Welcome to the $9.6 billion U.S. mobile ad jungle. In a dark corner of the mobile app world, there is a war brewing. As more mobile advertising money continues to flow to acquire app users, the value is rapidly increasing to accurately understand what specific ad budgets are generating. In practice, that is enabling an app owner to identify the best ad sources which drive installs and activity, and act upon that data. The two leaders in this province, HasOffers and Kochava, have been conciliatory adversaries, each acknowledging, but not sniping at, the other. But with one, small, facebook announcement last week, all that looks to change.
Since 2005, we have bought mobile media for clients, and tracked subsequent activity. Somewhat surprisingly, we continue to see that across the mobile landscape that there is still an under-appreciation of the importance of understanding app analytics (not to be confused with the over-collecting of data, which is causing drowning). At Mella Media, we stress to clients that acquisition tracking needs to be a “given.” It is the front-door to knowing your users, and seeing where new opportunities lie. Ultimately, it is the top of the funnel which leads to real business goals and... Read more
Do you remember instances when your parents would refer to the technology, or the lack of, when they were growing up? You couldn’t imagine operating in a time without color television, computers or mobile phones.
Now, I’m in my parents’ shoes with my own children. Floppy disks and life without smartphones and tablets will never occur to them. After all, a friend of mine recently told me his daughter tried to swipe the television screen with her fingers to change channels.
It’s no secret that the way we digest content has evolved, and the growth of online video and mobile access to it are major contributors to this shift. The screen of choice changes with each device introduction. The “second screen,” of tablets and smartphones, is becoming the “first screen,” surpassing the television.
So what is causing the shift to tablet and smartphone viewing over television? While our parents may have been obsessed with bigger and bigger televisions, today it’s no longer about screen size. The online video and mobile shift can partially be explained by the following:
Convenience – While this may be a no-brainer, it is still one of the major factors contributing to mobile viewing. Smartphones and cloud-based video services... Read more
The holiday season is the most important time of the year for retailers, and while many companies pulled out all the stops to ensure they cashed in, there was one key element missing: tracking online and mobile marketing offers and tying them back to in-store purchases.
In a year where initial reports showed a decrease in spending on important days like Black Friday, this missed opportunity to gather intelligence was especially glaring.
So why is this data so important? To start, the digital and physical worlds are increasingly converging, and there are so many marketing channels being used to generate awareness around holiday deals (digital, email, mobile, etc.) that it has become critical that retailers and brands can provide attribution and accurately assess which channels are responsible for driving in-store business.
Additionally, advertisers need to be sure they can connect their digital offers to the basket size of a consumer. A brand like Best Buy may get someone in the door with a deal for a 50 inch TV, but they’re offering that deal with the expectation that the consumer may also buy a Blu-Ray player, some DVDs and a few other items as well. When assessing the effectiveness of the campaign, just... Read more