India, Indonesia, Vietnam and the Philippines becoming key targets for mobile advertising

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India, Indonesia, Vietnam and the Philippines are witnessing explosive growth in smartphone adoption that is making them a key target for mobile advertising, a new report from Opera Mediaworks suggests.

The Q2 APAC State of Mobile Advertising report, which has been produced in conjunction with the MMA, says that smartphone use in the Asia Pacific region in general continues to grow at a pace on par with the rest of the world with page view volume on mobile websites and apps...

By Liz Morrell, 28 August 2015, 0 comments. Categories: Advertising, Mobile Marketing.

New publisher expansion allows access to 20bn mobile in-app ad impressions per month

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Mobile in-app advertising solutions provider Manage has announced an expansion of its relationships with global app publishers which now gives access to 20 million in-app impressions each month across the world.

The expansion means that to date Manage Publisher now has direct supply relationships with more than 100 publishers vetted for a minimum of 100,000 daily active users and 500,000 total downloads. The Manage SDK is used by global scale publishers that include Outfit7 and Banana...

By Liz Morrell, 24 August 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Programmatic.

Fraudulent impressions costing online advertisers nearly £300 million a year

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Nearly £300 million a year is being lost by UK advertisers to fraudulent impressions, according to a new report released by Integral Ad Science.

Figures released in its Q2 2015 UK Media Quality Report, which analysed impressions between April and June of this year found that more than one in ten (12.2%) of UK advertising impressions were fraudulent, equating to a total of more than £277 million of adertisers' online budgets.

The figures are supported by figures from a recent...

By Liz Morrell, 20 August 2015, 0 comments. Categories: Advertising, Advertising Technology.

How brands are having to spend more to secure loyal app users

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Brands are having to up their spend to find loyal users even though app usage continues to increase, suggests the latest figures in the Fiksu Indexes.

The index measures show that in June the cost per loyal user (CPLU) was $3.21 – a rise of 30% on the previous month and 44% year on year.

This coincided with an increase in app downloads of 24% for the previous month according to the Fiksu App Store Competitive Index, which measures the average aggregate daily downloads of the top...

By Liz Morrell, 19 August 2015, 0 comments. Categories: Advertising, Branding, Mobile Marketing, Publishing, Video & Audio Marketing.

Expansion of mobile ad platform promises greater user retention and engagement

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Mobile advertising specialist Opera Mediaworks has announced a new marketing automation platform aimed at game and app developers that will allow them to improve user retention and engagement as well as allowing them to monetise their mobile properties to their best potential.

The move follows an expansion of the company’s mobile ad platform that will deliver a new marketing engagement platform that has been developed by Yvovler, which recently became a part of Opera Mediaworks....

By Liz Morrell, 17 August 2015, 0 comments. Categories: Advertising, Mobile Marketing.

Android continues to beat iOS for app monetisation

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For the second quarter running Android has maintained the lead for app monetisation, according to new figures from Opera Mediaworks.

In its Q2 2015 State of Mobile Advertising report the company’s figures show that the Android platform captured the most revenue at 47.7% and the most impressions at 63.7% for the second quarter. The figures follow last quarter’s first overtaking of iOS by Android. However the figures showed that again as with the previous quarter iOS...

By Liz Morrell, 14 August 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Only 6% of consumers recall a brand when exposed to it for six seconds or less

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The debate over viewability of online video advertising has been thrown into chaos after new research shows that when shown an ad for six seconds or less only 6% of consumers could recall the brand shown. Under the MRC/IAB’s viewability definition an ad needs to simply be at least half in view for at least two seconds.

The study, which was commissioned by Teads from Millward Brown found, unsurprisingly, that viewability was the leading factor in boosting brand effectiveness.

It...

By Liz Morrell, 14 August 2015, 1 comment. Categories: Advertising, Branding.

Programmatic advertising moves to podcasts

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Programmatic advertising has moved to the podcast world – changing the way that ad space is bought on the podcast format forever.

The move follows the integration of Swedish podcasting app and web service Acast with Triton Digital’s ad exchange a2x. The new partnership will mean that the previous manual process could be a thing of the past.

Acast’s mobile, pre-roll inventory will include categories ranging from film and entertainment to sports, business and...

By Liz Morrell, 13 August 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

New trial proves that direct mail isn’t dead in today’s digital marketing world

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It may seem old school to some but the days of direct mail – marketing by post – could still have its place in the omni-channel world and is increasingly being seen as the key tool for grabbing customer attention.

It does of course make sense that in today’s virtual world of digital marketing dominance and messaging overload that physical mail can have better...

By Liz Morrell, 11 August 2015, 1 comment. Categories: Advertising.

How mobile is driving the growth of Facebook advertising

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Global spend on Facebook advertising has rocketed by 114% year on year for the second quarter of this year according to new data from Kenshoo.

