Lindsay Rowntree
Head of Content
Articles by Lindsay
Why APAC Marketers Must Diversify Mobile Ad Formats to Reach & Engage Their Audiences
Advertisers in Asia-Pacific are limiting their own access to available mobile inventory – and ability to engage users – if they do not work with a variety of ad formats. Some mobile app publishers in the region support only specific formats, such as native ads. Marketers, or DSPs, that do not have this marketing content may be missing out on opportunities to tap into new audiences, says Rakhee Patel (pictured below), head of demand partnerships in Asia-Pacific for Twitter’s MoPub, in [...]
Leveraging Location: How Mobile & Out-of-Home Combine for Context-Based Targeting
The out-of-home (OOH) is in a transformative phase. With the advent of DOOH, gone are the days where it was considered a passive medium. The next phase of OOH media? Breaking it out of its silo. It’s often wrongly assumed that OOH must be run as a standalone medium, but the ability to integrate it with other channels, especially mobile, is starting to be understood and tested. Nicole Lonsdale (pictured below), chief planning officer, Kinetic, explains exclusively for ExchangeWire why there [...]
How Will Programmatic Trading Evolve & What Attitudes Will Shape Its Future? Contribute to IAB's Industry Benchmark Survey
We now know that programmatic is mainstream, as more than half of display ad spend in Europe is traded programmatically, writes Simon Halstead, chair, IAB Europe Programmatic Trading Committee and head of open demand international, Oath. With many different factors at play in the digital advertising industry – GDPR, brand safety, and measurement, to name a few – how will programmatic trading evolve and develop? What attitudes, trends, and technologies will shape its future? The IAB Europe Programmatic Trading [...]
TagsEMEAProgrammatic
Transparency Is a Major Demand for Audiences Too: Q&A with Fredrik Borestrom, President, IAA UK Chapter
The UK advertising industry is booming and, despite some challenges, there are many reasons to be positive about its future. ExchangeWire speaks with Fredrik Borestrom (pictured below), president of the IAA UK Chapter, about some of the challenges that the advertising industry is facing head on, including Brexit, GDPR, the skills crisis, and the opportunities that exist within emerging channels and platforms. ExchangeWire: Should we be concerned about the impact of Brexit on the UK advertising industry and UK advertising operations within [...]
Controller or Processor: What's Really at Stake Under the GDPR? Q&A with Romain Job, CPO, Smart
The GDPR is finally upon us. For many, if not all of us, the date of 25 May 2018 was only the beginning. There’s still a lot of work to be done and still a lot to be understood, across the entire supply chain. For publishers, the process has been, and will continue to be, particularly challenging. But there are opportunities. ExchangeWire speaks exclusively with Romain Job (pictured below), chief product officer, Smart, about what the GDPR means for [...]
How Brands Are Benefitting from Esports – Q&A with Minute Media
Once considered TV’s last safe bastion, the world of live sports is facing disruption. Ratings have dropped, subscriptions have fallen, and digital platforms continue to take an increasing share of eyeballs. Confronted with an ageing demographic, it’s no surprise rights holders and sports teams are moving into esports to counter declining ratings and attract younger audiences. For brands, this represents an exciting opportunity – the variety of players, teams, stories, and narratives offer many opportunities to be relevant. Duncan [...]
Playable Ads Need Emphasis on Creative & Technical Design: Q&A with Jeff Marshall, CrossInstall
Arguably, one of the most crucial aspects of performance advertising for in-app gaming is creative. From leveraging the correct ad format – depending on your user acquisition, retention, and reactivation strategies – to multivariate testing of creative across those different target segments, gaming developers need to place a lot of importance on creative output. TheGamingEconomy speaks exclusively with Jeff Marshall (pictured below), CEO, CrossInstall, about its newly launched Creatives as a Service (CaaS) platform, to help gaming developers do [...]
In-App Fraud Erodes Trust in Ads for Mobile Games: Q&A with Asaf Greiner, Protected Media
For many gaming developers, there is a fear of advertising; and one of the major reasons for this is the bad publicity around fraud. TheGamingEconomy speaks exclusively with Asaf Greiner, CEO and co-founder, Protected Media, about why in-app fraud continues to be a challenge, and how gaming developers can get one step ahead. TheGamingEconomy: In-app fraud seems to be becoming increasingly sophisticated. What are some examples of in-app fraud and how big is the problem? Asaf Greiner: Today, growth and [...]
Rewarded Video Is the Best-Performing Format in Gaming: Q&A with Simon Spaull, AppLovin
TheGamingEconomy visited Casual Connect Europe this week, where we interviewed Simon Spaull, managing director, EMEA, AppLovin, about the challenges and opportunities of in-app monetisation for gaming developers both big and small. TheGamingEconomy: How do independent mobile gaming developers gain traction in such a competitive environment? Simon Spaull: Financially, it’s a challenge. If you want to get to the top of an app chart, the predominant way is to buy users; and when you’re competing against the larger companies, it’s difficult, as [...]
TagsAdvertiserDeveloperGamingMonetisationPlayablesRetargetingRewarded Video
Network Communication Capabilities Compromise Gamer Experience: Q&A with PacketZoom
With a surge in popularity of multiplayer games, it comes in tandem with a number of challenges, not least of all with mobile app communication capabilities. TheGamingEconomy speaks exclusively with Shlomi Gian, CEO, and Chetan Ahuja, CTO, PacketZoom (both pictured), about the challenges developers need to consider, and how their new solution helps to mitigate these. TheGamingEconomy: PacketZoom has recently announced the launch of Mobile Connect – how does it work? Shlomi Gian and Chetan Ahuja: PacketZoom’s Mobile Connect is a turnkey [...]
Latest Posts
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Why APAC Marketers Must Diversify Mobile Ad Formats to Reach & Engage Their Audiences -
Leveraging Location: How Mobile & Out-of-Home Combine for Context-Based Targeting -
Weekly Focus: Google Makes £415m Move in China E-Commerce Market -
APAC Biggest Contributor of Ad-Spend Growth; AU Consumers 'Creeped Out' by Personalised Content -
How Will Programmatic Trading Evolve & What Attitudes Will Shape Its Future? Contribute to IAB's Industry Benchmark Survey