Google App-lies Its Own Spin To App Install Ads

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google app install

First Facebook, then Twitter and now Google.

The search giant unveiled plans Tuesday to offer app install ads on mobile search and YouTube (where they'll be presented like TrueView ads), similar to the units that have been a cash cow for Facebook. The company said it plans to launch this new product over the next few months.

No doubt that app installs are the hot ad unit these days. Hyper-competitive app developers need to drive installs and they invest in mobile advertising to do so. App-install ads, which enable easy downloading, are an effective means of getting this done, which is why it’s no surprise Google has thrown its hat into the ring, following Twitter’s announcement to do the same. Both of Google's and Twitter's announcements, of course, come after Facebook has shown demonstrable success with the units.

Lest one thinks all app install ads are the same, Google’s targeting parameters seem like a key point of differentiation. Businesses can target based on how an individual has interacted with various apps in the past. Businesses will be able to target consumers based on which apps she’s downloaded, the frequency with which she uses various apps and whether they’ve made in-app purchases before. Read the rest of this entry »


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US Advertisers Bolster Omnicom, But Challenges Remain With Publicis Merger

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gOmnicom’s global revenues rose to $3.5 billion during the first quarter, a 3% year-over-year increase.

Increased US ad spend contributed to these better-than-expected figures (US revenue rose 4% year over year to $1.9 billion in Q1). All was not peaches and cream, however, due to the ongoing and unexpected delay of the $35 billion merger with holding company Publicis Groupe.

Omnicom CEO John Wren said the holding company will concentrate its programmatic efforts on its digital and analytics division, Annalect.

“[With more] data to indicate return on investment, [clients] are accepting digital buys increasingly every week, every day,” he said. “Some are early adopters; some are a little slower to dedicate an increasing part of their budget.”

This focus on Annalect, however, calls into question the status of Publicis’ analytics and programmatic buying division, VivaKi, should the merger go through. Read the rest of this entry »


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Q1 M&A Deal Size Rises, As Does Interest In Shopper Marketing Data

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MAwrapMarketing M&A deal activity increased 22% year over year, marking one of the highest volume quarters on record, according to new data from mid-market investment bank Berkery Noyes.

On a quarterly basis, media and marketing transaction volume increased by 3% from 423 to 434 deals; average deal size also climbed, increasing from $25.1 billion to $25.8 billion in the quarter.

“Although aggregate value was consistent over the past quarter, it more than tripled compared to Q1 2013,” said Evan Klein, managing director of Berkery Noyes’ media, marketing services and technology practice. “This is a positive sign that media/marketing deal activity should continue to remain robust.”

The current debt-to-equity ratio in the marketplace today is also conducive to M&A, the report said.

Berkery Noyes breaks down media and marketing transaction analysis by market segments that include marketing, Internet media, consumer publishing, entertainment and content, B2B publishing and information, broadcasting and exhibitions, conferences and seminars.

“The digital marketing subsector was responsible for much of the activity and accounted for 41% of the segment’s volume in Q1 2014,” Klein noted. “The lines between content, marketing, and advertising are blurring, which has become evident when looking at WPP and other acquirers that are active in the space.”

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Twitter's MoPub Rolls Out Native Ads To All Publishers, Includes Direct Sold Inventory

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mobile-twitter-mopubFour months after first introducing support for native advertising, Twitter's mobile exchange MoPub is pitching the solution to all publishers.

Consisting of an native ads SDK, a publisher-side ad server,  and an RTB extension, the MoPub native product is a "a complete solution for direct sold and exchange traded native ads, delivering the same control and transparency to publishers that we are known for," according to Twitter.

Here's a little more detail from the blog post:

  • The native ad SDK, which can be used to create a customized ad unit inside of your app
  • The ad server, which allows you to traffic your own ad campaigns into your native inventory. Publishers have full budgeting support, a rich array of targeting options, integrated reporting and a full order and line items system for trafficking native ad campaigns for in-house campaigns and direct sold campaigns alike
  • Our native ad extension to OpenRTB, which allows demand partners to bid on your native ads no matter how they are rendered in your app

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New Yields For Yieldex In Programmatic Direct

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YieldexPremium publishers have needed some convincing to open up their more valuable inventory to programmatic buying technologies.

But interest in tools that streamline the often unwieldy direct sales process has heated up. It’s one of the reasons Yieldex, a company best known for producing forecasting and analytics tools for premium inventory, introduced a new line of business Tuesday: a programmatic direct platform called YieldexDirect.

The company will continue its traditional yield-management business – in fact it’s this very business that company co-founder and Chief Strategy Officer Tom Shields reckons will differentiate its programmatic direct platform. After all, Yieldex’s announcement effectively adds it to a competitive landscape that includes programmatic direct players like iSocket, Shiny Ads and Adslot.

