Weve Source: The Art and Science of Mobile Engagement

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.

iOS 11: How will the new updates disrupt the mobile advertising industry

Nicolas Rieul, VP Strategy EMEA at S4M

Apple announced at its annual Worldwide Developers Conference 2017 a suite of news features for iOS 11 that will surely be welcomed by its loyal users. For mobile advertisers, this update doesn’t bring all bad news, there are also some exciting new potentials for marketers with the latest update. For users, it is all good news, as Apple’s new iOS 11 is putting user privacy centre stage.

 

At Facebook we get things wrong – but we take our safety role seriously

Monika Bickert, Head of Public Policy Management at Facebook

Last month, people shared several horrific videos on Facebook of Syrian children in the aftermath of a chemical weapons attack. The videos, which also appeared elsewhere on the internet, showed the children shaking, struggling to breathe and eventually dying.

 

The images were deeply shocking – so much so that we placed a warning screen in front of them and made sure they were only visible to adults. But the images also prompted international outrage and renewed attention on the plight of Syrians.

How Mobile App Success Rests on Where Your Users Spend Their Time

Paul Barnes, Territory Director Northern Europe and Middle East at App Annie

Apps have become one of the most influential devices in driving consumer behaviour, with over 900 billion hours spent in apps worldwide in 2016 and over 30 apps on average used per month. People now manage a myriad of different aspects of their lives with apps – a ubiquitous component to everyday life.

The reality is that, on a daily basis, the average consumer uses approximately 10 apps. By understanding how these apps are used, where consumers are spending their time and in which apps, mobile marketers gain a unique insights into behavioural trends of a highly influential audience.

Mobile Commerce Engagement Grows As User Acquisition Costs Drop

Dennis Mink, VP of Marketing, Liftoff

Earlier this week Liftoff released our annual Mobile Shopping Apps report, highlighting the latest trends in mobile user acquisition and app engagement. The good news for ecommerce marketers is that as mobile purchases are on the rise, the cost to acquire new mobile shoppers has declined over the past 12 months.

As we inch ever closer to the holiday shopping season, marketers should take note of several important mobile shopping trends. August and early September is an opportune time to focus on new user acquisition. With mobile ad inventory costs at near lows for the year, marketers can acquire new users cost effectively, just ahead of the holidays. This is also an excellent time to test and optimize ad creative, before inventory costs shoot up. If you wait until October, you’ve already missed the window of opportunity as more competition ramps up spending, driving up costs for everyone.

Mobile marketing: Engaging Gen X,Y & Z

Written by Jane Ostler, Managing Director, Media & Digital, Kantar Millward Brown

Kantar Millward Brown’s AdReaction: engaging Gen X, Y and Z study reveals vital insights into how marketers should use mobile, explains Jane Ostler, Managing Director of their Media & Digital practice.

Marketing communications are undergoing a seismic shift. Brand messages are slowly but surely moving away from the ad break and deeper into consumers’ lives, with much of this driven by the combined influences of younger audiences and mobile device usage.

AdReaction reveals that 74% of Gen Z (16-19 year olds) globally spends more than an hour a day on mobile devices, more than any other generation.

In this world of declining ad receptivity, brands must find new ways to reach consumers beyond the confines of traditional advertising, and need to use mobile in more creative ways than ever before. 

A ton of innovation from the sell side – but who’s innovating on behalf of the buyer?

  Written by Jason Cooper, General Manager, Mobile at Integral Ad Science

Today we find ourselves in a market centered around the seller, rather than the buyer. Innovation is mainly being led from the sell side, be that from the walled gardens, the mobile SSPs or the DSPs. There are a limited number of options available for the agency and brand, outside of the ad servers and verification companies.

Hyper-Personalised Conversational Mobile Advertising with Chatbots

Christophe Collet, CEO at S4M

Today mobile users are spending more and more time in few daily apps and it’s clear that messaging apps continue to dominate mobile usage. Certain activities are now completely done in apps. For example instant messaging and communication apps dominate 94% of user’s time spent in this activity. This presents a huge opportunity for brands to leverage messaging platforms and engage with consumers directly from mobile advertising campaigns.

How retailers can leverage mobile data in today’s data-driven world

Ken Parnham, General Manager Europe, Near

As the retail landscape evolves, it’s only natural that brands are shifting their focus away from the traditional online platforms. Increasingly, retailers are casting their gaze at the endless opportunities provided by mobile retail.

The reasons are simple: More people are using their internet-connected smartphones to shop online. According to a recent comScore report, mobile devices account for as much as 60% of the time spent browsing retail sites. That trend is up sharply from 2013, when less than half of retail site visits originated from tablets or smartphones.