'Mad Magazine' Comes to Snapchat, Snap Introduces Private Ad Marketplace https://ift.tt/2LHrytQ
Last spring, Mad Magazine announced it would relaunch through new publisher DC Entertainment with an April issue. The issue was its 550th — enjoying a run that's spanned more than 60 years. advertisement advertisement According to Variety, the revamped iconic title is taking its brand to Snapchat, where it will daily publish a mix of original content and material curated from its archives to the mobile app. The new partnership between Snap and Mad is part of a global partnership created last year between Time Warner, which is now AT&T’s WarnerMedia division, and Snap. The content, which is slated to include GIFs, memes, slide shows and interactive lists and will run as a Publisher Story and launch Sept. 1. The project is being run by John Ficarra, former Mad senior vice president-executive editor, who is now creative adviser to DC Entertainment, and Peter Girardi, executive vice president of Blue Ribbon Content, Warner Brothers Television Group’s digital content studio. The content’s format allows Mad to incorporate advertising that is “consistent with Snap’s advertising model for such partnerships. Ad Age reports Snapchat has created a private marketplace for advertisers intended to create a more seamless exchange for publishers on the platform that want to sell commercials directly to brands. According to Snapchat, as of Wednesday, advertisers can book ad space through its self-serve platform with specific shows and channels created by publishing partners. Some of those partners include Hearst, Vice and ESPN. This is the step up for advertising across the social platform. Previously, brands could sell ads only through an insertion order method if they wanted to connect with specific publishers. The previously existing ad tech didn’t allow advertisers to select specific publishers, nor did publishers have control over pricing. The move is expected to increase ad inventory across Snap, where revenue is split between the platform and publishers. Paul Wallace, vice president of media solutions at Vice Media, told Ad Age: "This should help us sell a lot more to brands ... it allows our advertisers to get in front of this young audience with a lot less friction." Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 26, 2018 at 11:41AM
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PSFK Introduces The Pioneers of Humanability https://ift.tt/2LREuu9 With our partner Verizon, PSFK is proud to present the people, organizations and companies that are building the future, finding innovative uses for technology to do more new and do more good We live in a confusing, often chaotic world where the pace of technological change can sometimes feel overwhelming. The sheer volume and pervasiveness of technological breakthroughs has promised to make things simpler, keep us more connected and improve our daily lives but oftentimes the opposite is true. Additional complexity, feelings of disconnection and small erosions of our personal freedoms are common refrains. It often feels like we’re the ones adapting to these rapid advances instead of seeing technology adapt to us. That’s why it’s important to put a spotlight onto people, organizations, and companies who use science and technology to fulfill that promise and make a positive impact on the world. PSFK and Verizon’s Pioneers of Humanability list includes a wide range of breakthrough innovations from the founder of a startup that wants to build solar-powered mass transit pods suspended above traffic to a citizen scientist organizer furthering space exploration via crowdsourcing to a biotech engineer working with artists to explore future applications. There are many different ways creative-minded people can transform the world, and our list highlights some of the most interesting that we have encountered in our research. In 2018, the differences between entrepreneur, scientist, student, and teacher are much fuzzier than they’ve ever been. So-called amateur tinkerers and hackers are able to come up with transformational projects just as easily as a seasoned technology entrepreneur. At its best, technology can level the playing field, enabling anyone to manifest their big ideas into meaningful actions. The creators, founders, and academics we’ve spoken with all have one important thing in common: They use technology and creative thinking to make our lives better. Sometimes, coming up with new ways to improve the environment, make smarter use of existing resources or bring individuals together around a shared goal is enough on its own, but often these innovations can have an amplifying effect. They also teach us to celebrate our differences, push us towards more equitable access and inspire us to strive for a better tomorrow. The Pioneers of Humanability doesn’t just focus on a single area of change, but instead looks more broadly at positive innovations that can remake what’s possible. Any time we’re asked to contemplate the new and the next, particularly around technology, there’s always going to be worry about unintended (or intended) consequences. That’s why we’re excited to highlight pioneers who endeavor to deliver proactive, additive value to our lives. All of the 10 pioneers we have spoken with