Opera Mediaworks Launches App-based Targeting for Ads

App phone illustrationMobile advertising platform Opera Mediaworks has launched technology that targets consumers based on their choice of apps.

The launch follows a study by the company that showed that while there are clear relationships between users’ choice of apps and how they interacted with advertising, it was not necessarily linear. For example, users with a high number of entertainment apps were actually less likely than other users to engage with entertainment ads.

The study used app choices to create 10 ‘mobile personalities’ for different types of users and then examined how these personalities tended to engage with advertisements. Savvy Shoppers (users with mostly lifestyle, finance, retail and food & drink apps) and Health Aware users (those with mostly medical and weather apps) were the least likely to interact with mobile ads, while High Rollers (users with a high number of gaming, gambling and sports apps) were 43 per cent more likely to click on finance ads than other ads.

“Our mobile phones are glued to us all day and in many ways represent our digital DNA,” said Mark Slade, managing director for EMEA at Opera Mediaworks. “The apps we have reflect our personality and these in turn impact the type of ads we tend to interact with.

“Identifying and applying user profiles to ad targeting can significantly increase the probability of users interacting with mobile ads. This will offer real value to brands, advertisers and agencies alike and is the reasoning behind the launch of our app-based targeted technology.”

Featured Articles

Samsung Reports Worst Quarterly Profits in Two Years

Samsung-LogoSamsung has issued its Q2 financial results, revealing it suffered its worst quarterly profits in two years, and that it was uncertain about its earnings prospects for the rest of the year.

Operating profit fell 24.6 per cent year on year, down to ₩7.2 trillion (£4.13bn), while for the mobile division alone, profits fell from ₩6.28 trillion in Q2 2013 to ₩4.42 trillion. This was the third straight quarter of declining profits, and the weakest quarterly result since Q2 2012.

The company suffered its worst daily percentage drop on the stock market in nearly eight months due to its downbeat forecast and the decision to keep its interim dividend unchanged from last year.

Samsung promised investors it would revamp its mid-to-low-tier product lineup with a smaller group of products and a more aggressive pricing strategy as its cheaper devices are challenged by rival Chinese brands like Xiaomi. With its flagship Galaxy S5 smartphone losing out to Apple’s iPhone 5S in May sales figures, there’s also pressure at the top of the line.

Q3 handset shipments are expected to rise by 10 per cent from this quarter and there are plans for a new premium smartphone, with an innovative design and material, but the report still forecast a decline in average sale price for the mobile division from Q2 to Q3.

“Considering intensifying competition of price and specifications as well as the release of new competing models, it is difficult to expect earnings to improve from the second quarter,” said senior vice president Kim Hyun-joon.

Featured Articles

Facebook Brings Free Basic Internet to Zambia with Internet.org App

internet-org-app11Facebook has launched a mobile app that gives users in Zambia free access to a selected number of online services on mobiles, in an attempt to bring Internet usage to a wider audience in emerging markets.

The Internet.org app, launched in partnership with Airtel in Zambia, includes access to weather reports, Wikipedia, job sites, information on health, infant nutrition and women’s rights, as well as Facebook and its Messenger app.

There are plans to roll the app out to further countries across the world, and improve the experience for users, according to a post by Guy Rosen, product management director at Facebook.

The post noted that “over 85 per cent of the world’s population lives in areas with existing cellular coverage, yet only about 30 per cent of the total population accesses the internet. Affordability and awareness are significant barriers to internet adoption for many.”

Facebook has already introduced Facebook Zero, a free or discounted version of its own app offered by multiple networks across the world, but the new app for Zambia is the first time it has added web services beyond its own social network to the free services it offers.

Featured Articles

Facebook Ads on Mobile are Cheaper and More Effective, Study Shows

Facebook ad cropA study has revealed that Facebook News Feed ads are both less expensive and have a higher CTR on mobile than their desktop equivalents.

The study, by AdRoll, reviewed data from over 800m impressions across 215 advertisers who were running retargeting campaigns on Facebook on desktop and mobile, and across the web. It found that the cost-per-impression of News Feed ads on mobile was 57 per cent lower than similar ads on desktop, and generated a 10 per cent higher CTR.

This resulted in a 61 per cent lower cost-per-click for ads on the mobile News Feed, compared to the desktop News Feed. Overall, utilising the News Feed saw great returns for advertisers, with those that layered desktop News Feed campaigns on top of web campaigns generating 53 per cent more clicks, and those that added mobile on top of that adding another 29 per cent more clicks.

