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Why Apple's Next New Privacy Feature Could Wreak Havoc For Geotargeting https://ift.tt/3pICVWd I’ve spent a fair amount of time in this column talking about the impact Apple’s privacy framework has had -- or not -- on certain digital media platforms (rhymes with Facecrook). Just last week, Snap alluded that it’s also been grappling with some ad targeting and performance fallout from iOS users opting out of app data tracking. What I didn’t know until I had a conversation with mobile tech-savvy ad exec Matt Zeiger is that Apple’s moves are having wide-ranging implications in other areas of targeting -- specifically, geotargeting. Zeiger should know. As vice president of technology at performance agency Adlucent, much of his time is spent leveraging location data to help clients -- especially retailers -- understand the impact of their digital advertising campaigns in terms of driving people into stores, shopping and buying things. advertisement advertisement So while much of the industry has focused on Apple’s App Tracking Transparency (ATT) framework, Zeiger has been keeping a close eye on another new privacy feature introduced with iOS15: private relay, which enables iPhone users to effectively turn off a publisher's or advertiser's ability to look up where they are via their IP address. The feature is relatively new, and Zeiger says all but the most sophisticated users probably don’t even understand what private relay does, or what the implications of it are. Still, Apple is evaluating how iPhone users interact with it, so it's conceivable Apple could take steps to promote private relay by educating consumers on the privacy advantages of using it -- or even worse, make it the default setting. “If [Apple starts] to make that more of a requirement versus an opt-in, and they start to hide IP addresses of all of iPhone users, it’s going to really impede any sort of geotargeting campaign,” Zeiger cautions, noting that IP address look-ups have been one of the most reliable ways of identifying where someone is when testing or analyzing geo-based advertising campaigns. While savvy consumers have long had other ways of masking their location identity -- using incognito modes and/or virtual private networks (VPNs) -- usually only the most sophisticated users do that. Given the fact that Apple has been leaning into its privacy framework as a core branding proposition, Zeiger says it’s possible it could make the private relay feature a big part of that, which would likely get more iPhone users to adopt it. How much of a concern should this be for marketers? Zeiger says it depends on the adoption rate, but “even if we're talking about only 5% of people opting in to using this, that can be highly disruptive, if you depend on things like incrementality testing, because there’s a lot of split testing that done by digital marketers that rely on geo splits in order to accurately measure the efficacy of advertising.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH October 28, 2021 at 12:05PM
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Dentsu Teams With Snap: Concludes It's The Attention Economy, Stupid https://ift.tt/2XX4Ypm New findings from Dentsu’s “Attention Economy” research show that Snapchat video ads -- six-second, non-skippable, full-screen, vertical units -- drive more user attention than other leading social media platforms. According to a post Wednesday on Snap’s blog, the units outperformed an anonymous competitor’s platform average across all key metrics: attention, recall, and choice. The full-screen vertical videos generated five times the “attentive seconds” of other comparable platforms, were 1.4 times more viewable, and were 2.1 times more likely to be viewed than the average. Started in 2018, Dentsu’s “Attention Economy” research program is focused on measuring the true value of attention across channels, platforms, and formats -- ultimately in an attempt to reroute the way the advertising industry judges an ad’s real success. advertisement advertisement After three years of research, Dentsu claims to have the capability to understand the true value of attention when someone looks at an ad -- and how much brand impact to expect from it. “The unique aspect of our Attention Economy program is that we strive to collaborate across all areas of the industry, including brands, research and measurement companies, and media owners,” says Joanne Leong, vice president of global media partnerships at Dentsu International, adding: “We’ve built meaningful partnerships to help drive a better understanding of attention and best practices on their platforms in order to ultimately build a better consumer experience and more effective campaigns. Our partnership with Snap, Inc. brought a fresh perspective around how this could work and be put into practice in a strategic, new way on their platform.” For this specific study, Dentsu partnered with the research firm Lumen to build a