Many advertisers are now looking to internalise their media buying processes, and numerous companies are being set up to offer advertisers a media buying service in the programmatic space. There are two possible routes here, as in any decision that involves using technology: buy or build your DSP. But firstly, let’s define what a DSP actually is. Continue reading
This is a story about change. Humans have a very linear perception of how things evolve: we believe things will change at broadly the same rate. The truth is, things have never changed so fast before… and will never change so slowly again. Even the concept of Moore’s law, where processing power doubles every 18 months, has been declared redundant by MIT. The truth is, technological change is exponential. Which means that we have to adapt ever faster to make our marketing communications more in step with consumer behaviour. Continue reading
Earlier this month I was travelling with my husband from the UK to South Eastern India.
We were on our way to visit family and friends in Visakhapatnam, a beautiful city in the state of Andhra Pradesh also known as ‘The Jewel of the East Coast’.
However, in order to get there, we had to take a connecting flight via Chennai.
Unlike the tiny airport in Visakhapatnam, Chennai’s airports are large and overcrowded- it’s a challenging place to be when you’re used to the easy transits of Heathrow. However, on this occasion, all we had to do was walk from the International terminal to the Domestic terminal. Continue reading
Mobile is projected to represent nearly 80% of digital ad spending by 2020 and over 40% of consumers check their phones within the first five minutes of waking up in the morning. The average 18- to 24-year-old will do so a further 81 times over the course of the day. Mobile devices have become central to our lives, affecting how we interact with the world around us. Continue reading
Shell has been active in the mobile domain for several years now and has learnt much about the potential of mobile and how to leverage a global platform for local marketing engagement and activities.
Shell recognises the importance of the emerging digital eco-system and is actively discovering new business models which are developing in accordance with new customer engagement opportunities. The digital world is evolving quickly and you have to be in a continuous development mode as the technology matures and customers adjust to changes in how we interact with each other. Continue reading
With mobile now the core consumer focal point, advertisers are fully aware of the true value of mobile screen time. They are also cautious however, that with multi-screen and multi device considerations becoming crucial, a mobile delivery must also work alongside other digital channels to maximise advertising budgets.
From an advertising perspective, we’re still some way off seeing fully converged mobile and digital worlds however. Much of the fragmentation stems from the fact that mobile comprises an app ecosystem, whereas Web and apps differ fundamentally.
From a tracking and audience management perspective, for example, advertisers rely heavily on cookies on the Web to understand consumer behaviour and tweak their ads for optimum relevance and context. In the app world, however, this simply isn’t possible. To work in a cookie-less environment an entirely different tracking and attribution model is needed.
The app ecosystem is also much more complex. With Web campaigns advertisers look to deliver them via one of the four major browsers so, testing and quality assurance can be easily achieved. In the app world however, ads and landing pages are largely accessed within an application, rather than a browser. Manually ensuring that the end-to-end user experience is flawless is nearly impossible, as the experience depends on the specific software used within the app – and the market is extremely fragmented. The right software is required to automatically detect where the ad is being properly shown and to ensure quality.
There’s also other technological factors to consider, with many of the benefits and opportunities within mobile, such as geo-location, requiring specific technologies to properly support those functionalities.
This type of complexity means mobile and digital still struggle to converge. With the app ecosystem becoming more prevalent it’s impossible to simply replicate technologies from the digital world into mobile, which companies born for desktop tend to do. Technologies that work effectively in the mobile ecosystem need to consider the particular intricacies of the mobile world from their core – taking into account not only mobile web, but the in-app ecosystem – and this has given rise to the growth of mobile-first ad-tech companies.
Advertisers can no longer be effective in mobile with a simple add-on to digital, and those who ignore the application ecosystem, will miss out on a huge captive audience.
It’s clear that mobile is no longer the future. It is the present. But for a clear impact on sales it has to be integrated with the digital world. The two can’t function in isolation. Market consolidation is coming, and it will be largely driven by the needs and demands of advertisers. Yet it’s surprising to see certain industry watchers assuming that it will be the digital world that will extend into mobile. Mobile is far more complex: it must handle multiple formats, rendering technologies and tracking tools both in Web and app environments. Could we see the mobile experts acquiring the digital ones? With convergence approaching we’ll soon see who is leading the pack.
As a mobile app owner, you want to acquire as many new users as possible, but you also want them to consistently return to your app, engage, and convert.
Sometimes apps get so caught up in acquisition that they forget how important it is to pay attention to the users they’ve already got (and worked hard to acquire and often pay for). Even though app owners realize the majority of their revenue comes from their most loyal users, they still struggle with creating meaningful interactions with them. Continue reading