eMarketer Posts New Estimates for Native Ad Spending

Just how bug is that native advertising market today? It’s huge, according to eMarketer.

Offering a new estimate of the size of the native advertising market, eMarketer notes today that spending on native digital display ads “will make up more than half of all digital display ad spending in the US this year.”

The new forecast estimates that US native digital display ad spend will grow 36.2% this year to reach $22.09 billion. At that level it will make up 52.9% of all display ad spending in the US.

“Growth of native digital display is being driven by publishers’ pursuit of higher-value and more mobile-friendly inventory, as well as by advertisers’ demands for more engaging, less intrusive ads,” said eMarketer principal analyst Lauren Fisher.

Fisher is also the author of the new report.

“We’re seeing a huge ramp up in non-social publishers adopting in-feed ads and video,” Fisher said. “Coupled with continued advances on the programmatic native front, this will accelerate non-social native display spending.”

To learn more, check out the eMarketer report summary here.

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AppInstitute, Santander to Provide Mobile Marketing Masterclass in the UK

The U.K.’s AppInstitute announced ahead of the weekend a new partnership with the Santander UK Breakthrough program to help support small businesses “leverage the power of mobile marketing.”

AppInstitute, if you’re not familiar, provides a “simple way” for small businesses to create, publish and manage their own iPhone and Android app using their DIY app builder platform. The company aims to make entering the app market easy for even the least tech-savvy small business owner.

“We solve a significant and growing problem by removing both the technical and financial barriers of entry for SMEs into the mobile app market,” said AppInstitute CEO and Founder, Ian Naylor. “AppInstitute enables even the smallest of businesses to leverage the power of mobile marketing to improve their business’s growth and efficiency by driving transactions, encouraging loyalty and streamlining communications through your customer’s preferred device, the smartphone.”

As for the new partnership, it will provide Santander’s Breakthrough businesses valuable insight and strategies on essential digital marketing trends.

Santander’s Breakthrough program aims to help small businesses unlock their potential by providing access to Masterclasses with renowned business leaders such as Jaguar Land Rover, McLaren, Saatchi Masius and Transport for London, to learn first-hand how to boost business growth.

AppInstitute is hosting their first Breakthrough event on May 18 and will be inviting SME owners to their Nottingham office for the opportunity to develop their digital strategy and get hands on experience building their own mobile app.

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Portfoliobox Touts New All-in-One Mobile App

MMW was briefed this week by the team at Portfoliobox, a Sweden-based online website builder.

The company recently rolled out a new suite of services that will help creative professionals design a custom and intuitive website for free that “looks professionally designed, without the need for technical knowledge.”

The team says that Portfoliobox differentiates itself in the marketplace by offering a wide range of galleries, cover pages, text pages without stagnant templates.

An online store can seamlessly be integrated to a website with a suite of ecommerce and marketing tools. Portfoliobox simplifies the process of creating a website, which can be done in under an hour, and the website builder can even be used on touchscreen mobile devices so that business owners can tweak the layout and content on the move.

“Being creatives ourselves we know that creatives like unique customized approaches to creating websites,” said Gustav Degerman, Founder and CEO Portfoliobox. “Unlike other similar tools, Portfoliobox does not force the end user to pick a theme. The users can create a website that truly reflects their inspiration and ideas. This is especially important for creative professionals, as they usually do not like boundaries when it comes to creativity. With Portfoliobox’s unique online portfolio, small businesses can showcase their work, just like the way they create their artworks or photographs.”

To learn more about Portfoliobox, click here.

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Mobile Marketing: Here’s What Happened This Week

Mobile-MarketingIn case you missed it, here are some of the top stories in mobile marketing and advertising we’ve been following this week.

BCG Survey Reveals Performance Gap in Marketers’ Digital Skills Development
Skills Consumer companies are lagging in the development of essential digital-marketing skills, particularly in high-impact channels and capabilities, such as mobile, video, and testing.

March 1, 2019: The Day Video Overtakes Email
The following is a guest contributed post by Fritz Brumder, CEO of Brandlive. You wake up, and scroll through the latest news stories on Snapchat, then open up Slack to watch some quick video assignments for work while you brush your teeth.

The Trade Desk Infographic: March Madness Fan Stats
With March Madness in full swing and fan brackets filled out, the time has come for marketers to shift into high gear and capitalize on the wealth of opportunities surrounding college basketball’s most exciting time of year.