prototype of the Snapchat app to insert test ads and explore various advertising scenarios across the U.S. and the U.K. Prototypes were also created to test five additional digital platforms. Four hundred Snapchat users exposed to ads and 500 control subjects in each country were asked to access the Snapchat Discover tab, and their baseline responses were collected. While browsing online, each respondent was exposed to up to 6 test ads from major brands –– for a realistic experience, clutter brands were added. The study tested different ad durations, the impact of sound and congruence with content. Snap partnered with Dentsu on the “Attention Economy” research in order to measure the mobile, vertical video ad opportunity for various brands. Snap hopes to offer guidance to brands on buying effective video on its platform. Dentsu and Lumen’s research identified new factors that work toward maximizing user attention and outcomes, all of which apply to Snapchat’s six-second, full-screen ads. While more attention leads to increased recall and choice uplift, shorter ads were more attention-efficient and therefore did more work in a shorter period of time. Full-screen coverage was a notable factor, as well in improving attentive seconds. “Dentsu’s research program is uncovering industry-shifting learnings for media and advertising, and we were excited to participate,” says Heather O’Shea, global head of ad research & insights at Snap Inc. “The findings make clear that human attention is a critical indicator of whether an ad is seen and processed. It’s encouraging to see Snapchat’s immersive, full screen video ads succeed in grabbing that attention, and as a strong attention driver in a brand-safe environment, provide compelling business results for our partners.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH October 28, 2021 at 12:05PM
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IAS Signal Reporting Platform Becomes Foundation Of Future Projects https://ift.tt/3vXplPU Integral Ad Science (IAS) on Wednesday announced the global launch of IAS Signal, a unified reporting platform now available to more than 2,000 advertisers and publishers worldwide. Lisa Utzschneider, CEO at IAS, believes the launch of the platform creates a strong foundation for the company’s future product innovations. The new user interface with enhanced navigation to easily access the data and insights that advertisers need also includes new dashboards and landing page preferences that offer the ability to focus on specific metrics. New reporting capabilities for advertisers include trend charts and benchmark filters, data export functions to download multiple reports into one file, and a consolidated viewability and time-in-view dashboard for a complete snapshot of campaign performance. The idea is to help advertisers tap into the most granular insights, for example, data on campaign performance by demand-side platforms for programmatic campaigns, so advertisers can easily optimize and compare performance. advertisement advertisement The platform also now provides new ways to report on performance through trend charts and the ability to filter data by a customer's benchmarks. Advertisers gain access to a complete view of campaign performance on specific metrics such as viewability and time-in-view in the dashboard, as well as gain the ability to download the insights into reports. Last week the company launched its H1 2021 Media Quality report based on trillions of global data events. The report provides insight into the performance of digital media. It turns out that advertisers in the Americas made strides in reducing risk across all media formats globally, falling below 4%, as more advertisers adopted sophisticated brand suitability and risk prevention strategies. Display was the safest ad format, averaging brand risk rates of 2.4% on desktop and 2.6% in mobile web globally. Brand risk for desktop display campaigns dropped in Brazil (-3.9pp), Mexico (-3.6pp), Canada (-3.4pp), and the U.S. (-2.4pp), suggesting the growth of brand suitability tactics across the Americas, according to IAS. In the U.S., the data shows that violent and offensive language accounted for 46% of brand risk, the first time that figure has dropped to less than half the total, according to IAS.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH October 28, 2021 at 12:05PM
