Mobile
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10 Years of the iPhone: How Mobile Has Changed the Advertising Game
This year the iPhone turns 10 years old, and what a decade it has been. From how consumers use their devices, to how advertisers reach them, the world has turned upside down and there’s no turning back. There have been peaks and troughs, successes and challenges, and the next decade looks like it will be nothing if not complex. The mobile advertising industry is booming, but does the future look bright for the iPhone?
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APAC Publishers Slow to Turn Up Video Content
Advertisers and agencies want more video content, but few publishers in Asia-Pacific are scaling up to meet the increased demand over concerns about cost and complexity.
Eager to reduce their dependence on YouTube, marketers in the region are keen to seek out alternative video inventory, says James Sampson, DataXu’s Asia-Pacific vice president and general manager. However, most premium publishers have yet to add video content at scale, he notes, adding that there also are other issues to consider.
In this Q&A with [...]
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Localisation Key to Survival Amidst China's Walled Gardens
Localisation and working alongside walled gardens may be key to survival in China's tough ad tech landscape. Although, this does not mean brands should stop demanding more transparency.
Lured by the country's sizeable market potential, numerous foreign players have attempted to grab a piece of the pie, but few could claim success. A big part of this was due to their lack of local knowledge, according to Albert Sim, Miaozhen China's vice president of [...]
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Snap's Q2 Earnings Report Fails to Meet Expectations
Snap (NYSE: SNAP) had a disappointing start on Wall Street, and yesterday (10 August) Snap Inc. Q2 2017 results missed analysts’ expectations.
Financial results for the quarter, ended 30 June, reveal the messaging app has 173 million active users, versus expectations of 174.61 million (FactSet). Furthermore, the social media prodigy fell further behind revenue estimates reporting USD$181.7m (£140.0m) in revenue compared to USD$186.2m (£143.5m) (Thomson Reuters).
Since the IPO, shares have been under pressure, falling nearly 41% over the past three months, in part [...]
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Online Campaigns Struggle to Target Women; Brands Lead Creators on YouTube
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: Online campaigns struggle to target women; Brands lead creators on YouTube; and Marketing professionals lack cyber security awareness.
Online campaigns struggle to target womenOnly half (50%) of UK online ad campaigns targeted at women actually reach them, according to a study by Nielsen.
This compares to a 62% success rate when [...]
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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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What Are You Forgetting When Developing Your Mobile Advertising Strategy?
We have found ourselves at a point in time when people are so incredibly distracted that it becomes infinitely harder to grasp their attention. The minefield of consumer attention is a hard one to navigate; and those who are successful are the ones identifying more creative and engaging ways to forge these consumer connections. Writing exclusively for ExchangeWire, Nicole Liebmann, head of mobile, Exponential, outlines the often-forgotten fundamentals of an effective mobile strategy.
In 2016, mobile accounted for USD$36.6bn (£28bn); 51% of [...]
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Digital Can Steal Hearts & Minds, As well As Ad Budgets
When you think of bold creative executions, digital doesn’t tend to spring to mind and an even less obvious connection is mobile. Yet, given the weight of importance consumers place on their mobile devices, why shouldn’t these be front and centre when it comes to investing memorable creative campaigns? Writing exclusively for ExchangeWire, Rob Garber, managing director EMEA, Undertone, explains why he believes marketers should be exploring the powerful, brand-building opportunities digital, specifically mobile, has to offer.
One thing strikes me [...]
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China Ad Tech Players Don't Always Respect Boundaries; Singapore Media Giants to Build Programmatic Marketplace
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China ad tech players don’t always respect boundaries; Singapore media giants to build programmatic marketplace; China 1Q online ad revenue fall to £7.78bn; AU radio network offers personalised ads; Amazon must localise to build SEA loyalty; and IAB AU offers video, audio, and mobile glossaries.
China ad tech players don’t always respect boundariesChina’s ad tech landscape can be [...]
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APAC Publishers Dragged Down by SSP Codes
Publishers in Asia-Pacific still are putting multiple codes from different SSPs, which drags down page loads and worsens ad latency. They need to move away from this and start embracing header bidding, urges Rammohan Sundaram, C1X’s Asia-Pacific Middle East Africa managing director and senior vice president. He notes that awareness of header bidding in the region remains nascent, but will continue to grow as it becomes the standard platform to connect with SSPs.
In this Q&A with ExchangeWire, Sundaram also discusses [...]
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