Mondo Reveals The Top 10 Digital Marketing Professional Jobs for 2017
Mondo is out with the results of its annual Digital Marketing Salary Guide, which includes the latest digital marketing salary data and hiring trends. Not surprisingly, the top 10 digital marketing jobs for 2017 garnering salaries of $170K or more include…

AppsFlyer Confirms ‘Comprehensive Integration’ with Adobe Marketing Cloud
In case you missed the news, AppsFlyer — a leading mobile attribution and marketing data analytics company — has just announced its platform integration with Adobe Marketing Cloud.

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Kantar Millward Brown Expands Ignite Network in the U.S. to Propel Mobile Advertising Measurement Forward

Media Announcement: Kantar Millward Brown today announced the latest expansion of the Ignite Network®, its leading brand marketing analytics platform, driving continued advancement in mobile advertising measurement. A leading global research agency helping businesses grow strong brands, Kantar Millward Brown now has the largest mobile panel in the industry — with over 3 million U.S. panelists — and can provide marketers more robust measurement and richer insights to inform mobile marketing decisions.

According to the 2016 Connected Life study by Kantar TNS, U.S. consumers spend 2.6 hours per day on mobile devices and eMarketer projects that mobile advertising will represent 63% of all US digital ad spending by 2020. “It’s critical for marketers and consumer insights teams to keep pace with consumers’ use of mobile,” said Stephen DiMarco, president of Kantar Millward Brown’s North American Media and Digital Practice. “Mobile is a key component of our clients’ marketing strategies and we’re committed to addressing mobile measurement challenges head-on to provide marketers the insights needed to confidently invest in this now-mainstream platform.”

Kantar Millward Brown’s Media and Digital Practice has been measuring the effectiveness of mobile advertising through their Brand Lift Insights solution for over a decade and the effectiveness of digital advertising for over two decades. With more than 2,100 mobile studies completed, it’s clear that marketers are hungry for mobile insights to guide investments and empower campaign optimization. Through the expansion of Ignite, Kantar Millward Brown has stepped up to answer the demand and will enable marketers to:

  • Measure the effectiveness of a wider scope of mobile campaigns, including those with smaller impression sizes
  • Evaluate the impact of mobile advertising on more niche, typically hard to reach, audiences
  • Make informed decisions to plan and optimize mobile advertising investments based on more granular insights into campaign performance

As part of this expansion, Kantar Millward Brown has partnered with SessionM, a mobile-first marketing automation and loyalty platform, and Drawbridge, a cross-device identification company that helps businesses identify, anonymously, when a single person is using multiple devices. The Drawbridge partnership will cover the U.S., Canada and Mexico, and extend to the rest of the world in the upcoming months.

This is one step in an ongoing effort to address marketers’ pain points in mobile measurement and provides a necessary foundation for enhancements as the industry evolves. “We have placed a strong emphasis on product and media innovation across mobile, TV and online to match our clients’ increased marketing spend across platforms,” added DiMarco. “Expansion of our mobile panel represents our commitment to deliver insight-rich solutions to help marketers understand how mobile advertising is contributing to brand growth.”

To learn about how Kantar Millward Brown can help you measure the effectiveness of mobile campaigns, please contact digitalsolutions@millwardbrown.com.

About Kantar Millward Brown

Kantar Millward Brown is a leading global research agency specializing in advertising effectiveness, strategic communication, media and brand equity research. The company helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Part of Kantar, WPP’s data investment management division, Kantar Millward Brown operates in more than 55 countries. Learn more at www.millwardbrown.com.

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March 1, 2019: The Day Video Overtakes Email

The following is a guest contributed post by Fritz Brumder, CEO of Brandlive.

You wake up, and scroll through the latest news stories on Snapchat, then open up Slack to watch some quick video assignments for work while you brush your teeth. You’re in a hurry, but the first meeting of the day is a video call that you can take from the train (thanks, public wi-fi!).

At 8:30 a.m., you arrive at your desk, and your manager’s left three video messages with some feedback on last week’s project, including some tweaks she needs by noon. Come 9 a.m., you jump onto the CEO’s live video update to all employees for the week. She likes to make sure everyone knows the major priorities, and can ask questions and make suggestions in real-time.

A couple quick IMs set a time, and you and your team videochat quick to divide up roles to make sure everyone can review the file before the deadline.

