'Halo effect' reveals importance of mobile ads in high quality environments

How does the environment in which an advert resides influence its performance? According to a new report from Integral Ad Science (IAS), adverts viewed in high quality mobile web environments were perceived significantly better than those in lower-grade versions.

The study, titled 'The Halo Effect: Ad Environment & Receptivity', observed 50 participants and their reactions to articles and creative content across 30 minutes. 

The report found three quarters (74%) of participants perceived ads...

By James Bourne, 17 July 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Mobile Marketing.

Everything marketers need to know about Gen Z: Authenticity with individuality

After years of reading about the woes of marketing to millennials, it’s time for a new group of headlines. We’ve already seen articles that exhort the challenges of connecting with the first generation of consumers who have practically grown up online: Gen Z.

But Gen Z, for all the ways they seem to be changing the world around us, aren’t a mystery. We know exactly what these consumers want and, even better, we know exactly how to connect with them.

This is about to become a huge factor to...

The harm of social media validation: A question of responsibility and protecting the vulnerable

Humans have an innate desire to be liked by peers and to feel a sense of belonging — and nowhere is this more prevalent than social media. The more likes, comments, and shares a post gets, the more socially validated the poster feels.

In fact, studies show that just these online reactions...

Five things to consider when planning an app: Usage, UX, and more

The app designing process will be a bumpy road if you don’t take a methodical approach. Your business doesn’t just need an app: it needs a user-friendly app that provides substantial value. If you know you want an app, then break out the whiteboard and start drafting out your plan.

There are some vital considerations you’ll have to make during the formative stages of mobile app development to assure that...

Oh Snap: Snapchat launches new gaming and AR features in bid to play catch-up

Snapchat has announced the launch of various new features focused around augmented reality (AR) and camera search.

The launch, at the company’s first Snap Partner Summit, sees greater integrations with Lenses and Scan. The social media network is updating Lens Studio, its desktop app which enables users to build and distribute Lenses on Snapchat, to include capabilities such as hand and body tracking. The company has...

By James Bourne, 08 April 2019, 0 comments. Categories: Advertising Technology, Mobile Marketing, Social Media Marketing.

Blink and you’ll miss it: How to get the most out of short-lived social content

It is no secret that social media marketing is an ever-moving target. Up until recently there was a firm belief that the longer content remained accessible the more impactful it would be. Now, as counterintuitive as it may sound, there is a swing towards short-lived content, which has to do with Instagram’s rise in popularity.

Instagram is increasingly being seen by brands as a dynamic platform from which to share their more informal...

Mobile understanding and holistic experiences: What marketers can learn from MWC19

The great and the good of the telecoms industry descended on Barcelona at the end of February for this year’s MWC. The tech hype that surrounds this landmark event is hard to miss, but still, it was clear from the many delegates that we spoke to that marketers are primarily focused on addressing their current business challenges.

The frequency and regularity that new channels, platforms...

By Daniel Kahtan, 19 March 2019, 0 comments. Categories: Advertising, Customer Experience, Mobile Marketing.

Mobile marketers seeing ‘significant’ gains in data initiatives and investments

If you’re a mobile marketer and not putting a laser focus on data-driven campaigns, then where have you been? According to new figures from marketing platform YouAppi, almost all mobile marketers have increased focus and investment on data over the past five years – with the vast majority seeing improvements as a result.

The study, which polled more than 500 global in-house and agency marketers, found an...

By James Bourne, 19 February 2019, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

Moving from mobile-first and UGC: How the advertising industry is set to change in 2019

As the start of a new year dawns, it's time to reflect on 2018 and consider how the advertising industry will evolve in 2019.

Data’s been the word on everybody’s lips, with regulatory changes shining a light on how companies process, store and share information. Transparency and marketplace quality remain hugely important and a top priority for all advertising companies – and it’s been very...

By Anna Forbes, 08 January 2019, 0 comments. Categories: Content Marketing, Customer Experience, Mobile Marketing.

A mythbusting look at proximity marketing: Integrations and campaign best practices

The opportunities through location and proximity based mobile advertising are well recognised now, and retailers wanting to increase sales by bringing more people into their store have a variety of options when it comes to footfall tracking capabilities.

These allow retailers and advertisers to estimate the number of visits to a store and measure the incremental impact of proximity focused campaigns on the number of visits to...

By Noelia Amoedo, 06 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Attribution, Best Practice, Mobile Marketing.

Gone in six seconds: Getting the balance right between viewability and message in short form ads

The temptation to skip an advert when it is forced upon us is never terribly far away. When that option isn’t there, like the data capture gatekeeper making sure we can’t yet access the oasis of content ahead, it is almost as if a sense of foreboding has come over our very souls.

