I'm Hanging Up Now: Millennial, Gen Z Smartphone Usage Drop, 65+ Adds Premium TV Time https://ift.tt/2Ps7krD More at-home work and schooling changed everything last year, including digital behavior. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 26, 2021 at 04:05PM
0 Comments
Engine's Scott Schiller On Why 2021's Upfronts Should Be Different https://ift.tt/3w5LcE6 Calls for an overhaul of media sales and buying practices have increased in recent years, along with the number of viable platforms and techniques for targeting consumers and the growing need to integrate them. Scott Schiller, global chief commercial officer at full-service marketing and media services agency Engine, argues that this year’s upfront season represents an unprecedented opportunity to make actual strides toward significant change. Schiller, whose career has spanned marketing, sales management, and media roles in both Fortune 50 and entrepreneurial companies, led the $500 million internet media advertising business that resulted from Comcast’s NBCUniversal acquisition prior joining Engine in January 2020. A co-founder, and recent chairman, of the Interactive Advertising Bureau (IAB), he currently serves as an adjunct professor at NYU's Stern School of Business and an advisor to Cornell’s Department of Communication. advertisement advertisement Schiller recently agreed to talk about how the current, outmoded transactional system is thwarting the change needed to fast-forward adoption and integration of CTV and addressable, among other desirable objectives. What is, or should be, different about this year’s upfront? Schiller: The upfront will continue to be a media futures market, and the fundamental factors involved will still be the overall economy/GNP, the supply and demand for media types and quantities, the competitive landscape, and media entities’ content offerings and audience value. That said, with the pandemic having accelerated revolutionary, already in-process changes in consumer attitudes and behavior including media consumption, there’s never been a more perfect time to reinvent our businesses. What’s your prescription? Schiller: It’s time to rip off the Band-aid. Advertisers and media need to move faster to think holistically and look to change the rules on both sides of the equation. We must recognize that the world has changed. Consumers don't live in siloes, and neither can we. Siloed media programming and buying in specialty groups including TV, CTV and digital video don't reflect the real-world audiences to which marketers are desperate to connect. The media-buying community is quick to lean on content companies to adapt programming to the new consumer behavior. But the truth is that the buy side still depends predominantly on legacy methodologies to transact. This disconnect illustrates the conflict between pricing and delivery. What are some examples of practices that you consider counterproductive to brands getting the fully streamlined media buying and campaign implementation they need, while enabling media companies to achieve profitable growth? Schiller: Let’s start with buyers still insisting on trying to measure year-over-year change in agency-proposed upfront media. That’s mostly driven by legacy structures and agency contracts. But that’s the point. If we’re truly going to “follow" consumers across any and all platforms on which they consume media, we have to recognize that the pricing across platforms could be dramatically different from year to year. Second, despite the push for efficiencies and audience-based targeting, program-specific evaluation of media schedules still dominates overall plan quality assessment. Media companies provide efficiencies on their media plans using all kinds of packaging mechanisms. Yet, reviews often focus on the desire to see spots placed within specific genres and shows and sponsorships—instead of focusing on a plan’s ability to reach the specific audiences desired. On another level, while digital video impressions often dominate the upfront banter — especially in a marketplace with declining linear viewership — brands that invest heavily in linear TV still tend to view and use digital media, of all types, as makegoods for linear’s under-delivery. There’s more talk than action when it comes to treating digital media in all forms — including CTV and other non-linear addressable platforms — as the vehicles that can deliver the most desirable kind of audience imaginable: on-demand, focused and engaged. Speaking of addressable… This week, Forrester released a study, commissioned by a group of major sell-side players and tech partners, that found media-buying decision-makers confirming that optimizing strategies for addressable and other emerging media channels is a top priority. But it also found that 100% of buyers had encountered challenges with addressable — with the most-cited being “stakeholders don’t believe it’s necessary or don’t support it.” Closely followed by issues like platform fragmentation, lack of skilled talent and privacy/compliance concerns. Does any of that surprise you at all? Schiller: Addressable advertising represents a small but growing minority of overall ad spend as the media industry continues to educate itself on data and privacy implications. Consequently, these components typically