• Mobile Gamers Gearing Up for Holiday Season; Willingness to Share Location Rises

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Hugh Williams, senior data analyst, ExchangeWire. In this week’s edition: Mobile gamers gearing up for holiday season; Willingness to share location rises; and too few marketers protect from fraud.

    Mobile gamers gearing up for holiday season

    Most mobile gamers plan to spend this holiday season playing games more often, downloading more new games, and engaging more frequently with in-app rewarded ads, [...]

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  • Better Mobile Metrics Can Help APAC Brands Get Over Numbers Obsession

    There is urgent need to define viewability and create standardised metrics for mobile ads in Asia-Pacific, where marketers remain hooked on the numbers game, focusing their attention on clicks rather than other more effective metrics.

    This obsession over clicks has resulted in brands neglecting the importance of verification, says Rohit Dadwal, Asia-Pacific managing director at Mobile Marketing Association (MMA), who underscores the importance of delivering better accountability as well as transparency.

    In this Q&A with ExchangeWire, Dadwal further highlights that security still [...]

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  • New Technology & Location Data Has Changed the OOH Industry: Q&A with Kym Frank, Geopath

    Out-of-home (OOH) advertising is an old medium, but as it evolves within the digital world, advertisers, agencies, and media owners need to be sure OOH inventory is independently audited and measured. Kym Frank (pictured below), president, Geopath, talks about the role they play within the industry, how the use of location data has changed the OOH landscape, and the future this channel holds for advertisers.

    ExchangeWire: With a history of measuring OOH advertising inventory, how has Geopath evolved as a company [...]

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  • Why Location Is the Next CRM

    With geolocation data being a part of everything we do these days, advertising or otherwise, why shouldn’t this data be layered into existing consumer profiles? Writing exclusively for ExchangeWire, Thomas Walle (pictured below), CEO and co-founder, Unacast, explains why location is an important piece of an effective marketing strategy and an ideal way to learn more about, predict future behaviours of, and build a relationship with, your ideal consumer.

    Right now, every retailer worth their salt is collecting as [...]

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  • How Universities Are Using Location Data to Recruit Top Talent Like Businesses

    Using location data helps advertisers target specific audiences for advertising, but now this data is being utilised by universities for recruiting purposes. Writing exclusively for ExchangeWire, Nate John-Grose (pictured below), sales manager, Blis, talks about how universities are finding new ways to recruit top talent by analysing location data and using advanced targeting capabilities to connect with a whole new audience.

    Businesses large and small have often struggled to find good hires. Last year, according to the Society [...]

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  • Is the Value of Validation Really That Valuable?

    Unless you’ve been living under a rock for the past year, you will be aware that marketing moguls like WPP’s Sir Martin Sorrell and former Publicis CEO Maurice Levy have been throwing down the gauntlet urging media owners and technology providers to become third-party verified, writes Theo Theodorou, GM of GroundTruth EMEA.

    After recent high-profile measurement and brand metrics errors, industry leaders are calling for change. However, what progress have we made?

    Unfortunately, not a lot… Our latest study with ExchangeWire highlighted [...]

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  • Measurement Still Needs Improvement; Female CMOs More Prevalent in the US than the UK

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Measurement still needs improvement; Female CMOs more prevalent in the US than the UK; and Location data to modernise metrics.

    Measurement still needs improvements

    Only just over a third (36%) of digital marketers are confident their campaigns are targeting the right audiences, according to research by Greenlight.

    Whilst nearly a quarter of digital marketers [...]

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  • Personalisation, But Not Precision

    With the death of cookie-based marketing on the horizon, personalised marketing (or identity-based marketing) is on the rise with the so-called ‘universal ID’. Writing exclusively for ExchangeWire, Ray Kingman, CEO, Semcasting, talks about the challenges the universal ID still faces, the advantages of IP and device-ID matching, and how marketers can boost performance by reaching unique audiences with personalised messaging.

    Around the time we started to think of our phones as essential extensions of our identities, consumers began to [...]

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  • Deep-Learning Algorithm Crucial in Retargeting APAC

    As consumers visit different shops and compare offers across various platforms before making their purchase decisions, marketers will need to turn to solutions that can help them analyse patterns and identify correlations.

    The answer here lies in ‘deep-learning algorithms’, which will be increasingly critical in enabling merchants push relevant messaging to their targeted audience in the region, says Jakub Ratajczak, RTB House’s Asia-Pacific regional director. Pointing to the retargeting vendor’s internal research, he notes that deep-learning algorithms could push up [...]

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  • Ambient Intelligence: The Need for Smarter Marketing in a World of Connectivity

    The Internet of Things (IoT) is rapidly interweaving itself into our lives, with almost 13 billion IoT consumer units predicted to be in use by 2020, and the average UK home already containing more than eight connected devices. Writing exclusively for ExchangeWire, Ken Parnham (pictured below), general manager Europe, Near, explains why, with this proliferation of devices and user touchpoints, ambient intelligence could be the solution to mapping every consumer interaction and boosting campaign performance.

    Perpetual connectivity is becoming the [...]

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