14 Seconds is Minimum Viewability Standard, Claims Study

Average viewable seconds per minimum gaze time
Online ads need to be on screen for at least 14 seconds to have any chance of being looked at, suggests a new study by InSkin Media, Research Now and Sticky that examined the relationship between viewability, gaze time, ad clutter and ad memorability.

The study, which involved four ad tech companies and nearly 4,300 consumers, used eye-tracking technology from Sticky and viewability measurement by Moat to analyse browsing habits, then quizzed consumers about what ads they could remember.

The research found that 25 per cent of ads that met the minimum industry standards for viewability (with 50 per cent of pixels on screen for at least one second) were never looked at, while a third had a gaze time of less than a second. The median time viewable ads were actually looked at by consumers was only 0.7 seconds.

On average, to actually achieve a gaze time of up to one second, an ad had to be viewable for at least 14 seconds. Ads achieving at least one second of gaze time were viewable for an average of 26 seconds, while two seconds of gaze time meant 33 seconds of viewability.

“A campaign should be assessed in three stages: did the ads have the opportunity to be seen, was it actually looked at, and what was the impact,” said Steve Doyle, InSkin Media’s chief commercial officer. “It should be judged and optimised against the last stage, but the focus on viewability means campaigns are increasingly optimised against the first stage, which can be counter-productive to maximising impact.

“Smaller formats have higher ‘opportunity to be seen’ rates as their size means it’s easier to hit viewability thresholds – but gaze time is very low. This, it’s optimising on low engagement and low impact.”

Format had a big impact on ad recall by consumers, with takeover ads remembered 52 per cent of the time, compared to 23 per cent for billboards, 21 per cent for half-page and 18 per cent for MPU.

Ad clutter also made a difference, with cluttered pages and layouts decreasing ad gaze time by 37 per cent on average across formats, and dropping ad recall by 20 per cent.

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Innovation Lab: Printable Hair, Recordable Sunlight and Squishy Robots

At Mobile Marketing we’re proud to help tech companies showcase their cutting-edge solutions, whether it’s on our website, in our magazine or at our Mobile Marketing Summits. Giving a platform to companies that are breaking new ground in their market brings audiences one step closer to the ideas and developments that will shape tomorrow.

In that spirit, our Innovation Lab feature takes a step beyond the world of apps, ads and handsets with slightly bigger screens, in order to share some of the tech world’s innovative ideas. They might be interesting, disruptive or just outright strange, but these are the stories that have caught our eye over the past week.

poietis bioprinter

L’Oréal Team with Biotech Firm for Printable Hair
Beauty brand L’Oréal has announced a research partnership with biotechnology firm Poietis that will aim to create artificial hair follicles using a bioprinter which can then be implanted in humans.

L’Oréal already has considerable expertise in hair biology and tissue engineering in its research departments, and the partnership will put it use by combining it with Poietis’ laser-assisted bioprinting technology.

The bioprinter can position cells in 3D at a resolution of just ten microns, or one hundredth of a millimeter, successively layering them using micro-drops of bioinks. The tissue created is then matured for around three weeks before it can be used in tests.

“For L’Oréal, the combination of our respective areas of expertise opens up the possibility of previously unheard of acheivements in the field of hair.” said José Cotovio, director of predictive methods and models for L’Oréal Research & Innovation. “This research partnership is very stimulating for the Advanced Research teams.”

Nissan Chair Will Let You Snooze While You Queue

British people might like to think we’re the world leaders when it comes to queuing, but Nissan‘s latest creation demonstrates that we’ve been overtaken by the Japanese, who have designed a chair that does your queuing for you.

The chair is based on the car manufacturer’s ProPilot autonomous driving technology which aims to ease driver workload in heavy highway traffic. Likewise, the ProPilot Chair aims to eliminate the tedium and physical strain of standing in line for long periods of time.

Using the autonomous driving technology, the chair detects and automatically follows the next chair ahead of it, maintaining a fixed distance and travelling along a set path before returning to the end of the queue when it reaches the front and is vacated.

Restaurants in Japan will be able to compete for a set of the chairs, which will be released next year, using the hashtag #NissanProPilotChair, and a group of six are currently on exhibition in the public gallery at Nissan’s global headquarters in Yokohama.

sun memoriesSmart Lamp Can Replay a Sunset For You
Sun Memories, the latest creation by Italian design agency Olive Creative Lab, share a lot of functions with many of the other smart lighting systems that have emerged in the past few years, but how it uses them is unique.