“Retargeting on Facebook has been a huge hit, and has become a must-have component of any business’ performance marketing strategy,” said Adam Berke, president and CMO of AdRoll. “When Facebook first launched News Feed ads on Facebook Exchange last summer, it gave advertisers a new way to execute high-performance retargeting campaigns on a highly visible, social ad unit reaching over a billion users around the world.

“In December, Facebook doubled down on its offering by releasing a second way to execute retargeting campaigns through Custom Audiences from your website, which expands reach to mobile and tablet audiences, and also allows advertisers to overlay website intent data with Facebook data like demographics or pages liked.

“Now that there are a variety of ways to retarget across the world’s largest social network, and the ability to reach users across a range of devices, we wanted to break down the results so marketers can decide what makes sense for their business, and what to expect.”


Featured Articles

Effective Mobile Marketing Awards – Last Year’s Winners: b2c App

MothercareThinking about entering this year’s Effective Mobile Marketing Awards, but not sure what category is right for you? Or just looking for some pointers on what makes a successful entry? Then you’re in luck.

Over the coming days, we’ll be looking at some of last year’s winners in some of the most popular categories and why they won – plus, letting you know how each category has changed for this year’s awards, and how you can enter.

Last year’s winner
The 2013 winner of Most Effective Mobile Application – b2c was the Mothercare iPhone app, which not only provided new parents with a great-looking, easy to navigate retail app, with product videos, wishlists and a barcode scanner, but also acted as a smart companion to both parents and expectant parents, enabling them to access advice-led videos and a week-by-week pregnancy guide.

We also awarded a Highly Commended award to Asda, for its app, which includes useful features like a ‘Did you forget?’ reminder for items the user regularly buys. The app has been downloaded more than 2m times, and accounts for over 22 per cent of all Asda’s grocery home shopping sales.

2014 Awards
For this year’s awards, we’ve renamed this category Most Effective Consumer App. We’ve also introduced a new Most Accessible App category, for applications that most effectively cater to the needs of users who may suffer from visual, aural or other impairments.

If you want to enter either of these categories, then simply download the entry form here, and return a completed copy via email to awards@mobilemarketingmagazine.com before the entry deadline, 5pm (UK time) on Friday 8 August 2014.

It costs £145 (+ VAT where applicable, depending which country you are in) to enter your first campaign or project – and it’s possible to submit it for consideration in as many categories as you think are relevant, at no extra cost. After the first entry, it costs just £55 (+ VAT where applicable) for each additional campaign or project. For more details, see the terms and conditions.

Featured Articles

Grolsch Builds Engagement with Bluetooth Bottle Caps

premium_2xDutch beer brand Grolsch has introduced tiny Bluetooth beacons into bottle caps to build customer engagement with its existing free movie offer.

The company’s ‘Movie Unlocker’ digital initiative uses a Bluetooth transmitter that activates when the bottle is opened. When drinkers the tap the bottle cap against a Bluetooth-enabled phone that has registered for Grolsch’s movie offer, it sends a signal to a server for authentication and enables to user to pick from a selection of films to watch for free.

Previously, the campaign used a more complicated process requiring users to type and register serial codes on a website, but now the process is automated. The company worked with Russian app developer Heads and Hands on the campaign, which is compatible with any device equipped with next-generation Bluetooth beacon connectivity.

“We were aware of a current campaign being carried out in Russia by Grolsch that allows consumers to enter promotional codes found on its bottles into its partners’ websites. This enables people to access a movie for free,” said Aleksandr Semenov, CEO of Heads and Hands. “We liked this idea, but thought we could make the process a whole lot easier. So, we developed this new ‘one-touch’ technology for the bottles in order to facilitate the transaction in a single step.”

Featured Articles

Tan Media and Nativo Partner to Bring Native Advertising at Scale in UK

Tan MediaContent marketing specialist agency Tan Media and native advertising platform Nativo have unveiled a partnership aimed at bringing true native advertising at scale to marketers and publishers in the UK.

The partnership aims to combine the strategic strengths of each company and encourage the adoption of automated native ad solutions to reduce the amount of time and effort spent by marketers syndicating and trafficking brand marketing content across publications, devices and platforms.

“We’re excited to partner with a company that understands the power of content marketing and the critical role true native advertising at scale plays in the future of our industry,” said Justin Choi, CEO of Nativo. “Tan’s depth of content experience, broad publisher reach, and advertiser demand in the UK market coupled with Nativo’s programmatic native advertising platform makes the promise of true native at scale a reality for brand marketers in the UK.”