This admittedly might be a slight overreaction. Plus it could be worse – non-skippable ads are usually only six seconds in length,...

By James Bourne, 01 November 2018, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

US telco giant Sprint sells mobile ad arm to InMobi

US telecoms firm Sprint has sold Pinsight Media, its mobile and data advertising company, to Indian-headquartered martech group InMobi.

The all-stock deal, the terms of which weren’t confirmed, comes as the carrier awaits approval from the FCC (Federal Communications Commission) to merge with T-Mobile.

According to a statement by InMobi, Pinsight works by partnering with leading US telcos and using their data to...

By Mark Jones, 17 October 2018, 0 comments. Categories: Data-driven marketing, Mobile Marketing, Personalised Marketing.

The rise of the commuter-shopper: driving digital commerce in surprising environments

Thanks to the hyper-connected, ‘always on’ world in which we now live, the opportunity for brands to drive commerce is literally everywhere. As with other areas of our lives, connected mobile devices have changed the way we think about buying things; when it comes to shopping, we’re no longer bound by ‘restrictions’ such as location and time of day.

Last week, Instagram announced that it will be...

By Ian Reynolds, 27 September 2018, 0 comments. Categories: Advertising, E-Commerce, M-Commerce, Mobile Marketing.

Just how realistic a goal is augmented reality marketing?

Marketers are always looking for new and innovative practices to attract new customers and business. And in the tech world, there are few concepts more innovative than virtual and augmented reality. This blog will detail the differences between virtual reality and augmented reality, and how the latter can be used in marketing. We’ll then look at whether augmented reality is yet mature enough to be used on a broad scale by B2B marketers.

By Sam Gowing, 14 September 2018, 0 comments. Categories: E-Commerce, Gamification, Mobile Marketing, Wearables.

Mobile marketing mystics: Unlocking the potential of in-app advertising

Imagine it’s the 1980s for a second. You, a crystal-gazing marketeer, explain to your CMO that the future of marketing lays in mobile telephones.

‘Mobile phones! Pfft. They’re a yuppie fad, we don’t advertise to bricks,’ might come the scowling response of this 80s stereotype.

The derision wouldn’t be misplaced. For the first four decades that mobile phones existed, they were just that: mobile (as in, portable); phones (as in, well, a phone... for calling people). Outside...

WhatsApp launching pay-to-use tools for brand marketers

WhatsApp is launching a pay-to-use advertising service for brands looking to engage their customers directly on small screens.  

The move opens up a new revenue stream for the Facebook-owned messaging app since removing subscription fees in 2016 and allows businesses to send information or services updates, such as delivery information or tickets.

According to BBC news, the fee will be based on confirmed delivery, on which advertisers will pay between 0.5 cents to 9 cents (0.3p to 7p), depending which...

By Mark Jones, 03 August 2018, 0 comments. Categories: Customer Experience, Mobile Marketing, Social Media Marketing.

12% of UK Instagram influencers are still buying fake followers

Despite surging popularity in the emerging marketing channel, it seems a large chunk of influencers still refuse to play by the book in order to make a quick buck.

A study by independent campaign measurement firm CampaignDeus found 12% of UK influencers to have bought fake Instagram followers in the first six months of 2018. The findings were based on analysis of nearly 700,000 posts, identifying ‘bot-buyers’ by those with low UK followings, inexplicable jumps in follower count and subpar...

By Mark Jones, 01 August 2018, 0 comments. Categories: Campaigns, Influencer Marketing, Mobile Marketing, Social Media Marketing.

5 ways to integrate video into your digital strategy on a shoestring budget

For years, mobile has been a key part of marketing dialogue and the industry-standard for many advertisements. However, innovation runs rampant in world of mobile and there are certain aspects of mobile that should get more attention by brands and advertisers. This year, the star of the show is clearly mobile video.

Time spent on mobile has continued to increase, and more than 75 percent of video viewing is mobile. But what does that mean for...

Instagram ad spend growth trounces Facebook in wake of privacy concerns

Instagram’s year-on-year ad spend grew 177 percent - four times that of Facebook - as its owner failed to live up to Wall Street expectations following its Q2 2018 earnings report.  

Excluding revenue from its hugely popular photo-sharing app, Facebook reported ad spend growth of 42 percent amounting to $13.23bn (£10.13bn) yesterday which, while on paper sounds reasonable, represented its slowest-growing quarter since it went public.

The report saw Facebook’s stock take a 10% plunge,...

By Mark Jones, 26 July 2018, 0 comments. Categories: Advertising, Mobile Marketing, Social Media Marketing.