Adfonic released last week their Q2 Global AdMetrics report, the second in a quarterly series, announcing, among other things, Android has beaten iOS for the first time as the most popular platform for mobile advertisers. The report further breaks down metrics by region, device, demographic and vertical.
Paul Childs, CMO of Adfonic, comments: “The growing dominance of Android across Adfonic’s global advertising marketplace reflects wider industry trends that we are seeing from other sources, and highlights widespread consumer adoption of the increasing number of Android-powered devices. Together, Android and iOS devices now account for 80% of Adfonic’s global ad inventory. This is largely because their smartphones and tablets have the most compelling user interfaces, comprising touchscreens, geolocation features and attractive displays. They are fulfilling their tremendous advertising potential to show engaging ad formats, such as rich media.”
Gareth Davies, Commercial Operations Director, Somo Global, adds: “Adfonic’s commitment to offering robust and insightful performance metrics, in the form of their Q2 2012 Global AdMetrics Report, is a boon for mobile marketers and benchmarks important demographic and consumer trends in mobile. The significant CTR uplift from gender, geo and channel targeting highlight the significant value buyers achieve with targeted media buys, a real focus for Somo as we plan and optimise against a wide range of KPIs for our broad range of forward thinking, global brands. Given the need for more transparency in mobile media, and the value of data driven insights, Adfonic’s recent report is most welcome.”
We’ve all heard the pitch. Mobile is going gangbusters. Smartphones and tablets are creating a paradigm shift in the way we communicate, access content, engage with products, services and ultimately the world around us.
According to Mary Meeker, the app economy is worth $10bn and is growing 100% year-on-year. Angry Birds alone has seen more than 600 million downloads and mobile visitors to Twitter now account for 55% of the site’s total traffic.
Set this against a backdrop of declining PC shipments, as well as cannibalised desktop traffic as consumers vote with their fingers, and it’s easy to see why internet juggernauts like Apple, Google, Facebook and Amazon are all investing heavily in a bid to rule supreme over the holy trinity of hardware, software and services that make up our mobile world.
As of last week, the cookiewet force requires that sites extract from visitors explicit consent for the transfer of tracking cookies. There should also be clear information provided on why cookies are needed.
A tour of sites along Webwereld and other publishers shows that almost nobody complies with the law. This does not mean they are ignoring the rules, because most are, in their own words, “fully engaged” in compliance. But last week’s deadline came apparently so rapidly or unexpectedly that almost nobody is compliant. Ironically, this is also the case with many government sites and sites of various political parties.
Of the big sites and publishers, only De Telegraaf has taken concrete action, with a banner at the top of the site, which links to Information. Here, however, no permission asked, and therefore still doesn’t comply with the law, admits Marc Roos, Director of Digital Media Telegraaf Netherlands.
Last week sees the UK and EMEA launch of AdMaxim, the first of a new generation of mobile advertising technologies capable of integrating a variety of mobile formats and creative options, within a real-time optimisation and audience targeting system.
Developed over five years in the U.S., by a group of advertising technology developers drawn from global companies such as Netscape, AOL and eBay, AdMaxim’s proprietary technology aims to enable agencies to simplify the often complex process of constructing and managing mobile campaigns.
AdMaxim is led by founders, Sultan Khan, and Shishu Bedi, along with a senior management team including former Clear Channel Group Sales Director Steve Atkinson, who is joining as VP Sales EMEA, Mark Weeks, VP Operations, formerly VP Retail and Wholesale Banking at BT Global Services and Steve Tapping, CFO, who was formerly Partner specialising in technology at PwC.
Videology—an online video advertising platform and solutions provider—announced this week that its technology now allows server-to-server communication with eXelate—a data and analytics engine powering digital marketing decisions. This is the first integration of its kind between eXelate and a video advertising platform, pairing data intelligence with media execution in an in-stream video advertising environment.
