford) and Kantar Millward Brown. The researchers looked at 235 global campaigns from across 110 different brands using campaign effectiveness polls by Kantar Millward Brown. More specifically, Andrew Stephen, the Professor of Marketing for L’Oréal and Felipe Thomaz, Associate Professor of Marketing at Saïd Business School, assessed the Kantar Millward Brown data from Facebook and Instagram ad campaigns over the past two years to measure their long-term impact. The ads consisted of 80% video campaigns and 20% display ads, all of which were mobile campaigns. The research highlights that the correlation between campaign success and factors

AdColony announces further job cuts to focus on mobile programmatic business

Mobile advertising company AdColony is laying off over 20% of its workforce in a shift to focus on programmatic. The company will also be dropping its mediation and ad-serving business in favour of a programmatic focus. On Monday, the company announced that it would close mobile ad tech firm AdMarvel which it acquired back in 2010. AdMarvel will continue to operate until May 2018, although the ad exchange part of AdMarvel will remain active as part of the AdColony platform. The cuts mean that 125 people are losing their jobs. The news come just after AdColony let go 100 members of staff in July this year. Around 400 employees are remaining at the company. CEO of AdColony, Will Kassoy, explains: “My aim was to have

Christmas is coming – and more UK consumers are anticipating the adverts

Advertising expenditure during this Christmas season is expected to come close to £6 billion, according to research by the Advertising Association. The increase marks a 37% jump in year-on-year ad spend. The survey among 1123 UK respondents carried out by Opinion Matters for the Advertising Association aimed to uncover consumer attitudes towards Christmas ads. Just 47% of respondents said they had been moved to tears by a Christmas ad, despite the festive period generally being considered an emotional time of the year. Overall though, Christmas ads are now more highly anticipated than they used to be with 33% of respondents admitting that they were as excited about such an ad as they were about a film release. Karen Fraser the Director at Credos explains: “Christmas is a

Over half of smartphone owners are now comfortable sharing their mobile device’s location with brands

Sharing your mobile’s location with advertisers used to be seen as creepy. Now, ever more people (55%) are comfortable with allowing their device locations to be shared, according to new research from mobile ad firm Verve. Based on the answers of 2,000 consumers, 73% of respondents said they are already enabling access to their mobile location and one in ten (11%) said that they always allowed apps to do so. However, that should not mean that advertisers should immediately take advantage. Instead, marketers have to ensure that user information is protected and remains uncompromized at all times. A third of consumers (34%) also said that they removed an app if they received badly targeted ads based on location sharing. The research reveals some of the

Leanplum announces $47 million funding round to boost mobile marketing cloud expansion

Mobile engagement company Leanplum announced a Series D funding round worth $47 million led by Norwest Venture Partners. Participating investors include Canaan Partners, Kleiner Perkins Caufield & Byers, and Shasta Ventures. As part of the deal, Scott Beechuk, partner at Norwest, will join the board of directors at Leanplum. Leanplum hopes that the extra cash can drive acceleration of its marketing cloud product development through addition of machine learning, cross-channel automation and personalization. According to a blog post, Leanplum has been tripling its growth and revenue year-on-year for the last three years. The company will also be expanding internationally to meet worldwide demand. “Mobile has changed the face of marketing, and the industry is undergoing a major transformation. Legacy marketing clouds are built for web

Week in Review – What happened in mobile advertising this week

Snap Inc plans to revamp its messaging app Snapchat following the announcement of $443 million losses for the latest quarter. The company reported revenue of $182 million for the third quarter. It also admitted that the profit loss was due to a drop in advertising prices as well as excess Spectacles inventory. In addition, Snapchat reportedly acquired advertising start-up company Metamarkets in a move that could boost the Snapchat app maker’s advertising business. Metamarkets offers programmatic advertising tools including performance measurement features. The company is also going to make it easier for advertisers to track people on mobile and desktop devices who saw an ad on Snapchat and later took action by unveiling a new conversion tracker. The latest addition works even if consumers did not immediately

Spending on video app ads increases whilst advertising fraud remains dominant concern

Yesterday, we covered the first part of InMobi’s latest State of App Performance Marketing Survey – Global survey. Now, let’s dive deeper into current app marketing user acquisition trends, fraud and other challenges. According to the survey, half of app marketers are spending less than $50,000 per month on user acquisition. When it comes to regional focus, 47% of marketers still prefer North America as their top region to run a user acquisition campaign. APAC is the second most common target for marketers. Meanwhile, CPU is being used by more than half of marketers as a preferred pricing model whilst 22% of respondents use CPA models instead as it may provide higher revenues at fewer expenses. However, it is much more prone to ad fraud. CPC is favoured

Snapchat CPMs have taken a hit

Snapchat advertising CPMs are going for similar rates as Facebook’s with the big difference that Facebook offers a much larger scale. According to a report by Digiday, three anonymous ad buyers said that Snapchat CPMs were between $3 to $8. The messaging app has 178 million daily active users compared to the 1.4 billion on competitor Facebook. Bearing in mind that Snap Inc used to charge brands $750,000 per day to run campaigns, the drop in rates is rather concerning. The problem is that Snapchat cannot compensate for its lower rates by having more advertisers. Programmatic ad buyers tend to look for larger audiences. Therefore, Facebook and Google are performing rather well. In addition, they provide a plethora of measurement and targeting features which Snapchat

Page 1 of 17812345...102030...Last »