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Biden Taps Net Neutrality Advocate Rosenworcel To Lead FCC https://ift.tt/3CkHPfj In moves that could pave the way for restoration of the net neutrality rules, President Joe Biden has chosen Federal Communications Commissioner Jessica Rosenworcel to lead the agency, and is nominating longtime advocate Gigi Sohn to serve as a commissioner. “From fighting to protect an open internet, to ensuring broadband access for students caught in the Homework Gap through the FCC’s Emergency Connectivity Fund, to making sure that households struggling to afford internet service stay connected through the Emergency Broadband Benefit program, she has been a champion for connectivity for all,” the White House stated Tuesday, referring to Rosenworcel. Rosenworcel, who was first appointed to the FCC nine years ago and has served as acting FCC chair since January, has long supported open internet rules. In 2015, she voted in favor of the Obama-era net neutrality rules -- which prohibited broadband providers from blocking or throttling traffic, and from charging higher fees for prioritized delivery. advertisement advertisement More recently, she has argued the agency should redefine broadband as service with speeds of at least 100 Mbps -- up from the current benchmark of 25 Mbps downstream and 3 Mbps upstream. “With many of our nation’s providers offering gigabit service, it’s time for the FCC to adjust its baseline upward, too,” she stated last year. Earlier this year, when the FCC was still under Republican leadership, she dissented from the agency's conclusion that broadband service is being deployed in a reasonable and timely manner. Sohn, currently at the Georgetown Law Institute for Technology Law & Policy, previously served as counselor to former FCC Chairman Tom Wheeler, who lead the agency during President Obama's second term. She also co-founded the advocacy group Public Knowledge in 2001. Sohn said in a Twitter post Tuesday that, if confirmed, she will work toward "ensuring that every household in the US has robust broadband Internet." Public Knowledge's current president and CEO Chris Lewis stated that Sohn “built a culture of bold advocacy and nuanced policy analysis.” He added: “Sohn never compromised her principles, but also knew when it was necessary to talk with strange bedfellows or make a deal that improved the public interest.” Two years ago, Sohn publicly opposed T-Mobile's merger with Sprint, writing in a Wired op-ed that the company's promise to expand coverage to 97% of the country was “speculative, unsubstantiated, and entirely unenforceable.” Rosenworcel's term is slated to end this December, but Biden said on Tuesday that, in addition to designating her as chair, he is nominating her for a new term. For the first nine months of this year, the FCC has been deadlocked, with two Democrats and two Republicans. But if the Senate confirms Biden's nominations, the agency will be controlled by Democrats, leaving it in a position to move forward with net neutrality rules. Open internet advocates praised news of Biden's nominations. Sarah Morris, director of New America’s Open Technology Institute, called Rosenworcel “a tireless advocate for the public interest,” noting her support for issues including net neutrality and expanding broadband availability. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH October 27, 2021 at 10:04AM PostSeason Baseball Draws Viewers, Nearly $109M In TV Ad Spend https://ift.tt/3ns0TlK Postseason has averaged 3.67 million viewers per game for 29 total games versus 2019 -- wild card, divisional, and league championship series games post-season contests. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH October 27, 2021 at 08:31AM
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Supply Chain Constrains On Ad Growth Prove Greatly Exaggerated https://ift.tt/3GtSlDJ Evidence is mounting that two purported ad economy bogies -- supply chain constraints and the continuing rollout of Apple’s iOS privacy framework -- are not having a material impact on ad spending growth. The latest evidence comes from three big digital ad companies -- Alphabet, Microsoft and Twitter -- which each reported rapid ad revenue growth during their third quarter earnings releases Tuesday. And importantly, each grew at rates faster than Facebook, which blamed supply-chain constraints and Apple’s privacy steps for the deceleration in its advertising revenues. Coming on the heels of a similar supply chain grouse by emerging digital advertising platform Snap during its third quarter earnings release last week, some observers feared ad spending might also be facing a slowdown. advertisement advertisement While a number of top ad economy watchers dispelled that scenario, big digital advertising/tech stocks took a tumble late last week on those fears. Over the weekend, GroupM Business Intelligence chief Brian Wieser issued a report asserting, “We still don’t see much of an impact” from supply chain constraints, and essentially reaffirmed GroupM’s increasingly optimistic U.S. and global ad growth updates. “Investors' advertising-growth anxiety is growing with reports of supply chain challenges, but neither [Omnicom] nor [Interpublic] suggested it was material across their businesses,” BMO Capital Markets analyst Daniel Salmon wrote in a note sent to investors on Tuesday. Salmon added that “new platforms like CTV, new categories like sports gambling, strong NFL ratings, and continued demand for live sports create a relatively consistent outlook for these companies, versus volatility