are developing unique, and sometimes counterintuitive, ways to to achieve their outsize goals. Sometimes they find ways to redistribute an existing resource, or even create one out of thin air. Other times, they make an existing process run more efficiently, or create an entirely new way of doing things. They’ve stopped asking “What if?” or “Why isn’t?” and started doing and leading instead. These are the people, organizations and companies that are building the future—and we’re happy to present them to you. Verizon’s Pioneers of Humanability report honors the people, organizations and companies that are using technological innovations to bring about good things for the world. These are the pioneers, keeping food safe and water clean, cutting pollution, saving energy and enabling doctors to treat patients a county or a country away. They’ve stopped asking “What if?” or “Why isn’t?” and started doing and leading. These are the people, organizations and companies you need to know about now—because they’re building the future. Download the free report here and tune into PSFK.com for related insights. Mobile Marketing via PSFK http://www.psfk.com/ July 26, 2018 at 11:19AM Mediahub Asks What Is 'TV,' Finds It Still Is Mostly Television https://ift.tt/2LTotUm At a time when even many in the advertising and media industry have a difficult time articulating what the word "TV" means anymore, Mediahub asked consumers. Overall, it found "TV" is still, well, television. But depending on the cohort -- especially younger demos -- a significant percentage now perceive mobile phones, laptops and/or tablets to be an interface they think of as "TV." "As expected, viewers 60 and older think of “TV” as the traditional tube playing broadcast shows. On the opposite end of the spectrum, those 13–17 think of “TV” as a phone, and they’re watching Netflix or YouTube. While life stage was the biggest driver of these differences, we saw that household income and urbanicity played a role albeit a small one, with higher HHI and living in Urban cities generally correlating with a higher affinity for streaming services," Mediahub's "The Fragmented" finds, adding, "This leads us to a world in which people, mostly due to life stages, are perceiving “TV” very differently from each other, with their own sets of devices, content providers, favorite programming, celebrities, and even advertising formats. We call these viewers “The Fragmented,” as not only is their own use of media fragmented, but they are fragmented from each other, as the community campfire that was “television” over the past 50 years is morphing into a personalized bubble for each and every viewer." Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 26, 2018 at 11:11AM Industry Group Finds Consumers Love 'Rewarded' Ads: Marketers, Less So https://ift.tt/2mH1BMW In another indication that so-called “rewarded” advertising is gaining steam in digital advertising business, a collaboration of the Mobile Marketing Association (MMA), OpenX and MediaMath released findings of a study indicating both consumers prefer watching video ads that reward them. While that may not seem so surprising, the study also found that awareness and acceptance is also growing among marketers. Seventy-nine percent of 100 marketing pros interviewed by the group said they are either very or somewhat familiar with rewarded video advertising, though nearly half (47%) also said they had either a very or somewhat negative connotation about the method of incentivizing consumers to watch advertising. advertisement advertisement “I think the evolution of this has exactly been driven by the consumer,” says Maggie Mesa, vice president of mobile business development at OpenX, and a board member of the MMA who helped drive the research. Mesa says consumers are leading general marketers in adoption for two reasons. One is that they see the obvious benefits of being rewarded to do something that increasingly is being seen as an intrusion on their media experience that they can choose not to do. But also because a wide variety of digital media developers -- especially gaming apps and platforms -- have been using rewarded advertising for years. Mesa estimates rewarded advertising began to groundswell in the mobile gaming marketplace about “six of seven years ago,” then quickly began migrating into other forms of premium content consumers would otherwise have to pay directly to upgrade in order to exprience. The most common examples would be music and video streaming services that enable consumers to opt-in to complete a sponsors video ad in order to unlock a short period of free -- and usually ad-free -- streaming. “This is now transcending gaming and moving into music streaming on services like Spotify or Pandora, which have been extremely heavin in the use of opt-in video,” she explains, adding, “They’ve created a robust value exchange for opt-in users.” In fact, two-thirds (65%) of consumers responding to the group’s study said they had been offered a reward for opting into a video ad on a gaming site or an app. Less than half as many said they had been offered rewarded to opt into ads on music players (31%), social media (30%), retailer sites (22%), video channels (20%), or a news site (14%). of U.S. 500 consumers ages 13+. Fielded June 13.