are not "must-haves." They’re cherries on the cake, rather than the cake itself. Can you expand on the emerging media assimilation challenges? Schiller: Despite companies' press releases touting their cross-media capabilities and reach, the industry is still moving to accommodate current revenue and business models. Media planning and buying in agencies and publishers’ ad sales departments operate with individual experts who live by specific goals. Take video, for example: You have network TV buyers, digital video teams, linear TV sellers, digital sellers, sponsorship sellers… the list goes on. Congratulations to Omnicom for separating "activation" from "investment." This structure is a step forward for the industry. It recognizes that negotiation is a different discipline from placement and deserves its own focus to enable a better chance of achieving a brand's communication objectives. What is happening with CTV and its assimilation into the video/TV landscape is very similar to what happened in the 1990’s with cable TV, and what happened with mobile about seven years ago. You start to see 5% of the media spent on these new technologies, but viewership is rising to 25%, 30%, or even 40%. Over time, that collapses as the industry begins to acclimate. While COVID has forced some functions to merge about five years faster than they would have otherwise, more can and should be done. Beyond breaking down functional siloes, what could help change engrained but outdated attitudes about media and how they should be purchased? For video, the industry needs to focus on the incrementality benefits of using the new platforms alongside the old ones. Too many media buyers continue to value linear TV over digital TV forms not just because digital lacks standardized measurement, but because they think “premium” programming means broadcast programming. CTV is TV. OLV is video. And “premium” is defined by the target audience — it’s whatever the consumer desperately wants to watch and will lean into while viewing. For a cat lover, cats on skateboards may be more compelling than the Super Bowl. Thanks to technology, “appointment TV" today means that consumers set the appointment, regardless of whether they’re watching on a TV, computer or phone. The young people I see in my classes certainly aren’t letting the networks determine their schedules. They pick a show or movie and a time to watch it —alone or with others. Overall, brands are losing out by focusing primarily on prices and costs in media transactions. This behavior empowers the ecosystem to lean on siloes to "manufacture" media plans rather than focus on effectiveness. Legacy methodology prevents brands’ media scheduling from optimizing consumer impact in the same fluid way that consumers engage with video content. In the end, we can’t lose sight of engaging the consumer at every turn. That’s the winning formula for every brand. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 26, 2021 at 03:32PM Agencies Continue To Support Women With Advocacy Projects https://ift.tt/2P8MWfn More agencies and brands are releasing their campaigns and endeavors to elevate women as Women’s History Month (WHM) wraps up. This year, UM is introducing the female-focused "Uniquely Me" campaign to focus on the singular experiences women bring to the table; it ties into DEB’s 2021 theme of intersectionality. Women UMers were encouraged to share their stories with the prompt: “I am a(n) _____ & I am a Woman,” with highlighted stories featured via social media, as well as with video clips. Over the past year, UM’s Diversity, Equity & Belonging (DEB) Council has been celebrating history and heritage months by running a “Uniquely Me” campaign, which highlights people from the UM community sharing quotes, images and stories they feel represent their culture, heritage and identity. Here is a link. advertisement advertisement Also, the Rape, Abuse & Incest National Network (RAINN) is teaming with creative agency MIRIMAR to examine the experiences of transgender survivors to help them obtain necessary resources. The Walk PSA, directed by Samantha Scaffidi of SMUGGLER, follows a young transgender women as social media threads of abuse display across the screen before with the message “RAINN is here for all survivors.” Here is a link. The Good Guys Guide is also available online, with additional activity running across social channels. Out-of-home will appear via 17 sites in “highly trafficked” routes, thanks to Ocean Outdoor. Mobile banking platform N26 is working with Facebook, along with London-based influencer and creative developer Ommy Akhe of Autonommy, to create an augmented-reality (AR) effect using Facebook’s Spark AR platform that transforms cash notes into notable women leaders. To use the effect, users can scan a $1, $5 and $10 bill, as well as €5 and €10 euro banknote with their mobile devices using the Facebook or Instagram camera function. N26’s AR effect will superimpose the likeness of one of five significant women onto each of the notes; multiple notes can also be shown in the same frame. Featured personalities include Rosa Parks, Grace Hopper and Sojourner Truth on the dollar bill, as well as Emilia Pardo Bazan and Emmy Noether on the euro. The AR images and videos are encouraged to be shared using the hashtag #balancethebanknotes. Finally, Berlin Cameron’s LLShe practice and 1Q are releasing research centered around gender equality. More than half of women ages 18-55 (53%) say brands should be talking about women’s issues all year long. A similar percentage (48%) feel that in order to make WHM more impactful, brands should implement internal programs to help female employees. One in three (33%) believe women’s issues can be solved by brands and companies, though most (73%) agree women’s issues can be solved by regular citizens. The top three items the next generation of women do not want to worry about are: sexual harassment (54%), equal pay (51%), and violence (37%). Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 26, 2021 at 10:54AM