expected across mobile ad-oriented Internet this quarter.” While the most recent data from Standard Media Index’s U.S. Ad Market Tracker for the month of September does show the rate of ad spending expansion may be decelerating -- it nonetheless remained in the double-digit growth phase, rising 10.2% versus September 2020. But that’s down from far more pronounced rates of growth earlier this year, which were compared with massive declines for comparable months in 2020. The reality appears to be that some disruptive factors -- what Wall Street likes to refer to as "headwinds" -- are impacting some big digital advertising suppliers more than others, and do not appear to be systemic. And while supply chain issues do not appear to be slowing down ad spending growth, most ad economy watchers will be keeping a close eye on Amazon's third quarter earnings release Thursday, because it does appear to be having a material impact on retail sales, especially for ecommerce platforms. "We expect ecommerce companies to address ongoing supply chain disruptions, with a focus on the potential impact to product availability as well as margins, as the cost of sourcing product from overseas increases," Raymond James analyst Aaron Kessler writes in a note sent to investors Tuesday. "We believe that companies with the most scale (i.e. [Amazon]) are best positioned given they have the capital to invest in flying products or to shift to other ports," he notes, adding, "Furthermore, companies that deal with larger, heavier items like furniture (i.e. Wayfair) are more likely to be impacted vs. those sourcing smaller items. Additionally, we believe worker shortages and rising labor costs will be key topics this quarter." Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH October 27, 2021 at 08:03AM
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Unredacted Google Lawsuit Validates Publisher Complaints https://ift.tt/2Zr6HDw Google’s dominance in the online advertising market is evident in its ability to collect 22% of 42% of media spending handled by its systems, according to a lawsuitby state attorneys general that was unredacted last week. Those previously blacked-out sections have more details that should validate publisher complaints about the search giant. The commission that Google collects from its AdX marketplace for digital ads is about two to four times as much as fees for other exchanges, the suit claims. “If Google’s exchange sells $100,000 worth of a publisher’s inventory, Google will extract at least $19,000,” according to a previously redacted section of the suit. The complaint also cites a Google employee as saying, “an exchange shouldn’t be an immensely profitable business” like Google’s AdX, but should instead be “like a public good used to facilitate buyers and sellers.” The unredacted version of the lawsuit filed by Texas and 11 other states in December argues that Google has abused its dominance in online auctions for advertising. News organizations including the Associated Press, Dow Jones, Reuters, Advance Publications and The New York Timeshad asked the court to uncover the redacted parts of the complaint. Citing internal company documents, the suit says Google’s publisher ad server, Google Ad Manager, served 75% of all display ad impressions in the U.S. in third quarter of 2018. In addition, the company’s ad-buying tools, such as Google Ads and DV360, win more than 80% of the auctions in its exchange. The suit also claims that Google deceived publishers about its Dynamic Allocation process of handling auctions of ad inventory, and knew that it didn’t maximize the yield for publishers. “Google internally discussed how publishers could make more money selling their inventory if exchanges really competed,” according to a previously redacted part of the complaint, which in an earlier version said competition would boost the clearing prices for publishers by an average of 40%. The unredacted complaint also has more details about Accelerated Mobile Pages, or AMP, the Google-hosted versions of web pages that load more quickly on smartphones. However, publishers saw 40% less revenue from AMP pages, according to Google’s internal documents. Facing a threat from header bidding, Google employees discussed playing a “jedi mind trick” by “getting publishers to come up with to remove exchanges…on their own” by stoking worries about straining publishers’ websites, the unredacted complaint says. The allegations should worry publishers that depend on Google’s technology to sell digital ads. The company has refuted the claims as inaccurate, but more transparency is needed to alleviate the concerns of media buyers and publishers. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH October 27, 2021 at 06:03AM