The growth is twice as fast as a year ago as the market continues to grow with mobile phone and tablet ad spend up by 167% year on year and now accounting for 63% of total paid Facebook budgets. The figure is up from 51% the year before.  

The research also showed an increase in paid search for the quarter, up 10% year on year. In this sector...

Classic ads shows great creative is still key - but data is increasingly important

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Do you remember the Smash Martians (above), Yellow Pages’ JR Hartley and the PG Tips chimps? Such characters have become cult icons of the pre-Internet advertising days and could teach today’s internet marketers a thing or two, according to a new report from Acxiom.

The ads were amongst those most remembered by UK consumers in a poll of 2,000 people. The Smash Martians ad – for instant mashed potato no less – was remembered by 69.4% of those surveyed and was...

Millennial Media’s new SDK promises new video and native ad formats

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Independent mobile ad marketplace Millennial Media has today launched new updates to its mobile app software development kit (SDK) that includes mobile video and native ad units.

The new mmSDK 6.0 will enable new mobile first video and native functionality through a number of new enhancements including LIghtbox, a video ad unit that leverages mobile functionality such as swipe, touch and sound to interact with the video player. The company claims that the new auto-play video unit opens...

By Liz Morrell, 24 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Native Advertising.

This new tool aims to make better sense of marketing signals

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For marketers struggling to make sense of information and properly manage multiple campaigns a new tool has launched this week that its owners claim will simplify the job.

The Marketing Signals Framework will, claims Origami Logic, allow for better organisation and prioritisation of the overwhelming amount of signals that marketing organisations need to understand in order to properly manage both online  and offline channels.

Such signals are defined as the actions audiences take...

By Liz Morrell, 20 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Search Marketing.

How will wearables influence mobile advertising?

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Having read with great interest over the past few weeks a number of different MarketingTech articles on the role of wearable technology in marketing, I wanted to take the opportunity to share my thoughts on what’s happening with wearables in another fast growing area of digital marketing: mobile.

Much like wearables, mobile is still seen by some as a new kid on the block. But while mobile fought to have a presence on media plans in...

By Zac Pinkham, 17 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Wearables.

Data management platforms are key to programmatic success

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Data management platforms (DMPs) are key to the future of programmatic advertising as well as offering benefits across other digital channels, according to research from Oracle Marketing Cloud and research house Econsultancy.

It found that more than two thirds (68%) of marketers surveyed agreed with the statement whilst the same number had successfully used data to improve their advertising effectiveness.

The study also showed there are other benefits to using a DMP, with 60% using them...

By Liz Morrell, 17 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

UK native advertising market growth driven by mobile and programmatic

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Mobile and programmatic advertising continue to be the two big areas for growth as the UK’s native advertising market develops, according to new research.

In a study of UK agency attitudes to native advertising nearly a quarter (24%) of agency native spend is predicted to be on mobile by the end of this year. Nearly two thirds (64%) said that they felt that native was the best way to address the creativity gap in mobile ads – with the main benefits of the medium being an...

By Liz Morrell, 15 July 2015, 0 comments. Categories: Advertising, Mobile Marketing, Native Advertising, Programmatic.

Widespace launches BrandView with promise of viewability and relevancy

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Mobile brand advertising specialist Widespace has announced the pilot launch of BrandView, a new tool that it claims will deliver 100% viewable ads that are optimised based on relevancy – enabling BrandView campaigns to deliver more extensive reach and impact for mobile advertisers.

BrandView will be piloted in selected markets from this month before being rolled out later this year and give super-impressions that are designed to both drive brand metrics but also allow for...

By Liz Morrell, 15 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Five ways to build the best programmatic video strategy

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The programmatic video industry is in a constant state of evolution. Every year, there are better ways of collecting and analysing data. Brands and advertisers have greater access into insights with each new campaign they run.

That being the case, it’s best practice to test new strategies often. Here are five key steps to help build the best programmatic video strategy.

Establish your goals

Start at the beginning: establish campaign goals. Your KPIs will obviously depend on the...

Programmatic ad spend close to smashing £1 billion barrier

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Spending on programmatic ads in the UK is getting closer than ever to smashing the £1 billion mark, now accounting for nearly half of all display ads. By 2018 it is estimated that around 70-80% of digital spend will be programmatic.

The Internet Advertising Bureau (IAB) latest Media Owner Sales Techniques studiy shows that of £2.13 billion spent on display ads on both mobile and internet last year 45%, equalling £960 million in total, was traded programmatically. The...

By Liz Morrell, 01 July 2015, 0 comments. Categories: Advertising, Advertising Technology, Programmatic.

How mobile audiences are driving the growth of video

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Mobile audiences are proving to be the most popular for the growth of video consumption and advertising growth, according to new figures.

The Q1 2015 Global Video Index from Telstra subsidiary Ooyala shows that mobile devices made up 42% of all online viewing during the first quarter of this year. Of those views it was smartphones that particularly drove the growth – accounting for four times as many plays than tablets during the period.

The report also showed that TV...