Unity officially launches affordable influencer advertising platform

Unity, which merges advertising and automated influencer matching, has officially launched out of beta bringing its influencer marketing platform to small and medium businesses. The company was originally founded by Patrick Ip, a Google Innovation Lead and Novel Peace Prize nominee as well as Jacobo Lumbreras, an engineer at Yoi Corp. In addition to launching, Unity also announced that it raised $1 million from investors including Jonathan Berent, Director of Global Customer Experience at Google. The company will be using the funds to continue to develop its technology with an emphasis on features that will smooth out the influencer marketing process. Influencer marketing tends to be costly, starting at around $10,000. It also requires a solid understanding of campaign management and optimisation, making it much harder

Most app developers recommend the freemium app model for monetisation

A majority of developers (61%) would recommend the freemium app model to monetise a mobile app, according to a survey of 102 app developers by Clutch, the research and review platform. Freemium means that apps can be downloaded for free, but often include in-app purchases and upgrades that help developers generate revenue. Clutch also notes that successful mobile apps feature more holistic approaches that combine strategic planning, an emphasis on a single feature and a proactive marketing plan to boost a brand’s narrative. Indeed, Apple’s expansion of the App Store to include five million apps by 2020 means that it will become harder for single apps to stand out. Therefore, marketing becomes an essential part of the app creation process. Thirty-seven percent of app development

LinkedIn is testing mobile video adverts right now

LinkedIn, the professional network owned by Microsoft, may have finally found a way to make money. The company is going to sell video adverts which users can view in their feed. The ads will auto-play with no sound. Currently in closed beta testing, the video ads are only available to a few select advertisers. Although testing is restricted to just a few hundred companies right now, this could expand in the future. Interestingly, test runs are being conducted on mobile only right now, though the network aims to expand them to desktop later. It’s not entirely clear yet if these ads would prove popular among advertisers or LinkedIn users. However, given that most users will already be used to in-feed video ads from their additional

Adobe launches new mobile app to help advertisers manage their ad campaigns on the go

Adobe wants to make it easier for marketers to manage their digital ad campaigns when they’re on the go. The company recently launched the Adobe Advertising Cloud mobile app, which allows advertisers to oversee their cross-channel ad campaign by bundling the features they need to ensure a smoother performance. The app helps clients stay in touch and manage their ad campaigns when they’re away from the desktop. It is available for free to current customers and works on both Android and iOS devices. Among its top features, the app monitors campaign performance and delivery metrics in real-time from a mobile phone or tablet device. In addition, it offers the ability to swipe-to-activate and pause campaigns based on pre-set parameters such as budget caps or impression

Week in Review – What happened in mobile advertising this week

Potentially bad news for Facebook this week, as a new function in Apple’s Safari browser can disable Facebook’s tracking of sites which embed its engagement buttons (e.g. the “like” button). It’s not yet clear if Facebook will notice any major effects on its mobile ad business, but many advertisers are furious about Apple’s Intelligent Tracking Prevention. Meanwhile, Snapchat is getting its act together. The company is rolling out a scheme to entice start-up businesses to advertise on the social media platform. Dubbed Snap Accelerate, the initiative has been designed to help mobile companies boost their marketing reach. Twitter is also picking up speed as the network announced plans to expand its streaming partnerships and entice advertisers to create video ads to share on the social media

Cross-device measurement is tough, but marketers consider location data to be the most important tool

For 41% of marketers, the development of a unified cross-channel customer experience is at the top of their list, followed by improving their programmatic ad capabilities. That’s according to new research from PlaceIQ conducted by 451 Research among 200 multi-channel marketers. However, one of the core challenges marketers are facing in order to build more integrated programmes is accurate measurement. Although overall measurement has become easier over the years thanks to the usage of cookies, device IDs and location-enabled smartphones, advertising is becoming ever more complex at the same time. Marketers are facing a variety of challenges such as limited budgets and lack of shared performance goals in addition to measurement. When it comes to measurement tools, over half of respondents consider location data to

Google acquires Relay Media to boost Accelerated Mobile Pages

Google has acquired Relay Media in order to boost its Accelerated Mobile Pages (AMP) project. Relay Media was founded in 2015 by an ex-Google employee with the goal of converting web content to the AMP format. The company revealed the news on its website’s front page. Barb Palser, Chief Product Officer at Relay Media, says: “Today’s lumbering and overloaded mobile web pages are the legacy of a volume-based advertising marketplace that’s being replaced by one tuned to viewability and engagement.” Relay Media confirmed that service for existing clients and customers would continue as usual whilst the transition was taking place. Co-Founder David Gehring told TechCrunch that he would not join Google and instead continue working from the outside. “[I’m] going to focus on incubating some

Teens in the US prefer Snapchat as their favourite social media network

According to a survey of around 6,100 teens in the US, nearly half (47%) of them prefer Snapchat over other social media platforms. The Piper Jaffray survey was conducted in autumn 2017 among predominantly 16-year-olds. It reveals that Instagram is the second preferred social media network for 24% of teens, followed by Facebook (9%) and Twitter(7%). Snapchat preference has been steadily growing over the last two years, from 11% in spring 2015, when Instagram (29%) and Twitter (21%) were still the preferred platforms. Similar research by eMarketer recently found that Snapchat usage is likely to increase a whopping 25.8% to 79.2 million users a month, driven by usage among 18-24-year-olds. The survey also found that 82% of teens expect their next phone to be an iPhone.

More context please! Snapchat boosts contextual information for geo-tagged photos

Snapchat has unveiled a new feature dubbed Context Cards, which add contextual information to photos that are geo-tagged. The cards display related information for other users to check out. In that sense, Context Cards are similar to existing Snapchat tools for publishers, which let users swipe Stories for more information. That means users can check out a venue’s address, opening times, phone number, website, but also other users’ reviews. In addition, Stories can be integrated into these cards. All the contextual information is being provided by Snap partners Foursquare, OpenTable, TripAdvisor, and Lyft. Here’s a promotional video to check out: Similar to review boards such as Yelp, Context Cards add to the marketing experience on Snapchat as they provide local businesses with an opportunity to

AerServ presents platform for mobile native advertising

Consumer engagement is higher with native ads that blend into a publisher’s site. Indeed, native ads are being looked at 53% more than regular display ads and the format can also drive purchase intent by 18%. That’s why, mobile audience management tech firm, AerServ, has launched a native advertising platform for in-app mobile video and banner ads. AerNative lets publishers and app developers use AerServ’s mobile native platform to tailor their mobile ads for apps and websites. The creatives are then easily formatted to fit a publisher’s site or mobile app. In addition, AerServ provides context targeting options. Josh Speyer, AerServ’s CE, explains: “Multiple studies and reports have shown that consumers engage more with native ads within apps. With the AerServ’s platform we are able

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