Mobile

  • It’s Time to Trust the Video Everywhere Environment: Q&A with Josh Speyer, AerServ

    Speaking to ExchangeWire, Josh Speyer (pictured below), CEO, AerServ, discusses the changes mobile publishers can focus on to make it easier for TV dollars to move into the channel, and what traditional TV media buyers need in order to feel more receptive to embracing mobile video.

    ExchangeWire: Mobile advertising has been one of the top reasons for expanded digital video budgets. What kinds of systems and processes are TV media buyers using now that can be potential challenges (and opportunities) for [...]

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  • Mobile Driving Online Video Views; Exercising Your GDPR Rights

    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: Mobile driving online video views; Exercising your GDPR rights; and The decline of the emoji.

    Mobile driving online video views 

    Mobile devices will help boost online video viewing by 20% in 2017, according to Zenith’s Online Video Forecasts 2017 report. In the UK, this rise will be 11%.

    Global consumers will [...]

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  • Mobile Advertising Revenues Topped €63bn in 2016; Mobile Outperforms Desktop

    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: Global mobile ad revenues continue to rise; Mobile outperforms desktop; and Mobile games revenues trends.

    Mobile advertising growth continues unabated

    The IAB Europe looks back on the last couple of years and finds that global mobile advertising revenues topped €63bn (£55.9bn) in 2016. Since 2015, mobile ad revenues had risen by 60.5% [...]

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  • Challenges Are Necessary for Evolution: Q&A with Dora Lakatos, Glispa

    Speaking to ExchangeWire, Dora Lakatos (pictured below), SVP global growth, Glispa, discusses current trends in mobile ad tech, operating a global company from an as-yet conservative market, and explains how the challenges in performance marketing may yet yield some positive results.

    ExchangeWire: What do you see as the main global trends in terms of mobile ad tech?

    Dora Lakatos: Right now, there are four important trends in mobile ad tech; and most are being fueled by major industry consolidation, which encompasses all [...]

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  • Agency Role Remains Relevant in APAC; AU OOH Revenue Climbs 7% in 2Q2017

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Agency role remains relevant in APAC; AU OOH revenue climbs 7% in 2Q2017; MullenLowe reorgs China operations; iAccess goes to China; comScore offers mobile consumer panel in Malaysia; Wunderman & POSSIBLE join hands; Eventbrite opens up in NZ; and Executive promotions at Merkle, OMD, and UM.

    Agency role remains relevant in APAC

    Media agencies still will be necessary in [...]

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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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  • Technology-Driven Creative: Five Mobile Takeaways from Cannes

    Given the criticism that has been leveled at the mobile marketing industry for its lack of creativity over the years, the presence of mobile technology at the premier advertising event celebrating creativity was an auspicious sign that the industry understands that we need to marry creativity with data and technology, writes Alex Moss, VP sales europe, YouAppi, exclusively for ExchangeWire.

    After viewing the winning mobile campaigns at Cannes, I was pleasantly surprised by the smart, technology-driven creative. Yet, when I look at [...]

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  • What’s Next for Native Advertising in Mobile?

    It has been more than just a few years since the seismic shift in users’ browsing preferences from desktop to mobile. During that time there has been some serious investment behind the mobile environment, both in technology and formats. Mobile display advertising, firmly rooted within the marketing mix, is considered to be the modern equivalent of more contemporary methods of advertising. Display advertising has a very healthy organic model, which many think will become bigger than SEO. [...]

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  • From Gogglebox to Googlebox: Understanding TV Triggers for Mobile Search

    Watching TV with a mobile in your hand is what marketers have commonly referred to as ‘second screening‘. We like to think of it more as second nature, writes Tom Smith, head of biddable media, mporium. Whether you’re trying to untangle your Ethelreds from the Ethelbergs in The Last Kingdom, or leaping to text vote for this year’s top act on Britain’s Got Talent, mobiles rarely leave our hands when we’re parked in front of the box.

    Google’s Consumer [...]

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  • ATS SG 2017 Debates Threat of Consultancies & Working with Walled Data Access

    Amid increasing calls for transparency and changes in business models, there remains stoic confidence that media agencies still have a role to play and the need for brands to find alternatives when faced with restricted access to data.

    Discussions at ExchangeWire’s annual ATS Singapore conference this week revolved how relationships between technology, brands, publishers, agencies, and vendors could be improved to drive programmatic development in the region.

    Dushyant Sapre, Criteo’s Asia-Pacific regional director for global supply and business development, noted [...]

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