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5 Monstrous B2B Marketing Moves That Will Come Back To Haunt You https://ift.tt/3BpZ120 Are you making any of these five all-too-common yet often monstrous B2B marketing moves that will come back to haunt you? As we once again greet the season of ghosts and all things haunted, it’s the perfect time to open that creaky cobwebbed door where B2B marketing horrors and nightmares await. There’s no need to be afraid, however, as we’ve got the digital garlic you need to ward off even the most ghoulish of B2B baddies and their marketing missteps and mistakes. Sit back, and let’s take a moment to look at five of the most monstrous and horrifying marketing moves that will only come back to haunt you, and in doing so we’ll go on a digital marketing ghost-busting adventure. 1 — Don’t Frankenstein Your Marketing Effortsvia GIPHY Frankenstein is a symbol of all of those marketing pieces that don’t fit together, combined willy-nilly into a hodgepodge of fragmented marketing that doesn’t offer the kind of cohesive experience savvy marketers are constantly striving for. A mad scientist can work in the movies, but when it comes to real-life B2B marketing, it pays to have a thoroughly sane and well-planned strategy, from concept creation and testing to deployment and measurement. In today's marketing landscape we've got more elements to consider for inclusion in digital efforts than ever before, however knowing which ones work harmoniously together and which don't is key in order to keep from creating a marketing Frankenstein. We've taken several looks at how B2B marketers can best keep their efforts harmonious and cohesive, such as in the following articles:
2 — Keep Dracula From Sucking The Life From Your Marketingvia GIPHY Dracula and Nosferatu are symbols of marketing that sucks the life right out of your well-intended efforts. Don’t let today’s digital draculas sabotage an otherwise excellent marketing effort, whether it’s in the form of “death by committee,” where the heart-blood of a campaign is weakened over multiple iterations, or by failing to begin with a strong message and then letting any energy it did have become hopelessly watered down. Instead, infuse your B2B content marketing with healthy doses of the best answers and information your target audiences are seeking, and look to include energizing, memorable, and interactive elements to your marketing output. We've got you covered with examples of B2B brands successfully using fresh and compelling elements to bring brand stories to life, including how influence can multiply those efforts, such as in the following articles we've published:
3 — Take The Wraps Off Mummified Marketingvia GIPHY Don’t let your marketing get buried alive like a big-screen mummy, perhaps never to be unearthed and reach its full intended effect. Instead, remember that there's an ideal time and place to unwrap every good marketing effort. Even if a concept must be temporarily scrapped, it could come back to life later on and have great success if rolled out at the perfect time and to the right audience. Timing is everything, as they say, advice that's especially true in B2B marketing. It's key to know your audience, what their paint points are, the questions they're asking, and where they're looking for answers. Then providing solutions becomes a task so clear that even a mummy could do it. Here are several looks at learning more about your audiences, and how to release — or even, in the form of repurposed content, re-release — your best digital output:
4 — What Would Scooby-Doo? Unmask Your Mediocre Marketingvia GIPHY Great B2B marketing doesn’t need to wear costume masks, as authentic best-answer content shines brightly on its own merits. If your best content is hiding, don’t wait for Scooby-Doo and his Mystery Machine cohorts to unmask it for you. Instead, redouble your efforts to get creative in how and where you publish, share, and promote your top content. There have never been so many digital communication channels as today, and in 2022 the options are bound to increase. More B2B marketers than ever are experimenting with and finding success using new social platforms, whether it's on Discord, Reddit, TikTok or through new features on existing platforms. To help find new destinations for publishing your B2B marketing content, take a peek as these article we've published on the subject:
5 — Let Casper Show That Not All Marketing Ghosts Are Ghoulishvia GIPHY Every B2B marketer will eventually have one or more of the advertising ghosts we’ve looked at so far touch their lives and work, however these experiences don’t need to be sources of shame or distress. Indeed, smart marketers are always learning from past haunted mistakes and sometimes-horrifying missteps, however as Casper the Friendly Ghost exemplified, it’s much better to embrace and own your unique history — warts and all — as it’s only through understanding what didn’t work that we can find what truly works the best. Turning our marketing fears into successes and making learning a lifelong process is at the heart of the following pieces we've made available:
