London-based AI company GumGum has released the results from its eye-tracking study that analysed how consumers interact with various mobile ad formats, and they are not going to be to marketers liking.

The company used eye-tracking technology to examine how much attention consumers give to the most widely used Internet Advertising Bureau (IAB) formats. The answer? The ad formats were largely ignored by users as they navigated through content on their phones.

In fact, the average time spent looking at these...

Current mobile advertising models are ineffective

It’s undeniable that the present mobile advertising solution is not living up to the expectation of mobile-first advertising experience.

Mobile websites and most mobile applications typically display advertisements on the side or as banner ads, where users’ true attention cannot be captured. This is further worsened by the inherent limitation of mobile devices small form-factor.

advertisers are hoping for the emergence of legitimate third players

Ad Fraud is...

Native ads on mobile are becoming so popular even Google has given in and launched new responsive AdSense formats for everything which lend themselves perfectly for adoption within mobile.

In fact, native advertising on mobile devices are thriving – growing 36% in the UK last year and expected to account for almost two thirds (

It was perhaps inevitable that after shelling out a monumental $19 billion for it in 2014 that Facebook wouldn’t keep WhatsApp free for forever.

The company has revealed its plans to begin charging businesses to use some of the tools that are currently free. The charged service will be based on the on the business tools released this summer.

The new tools allow smaller businesses to send their customers updates and receive messages from them. The company has stated that it is working on an enterprise...

Dating platform app Tinder is now the most lucrative app on the Apple store after the launch of its new paid feature.

The app beat out two established heavy hitters in Netflix and Candy Crush.

The Tinder Gold feature allows users to see who has liked them first, without having to go through the usual process of swiping through other user’s profiles. The feature costs $4.99 a month on top of the Tinder Plus $9.99 subscription fee.

The dating app has been free for the majority of its commercial life, but...

Mobile has become the one device consumers cannot do without. Whether we like it or not, our day to day lives are largely run through this one device – working, socialising, gaming and shopping – we are inseparable. It is therefore unsurprising that purchases made through smartphones are on the rise.

In fact, a consumer spends about 2.42 hours a day on their smartphone, interacting with it approximately

The average iPhone user unlocks their smartphone 80 times per day; the equivalent to seven times an hour or once every 10 minutes.

And before even unlocking their phone, a consumer will usually check the lock screen for practical information: How many new notifications they have, whether they have any missed calls, or even just to tell the time.

But what if the lock screen could...

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It should be obvious to most brands by now that investing in mobile advertising is no longer an option. It’s a necessity.

Worldwide, mobile now accounts for more than half of all digital advertising, surpassing desktop Web in Q1 of this year, according to a recent report from UK’s PricewaterhouseCoopers and the Interactive Advertising Bureau.

And, as digital ad spend continues to grow compared to traditional advertising, mobile is becoming increasingly important.

Social caving – a visual tale – I can see it now…

Some 45,000 years ago, groups of world citizens gathered together in a variety of caves. These caves were spread across the earth and included wonderful scenic locations now known as Eurasia, Europe, Indonesia, Africa, South America, and Australia.

The groupings included hunters, gatherers, and yes, communicators. These bloggers of their time did their communicating by using art—some crude, some fine, and most spread anywhere in...

Conventional wisdom would tell that most people don’t opt-in to adverts, and that this is especially true when it comes to apps.

Rewarded ads seem to be an effective counter-argument to this argument though. Not only do they get consumers to willingly watch ads, they also seem to make people more likely to part with their cash.

Rewarded ads allow users to earn virtual currency or unlock rewards in return for engaging with in-app advertising content.

Mobile marketers are raving about the successes of...