During a late lunch, your coworkers pull up a quick video clip from last night’s big series finale. Then you’re back at your desk, to share some video feedback with the team’s interns in New York. Gotta multi-task since your favorite clothing brand has their live video summer sneak-peak fashion show starting at 3 p.m. (6 ET), so you jump onto that late in your day to get a little shopping done for the summer season.

Your day closes with an evening call between a client in Honolulu and his associate in Chicago, who’s joining the video conference from the airport. You share some action items at the end of the call, then send the recorded video to the full team afterward.

It’s March 1, 2019. And video has overtaken email.

The concept may seem foreign to a culture that’s just as tethered to email as ever — 205 billion emails were sent per day in early 2015, and that number’s actually supposed to grow to 246 billion in 2019.

But dig a bit deeper and the numbers are deceptive. Nearly half of all emails are spam, and the open rate for email in North America hovers around 30 percent. That’s not effective communication at all.

Video, on the other hand, is only growing as a means to communicate, at work and at play. Live video will only grow as a means to interact in our work and personal lives, as we’re on the go more than ever, but still crave face-to-face contact.

This year (back to the present, 2017, now), video is poised to account for 74 percent of all web traffic. Even in 2014, when internet speeds weren’t what they are today, simply using the word “video” in an email increased open rates by 19 percent.

Hubspot saw that 43 percent of those surveyed wanted more video content last year. Customers are also four times more likely to watch a video about a product than read about it.

These are clear signs of a shift in the way we live, and specifically, in the way we do business (and will do business by 2019). Enterprise investment in video has continued to climb in recent years, and will only grow more as technology matures. If video proves it’s better equipped to reach customers than traditional emails (and that goes for B2B and B2C), then it only makes good business sense to jump at that opportunity, no?

High-quality video has also become easier and easier for anyone to create, manage and produce.

Industry behemoth Skype has been in the game since 2003, and still has 300 million monthly active users. Skype’s free, for the most part, as are other increasingly accessible options. Meet by Google is the latest enterprise-focused offering for the company, as more and more businesses go that route for all-in-one data, file, email and video management. It’s simple — basically Hangouts for your office — and only serves to continue wider adoption of video conferencing.

Same goes for Zoom Video, which aims for as little set-up as possible. They provide quick extensions for browsers and Microsoft Outlook, making it an incredibly fast process to get right into your video meeting.

Services like these keep popping up and keep growing rapidly in the space. Even as the prices of video services fall, profits are going up due to end-user adoption. That only serves to create more investment in video — whether that’s conferencing, pre-recorded or live segments.

When March 1, 2019 rolls around, it won’t feel like you’ve traveled through time. We’ve been moving toward this new, post-email reality all along. Email may never truly die off, of course. But video will soon be the way we do business. And with video’s abilities to create more valuable interactions on both sides of the screen, it seems we’ll be better off for it.

About The Author

Fritz Brumder is the CEO and a co-founder of Brandlive. Fritz is a long-time Internet strategist and entrepreneur. Using his experience in and passion for video production, and expertise in Internet strategy, he developed the vision for and launched Brandlive, a leading Software-as-a-Service solution that brands and retailers leverage to create highly engaging online events for their products and product experts — seamlessly combining live video, social interaction, and instant commerce. Fritz has developed digital media solutions for the world’s best brands for over 10 years.

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The Trade Desk Infographic: March Madness Fan Stats

With March Madness in full swing and fan brackets filled out, the time has come for marketers to shift into high gear and capitalize on the wealth of opportunities surrounding college basketball’s most exciting time of year.

“The more marketers know about today’s consumers—the places they go, the teams they root for, the snacks they munch on—the more closely they can align with the die hard audiences,” say the folks behind the report.

The Trade Desk uncovered the profiles of march madness fans across the country so that advertisers can build ad campaigns that outscore the competition,” a provided statement explains.

Take a look at a few of the fun stats shared in the infographic below.

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Mondo Reveals The Top 10 Digital Marketing Professional Jobs for 2017

Mondo is out with the results of its annual Digital Marketing Salary Guide, which includes the latest digital marketing salary data and hiring trends.

Not surprisingly, the top 10 digital marketing jobs for 2017 garnering salaries of $170K or more include Chief Marketing Officer (CMO), VP of Digital Marketing, and Web Analytics Manager/Market Data Analyst, according to the 2017 Salary Outlook from Mondo.