She acknowledged the method is not entirely new, and didn’t necessarily begin with video game rewards. In fact, most pre-roll ads -- which require a user to complete them before unlocking the video or static content they’re trying to access -- effectively are rewarded opt-in ads. But she also believes their is an opportunity for publishers and brands to utilize more explicit reward methods to motivate consumers to engage in more meaningful ways with brands. An OpenX spokesman added that there already is a body of data supporting that, including data from its DSP partner MediaMath, which has been processing programmatic trades including rewarded opt-in video and conventional videos ads. MediaMath’s data shows that rewarded opt-in video ads purchased programmatically via its platform have been averaging “87% completion rates,” he said, adding, “We’re seeing 92% completion from our research.” While a variety of sources -- mainly from he supply-side, or supply-side enablers like OpenX and the MMA -- are pushing the concept (the Interactive Advertising Bureau recently formed a working group to explore the development of a rewarded advertising marketplace), there still are strong reservations among marketers who see it as having a negative connotation, mainly because they have been universally opposed to incentivizing users to look at their ads. But the group’s research also indicates that aversion may also be going away, mainly because the rewarded ad model delivers the “KPIs,” or key performance indicators, brands are most trying to achieve with their advertising, including “viewability rates” and “return on advertising spend” (30% of marketers responding to the group’s study cited those as the top two KPIs delivered by rewarded ads), followed closely by CPM, or cost-per-thousand (27%). Those findings suggest that marketers don’t just find rewarded advertising models to be effective, but also cost effective.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 26, 2018 at 09:18AM GDPR Is Forcing Marketers To Live Up To Their Promises, And That's A Good Thing https://ift.tt/2NLusep Prior to the GDPR deadline, I predicted the new law would force marketers to provide more value to their customers due to the threat of people opting out of data sharing. This type of symbiotic relationship has been predicted in the past, but never fully materialized — until now. As customer data becomes more difficult to obtain thanks to new regulations, brands need to provide more value to customers in exchange for their consent to collect data. This in turn, powers better, more personalized marketing, creating a trust-based relationship as this recent Wall Street Journal article explains very well. The best method for reaching this new reality will vary by brand, but it is essential that marketers know what customers want from a relationship and then collect data as a way to deliver it, rather than collecting data for the sake of having data, and purely for the brand’s own reason of mass marketing, which just annoys customers and leads to them withholding their data, or the permission to use it. There are a few great examples of value-based marketing already in existence. advertisement advertisement Starbucks’ loyalty program shows how brands can build meaningful transactional relationships with customers, delivering a great experience to the customer and yielding valuable data without violating trust. Customers provide purchase and location data to marketers, and in turn earn points redeemable for free drinks. Starbucks also uses this data to send personalized menu challenges to members, which rewards them with extra points for buying their favorite items based on purchase history — adding even more value to the program for customers. These strategies are working for Starbucks; 40% of all in-store mobile payments made by people age 14-plus take place through the Starbucks app. Another example of value-driven customer data use is Netflix’s personalization strategy. The streaming service collects viewing history and habits to provide more personalized recommendations to users, which compels them to consume more content and generate more data. Users are happy to let the streaming company collect and use their data because it makes the experience better for them. Netflix in turn uses the data to determine which shows to produce, renew and cancel. This gives it content to market to and attract new users, and also nurture current customers without a creep factor. Leveraging data from interactions among customers can be just as valuable for brands as product use and purchase history data. Sephora’s online community, Beauty Talk, lets customers ask questions, rate products and give advice to other members. Sephora gains insight not only from the profiles customers create but also from the topics they discuss. This exchange of information builds trust in the Sephora brand as a knowledgeable leader in the beauty industry, and gives Sephora data to target their marketing to customers more effectively. Ultimately, in the post-GDPR world, companies that provide more value to their customers through personalized marketing, and can combine this with delivering a memorable positive experience for the customer, will reap the benefits of the resulting transactional relationship. There is already evidence that this shift is working — a couple of months after GDPR, programmatic ad spend is increasing again, as people opt back into targeted display ads. This is a sign that brands that market to their customers using relevant and useful ad material they actually want to receive will be more successful. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 26, 2018 at 07:10AM Retailers Lag In Meeting Shoppers' Digital Expectations, Study Finds https://ift.tt/2K0ZdtS Retailers are embracing digital marketing. But their investments have not kept pace with customer expectations, according to Retail’s Digital Crossroads, a study by Incisiv in partnership with Windstream Enterprise. For example, 52% of shoppers value digital receipts via email or text. But only 43% of retailers have invested in them. And 71% of consumers want self-checkout. But only 42% of retailers are providing it. And 59% demand availability of customer Wi-Fi, yet only 47% are supplying it. “Consumers clear value the ability to control their checkout experience,” the study notes. It adds: “Millennials and Gen-Z consumers value these capabilities 20-40% higher than the average.” The store remains at the core of commerce and brand equity. But 75% of store visits are influenced by digital, and 46% of consumers use their mobile devices in the store Of the latter, 83% use their devices to compare prices, 78% to look at reviews and 76% to check local store inventory. Prior to the visit, 76% use mobile to compare prices, 62% to see review and 47% to check out local store inventory. However, an execution gap remains between expectations and fulfillment. Only 38% have sufficiently invested in the ability to compare price, 23% to check inventory and 28% to allow mobile purchases for in-store pickup. At the same time, 78% of retailers have overinvested in the function of letting customers find the location of the nearest store, 60% in helping them build a shopping list and 42% in sharing product details on social networks. But digital now contributes 49% of consumer electronic sales and influences 16% of store purchases. And 40% of sporting goods sales are digital, along with 29% of apparel & footwear buys. Incisiv and Windstream Enterprise surveyed 1,212 consumers across several generations. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 25, 2018 at 04:31PM 98% Of Smartphone Owners Reinstall Apps -- Are Measurement Techniques In Question? https://ift.tt/2K0KpLO Search drives 65% of all app reinstall behavior, and large brands own 70% of the most-reinstalled apps in the iOS App Store. About 42% of app installs are actually reinstalls. The data, which questions the accuracy of prior measurement techniques, comes from a report published by Tune that analyzed 3.1 billion installs from November 2017 through May 2018 to come up with the number of reinstalled apps and the reasons why consumers cannot stay away. If all goes as planned, Statista estimates the app economy will reach nearly $200 billion by 2020. But as the report suggests, the future is based on the ability to win back and engage app users who are willing to give an app a second chance. Tune CEO Peter Hamilton believes the high search stat is partly attributable to demand. Users will often use an app to book a flight one time, for example, only to delete the app until the next time they need it. The Tune report estimates that 27% of people were prompted by an ad to reinstall an app, 3% after seeing a promotion, 3% after visiting a website, and 2% due to something else. In May, Tune released an integration with Apple Search Ads through an attribution API to measure the difference between new users and those reinstalling the app. Of the 3.1 billion installs, 37% of Android installs were reinstalls, while 47% of iOS installs were reinstalls. The top five app categories -- by percentage of all installs that are reinstalls -- include productivity apps at 75.7%, social networking at 66.8%, travel at nearly 54%, business at about 49%, and education at nearly 38%. The overall average that 98% of smartphone owners have reinstalled an app caught Hamilton a little off guard. “We assumed reinstalls would be somewhere in the high single digits to the low teens, and higher in emerging markets,” he said. “But what we found is across the board our averages were pretty high. We’re almost 30% in North America.” Reinstalls make up almost 30% of all app downloads in North America. Breaking it down by region, Mexico comes close to 40%, Canada is at 33.5%, and the United States comes in at 27%. While the U.S. drags down the North American number, its reinstall rate is artificially lowered by a disproportionate number of server-to-server measured apps, which do not return reinstall data such as device-level measured apps, according to the report. Romania, the Netherlands, Ukraine, and Russia are among the countries with the highest percentage of reinstalls in Europe. China, Bangladesh, Turkey, Hong Kong, and Singapore are among the highest in Asian countries.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 25, 2018 at 03:08PM
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One In 10 Millennials Would Rather Lose A Finger Than Give Up Their Smartphone: Survey https://ift.tt/2JUpXfi Smartphones seem to be very important for many millennials. A new survey suggests that nearly 10% of millennials would rather sacrifice their pinky finger than give up their smartphone. Many also would give up other things as well, according to the survey of 500 U.K. males and females 18 to 34 years old conducted by Tappable, a mobile app development agency. “And that’s not all,” said Sam Furr, Tappable founder. “Almost a quarter (23%) would even sacrifice one of their five senses – touch, smell, hearing, sight and taste.” Of the senses that would be sacrificed, smell was the most common (64%), followed by sight (12%), touch (12%), taste (10%) and hearing (3%). “We were always curious to know what millennials would give up with the threat of losing their mobile phone, which is their connected world,” Furr told the AI & IoT Daily. “They've largely never known a life to exist pre-smartphones, so exactly how deep is it entwined into their very existence? The survey gave us the answer.” advertisement advertisement Activities millennials said they would sacrifice to keep their smartphone were drinking (38%), traveling (16%), sex (15%) and lose a little finger (9%). Other things millennials would give up to keep their phones include shoes (26%), their car (20%), favorite food (19%), central heating in winter (12%), stop going on holiday (16%) and seeing family and friends in person (6%). Survey respondents were asked 10 questions around their lifestyle preferences and were asked to decide whether their phones were more important, said Furr. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 25, 2018 at 01:24PM Organic And Voice Search Critical First Stops For Home Buyers, Renters https://ift.tt/2OeAHIS Organic search typically becomes the first step in the purchase or rental of real estate, with Zillow estimating that in December 2017 the total value of U.S. homes reached 31.8 trillion. Standard links make up about 80% of the results at the very top of Google’s organic results for real estate-related searches, but the most common standard links are region- or neighborhood-specific aggregate listings. The second most common are answer boxes that provide information directly on the search page Google pulls from websites in the top ten organic results. Often these page results answer specific questions such as location. These types of answers are critical to voice search results. In a study released this week, Conductor analyzes how people search to buy and rent real estate, and identifies those that are leading in search and how they build and execute successful strategies to own key market share on Google. Not surprisingly, 90% of home buyers begin their research online, spending between eight to 12 weeks searching for a home. Those searching have warmed up to mobile. About 72% of buyers have searched for a home on a mobile device. Millennials are the most common segment to use mobile to search for real estate, with 58% using a mobile device. About 99% of millennial home buyers will research all different types of property online, with 67% of renters in this age group using a mobile device to search for apartments. Overall, 51% of all apartment searches occur on smartphones. About 62% of renters -- apartment or home -- still prefer searching on a desktop. Conductor tracked more than 27,000 search terms consumers used to find products, services, and information about real estate in 2018. In aggregate, these search terms represent nearly 125 million searches per month on average by consumers. Since eight out of 10 renters consider consumer reviews important to their rental property search, New York City apartment website RentHop began using reviews and apartment listings, using what it calls a HopScore. It includes an analysis of listing photos that determines the relevance to renters, human verification of new listers, and more. The reviews are necessary because less than half of apartment renters use an agent or broker, with 72% going online first to start their search. Most renters spend between two to 12 weeks searching for an apartment. Renters are more likely to complete their journey online, with 67% admit to renting an apartment they originally found online. Similar to real estate buyers, 99% of millennial buyers use the internet to search for properties, and 58% found the home they eventually bought using a mobile device. Brands that dominated online visibility in the real estate space by consistently ranking in the top organic spots for high-volume, relevant searches for information or products are highlighted in this report, which included information about apartments, by owner, condos for rent, homes for rent, homes for sale, townhouses, property and vacation homes. While the real estate market seems pretty fragmented, the top performers by share are Zillow at 13% and Bankrate at 5%. Both have held the top two spots since 2017, but Zillow continues to pull away from the competition. There is still room to grow among all companies. Nearly half -- or 49% -- of the market share is up for grabs. On the East Coast for mobile searches, Zillow at 10% ranks No. 1, followed by Trulia at 8%, Apartments.com at 5%, Realtor.com at 5%, and Street Easy at 4% which together rank on the top five. On the West Coast, Zillow also ranks No. 1 with 10% market share, followed by Truilia with 7%, Realtor.com at 5%, Apartments.com at 5% and HotPads at 5%. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 25, 2018 at 12:54PM Ryan Reynolds, Peak Games Create Series Of Performance-Based Mobile Ads https://ift.tt/2LjGQWi Peak Games, the maker of Toy Blast and Toon Blast, has partnered with Deadpool actor Ryan Reynolds to create a campaign that supports a performance-based marketing model where the advertiser pays when a specific action is completed such as a sale, lead or click. Nine unique scripts were created with 30 unique versions under the creative lead of advertising agency TBWA/Chiat/Day LA. Each scene was directed by director Tom Kuntz. The MJZ team handled production. Analytics and metrics play an important part in the performance marketing mobile campaign. Within the first 24 hours of each campaign launch, Peak Games can measure the amount of impact. And through automation, the platform will find the right match between the creative and the audience watching the clips. Comments on YouTube under the ad seems to show an affinity for the message. One version of the ad shows Reynolds sitting in a director’s chair talking while playing the mobile video game. “First I just dabbled with it like everyone else in Hollywood,” he says. “Then things really spiraled out of control.” In the PSA ad, Reynolds talks about a nonexistent sister, Angela, and how she identified what he alludes to as being a nonexistent gaming problem as he ends the spot playing another round of the game. In the ad Tattoo, Reynolds has such an affinity for the game that he tattoos his game point level on his forearm. Other ads include Body Double, Tiny Hands, Clock, and Girl. Toon Blast has been downloaded more than 80 million times and has one of the largest audiences in the U.S. for Peak Games. Toy Blast has more than 120 million installs globally. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 25, 2018 at 12:16PM |
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