With more than 1,000 targetable segments in online purchase intent, household demographics and behaviour propensities, eXelate allows marketers to act upon online data in real-time. Direct communication between the eXelate and Videology servers will allow video advertisers immediate access to highly-targeted, premium and maX™ performance custom segments, facilitating execution and immediate scale from the moment the video advertising campaign is launched.
StrikeAd and Celtra Join Forces to Offer RTB-integrated Rich Media Mobile Ads
StrikeAd, the London and New York-based mobile advertising specialist, this week announced they’re teaming up with Celtra, an industry leader for rich media advertising and analytics across mobile devices, to offer advertisers the ability to deliver rich media ads via RTB. The partnership will offer the opportunity to optimise ad campaigns based on which traffic responds well to each rich media ad.
StrikeAd’s DSP uses RTB to bid across multiple exchanges and, as a result, can see which traffic works best for the rich media execution. The DSP can then buy more of the traffic that works well for that individual ad. The partnership follows predictions by Google that rich media ads will dominate the mobile ad space by 2015, and an additional advantage for the DSP in driving this growth in rich media is that advertisers will have a better understanding of which audiences respond best to specific components within the ad – whether that’s video, social media sharing or games, etc.
Adform Continues International Expansion With Opening of Portuguese Office
Display advertising specialist Adform announced last week their opening a new regional office in Lisbon, Portugal. The move comes as a result of an increase in media agencies and online advertisers looking for local support in running display marketing campaigns in the Portuguese market, which previously had been largely run out of Spain.
Adform will enable Portuguese clients to more readily run campaigns through its single platform that hosts a complete gamut of services for display advertising, from traditional ad serving to real time bidding, to dynamic creative optimisation, to rich media and attribution.
MediaMath & Improve Digital present: Battle of the Machines
Robots! Diagrams! Swelling music! Almost ten full minutes of automation animation RTB bliss.
Privacy is a Red Button Issue, But Most Users in the UK Don’t Know What a Cookie Is — IAB & ValueClick Report
The vast majority of UK consumers want some aspect of control or more information about how companies use consumer information to serve online advertising. However, the exact same number of people (81%) also agreed the internet is powerful because it provides unrestricted access to information.
The findings come from a report being published by the IAB UK and ValueClick, based on 2,000 interviews carried out by Kantar Media – 650 face-to-face and 1,350 online.
New European Market Ecosystem Map by Improve Digital
In collaboration with their major customers and input from ad networks and consultants, and driven by a popular demand, Improve Digital has produced Market Map of the European online display advertising sector in an attempt to clarify roles of the various industry players and the relationships between them.
The creation of such document has been inspired by the success of the U.S. version (put together by LUMA Partnets LLC) and the acknowledgment that the European equivalent has not been developed yet.
Terence Kawaja, from LUMA partners, who produced the U.S. Display Advertising Market comments: “Ecosystem maps are a great way to frame a discussion around how an industry is structured and where it is going. Improve Digital has done a great job mapping the European landscape.”
Global mobile advertising marketplace Adfonic, announced last week the availability of the Adfonic SDK Version 2.0 for iOS and Android. The newly available SDK is compliant with the IAB’s MRAID (Mobile Rich Media Ad Interface Definitions) standard, a common API for mobile rich media ads that run in mobile apps. MRAID aims to reduce the complexity of running rich media campaigns by establishing a standard set of commands for developers.
By integrating the new SDK, developers can access a wide range of mobile advertising campaigns, including video and rich media, which can deliver higher eCPMs for developers. The new SDK offers support for a wide variety of mobile ad formats, including full-screen, and is compatible with both smartphone and tablet devices.
Paul Childs, Chief Marketing Officer, Adfonic, comments: “Rich media is changing the game for advertisers and creating huge demand and the opportunity is now here for developers to see a significant uplift in earnings as a result. Larger, more engaging rich media and video ad formats can often drive earnings over ten times higher than those of standard mobile display banners. The new SDK enables developers to run rich media ads without the need to work through complex certification processes with rich media partners.”