The lamp comes with a puck-shaped sensor that can be carried around or deployed outside to record up to six hours of sunshine, measuring the colour and intensity of the light, and even tracking the changes as clouds move across the sky.

The lamp can then recreate these changes in light indoors, bringing a bright spring morning or a magical sunset to life in the comfort of your living room. Users can even save different recordings to a ‘lighting playlist’ for different moods or occasions.

3D-printed ‘Octobot’ Uses Chemical Reactions as Electronics

A team of Harvard University researchers working in 3D printing, mechanical engineering and microfluidics has created the world’s first autonomous, untethered ‘soft’ robot that requires no rigid components such as batteries or circuit boards.

The robot, nicknamed the Octobot, was inspired by real-life octopi and is powered by a chemical reaction between platinum and hydrogen peroxide, with a microfluidic logic circuit used to control the reaction and replace the circuit board, autonomously directing the fuel and triggering movements.

“One long-standing vision for the field of soft robotics has been to create robots that are entirely soft, but the struggle has always been in replacing rigid components like batteries and electronic controls with analogous soft systems and then putting it all together,” said Robert Wood, the Charles River Professor of Engineering and Applied Sciences at Harvard’s John A Paulson School of Engineering and Applied Sciences.

wireless power droneThis Drone Can Fly Forever
The traditional way to extend a drone’s flying time is to give it a bigger battery, but batteries are heavy, adding weight that will in turn reduce flight time. Dr Samer Aldhaher at Imperial College London has a novel solution – take the battery out altogether, and use wireless power.

Dr Aldhaher made a simple proof-of-concept drone to demonstrate that wireless charging was possible for such devices, and the resulting quadcopter, though small, was able to hover and make simple maneuvers.

Don’t expect to see unmanned vehicles circumnavigating the globe quite yet, though. The drone can only stray around five inches from its wireless charging station before its loses the power connection and falls out of the sky. Still, it’s a first step on a journey that could revolutionise how we use drones.

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Microsoft Brings Together Bing and Cortana into AI & Research Group

Microsoft has created an AI & Research group, bringing together the existing Microsoft Research department with its Bing and Cortana product groups, Information Platform group – responsible, among other things, for Bing Advertising – and Ambient Computing and Robotics teams.

The resulting division will include more than 5,000 computer scientists and engineers, and seems indicative of where Microsoft sees future growth for its business.

“As Satya Nadella said, we are pursuing AI so that we can empower every person and every organization with tools they can use to go solve the most pressing challenges of our society and our economy,” said Harry Shum, executive VP of the new group.

“End-to-end innovation in AI will not come from isolated research labs alone, but from the combination of at-scale production workloads together with deep technology advancements in algorithms, systems and experiences. The new group will provide greater opportunity to accelerate our innovation in AI, and to enable Microsoft to create truly intelligent systems and products for our customers. I believe we have some of the best AI talent on the planet, and we’ll continue to attract even more.”

AI seems to be a fairly consistent focus for Microsoft going forward. It was the core theme of the company’s Build conference back in March, which introduced chatbots for Skype and expanded capabilities for Cortana – the virtual assistant which sits at the heart of Windows 10, and probably the most prominent example of AI at work in Microsoft’s business today.

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Facebook’s Atlas Charts a New Path, Away from Ad Tech

facebook ad
Facebook has re-positioned its Atlas ad platform, moving it out of its ad tech division and into the ‘marketing sciences’ measurement business.

Facebook acquired Atlas in 2013, for a reported sum of somewhere in excess of $50m, from previous owner Microsoft – which had itself bought Atlas along with parent company aQuantive in 2007.

Atlas was composed of two parts: an ad server and a measurement platform. Plans to build on the former with the addition of a DSP (Demand-Side Platform) were abandoned in March, so the move – officially solidifying the focus on the latter half – probably comes as no surprise. Indeed, Facebook’s interest in the company has always seemed to lie with measurement.

When it originally announced the acquisition, ad tech VP Brian Boland said of the decision: “If marketers and agencies can get a holistic view of campaign performance, they will be able to do a much better job of making sure the right messages get in front of the right people at the right time. Atlas has built capabilities that allow for this kind of measurement, and enhancing these systems will give marketers a deeper understanding of effectiveness and lead to better digital advertising experiences for consumers.”

According to Business Insider, while the ad server element does still exist, it is now used mostly for ‘data fidelity’, backing up the measurement capabilities, and Atlas’ primary use is as a measurement tag for cross-device user tracking.