https://ift.tt/3stkGSY
B2B Marketing News: Long-Term Brand Relationship Study, Digital Ad Spending Climbs, Ad Overload Survey, & Google’s New Review Tools https://ift.tt/3somooI Instagram Announces That Stories Drafts are Coming Soon Facebook-owned Instagram will roll out a new scheduling option that will provide a helpful change for digital marketers who are using the native Instagram Stories interface, the firm recently announed. Social Media Today B2B Highlights From "The CMO Survey" 51.3 percent of B2B marketers said they were more optimistic in January 2021 than during the fourth quarter of 2020, while 77 percent said it isn't appropriate for their brand to take a stance on politically-charged issues — two of numerous findings of interest to digital marketers in new CMO survey data. B2B Marketing Directions Study: Ad overload could pose steeper risk to brands than messages near inappropriate content Some 52 percent of U.S. consumers say that they see overexposure to ads as the top cause of negative brand perceptions, especially those that were seen as distracting or otherwise intrusive, according to newly-released survey data. Marketing Dive Google My Business releases tool to manage your reviews Google has rolled out a new feature for its Google My Business service that allows marketers to conveniently monitor the status of multiple firm review take-down requests, the search giant recently announced. Search Engine Land 30-Second Video Ads Have Taken Over Some 4 in 5 digital video ad impressions are comprised of the 30-second format, ousting the previous 15-second format as the most used video ad length, while the average time spent viewing videos ads has remained mostly stable, according to recently-released survey data. MarketingCharts Zenith Forecasts Telecom Ad Spend Will Grow 4%-Plus Annually Through 2023 Nearly half of 2020’s $17.8 billion telecommunications industry advertising spending went to digital — the only channel with rising telecom ad spending — according to recently-released forecast data of interest to online marketers. MediaPost 4As Report: Agencies Stepped Up In Times Of Trouble Client engagement levels at advertising agencies climbed some 90 percent over the past year as the pandemic spurred increased use of online collaboration tools — one of several findings of interest to digital marketers in newly-released American Association of Advertising Agencies study data. MediaPost Digital's Big 3 Are Now The Majority Of U.S. Ad Spending For the first time, in 2020 Google, Facebook and Amazon combined to attract the majority of ad spending in the U.S., with ad revenue for the so-called triopoly reaching more than $115 billion, according to recently-released analysis data. MediaPost Advertisers Are Podcast Listeners, And New Report Finds That’s Also Making Them Ad Buyers 56 percent of advertisers say the global health crisis has given increased importance to podcast advertising, with a third of advertisers saying that podcast ads drive better brand buying consideration scores — two of several statistics of interest to digital marketers contained in recently-released podcast advertising report data. Inside Radio How Should Brands Create Better Long-Term Relationships with Customers? Just 17 percent of senior marketers say their firms track customer lifetime value (LTV), while 62 percent hope to improve LTV through developing a unified customer view, according to recently-released report data from the CMO Council and Deloitte. Understanding emotive drivers and delivering on brand promises top the survey list. MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “reinventing the marketing 4Ps” by Marketoonist Tom Fishburne — Marketoonist March Adness 2021: Vote for the Year’s Best Advertiser in Adweek’s Annual Bracket — Adweek TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: Long-Term Brand Relationship Study, Digital Ad Spending Climbs, Ad Overload Survey, & Google’s New Review Tools appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh March 26, 2021 at 05:32AM FTC Gears Up To Tackle 'Novel Harms Of The Digital Economy' https://ift.tt/2PuM5oY Signaling a more aggressive approach to enforcement, the Federal Trade Commission on Thursday said it is poised to begin the process of issuing binding regulations, as opposed to merely issuing recommendations. “I believe that we can and must use our rulemaking authority to deliver effective deterrence for the novel harms of the digital economy and persistent old scams alike,” Acting Chairwoman Rebecca Kelly Slaughter stated Thursday. “It is also time