A report released by Liftoff and Leanplum on the state of mobile app marketing suggests that app marketers are coming under increased pressure to improve ‘deep-funnel interactions’, specifically around usage and in-app purchases. While CPA has dropped around installations and usage, the cost of getting users to make in-app purchases has increased by 56% year-on-year.   Compounding this increase in the CPA is the drop in the conversion rate to 2.8%. This is a huge concern for a lot of big gaming publishers, [...]

Read more

In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the EMEA region – and in this edition: Global Makes Strategic Acquisition, Bringing DAX to Canada; CMOs: Poor Data Management Costing Millions, Research by SBDS; Consumer Interest in Subscription-Based Apps Is a Boon for Marketers as Cost to Acquire Customers Drops by 50%; UK Brands Set to Unleash the Power of AI to Deliver More Personalised Digital Experiences by 2020. Global Makes Strategic Acquisition, Bringing DAX to Canada Global, the [...]

Read more

PubMatic’s latest Quarterly Mobile Index (QMI) focuses on in-app advertising and what’s been happening in this space during the second quarter of 2018. Trends include the key role apps have had in driving mobile ad spend, the increasing use of private marketplaces (PMPs) by advertisers, and in-app fuelling mobile video, writes Roger Williams (pictured below), VP, international marketing, PubMatic, in this piece for ExchangeWire. Covering April to July 2018, the report straddled the pre- and post-General Data Protection Regulation (GDPR) environment, [...]

Read more

Is independent ad tech on the wane? Its most vocal champion, Brian O’Kelley, is now a paid employee of AT&T. His company, AppNexus – for the best part of ten years the standard bearer for independent ad tech – is now part of the biggest telco in the world. You wonder where the priorities will lie in the coming 12 months. Will it continue to be the home of the innovative independent ad tech companies that built their business on [...]

Read more

ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: New Ad Criteria from Acceptable Ads Committee on Eyeo; Pre-Bid Solution By Protected Media; AdsWizz Co-operates with Univision Audio Streaming Service; Exterion Media & Transport for London Announce Partnership with Euronews; and smart Launches Native In-App-CPM Solution. New Ad Criteria from Acceptable Ads Committee on Eyeo Adblock Plus makers Eyeo are releasing new criteria for their acceptable ads regulations. The independent Acceptable Ads Committee has [...]

Read more

It would be foolish to underestimate the power of app retargeting to engage with your mobile gaming app users. As a consumer, you may think of retargeting as being followed around the web by the image of a pair of scissors you bought three weeks ago, but in mobile gaming, the opportunities to engage with users, based on how they have interacted with your gaming app, are not only smart, but also fruitful. Mobile game developers new to the app [...]

Read more

User acquisition is evolving. Where it used to be all about the number of installs, developers are becoming smarter and more discerning about campaign metrics and tying acquisition activity back to the bottom line. Now it’s about finding the highest quality users and moving beyond impressions and installs, to engagement and lifetime value. TheGamingEconomy speaks exclusively with Amit Dar, general manager, U.S., Taptica, about why user acquisition for mobile gaming is changing and the importance of setting goals for quality, [...]

Read more

ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Consumers Want Benefits from Data Sharing; Video Is Key to App Install Success; Seven West Media Integrates Lotame DMP & Telaria SSP; New Server-Side & Mobile In-App Solution by PubNative; and Cedato Launches Instream Video Format ‘IntentView’. Consumers Want Benefits from Data Sharing ‘Global data privacy: What the consumer really thinks’ is a report commissioned by the GDMA, DMA UK, and Acxiom. According to [...]

Read more

In this piece, Elle Chen, head of strategic partnerships, Simplaex, tells TheGamingEconomy that for gaming app developers, the ultimate goal is not just to have high installs but to build a community of addicted gamers. Think about how expensive it is to invest marketing budgets in user acquisition and then just let users fade away without a sustainable follow-up strategy. App retargeting, the go-to marketing technology for mobile marketers, helps you reactivate existing users as well as keep active users [...]

Read more

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 just [...]

Read more