RSS FeedArchive for the ‘Mobile’ Category


Interpublic’s Hill Holliday Crosses Into Cross-Screen

HillHollidayFull-service comms agency Hill Holliday has two types of clients – those who have embraced mobile and those who just aren’t really there yet.

The split is about 50/50, said Crystal Snee, Hill Holliday’s platform media manager. But for the majority of those clients, regardless of their mobile acumen, cross-screen activations are just starting to bleep onto their radar screens. The missing piece was cross-device analytics, Snee said.

“We tested cross-screen a little bit about a year ago, but we didn’t see the results we wanted to or the conversions flowing through on the back end,” said Snee, who noted that Hill Holliday clients were looking for clearer metrics on where and how consumers are absorbing advertising, and guidance on how to deliver the right message to the right device based on that information.

To that end, Hill Holliday jumped on board as a launch partner when cross-device vendor Tapad introduced its multiscreen analytics and reporting solution last week. Dubbed Campaign Pulse, the measurement tool aims to merge disparate data sources into a single dash, including device overlap, audience makeup, response rate, reach and frequency, path analysis and ultimate conversions wherever they may be happening, with the aim of tying it all back to return on spend.

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Q2 Mobile CPG Spend Spike Isn’t Just An Aberration

mobileCPGspendCPG brands are starting to shell out more on mobile programmatic and the second quarter of 2014 seems to be the burgeoning proof.

Mobile ad exchanges Smaato, Millennial Media and Nexage all saw noteworthy upticks in CPG mobile spend in Q2. A report released Tuesday based on global data gleaned from the Smaato exchange found that the food and retail category grew from 8% to 25% between Q1 and Q2 2014, an increase Smaato’s chief strategy officer Ajitpal Pannu attributed, at least in part, to brand advertisers growing more comfortable with spending on mobile.

Smaato Mobile Exchange (SMX) serves about 90 billion impressions per month.

“CPG as a category is a fairly large spender in the overall industry and CPG advertisers have definitely been early adopters of programmatic,” said Pannu, who pointed to P&G’s announcement at the beginning of June that it wants to buy 70% to 75% of its media programmatically by the end of 2014.

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Brands Need Better Metrics If SnapChat Expects Them To Spend Big

SnapChatIt’s a bit of a three-way Catch-22: SnapChat needs to monetize, advertisers need to see solid engagement metrics and ROI and SnapChat users need to feel like they’re not being blasted by irrelevant advertising.

Therein lies the rub for several of the agencies AdExchanger spoke with following The Wall Street Journal’s report on a new feature dubbed SnapChat Discovery that aims to enable brands and publishers to share ads and other media content with SnapChat users. Discovery will reportedly be available in November.

There’s not too much information about how exactly Discovery will work – SnapChat declined to comment – but it appears like it’ll function similarly to how users currently engage with the platform. Discovery will ostensibly enable users to watch videos, read articles and view advertisements by holding a finger down on the screen. Noah Mallin, social media practice lead at MEC, theorized that content might ostensibly be quarantined into a separate stream along the lines of what Twitter does with its Discover feature.

And that’s all well and good – but what about the metrics?

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Facebook And Google Dominate App Usage – Does Anyone Else Stand A Chance?

phoneloveNo one would disagree that smartphone users are spending a ton of time in apps, and here are some more numbers to prove it.

A report released Thursday by comScore found that apps now account for more than 50% of all digital media time spent, though it’s interesting to note that mobile growth isn’t vampirically sucking the life out of traditional web usage, which actually grew 1% between June 2013 and June 2014.

Not only are users spending more time that ever in mobile apps, they’re spending more time than ever in particular apps. According to comScore, users spend 42% of their in-app time in their single most-used app, whatever that may be – although it’s not too difficult to figure out what those apps most likely are.

The comScore study noted that the various offerings from Facebook, Google, Apple, Yahoo, Amazon and eBay account for the top nine out of 10 most-used apps. Facebook tops the list as the app with both the largest audience and the biggest share of time spent.

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RunKeeper Teams Up With Kiip To Launch Ads (Minus the Ads)

RunKeeperKiipFitness app RunKeeper is trying to monetize for the first time via a partnership with mobile rewards ad network Kiip to embark on a subtle version of advertising – but don’t call it advertising.

Kiip founder and CEO Brian Wong doesn’t really like the word, mainly because for many people mobile advertising is synonymous with low-performing banners and disruptive static interstitials.

“We don’t want the consumer to feel like this is something funded by an advertiser, and that’s intentional,” Wong said. “We want to change the way people are perceiving what’s happening on mobile.”

The way Kiip and RunKeeper, which has more than 34 million global users across Android and iOS, plan to do this is through a rewards system that capitalizes on in-the-moment actions. 

The RunKeeper app allows users to track their fitness activities (such as running, biking, walking and skiing) and view statistics on their completed tasks, including time, distance, pace and altitude. In addition to tracking performance, the app notifies users of particular achievements and personal bests.

