The introduction of GDPR in 2018 was arguably the most significant event for the technology sector since the invention of the smartphone. However, in our recent survey of 287,000 global consumers’ attitudes towards data privacy and mobile marketing, we found that a mere 8% of them felt they had a better understanding of how companies use their data since GDPR came in. What’s more, 39% of European respondents said that they didn’t even know what GDPR was. So why isn’t the message getting through? Continue reading
The DMEXCO way of matchmaking
Dr. Dominik Matyka, Chief Advisor DMEXCO
The statistics on use of mobile are regularly published, as is the astounding figure that
mobile users spend between 80 and 90% of their time on mobiles in Apps. The figure varies depending on whether it comes from the Comscore or Flurry reports and interestingly, does not vary much across geographical region. UK App usage may be 1-2% higher than in Germany but there isn’t any big variation across the world. App usage is also increasing by 6% per year according to the Flurry 2018 App usage report. Continue reading
There is a myriad of advertising partners available to buy media and help mobile advertisers to reach their target audiences, and advertisers need to follow clear criteria to find the right ones. In the world of data driven advertising, it is a common (and logical) practice to distribute advertising dollars based on the cost per conversioneach partner is delivering, and those delivering the best price, or in other words, the best ROI, will get the bigger budgets. Continue reading
JC Oliver, Global Chief Creative Officer
“Who turned out the lights?” was the concerned refrain that rang out across the hallowed halls of CES when the electricity decided to pack up in January.
“Where are my long johns?” was the concerned refrain that rang out at Barcelona airport when I arrived from the sun-dappled shores of Australia to the whispers of Storm Emma that stroked MWC this year – I mean seriously…I really did not pack the correct clothing for a Barcelona that saw the first snowflakes since 2010. Continue reading
Danielle Blumenstyk Peterman, Content Marketing Manager at AppsFlyer
Remember the good old days? When you wanted to boost your organic traffic, so you embarked upon a UA campaign, knowing that you could rely on the organic multiplier to then increase your reach 1.5x or even 2x on a good day? Yeah, those golden days of bliss. Sadly, those days are gone.
Wait, what happened?
First off, organic app discovery is largely broken. The sheer amount of apps in the two major stores (over 2 million in both the App Store and Google Play) makes it nearly impossible for users to find your app in the hay stack, even if they happen to be looking for a similar one. With so many possibilities for every search term and keyword, the chances of a user landing on and installing your app are slim to none. Continue reading
Shumel Lais, Founder & CEO at Appsumer
Effective performance marketing is data-driven by design, demanding marketers monitor and measure mountains of disparate data points and performance “signals.” But marketers can no longer compete on their knowledge of “surface” data such as the cost per acquisition grouped by ad networks and partners. To gain and maintain competitive edge performance marketers must strive to distil granular data, including creatives and sub-publisher information, into deeper insights. Continue reading
Noelia Amoedo, CEO of Mediasmart
A sentiment I’ve been hearing all too often from ad agencies recently, is that when considering a Mobile Advertising investment the sole purpose of engaging with a mobile specialist DSP is promoting apps.
This is an extremely limited perspective for two very important reasons. Firstly, ‘eyeballs’ nowadays are predominantly focused on mobile apps and campaign effectiveness in apps often requires mobile specific technology. Then there’s also the fact that the mobile environment provides so much more information about user behaviour than other channels. Frankly, if you’re not working with a mobile specialist, you’re missing out. Continue reading
Harry Clarke, Creativity & Innovations Manager at Weve
There is always something to compare in advertising. Content vs context, data vs creativity, technology vs humanity. All the conversations start off with one question: who will win? Yet in every seminar and workshop I’ve attended and every article I’ve read, we all reach the same conclusion: there are no winners.
The truth is, they are all cornerstones of the advertising world we work (and live) in, working together to enhance and evolve our output. Continue reading
Written by Jon Hook, VP of Brand & Agency at AdColony
At the MMA London Forum we took a step into the boardroom with Dan Hagen Chief Strategy Officer at Carat UK and Keith Moor the CMO at Santander, to understand if and how mobile has impacted the way executives plan and execute marketing campaigns.
How has mobile changed the way that you plan your campaigns?
As with any other medium, the starting point is always with the consumer, not a device or screen. Mobile enables advertisers to derive a real time and data rich portrait of a consumer than previously possible, in large part down to location signals (giant caveat being GDPR!). Whilst this is deeply valuable, the real challenge is where mobile sits in the marketing mix. Continue reading