If you’re not familiar, Mondo is the largest national staffing agency specializing exclusively in high-end, niche IT and Digital Marketing talent.

According to Mondo’s annual Digital Marketing Salary Guide, the top 10 digital marketing jobs for 2017 with salaries of $170,000 or more include:

  • CMO: $160-245,000
  • VP, Digital Marketing: $140-200,000
  • Web Analytics Manager/Market Data Analyst: $80-185,000
  • VP, eCommerce: $125-180,000
  • Director, Interactive: $140-180,000
  • Director, Creative: $101-178,000
  • UX Specialist/Information Architect: $110-175,000
  • Mobile App Developer: $100-175,000
  • Director UX/UI: $130-170,000
  • VP, Interactive Product or Interactive Marketing: $130-170,000

“Digital marketing technology skills like Data Analysis and UX/UI design are garnering top salaries, and professionals with those skills are in high demand,” said Gianna Scorsone, Senior Vice President of Marketing Operations and Sales for Mondo. “In terms of our placements, we have seen a rise in demand across the board for Digital Marketing professionals, with a 70% increase over last year.”

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AppsFlyer Confirms ‘Comprehensive Integration’ with Adobe Marketing Cloud

In case you missed the news, AppsFlyer — a leading mobile attribution and marketing data analytics company — has just announced its platform integration with Adobe Marketing Cloud.

“The comprehensive solution empowers digital advertisers to understand the return on investment (ROI) of their mobile spend as part of their cross-channel strategies, and is now available to existing Adobe customers,” the AppsFlyer team tells us.

Why is this move so important? According to the company, without mobile attribution, digital advertisers “face the challenge of connecting their mobile marketing spend to their app revenue and overall customer life-time value.”

AppsFlyer’s user-level data extends the insights provided by Adobe through a seamless integration into Adobe Analytics, Adobe Audience Manager and Adobe Media Optimizer. In addition to this, AppsFlyer’s position as an official Business Partner in the Adobe Marketing Cloud Exchange Partner Program ensures a high level of service for Adobe clients benefiting from the added capabilities.

“Integrated attribution data lets digital advertisers break down the silo of mobile ad spend as it correlates to their full customer life-time value,” said Ben Roodman, director of partnerships at AppsFlyer. “We’re proud to be an Adobe Marketing Cloud Exchange Business Partner as the close cooperation between our teams will provide customers with seamless integration and exceptional quality of service.”

To learn more about AppsFlyer and what it offers the world ecosystem, check out the company’s official site here.

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Performance Based Mobile Advertising Platform Announces New Funding

This week, MMW learned that Databerries — a performance-based mobile advertising platform for offline retailers — is announcing a $16 million Series A round, led by Index Ventures.

“The round comes after a Seed Round in December 2015, and includes existing investors ISAI and Mosaic Ventures, along with prestigious Angels such as Pascal Gauthier (ex-COO at Criteo) and Greg Coleman (President at Buzzfeed and ex-President at Criteo),” a provided statement explains.

Co-founded in 2014 by Benoit Grouchko (CEO, ex-Criteo), François Wyss (COO, ex-Google) and Guillaume Charhon (CTO & serial entrepreneur), Databerries “enables brick and mortar retailers to use mobile ads to target consumers based on previously visited locations and determine which ads have resulted in store visits.”

This concept pioneered by Databerries and referred to as Real Life Targeting, brings, for the first time, the sophistication of online advertising to offline retailers.

We’re told that since launching in December 2015, Databerries now works with more than 100 brick and mortar retailers, such as Toys “R” Us and McDonalds and has driven several million euros of revenue in its first year. The company has grown headcount from 4 to 40 in 12 months, with 40 percent of that growth in R&D.

“Retailers spend more than $100B every year in offline marketing (leaflets, radio, out-of-home, advertising, etc), without being able to accurately measure its efficiency. However, thanks to mobile devices, there is now a bridge between online and offline,” said Benoit Grouchko, CEO of DataBerries. “Databerries offers retailers a traffic acquisition solution that works for offline marketing, but also leverages the online advertising standards the industry has become used to: accurate targeting, personalization, performance measurement and return on investment optimization. As a result, Databerries is leveling the playing field between pure ecommerce and brick and mortar.”

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