for the Commission to activate its unfair methods of competition rulemaking authority in our increasingly concentrated economy.” Slaughter made the statement as part of an announcement about the launch of a new rulemaking group within the agency. “With this new group in place, the FTC is poised to strengthen existing rules and to undertake new rulemakings to prohibit unfair or deceptive practices and unfair methods of competition,” the agency said. advertisement advertisement While the FTC has the authority to issue enforceable regulations, the agency must first go through cumbersome procedural hurdles to do so. The FTC has often avoided those procedural obstacles by issuing guidance as to what types of activities it deems deceptive or unfair. For instance, the agency has repeatedly issued guidance regarding online endorsements and influencers. But that guidance doesn't carry the same weight as official regulations. Significantly, the FTC typically doesn't have the power to fine companies the first time they act in a manner that is contrary to the agency's guidance, but can impose fines over violations of regulations. Jeffrey Greenbaum, an advertising lawyer with the law firm Frankfurt Kurnit Klein and Selz, says the FTC's announcement conveys the message, “We want to give our enforcement more teeth.” “The FTC has pretty consistently shied away from rulemaking over the last several decades,” Greenbaum says. “This is a major new change.” While Slaughter did not specify which specific areas of the digital economy are raising concerns, others have urged the FTC to pass regulations that could affect a variety of practices by tech companies, including their use of default settings. Christine Bannan, policy counsel at New America’s Open Technology Institute, opined in Slate last year that the FTC should pass regulations that would prohibit companies from giving themselves a competitive advantage with default settings that require numerous steps to reconfigure. “For example,” Bannon wrote, “Google makes the Android mobile operating system -- and so Google is the default search engine on Android devices. It takes users 15 steps to change it.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 25, 2021 at 05:32PM
https://ift.tt/3snbrnz
Samsung Begins Using Drones To Deliver Its Smartphones https://ift.tt/3cmadTS Samsung Electronics has just begun offering delivery of new Galaxy smartphones and other small devices, via drone. The delivery is not available everywhere. In fact, it’s barely available anywhere -- just in the small Irish town of Oranmore, County Galway, population, 4,900. But that’s not the grand plan. Samsung and its drone partner, Manna Drone Delivery, say they are “keen to expand this service nationwide in the future.” It is only offered for orders made online. Samsung’s announcement envisions “end-to-end contactless experience for Samsung customers from their initial online order through the company’s Irish eStore, right through to fulfillment.” The Manna drone (shown above) can fly from 164 feet to 262 feet up in the sky, and at speeds that can get to just over 37 miles per hour. Manna and Samsung say that’s fast enough to get one of the Galaxy devices directly to a home anywhere in Oranmore -- or about 1.25 miles -- within three minutes. advertisement advertisement In a statement announcing the new service, Eammon Grant, head of online for Samsung Ireland, made indirect reference to the pandemic as a reason the drones are an idea whose time has come. “Superior customer experience is at the heart of what we do and with this new service we are embracing what we believe will be the future of retail. In the current environment, there is no better time to provide a contactless alternative to ‘click and collect,’” Grant said. Manna’s custom-built, aviation-grade drones already make about 100 drone deliveries a day in Oranmore, from the Tesco supermarket and the Camile Thai restaurant in town, according to The Irish Times. Drones mostly have been used for emergency medical deliveries so far. Big retailers and delivery services -- FedEx, UPS and DHL -- are experimenting with them. So is Wing, the drone company from Alphabet, the holding company for Google. Many experiments are happening in smaller burgs, in part to avoid inevitable challenges from larger cities about privacy and safety concerns, and to get the bugs out away from the glare of major media. Last fall, Walmart began experimenting with deliveries from its store in Fayetteville, North Carolina. In 2019, Walgreens began making deliveries in tiny Christiansburg, Virginia. Last year, when the pandemic hit, the drugstore chain was able to make drone deliveries in situations where a resident didn’t want to risk going out, or or just couldn’t (The list of 155 products included the ability to order crayons, sidewalk chalk and just one roll of toilet tissue.) But these are early days, and some of the accomplishments can seem silly. In 2016, Amazon was derided in the British press for its first-ever drone delivery of a package. Jeff Bezos, Amazon’s founder, tweeted: 'First-ever AmazonPrimeAir customer delivery is in the books. 13 min - click to delivery.' The Daily Mail reported it was a package delivered to a farmhouse from the Amazon fulfillment center in Cambridgeshire, England-- a distance of 765 yards. