How Marketers Must Harness Alternative App Stores To Reach Greater Audiences

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Peggy Anne Salz, Lead Analyst & Founder at MobileGroove

The mobile app market is a monstrous place for marketers and brands. We are witnessing an avalanche in the number of mobile apps, triggered by unprecedented growth in smartphone adoption and usage globally. The good news: the global App Economy is firing on all cylinders. The not-so-good news: this rapid expansion is stretching the search, marketing and brand protection models that have allowed this new economy, and the global business ecosystem it supports, to flourish.

In short, massive growth confronts marketers with massive challenges. Continue reading

Why Programmatic is not Killing Creativity

Nick Hugh, Yahoo VP & GM, Advertising EMEA

Nick Hugh, Yahoo VP & GM, Advertising EMEA

Since the advent of programmatic buying, there has been much debate about whether digital advertising is moving towards an era of man versus machine.

According to the IAB, 47 per cent of display ads were traded in programmatically in 2014, nearly doubling from 28 per cent the previous year. Given such huge growth, a key question on marketers’ lips is whether science and automation does indeed pose a threat to creativity?

Creativity in the digital age is about more than just the format alone, it’s about both design and distribution and that’s key where data is key. Yahoo processes around 150 billion user data events every day globally – that’s an incredible amount of knowledge that we have about consumers but it’s how we process data that really counts. Continue reading

Smartphone dominance is here; marketers must shift their approach

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Robert Bridge, VP head of international marketing, Yahoo

Last month marked the 20th anniversary of Yahoo being incorporated as a company. While it’s amazing to think how much the internet has evolved and changed in the last two decades it’s even more exciting to look forward.

User activity has shifted to mobile across the globe with users now spending more time on mobile devices than PCs.

Smartphone adoption will reach two-thirds of the global population next year. We are seeing that a computer is used to fill in the gaps on things which aren’t easy to do on a smartphone.

Developers must create efficiency and improve user experience to drive the next wave of consumers to smartphone dominance.

It is Millennials leading this charge. Although older smartphone users own the majority of devices, it is younger consumers who are far heavier users.

Flurry’s research found more than half (51%) of 13 to 17-year-olds are classed as heavy users. The 80/20 rule is in full effect, as heavier users dominate the most sessions and time spent on mobile devices.

It’s important to understand what drives smartphone dominance and what drives future users to adopt quicker. Historically the ‘app-osphere’ was a black hole for marketers, we didn’t know what users were doing inside apps, or the relationship between different apps. Of the nearly three hours users spend on mobile devices daily, 86% of that time is spent in apps – so it’s critical this is done right.

When building creatives, we must ensure to account for the rapid adoption of larger phablet devices. This will allow for more freedom in mobile messaging.

On top of this, mobile ad budgets should not be thought of in isolation. With two in five consumers crossing devices daily, siloed mobile budgets must evolve to larger cross-device buys. Native advertising in particular, is seamlessly integrated into the user experience, is the must need weapon in every marketers’ arsenal.

There should no longer be mobile-only strategies. The continuation in cross-device and dual screening means any strategy must follow a sequential process across devices with creative messaging that can live across various formats.

In the smartphone dominant era, success in digital mobile marketing will come from companies implementing a multi-pronged strategy that drives word-of-mouth and use of paid advertising, while creating opportunities through content marketing that activate app discovery.

Written by:

Robert Bridge,

VP head of international marketing, 

Yahoo

Why ‘blending in’ is the new standing out – the new frontiers of mobile advertising

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Patrick Hourihan, Research Director EMEA, Yahoo

Changing  content consumption habits, driven by the proliferation of devices, means brands are having to innovate the way in which they communicate with consumers, particularly on mobile devices. We looked at how consumers are reacting to brands’ new efforts to engage with them, what they like already and what they want in future.

Our recent research study looked specifically at mobile native advertising and reveals that, when consuming a stream of content on mobile, users don’t filter ads specifically from the stream – in the way that they do through ‘banner blindness’. The study used eye-tracking and showed that a huge 85% of users visually engaged with Yahoo Gemini native ads, meaning their eyes were drawn to ads within a stream of content. This is 21% higher than visual engagement levels with other types of mobile display ad. According to our research, smartphone users are 2.2 times more likely to agree that ‘If content is engaging then I don’t care it is an advert’. This is great news for brands, because it shows a real willingness from consumers to want to engage with brand content within their mobile feeds.

Speaking at a recent Yahoo conference session, Neuroscientist Dr Jack Lewis told us “the brain has several important roles to help us get on in life, including how we process sensory information and deem content worth our time.”

The human brain adapts to the environment it is immersed in and mobile has opened up a new way of processing information. On mobile, the optimum way to digest information is through a stream of content. So we know a stream is the ideal from a user perspective but it’s also good news for brands. In a stream of information it is possible to serve advertising in a contextually relevant experience – both by matching the quality, tone and style of the editorial but also the format.

Continue reading