The change won’t affect the Atlas brand, or lead to any lay-offs within the department – but it may signal the beginning of the end for Facebook’s ‘ad tech’ division as a whole. Boland told Business Insider the company was moving away from that name, in order to distance itself from ‘pre-conceived notions’ – like ‘cookies and desktop’ – that are too tied to the digital marketing landscape of 2009.

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Car and Telco Heavyweights Team Up to Launch 5G Automotive Association

5g AAAUDI, BMW, Daimler, Ericsson, Huawei, Intel, Nokia and Qualcomm have launched the 5G Automotive Association.

The association will develop, test and promote communications solutions, support standardization and accelerate commercial availability and global market penetration. The goal is to address society’s connected mobility and road safety needs with applications such as connected automated driving, ubiquitous access to services and integration into smart cities and intelligent transportation.

With next generation 5G mobile networks and continued strong LTE evolution, which includes Cellular Vehicle-to-everything (C-V2X) communication, the companies believe the focus of information and communication technologies is shifting towards the Internet of Things and the digitalization of industries.

As an evolution to today’s networks, next generation mobile networks are expected to handle much more data volume, connect many more devices, significantly reduce latency and bring new levels of reliability. For example, 5G can better support mission-critical communications for safer driving and will further support enhanced vehicle-to-everything communications and connected mobility solutions.

These new solutions bring new technological and business opportunities for both the automotive and ICT industries, and the members of the association said they will collaborate to realize the full potential together. The association will address key technical and regulatory issues, leveraging next generation mobile networks and integrating vehicle platforms with connectivity, networking and computing solutions.

Its main activities will include defining and harmonizing use cases, technical requirements and implementation strategies; supporting standardization and regulatory bodies, certification and approval processes; addressing vehicle-to-everything technology requirements, such as wireless connectivity, security, privacy, authentication, distributed cloud architectures and more; and running joint innovation and development projects leading to integrated solutions, interoperability testing, large scale pilots and trial deployments.

The Association said it welcomes more partners who are engaged in the automotive industry, the ICT industry or the broader ecosystem and value chain for vehicle and road transportation systems. Several companies have already expressed strong support for the 5GAA and declared their intent to join the Association in the near future. The Association will support and work in close cooperation with national and regional initiatives, such as the European Connected & Automated Driving Pre-Deployment Project.

“The 5G Automotive Association is the latest example of Nokia’s close relationship with the automotive industry to make the driverless car a reality and unleash a whole new era in automotive innovation,” said Dr. Marc Rouanne, chief innovation & operating officer at Nokia. “Cloud, communications and networking technologies and innovations have the potential to transform the car into a fully connected device to revolutionize the driver experience and address society’s mobility needs.”

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DMA Calls for GDPR Compliance

Chris Combemale

Combemale: “We need to find the right balance between privacy and commerce”

Chris Combemale, CEO of the DMA, has called on businesses to take responsibility for customer data and ensure they are prepared for the new General Data Protection Regulations (GDPR) due to come into force in May 2018.

Combemale was speaking at today’s Data Protection Update 2016 conference, which will also include keynotes from people.io Founder Nicholas Oliver; the Information Commissioner’s Office’s policy delivery group manager Iain Bourne; and Steve Wright, chief privacy officer at John Lewis, alongside speakers from Barclays, Cancer Research, L’Oréal and Sky.

“To ensure the continued growth and sustainability of the data-driven economy we need to, as an industry and society, find the right balance between privacy and commerce,” Combemale said. “Respect and responsibility are essential to creating the trust required for the growing number of companies that rely on this data to fuel their business. In an increasingly global digital marketplace, Brexit does not change the behaviours that companies must adopt in order to succeed and build long-term relationships with customers.”

The final text of the GDPR was approved by the EU Parliament in April 2016 after 7 years of discussion, making clear a company’s responsibilities when collecting and using customer data. Just a couple of months later, the UK voted for Brexit and suddenly companies were no longer sure if they would have to abide by the framework of the legislation. The reaction to this ranged from delaying to a complete stalling of preparations.

“Brexit does not change the need for UK businesses to prepare for GDPR,” Combemale said. “Firstly, it looks likely that the UK will still be a member of the EU when the new rules come into force, and as such companies will need to be compliant for at least the period or until the formal Brexit happens. Second, even-post-Brexit if a UK company has a single customer in Europe they will need to adhere to the new legislation. Finally, any trade deal that is negotiated will require an equivalent level of data protection in the UK. If you want to see how seriously the EU takes the topic of data protection with non-member states, you need look no further than its approach and negotiations with the US on Privacy Shield.”

