Twitter provides new app promotion feature allowing app installs directly from profile pages


Twitter is in the midst of testing a new advertising feature that allows brands to pin their apps to their Twitter profiles. Some select prominent profiles such as cab company Uber have already incorporated the feature. Apps can be installed directly via Twitter, driving up the rate of installs for a brand. Twitter pinned apps feature Source: The move comes as part of the company’s efforts to offer app install advertisements on timelines. It launched carousel ads earlier this year that allow users to swipe through various app ads and instantly install them from their mobile devices. The company continues to create new algorithms to deliver tailored content to every user, placing only relevant ads and increasing traffic that is targeted to increase its efficiency. Twitter Carousel Ads Source:

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Localytics acquires Splitforce, bringing mobile A/B testing to app marketers

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Marketing and analytics platform, Localytics, has bought Splitforce, the automated mobile A/B testing and predictive analysis tool. The deal adds the power of predictive intelligence to Localytics’ predictive app marketing suite to help app marketers predict and personalise their engagement with consumers. A/B test report by Splitforce   Source: Splitforce co-founders Zac Aghion and David Ruiz will join the Localytics team, adding their expertise in auto-optimisation on messaging and user segments. Raj Aggarwal, CEO of Localytics, said: “Apps have dramatically increased consumers’ expectations for experiences catered to their individual needs, while giving businesses a new dataset to tap into for better decisioning. We’re focused on helping businesses turn that data into personalized engagement, and Splitforce has the best team and technology in place to deliver

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Ad viewability higher on mobile than desktop


Open ad management platform Sizmek has released its latest Viewability Benchmark Report, which analysed over 240 billion measured impressions in 2014 to identify key trends in ad performance and visibility. The research found that mobile-sized ads, including Html5 standard, rich and Flash standard banners are more viewable than those on desktop with the exception of Flash rich banners. Html5 standard banners attracted the highest viewability on mobile with 79.3%. Mobile display ads outperform desktop ads in viewability Source: The study also showed that mobile ads served directly to publishers reached a viewability of 74.1% compared to 54.4% on desktop. Programmatic placements on mobile scored an average viewability of 81.4%, versus 39.7% on desktops. Ad viewability rates for Programmatic and Publisher Direct Source: In addition, ads that contained images and video as well

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xAd and Rubicon Project team up for location-based mobile private marketplaces

Mobile ad network xAd, which provides location-based advertising for publishers and advertisers, has partnered with Rubicon Project, the ad automisation technology provider, to launch location-based private marketplaces. This means that marketers will be able to target customers by real-time location and behaviour. Having integrated the Rubicon Project Exchange API, xAd location-powered private marketplaces empower programmatic buying platforms and advertisers to target 300 million mobile consumers across over 12 million business locations. Advertisers will have access to xAd’s mobile app inventory via Rubicon Project and be able to fully automate campaigns, making it easier for buyers to manage all their campaigns across devices and platforms. This means that marketers can target audiences more efficiently, but also save costs by no longer sending ads to the wrong locations. Dan Hight, Head of Platform, xAd,

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Madhouse adds 40+ Hero Apps and expands its programmatic buying platform PremiumMad

In order to offer more diverse mobile marketing solutions, Madhouse, the Chinese mobile advertising platform, has added over 40 Hero Apps and seeks to expand its programmatic buying platform PremiumMad. Madhouse PremiumMad Source: With content-based programmatic buying having changed the way marketers buy inventory on Hero Apps whilst securing their target audiences, the PremiumMad mobile ad platform offers advertisers high quality content and effective programmatic buying solutions through partnerships with a pool of Hero Apps. This keeps costs low and ensures greater success of campaign management as well as improved ad performance. Hero Apps cover prominent categories such as music, social and news and company has already announced upcoming integrations of Duomi and Youting, Sohu TV, Toutiao and Wantu. The firm also announced partnerships with Kugou, Storm Player, The Bund,

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UK mobile ad spending grew by 63% to to £1.6 billion


Mobile advertising spending was up 63% to £1.6 billion in the UK from 2014, according to findings by the Internet Advertising Bureau‘s (IAB) UK Digital Adspend report, conducted by PricewaterhouseCoopers (PwC). In addition, mobile accounted for 56% of social media spending during the same year and 23% of all digital spend. This hints at advertisers starting to launch their campaigns for mobile and social in closer relation to each other. Overall, digital advertising grew 14% to £7.19 billion from £6.26 billion in 2013. Search lead digital ad spending, with display ads following at 32%, due to a growth in video and social media. Mobile video advertising was up 142% year-on-year to £164 million. The findings mirror the flood of mobile devices in the market. The average number of internet-connected

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LoopMe signs $100 million deal to connect with world’s largest app makers


LoopMe, the London mobile advertising tech company, has signed deals with Chinese app developers Cheetah Mobile, Sungy Mobile and Baidu worth a total $100 million to supply its ad platform to them and help marketers grow the impact of in-app ads. According to the firm, the deals are set to generate $100 million in revenue this year. LoopMe offers a mobile video platform that includes native mobile video to seamlessly embed video ads into apps. The company says that native advertising offers greater reward with conversion rates of up to 100% above those of static banners. Stephen Upstone, CEO, LoopMe, says: “This is a major milestone for the mobile advertising industry. LoopMe’s vision is that mobile video becomes ubiquitous with native, full screen and pre-roll video ads bought programmatically. With this vision,

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Alibaba jumps ahead of Baidu in Chinese mobile ad revenue share

E-commerce marketplace Alibaba is set to claim the top spot for largest share of mobile internet ad revenues in China, ranking ahead of Baidu, the Chinese web services company. Research by eMarketer finds that Alibaba is to double revenue to $4.75 billion in 2015 to spend on display and search advertising on mobile devices. In comparison, Baidu took in $2.53 billion in 2014 and increased revenue to $4.53 billion this year. Mobile internet ad revenues in China 2013-2016 Source: Alibaba’s active monthly user base reached 265 million in December 2014, a jump of 95% from 2013. The company has been focussed on its mobile expansion plans and invested $590 million into mobile smartphone maker Meizu Technology Corp in February 2015. Mobile ad spending in China is to reach $13.98

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Smartwatch advertising spend to reach $68m in 2019

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Advertising on smartwatches is about to explode in popularity, according to a new report published by Juniper Research, and it’s being driven by Apple and other high profile device manufacturers taking the market more seriously. The company’s data shows that this year, a mere $1.5m will be spent on wearable advertising, but in the next four years this will vastly increase, culminating in a $68.6m estimated spend in 2019. The Apple Watch, set to go on sale at the end of April, will help the smartwatch find more mainstream acceptance, and the device was apparently pre-ordered by more than a million people in the U.S. over the opening weekend. The LG Watch Urbane is one of the latest, and most stylish, Android Wear smartwatches Juniper

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Bee7 and Vserv announce partnership to help with monetization challenges in India and Southeast Asia

Bee7, the discovery and cross promotion tech developed by Outfit7, and smart data mobile marketing platform Vserv, have announced a partnership that aims to help solve mobile games monetization in India and Southeast Asia. Making payments for games and in-app features has been notoriously difficult in these markets due to weak payment infrastructures. At the same time, India’s smartphone adoption is growing fast. The country is predicted to become the second largest smartphone market worldwide, having grown 51% in 2014 alone. Southeast Asia exceeded $1.1 billion in mobile gaming revenue last year, according to the Newzoo Southeast Asia Games Market Report. Combining Bee7’s game wall tool and Vserv’s app monetization solution VMAX, the partnership simplifies the process of monetization for developers worldwide, pulling in demand from varied channels

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