“We have a technological advantage (compared to other players in the programmatic direct space) with our foundational analytics and forecasting capabilities,” Shields said. “We also have built very key relationships with 30 of the top 100 publishers.” Read the rest of this entry »


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YP, OpenX Join Forces In Programmatic Deal

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David-LebowThe local search and advertising company YP has partnered with ad exchange OpenX, the companies said Tuesday.

Under the agreement, OpenX allows advertisers to bid programmatically on mobile and Web display inventory on YP’s ad network. YP claims to have more than 300 publishers on its Local Ad Network, including AOL, Yahoo and Pandora.

“With display, so much of it is programmatic now and OpenX helps us make it even easier for advertisers to optimize and buy (inventory),” said David Lebow, EVP and general manager of digital markets at YP.

YP was formed two years ago when AT&T sold its majority stake in AT&T Advertising Solutions and AT&T Interactive to Cerberus Capital Management, which the financial firm merged into YP Holdings LLC. YP Holdings is the parent company of YP LLC. YP's brands include the YP app, YP.com and the Real Yellow Pages directory.

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Adobe Social Index: Facebook Leads Other Platforms In Referred Revenue

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AdobeArtDespite some volatility in ad pricing and performance last quarter, Adobe Index’s Q1 2014 Social Media Intelligence Report indicates Facebook remains the leader in driving revenue per visit (RPV). Meanwhile other platforms – namely Twitter, Tumblr and Pinterest – are in some instances noticing quarterly double-digit declines in RPV.

In paid social, Facebook saw a 160% increase in click-through-rates (CTR) year-over-year while its cost-per-click fell 2%. Impressions were up 40% year-over-year, outpaced by 30 percentage points in ad click volume.

“When we reported figures in Q3, [CTRs were up] about 300%, which obviously was a huge influx, and of course it has slowed down some, but still showing good growth,” said Joe Martin, senior analyst for Adobe Digital Index. “We also saw cost per click rates drop after the holidays. Less competition makes it a little bit cheaper than Q4.”

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Retailers Are From Mars, Brands Are From Venus

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justin-pettyData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Justin Petty, vice president of global media and partnerships at dunnhumby.

When I worked as an analytics consultant in the telecom industry 10 years ago, the incumbent approach was to find the best people to sell DSL to and send them direct mail offers. Then we found the best people to sell long distance to and sent them direct mail offers. As the product set grew to include TV service and mobile service, it became apparent that starting with the customer and determining the best products for individuals was more efficient – and more effective.

I then worked in the DIY home-improvement and DIY auto-repair industries. I found that companies still took a product-centric approach to marketing.

The DIY home-improvement retailer, for example, would say it needed to run a wood flooring direct marketing (DM) campaign in March. Why? “That’s flooring month and we told the category manager we would run a DM campaign for them.” No data was used to determine consumers’ needs or the best time to promote certain products. Flipping the model upside down to start with the customer and identify, through the data, what they bought and when helped create a data-driven, customer-centric marketing calendar.

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Exclusive App Deals; Facebook's Mobile Ad Network Emerges

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mobileadsHere's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

Mobile Supply Deals

As mobile gaming rises in popularity, Google and Apple are cutting deals with companies that develop popular games. In exchange for early releases on iOS and Android platforms, game makers are being offered prime marketing spots in app stores. This brings Google and Apple into closer competition, and an article by the WSJ reports that Amazon and Microsoft are also joining the race for exclusivity. Gigaom has the story. Expect more mobile ad impressions from a select club of proven hit-makers. Read the rest of this entry »


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Evidon Rebrands As Ghostery, Focuses On Enterprise Tools

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ghosteryIn recent months, Evidon has pushed to get more people to use Ghostery. As of Monday, everybody who uses Evidon will by default be using Ghostery, because the entire company is taking the name of its popular browser app. More specifically, Evidon will become Ghostery Enterprise.

“We’re refocusing on the concept of transparency for everyone," said company COO Emily Riley. "If you look at what consumers do with Ghostery and what our enterprises do with Ghostery Enterprise, it’s the same thing but looking through either end of the telescope.”

What she means is that while consumers using the Ghostery add-on can see which vendors are tracking them, businesses using Ghostery's enterprise product can see which vendors they have relationships with – a practice Ghostery calls “Marketing Cloud management.”

The problem, as described by Evidon (now Ghostery Enterprise) CEO and founder Scott Meyer, is that enterprises might have direct relationships with a handful of advertising and marketing tech vendors. But those vendors have relationships with other tech partners that the enterprise customer does not know about. Read the rest of this entry »


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