The data-driven economy is the engine that will continue to drive growth in the UK. According to Tech City’s Tech Nation 2016 report, the UK’s digital technology industry already contributes over £161bn to the nation’s economy. This represents over 1.5m jobs in the UK, with more than one in 10 of these in the field of data management and analytics. According to the Boston Consulting Group, the UK’s Internet Economy is the largest of all the G-20 nations, representing over 12 per cent of GDP, which is twice the size of the average G-20 and 27 EU member states.

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The 10 Best Quotes from our Mobile Marketing Programmatic Summit

Yesterday was our Mobile Marketing Programmatic Summit, where we brought together brands with key thought leaders from the mobile marketing world to explore and discuss this vital technology that has changed the way the digital ad ecosystem works.

Programmatic is rapidly becoming the standard when it comes to targeting and deploying mobile and cross-screen campaigns, but many aspects of the technology are still poorly understood by a large number of marketers. Our Summit gave brands an opportunity to connect with ad tech providers, industry experts and their peers to ask questions, challenge assumptions and hear about some of the latest developments and cutting-edge insights.

If you weren’t able to make it to the Summit, you missed out on some fantastic guidance from leading industry figures, but you can still access some of the gems of wisdom here, with our top 10 quotes from the day.


“What are the benefits of programmatic? Being able to monetise a huge amount of content effectively without pissing off our audience.”
Joe Clo, head of advertising, Unilad

The day kicked off with a view of programmatic from a cutting-edge publisher in the form of Unilad. Joe Clo walked us through the enormous amount of data that the firm deals with as the most engaged social publisher in the world, and explained how programmatic advertising gave them the tools to manage and monetise that information in an effective way.

“There’s a growing expectation to personalise across every device, in every interaction. Mobile programmatic brings new tools, but also more things to consider.”
Jen Brown, director of marketing, EMEA, Tealium

Jen Brown of Tealium explored whether programmatic was serving to simplify marketing’s search for a single customer view, or making it even more complicated as the demand for a joined-up view becomes even more central to people’s expectation of marketing.

“Facebook are a frenemy. They’re someone we have to deal with, but we’re always wary of the moves their making in terms of publishing.”
Amir Malik, programmatic director, Trinity Mirror

In his presentation, Amir Malik provided us with a new publisher’s viewpoint on the programmatic world, and how changes in the consumption of news and content were creating new challenges for traditional publishers that programmatic was helping to combat.

“For me, programmatic is about simplifying the process of delivery, so that you can focus on the creative side.”
Antoine Barbier, senior director of product, mobile, TubeMogul

During our Ask Me Anything panel, Antoine Barbier of TubeMogul brought the discussion back to whether or not creative can sit comfortably with programmatic, and whether the focus on data, bidding strategies and demand-and-supply partners was blinding us to the original benefit of the technology – being able to get your messaging in front of the people it will most impact.


“We know it takes two months for a theatregoer to see another show, so we geofence the theatres, then sit on that data for one and a half months before using it to target those people with adverts for a new show. That’s something that only mobile can do, and we’ve seen great success with that.”
Juan Diaz, digital manager, Dewynters

During a roundtable session, Juan Diaz from ad agency Dewynters shared how the firm was using data to inform their strategy when it came to promoting West End shows, combining qualitative demographic knowledge with the kind of location data only mobile can provide.

“Today, Facebook, Pinterest and Google through YouTube have created fantastic places to invest in consumers, but we’re missing out on a chance to reach consumers in other ways, across the walled gardens.”
Alex Merwin, vice president of global programmatic demand, SpotX

Alex Merwin addressed the power that ‘walled gardens’ have when it comes to targeting consumers, why we shouldn’t be relying on the tools they provide us, and how programmatic and coordination between publishers is creating solutions to this problem.