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 25, 2021 at 03:00PM Verizon's Horizons: Consumers Are Embracing Online Shopping And Technology, Study Shows https://ift.tt/3d4Jiv3 Granted, there’s no substitute for behavior-based data on email response. But sometimes it pays to look at the bigger picture — for example, what consumers have been doing online during the lockdown. Verizon’s Look Forward study, conducted by Morning Consult, shows consumers are embracing retail therapy, and splitting their shopping evenly between digital and in-store. Of the consumers polled, 24% recently shopped mostly online, and 34% used a mix of in-person and online. This provides email marketers with many advantages. They can, for example, track abandoned carts and react in real time via email. But don’t get too enthusiastic — only 16% say they will be shopping mostly online a year from now. That’s a six-point increase over pre-pandemic levels, but 8% lower than the current number. Still, Verizon has “seen the shift to digital jump ahead 5-7 years.” states Kyle Malady, chief technical officer at Verizon. advertisement advertisement For one thing, 32% of consumers have upgraded — or considered enhancing — their home internet bandwidth and their mobile data plan, with younger consumers more likely to do so. And shoppers are wising up to new shopping technologies. For instance, 36% have used contactless credit cards, and 33% contactless mobile payments. In addition, 38% have utilized grocery delivery services for the first time during the pandemic. Moreover, 23% expect to be using self-checkout going forward, while 24% expect to use contactless credit cards and 22% say they will use contactless mobile payments. And almost 33% will increase their use of messaging apps, video calls and social media for communication. Beyond shopping, the pandemic has also had an impact on other online activities. For example, 47% have subscribed to a new streaming service. And 70% admit to binge-watching of shows. Also 67% have been spending at least three hours a week watching live TV, and 59% on streaming content. But 23% have “cut the cord” and no longer subscribe to cable and satellite, although 62% still do. Only 21% of millennials subscribe to a cable or satellite TV service. Consumers have also been busy with online gaming — 46% have purchased or downloaded a mobile game during the pandemic, and 36% have done so with a computer or console game. Moreover, 32% of game users have been spending more time on this pastime, while 32% have increased the hours spent talking to family and friends on video calls. Verizon has seen many of these trends in its own networks. For instance, use of collaboration tools like video conferencing has jumped 2872% above pre-pandemic levels. Traffic across secure networks (VPN) also remains 91% higher than pre-pandemic volumes. Overall, data usage on Verizon networks has remained steady at 31% above pre-pandemic levels -- “a clear indicator that internet consumption and the acceleration of technology adoption are major byproducts of this moment,” Malady says. On behalf of Verizon, Morning Consult surveyed 3,000 U.S. consumers from March 12 to March 14, 2021.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 25, 2021 at 01:33PM S4 Capital Continues Its Success, Credits "Whopper" Clients https://ift.tt/3cmvH36 Sir Martin Sorrell’s S4 Capital 2020 reported revenue grew 59.3%, from £215.1 million ($295 million) in 2019 to £342.7 million ($470 million), while year-end net cash stood at £51.6 million ($71 million). Sorrell attributes this success to his so-called “Whopper” clients, currently totaling five, which fuel his “ultimate 20 squared objective” to nab “20 clients each generating revenues of over $20 million per annum,” he states. To achieve this goal, the company has identified five more potential “Whoppers,” where S4 currently projects $5-15 million of revenue per year and “potentially” could break through the $20 million per annum level. He is also in the process of identifying five more potential “Whoppers” currently generating under $10 million each year, bringing the total actual and potential “Whoppers” to 15 out of the target of 20. In addition to new client BMW/MINI and the “significant broadening” of its relationship with Mondelez, there were major new remits from clients, such as Google, Facebook, Amazon, Netflix, Procter & Gamble, T-Mobile, Bayer & HP and new assignments from Cisco, Embibe, Harley Davidson, PayPal, LA28, Shopify and Verizon, among others. advertisement advertisement Sorrell notes the company’s current pipeline is running at stronger levels than last year. As of now, tech clients account for around 55% of revenues. Reported billings for 2020 reached £653.4 million ($897 million), up 43.4%. (These figures represent gross billings to clients including pass through costs.) Sorrell even made a little money with profit before income tax hitting £3.1 million ($4 million), after charging adjusting items, versus a loss of £9.2 million ($13 million) in 2019. Sorrell is also giving back, reporting S4 donated an additional $0.4 million to charities last year. The company continues to broaden and deepen its service offerings by acquisitions. Along with scooping up four content-based and six data/digital media