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Addicted To Results: Addiktive Games' CPMs Bubble Up With Playable Ad Unit

burstingMovies have trailers, so why shouldn’t apps?

That’s the thinking behind the playable ad unit from Voxel. But the app monetization startup, which works with King.com, Electronic Arts and GSN, takes it one step further.

“It’s not just a trailer, it’s a completely interactive experience,” said Voxel CEO and co-founder David Zhao. “Whatever you can do with the app itself, you can do in the embedded ad.”

Rather than the usual app install ad experience – an ad that, without warning, plucks users out of whatever app they happen to be in and unceremoniously drops them into the app store – the playable unit allows users to experience a fully interactive 30- to 60-second in-app demo before being prompted to install the new offering. Developers just need to upload their existing app, and Voxel uses it to create the playable ad.

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Mobile, Mobile Everywhere – But Where Are The Brands?

brandsmobilemoneyWhile it would be wrong to say that advertisers aren’t spending on mobile — they are, to the tune of $7.1 billion in 2013, a 110% year-over-year increase, according to the Interactive Advertising Bureau — it wouldn’t be wrong to say that they are spending at a rate not commensurate with mobile consumption. Mary Meeker and all that.

But it is fair to note that the majority of that money isn’t coming from the AT&Ts and Coca-Colas of the world; it’s coming from app-install ads courtesy of smaller performance-based advertisers, with games at the top of the list. Based on numbers from eMarketer, app-install ads could account for up to $4.3 billion of mobile ad spend in 2014.

A lot of that activity happens through Facebook, which sees 62% of its revenue from mobile advertising. But during Facebook’s Q2 2014 earnings call CMO Sheryl Sandberg attempted to deflect attention off the importance of app-install ads, commenting that Facebook sees “our opportunities in mobile as much broader than just installing apps.”

Courting brands is a logical next step for Facebook and others. App-install ads dominate today, but brand advertisers are the next frontier — they just have different KPIs from app developers, things like brand loyalty, brand lift, awareness, preference and the connection between mobile and in-store engagement.

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IAB: Search And Display Fuel $19.3B In Worldwide Mobile Ad Revenue

IABmobileMobile ad revenue is on growth hormones.

New estimates from the Interactive Advertising Bureau (IAB), IAB Europe and IHS Technology clocked global mobile advertising at $19.3 billion in 2013 — nearly doubling 2012's $10.1 billion (the IAB's previously reported 2012 figure was $8.9 billion, but IAB has since updated it to reflect actuals instead of estimates and different exchange rates). Additionally, the new 2012 figure replaces estimates with actuals, accounts for changed methodology in local markets, and replaces smartphone forecasts with actuals, according to the IAB's press release.

Latin America demonstrated a particularly high growth rate, up 215% from 2012, followed by North America (122%), Europe (90%), APAC (69%) and the Middle East and Africa (45%).

Search generated the most revenue at $9.5 billion, representing 48.9% of the 2013 total, while display came in right behind with 41.5% at $8 billion. Messaging lagged significantly at $1.9 billion (9.6%). Mobile display exhibited the highest growth at 123.4%, followed by mobile search at 92.1%. Messaging’s growth was less robust, up just 19.4%.
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IgnitionOne Acquires Human Demand To Fill Its Mobile-Shaped Hole

IgnitionOneHumanDemandIn what IgnitionOne claims to be more than just an acqui-hire, the search and display tech company has snapped up mobile demand-side and data-management platform Human Demand.

The deal, which officially went down Wednesday, was completed for somewhere between high seven to low eight figures, according to an industry source close to the matter.

IgnitionOne will be retiring the Human Demand brand in the near term and working to integrate Human Demand’s technology into its overall solution. All Human Demand's several dozen employees will be staying on, including CEO and co-founder Howie Schwartz.

Will Margiloff, CEO of IgnitionOne, told AdExchanger that the acquisition is about both talent and tech. Since spinning off from Japan-based agency holding company Dentsu a little more than a year ago, IgnitionOne has been focusing on building out its integrated stack, what it refers to as its digital marketing suite.

One noteworthy step in this direction came with IgnitionOne’s acquisition of DMP and email service provider Knotice back in March. Margiloff anticipates the Knotice integration to be fully completed by sometime in September.

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China’s Mobile Supply Side Is Like A Tween—Young, But On The Cusp Of Maturity

TalkToTheHandWhen asked what the mobile exchange environment looks like in China right now, PapayaMobile co-founder and CEO Si Shen said, “I haven’t seen too many private exchanges. ... Then again, I don’t see much in the way of open exchanges, either.”

But that’s because RTB is still brand spanking new. PapayaMobile subsidiary AppFlood — whose top competitors include inMobi and China-based mobile DSP Avazu — launched China’s first mobile RTB platform back in April. As AdExchanger reported at the time, AppFlood’s goal is to be a sort of global RTB bridge that connects the East with the West.

AdExchanger caught up with Google vet Shen to talk RTB, app monetization and why Google doesn’t seem to be all that bothered about Chinese demand-side platforms.

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