T-Mobile Advertising Solutions

Advertisers can now use Vistar to activate both off-the-shelf and custom audiences built on T-Mobile’s first-party location and app data.

The last decade of app marketing drove massive success in downloads thanks in large part to preloads, install campaigns and carrier partnerships. But the app download is just the beginning. EMarketer warns that 90% of new users stop using an app after seven days.

Mobile apps are now at the center of the consumer relationship. They’re where customers browse, buy, stream, check balances and redeem loyalty rewards. However, app measurement remains one of the weakest links in modern marketing.

Artificial intelligence has become marketing’s favorite headline. Every platform, publisher and technology partner now promises “AI-powered” solutions that will make campaigns smarter, faster and cheaper.

With a growing array of platforms and channels competing for consumer attention, advertisers have been increasingly looking for ways to understand which ads and placements drive engagement and sales – not just engagement and sales that would have happened anyway but true incrementality.

The next wave of the boom isn’t going to come from the same online corners as it has over the past five years.

In today’s newsletter: Roku and The Trade Desk expand their partnership; Instagram changes its content recommendation system; and the European Commission investigates Meta for potential Digital Services Act violations.

The number of online 5G devices doubled between 2021 and 2022, reaching nearly 162 million active 5G devices in the US alone, according to CTIA data. And based on data from Omdia and 5G Americas, 5G wireless connections will reach 5.9 billion devices globally by the end of 2027.

The programmatic digital out-of-home (DOOH) market has been growing at a steady clip, and ad buyers are now looking at media quality metrics beyond audience reach and impressions. But assessing the quality of physical screens across a variety of real-world locations requires new mechanisms. To encourage more brands to enter the channel, programmatic DOOH platforms […]

If you scan the ad tech headlines, you’d assume artificial intelligence (AI) offers the solution to every challenge facing today’s brands and agencies. Even if marketers understand how the hype machine works, many are still willing to buy into the smoke and mirrors, especially when it comes to the power of AI to cure what ails them (e.g., the deprecation of third-party cookies and the loss of other previously relied-upon industry identifiers).

5G can provide significantly greater speeds and accommodate more devices than dated 4G networks. For consumers, it’s revolutionizing communications and content.

But from a marketer perspective, the impact will be no less transformative. So, what do today’s brands need to know about this revolution?

OOH advertising spend is nearly back to prepandemic highs as of Q2 2022. This rapid rebound and growth are creating an inflection point for the category – one that’s driving a renaissance for OOH and digital OOH ad experiences going into 2023.

Rideshare marketing should be more than just slapping a screen in the back of a car and running ads, says Cherian Thomas, head of marketing and go-to-market for T-Mobile Advertising Solutions, on this week’s episode of AdExchanger Talks.