companies in 2020, S4 announced today that Jam3 will join its roster under the MediaMonks banner. The Toronto-based designed and experience agency has over 150 employees worldwide specializing in new products and design platforms. The firm’s client portfolio includes Facebook, Sonos, Adidas, eBay, Levi’s and CrowdStrike. Through the merger, MediaMonks will expand its presence in Los Angeles, The Netherlands, Canada and Latin America with an all-new expansion in Uruguay. “Jam3 is another key step in our seizing the next decade and converting clients at scale to our new, unitary model,” states Sorrell. The Group now has approximately 4,400 people in 31 countries, trending toward double where it was this time last year. Sorrell concludes the imperatives for 2021 are to move beyond brand awareness and brand trial to greater client conversion at scale. He also hopes to broaden and deepen S4's service capability through mergers and deals. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 25, 2021 at 11:41AM Apple's Privacy Framework Already Affecting Downloads, Login Metrics, Measurement https://ift.tt/3lP716l Some 40% of consumers agree with the Identifier for Advertisers (IDFA), a random device identifier assigned by Apple to a user's device. They like the idea that it will give them the option to opt-in to being tracked. Only 22% of marketers feel the same way. Most consumers participating in an AppsFlyer survey were not fully aware of Apple’s planned changes. But when presented with the opt-in scenario they are likely to see when opening an app, they favor Apple’s privacy move and are alarmed at the idea of being “tracked” online. Marketers believe consumers will allow tracking when ads are less repetitive and become higher-quality. Apple’s App Tracking Transparency (ATT) framework, scheduled to roll out in early spring 2021, is expected to significantly impact the mobile app ecosystem. advertisement advertisement AppsFlyer began seeing changes to its Performance Index last year. The company began to see the initial impact of Apple's privacy moves in the second half of 2020. “The share of iOS in the non-organic install pie has dropped by 20%, while its share in the organic installs pie has remained unchanged, as did the number of apps running campaigns on the platform,” according to the report. “For comparison, Android’s NOI share showed the opposite trend, increasing by 6% during the same period.” The data -- pulled between July and December -- represents 29 billion installs from 580 media networks with a minimum of 50,000 attributed installs, as well as 16,000 apps, and the opening of 60 billion apps. The data shows a 30% jump in the cost per install (CPI) on iOS in the second half of 2020 is the main reason for the non-organic install (NOI) drop. Android’s cost increased by only 10%. Two main factors drove the increase in media cost for iOS users. The share of users who enabled Limited Ad Tracking (LAT) increased 32% in the second half compared with the first half. AppsFlyer believes this could be a result of increased discussion around user privacy and specifically, Apple's ATT framework that was introduced in June. The second factor points to COVID-19. The pandemic led to an acceleration in digital transformation as more traditional brands entered the app market, while existing app players ran aggressive marketing campaigns of their own. A surge in demand followed, particularly in iOS strongholds like North America and Western Europe. “With less supply because of LAT, and more demand because of COVID effects, CPIs spiked, leaving marketers with far fewer installs for the same budget,” according to the report. “For example, CPI hit $3 in North America and $2.3 in Western Europe in H2, leading to a 25% drop in the number of apps with more than 1 million iOS-attributed non-organic installs in H2 compared to H1. On Android, there was a 7% increase during the same time frame.” Despite uncertainty, Apple Search Ads held its strong position in the iOS global rankings, No. 2 in the power ranking and No. 3 in volume. The media jumped 34% in AppFlyer’s iOS app install chart as many others lost ground. Non-gaming apps drove its success. It took the No. 2 position in the global iOS power ranking, compared to a No. 6 position in gaming, despite an impressive second place power ranking in Hardcore games. ASA landed at No. 3 in iOS Life & Culture in all regions, dominating rankings in North America with a No. 3 position in Lifestyle, Photography, Social, Entertainment, Health & Fitness, and Utility. In the IAP Index -- which ranks media sources based on their ability to deliver a high share of paying users -- ASA ranked No. 3 in the global power ranking and No. 5 in the volume ranking, proving it’s ability to deliver a high percentage of top quality paying users. On the category level, it came in at No. 2 for Role Playing, Simulation, Shopping, and Social.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 25, 2021 at 09:34AM Watching Mobile Videos Outside The Home: Go Long, Go Quickly, Go 'Premium'? https://ift.tt/31fSEhT According to a recent poll, 43% of mobile users watch "videos" (no mention of length) while also watching programs on their TV sets. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 24, 2021 at 05:19PM |
CategoriesArchives
April 2023
|