“AS we’ve seen demand for our service accelerate, our main challenge has been scaling content distribution, and reaching and engaging as many consumers as possible within our clients’ target audiences,” said Adam Rock, managing director at Tan Media. “The partnership with Nativo was an easy decision for us – in a fraction of the time, we can now natively distribute our content to hundreds of relevant websites simultaneously, and then optimise performance seamlessly across desktop and mobile platforms.”

Featured Articles

Malibu Launches ‘Best Summer Ever’ Mobile Video Campaign

Malibu Video TOGGLEMalibu has launched a mobile video campaign for its ‘Best Summer Ever Project’.

The campaign, deployed by Havas Media, targets men and women in the UK aged 18-34, across music and social interests, using Millennial Media’s technology.

It’s the first campaign to use Millennial’s Video Ticker unit, which delivers time-specific, location-based information in a news ticker-esque banner, and the first in the UK to use Video Toggle, which can display three different videos on tablet.

The campaign will also retarget users who have completed video views with standard banners.

“When you combine the rich storytelling of video with the interaction and engagement of mobile, we can ensure Malibu is front of mind for consumers during a crucial activity period,” said Adam Boita, marketing controller at Malibu’s parent company Pernod Ricard UK. “Millennial Media and Havas Media have worked together to deliver a genuinely innovative campaign that we’re tremendously excited to see in action over the summer months.”

Featured Articles

Twitter Reports Q2 Losses of $145m, But Revenues Up 124 Per Cent

Twitter Bird Logo IRLTwitter has reported net losses of $145m for Q2 2014. Since the company went public late last year, it has yet to report a profitable quarter.

That’s despite a 124 per cent year-on-year increase in revenues in Q2, totalling $312m. The vast majority of this sum came from advertising, at $277m, up 129 per cent, while ad revenue per 1,000 timeline views exactly doubled year-on-year, reaching $1.60 in Q2.

Mobile accounted for 81 per cent of all ad revenues during the quarter. Interestingly, this is actually slightly ahead of the proportion of users accessing Twitter on mobile – the social network has 211m mobile MAUs (Monthly Active Users), 78 per cent of its total MAUs.

“Our strong financial and operating results for the second quarter show the continued momentum of our business,” said Dick Costolo, CEO of Twitter. “We remain focused on driving increased user growth and engagement, and by developing new product experiences, like the one we built around the World Cup, we believe we can extend Twitter’s appeal to an even broader audience.”

Madbits acquisition
Twitter has also acquired Madbits, a company working on image search software, for an undisclosed sum.

“Over this past year, we’ve built visual intelligence technology that automatically understands, organizes and extracts relevant information from raw media,” reads Madbits’ statement on the acquisition. “Understanding the content of an image, whether or not there are tags associated with that image, is a complex challenge. We developed our technology based on deep learning, an approach to statistical machine learning that involves stacking simple projections to form powerful hierarchical models of a signal.”

Featured Articles

Facebook Launches Instagram Bolt, Trades In Gifts

Instagram BoltFacebook-owned Instagram has launched its first companion app, Bolt.

Like Facebook’s own Snapshot, the app appears to be another attempt to compete with Snapchat’s popular messaging service. Bolt enables pictures and videos to be sent to friends taken from the device’s contacts – not, notably, the user’s Instagram or Facebook friends – with a single press of a button, tapping to send a picture or holding for video. Received messages can be swiped through to immediately delete, and replied to via Bolt or SMS.

Apart from this emphasis on speed, perhaps the feature that’s most reminiscent of Snapchat is the ability to ‘undo’ messages immediately after they have been sent, using a shaking gesture.

The app is currently only available in just three pilot countries – New Zealand, Singapore and South Africa – with a wider rollout promised once trials are complete.

Facebook Gifts
Meanwhile, Facebook is sunsetting the Gifts service, which it introduced in September 2012 as a way of letting users send physical products from retail partners to their Facebook friends.

The service has been winding down for a while, with physical gifts latterly dropped in favour of gift cards, and will be shuttered fully on 12 August

“We’ll be using everything we learned from Gifts to explore new ways to help businesses and developers drive sales on the web, on mobile, and directly on Facebook,” said a spokesperson.


Featured Articles

Newsletter Signup

Complete the form below to complete your signup.