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
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
Picture the scene, it was a painfully hot Thursday, the post lunch lull. Everyone in the office was gazing out the window, complaining about the fact we were stuck inside working when we really should be outside enjoying the glorious British Summer. It seemed almost inhumane that we were not allowed to go and sit in a park and work from our phones. Surely it is possible to get what you need to get done, with just your mobile phone and no other resources at your disposal?? Continue reading
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
Oliver Van Bilsen, Global Head of Digital – Retail & Lubricants at Shell, recently presented his thoughts on how the digital revolution is changing the face of retail at the MMA Forum. Here he expands on his thoughts and outlines how Shell is pushing innovation forward.
Digital consumers are different. Their shifting expectations are redefining retail and demanding new strategies to deliver experiences that attract new customers, boost loyalty and improve satisfaction. Continue reading
Understanding mobile’s role in the automotive purchase journey: a ‘drive through’ Weve’s Automotive Research 2017.
Weve’s Marketing & Research Manager, Timothea Horwell, explores the paradox of the modern day automotive purchase: a wealth of mobile data to understand how to reach prospective customers at moments that most influence their decisions, but a decreasing time-frame in which to do so. Weve’s research provides context to understand different drivers at each stage of the automotive journey.
Buying a car used to mean spending hours perusing the local dealership. In 2017, however, consumers are increasingly looking online for much of the purchase process, and mostly via a mobile device: Weve’s Automotive Research 2017 found 84% of consumers use their mobile at some stage when buying a car. Continue reading
S4M, a mobile programmatic platform, released a study, “In-App Mobile Advertising Impact” in partnership with IPSOS, a leading research company based in France with representation in 88 countries focused on understanding consumer behaviour. The study evaluates how advertisers should invest in mobile campaigns to attain the best results. Continue reading