Send Marketing Cold Shoulders Back From Whence They Camevia GIPHY By keeping Frankenstein's disjointed efforts from your marketing, avoiding Dracula's life-sucking bite, unwrapping mummified or mediocre marketing, and embracing our own haunted pasts like Casper, we can craft B2B marketing content that delights, informs, and drives business success. No matter how you slice it, creating award-winning B2B marketing takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Contact us today to learn how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.The post 5 Monstrous B2B Marketing Moves That Will Come Back To Haunt You appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh October 27, 2021 at 05:39AM
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BMW Partners With Two NHL Franchises https://ift.tt/316f4p6 BMW is partnering with the New Jersey Devils and New York Islanders in two separate agreements. The brand becomes the official luxury automotive partner of the New York Islanders and an Official Partner of the New Jersey Devils. BMW’s focus will be on creating premium experiences for hockey fans and event attendees at Prudential Center and UBS Arena, the Islanders’ new facility, which opens Nov. 20. The partnerships will include free parking and perks for BMW owners, a range of experiential activations designed to engage current and future BMW owners, and naming rights in select arena venues. The automaker will “establish a premium presence at both arenas through innovative programming and engaging on-site activations” at more than 200 live events combined annually, says Tom Shanley regional vice president, Eastern Region, BMW of North America. advertisement advertisement BMW already has naming rights of the premium lounge at SAP Center, home of the San Jose Sharks, as well as a sponsorship deal with the Florida Panthers and BBT Center. At Prudential Center, BMW becomes the first-ever sponsor of the stadium’s ice-level premium club, a 5,500 square-foot space which will be called “M Lounge by BMW.” The partnership will also feature a four-part “BMW Dine & Drive Series” featuring Devils alumni and leadership and the “Devils Mobile Tour presented by BMW,” an interactive experience aimed at both kids and adults. Additional elements of the partnership include free parking for BMW drivers, a vehicle display on Prudential Center’s main concourse, and the renaming of Prudential Center’s VIP East Entrance to the BMW VIP East Entrance. BMW’s investment and partnership with NHL teams reflects “the sophistication and premium appetite of hockey fans,” says Adam Cross, senior vice president, corporate partnerships sales, New Jersey Devils. At UBS Arena, the partnership will provide free parking to guests who arrive to UBS Arena in a BMW, a vehicle display within the arena’s Great Hall and the creation of a VIP entrance -- BMW Premium Entry – East -- which is closely located to parking areas reserved for UBS Arena premium members.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH October 26, 2021 at 05:11PM
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App Fatigue Affects A Quarter Of All Workers, Report Finds https://ift.tt/3pJzE8W Employees are increasingly using apps to do their work, but many are feeling app fatigue, according to Small & Medium Enterprise (SME) Tools Report 2021, a study by Setapp. Firms that force the use of apps on their email teams should take note of these findings. Of the workers polled in the U.S. and UK, over 60% use up to six apps on their work desktop/laptop each day. Apps are chosen from the company’s internal app store by 39%. However, 25% on both continents feel overwhelmed by the number of apps. As for systems, 65% in the U.S. and 75% in the U.K. use a Windows computer. In addition, 50% of their companies use Microsoft apps for team communication/collaboration. At the same time, 34.54% of the respondents use one to three apps, versus 30.84% in the U.K. advertisement advertisement In addition, over 33% in each country utilize four to six. But 10.20% of U.S. workers use 11 or more apps, versus 8.38% in the U.K. Overall, 27.54 in the U.K. and 25.99% in the U.S. say their work app toolkit is updated annually, while almost 10% in the U.S. admit their apps are never updated. When installing apps, 49% use the apps pre-installed on their computer while 18% either purchase them on their own or use trial versions. Desktop applications dominate, with 62% in the U.S. and 72% in the U.K. preferring to use them more than web apps. Despite the app fatigue affecting a quarter of the employees polled, 66% overall are OK with the number of apps they have to utilize. As for their work schedules, 39% in the U.S. and 48% in the U.K. work in a hybrid model, combining in-off and remote work. About 27% overall work remotely all the time, and 20% only in the office. Setapp surveyed 304 participants from the U.S. and 334 from the U.K. in September. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH October 26, 2021 at 05:11PM |
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