“Agencies are incentivised to work with private marketplaces, but programmatic guaranteed is much more interesting to publishers, and you have big premium names like the Financial Times waiting for it to become the standard rather that creating a private marketplace.”
Amir Malik, programmatic director, Trinity Mirror

During our panel debate, Amir Malik discussed the various different forms of programmatic that are emerging as the technology matures, and how they are being adopted at different places within the ad ecosystem.DSC_0008

“88 per cent of advertisers would reduce the number of ad tech vendors they were working with, if they could guarantee that it wouldn’t affect the performance of their ads.”
Julian Savitch-Lee, director of client services, BidSwitch

Is programmatic leading to fragmentation in the mobile market, and is it time to make a push back for consolidation? Julian Savitch-Lee from BidSwitch walked us through the confusion that the ecosystem can create for advertisers, and whether or not the glut of supply and demand partners was good for the industry.

“Data is huge for us, but I think there’s a danger of becoming too granular and targeting the same people again and again, and never reaching out to new consumers because they don’t fit the profile of your existing customers.”
Flo Mills Lyle, publisher manager, Linking Mobile

Flo Mills Lyle from mobile affiliate network Linking Mobile brought up the risks of retargeting during a round table session, and how chasing customers with cross-screen campaigns can sometimes end up cannibalising your audience with little benefit in return.

“Ultimately, we’re all in a business-to-business space, and we have to remember it’s still about people.”
Jen Brown, director of marketing, EMEA, Tealium

As part of the AMA session at the end of the day, Jen Brown asked how ad tech firms can distinguish themselves when there were such a large number of different offerings out there, and reminded us that, no matter how technology changes the industry, it all comes back to people in the end.

If you’re interested in hearing these sorts of insights and more with a focus on building brand on mobile, our Mobile Marketing Brand Summit is coming up next month, with speakers including Barclays and Taj Hotels. Click here to find out more.

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Uber Ties Up with Yext to Take Customers from Web to Store

Uber Uber Yexthas partnered with location data management firm Yext to enable its customers to order an Uber direct from a third party company’s website or email. The service is aimed at businesses with physical retail outlets such as shops and restaurants.

Someone booking a table at a participating restaurant on their phone could click on the ‘Ride with Uber’ link to open up the Uber app on their phone. When they do so, it will be pre-populated with the restaurant’s address and can even serve up the menu so they can start planning their meal, as well as serving up other offers from the business en route to the location. What happens if you book the table via the website in terms of linking the desktop booking to the app on your phone is unclear but we are trying to find out. Update: It only works on mobile.

Guitar Center, the world’s largest retailer of guitars and related music equipment, piloted the beta version of the integration to help customers demo its products in store after researching online. Jeff Wisot, vice president of marketing & eCommerce at Guitar Center, said: “We’re very excited to be one of the first companies launching the ‘Ride with Uber’ feature, which will make the Guitar Center shopping experience even more convenient for our customers.”

For Yext, EVP strategy and product Marc Ferrentino said: “We’re closing the loop so that businesses can provide a great experience all the way from search results to checkout – which includes actually getting to the location.”

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Avoiding Mobile UX Traps in the B2B Sector

Yesterday, Carin van Vuuren, chief marketing officer at Usablenet, provided us with a guide to UX traps that brands should avoid when designing retail apps. Now, the company is exploring how B2B firms can also benefit from refining their user experience.

Usablenet set out to understand how the B2B sector has approached the transition to mobile. With drastic advancements in mobile usage and overall capabilities, B2B buyers are beginning to expect the coherent, B2C-like user experiences that they embrace in their personal lives. Unfortunately, as a whole, the B2B sector has not yet fully embraced mobile.

The company conducted UX expert reviews on a selection of B2B mobile eCommerce sites to access the state of mobile usability in B2B. The assessments exposed actionable UX best practices and usability features that help convert and retain business buyers.

View the motion graphic below for the 4 traps that can derail a successful mobile experience and tips on how to avoid them.

This content was sponsored by Usablenet and is editorially independent from Mobile Marketing Magazine.


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Bookatable and Flyt Partner for Restaurant Analytics

bookatableRestaurant booking marketplace and management platform Booktable has announced a new partnership with Flypay and its Flyt platform that will enable restaurants to access end-to-end insights into customer journeys via EPOS integration.

Bookatable’s cloud technology helps restaurants manage their bookings and restaurant floor, enabling them to successfully fill spare tables when needed and delivering more than 2.5m diners each month via online reservations.

The collaboration with Flyt will unlock new opportunities for Bookatable by integrating with existing restaurant EPOS systems to give restaurants analytics tools that can display where customers are throughout their dining experience, increasing table turns and maximising covers.

“Flypay’s vision for Flyt is truly inspiration and provides a great vehicle for our future goals around openness and collaboration,” said Nick Brown, product director at Bookatable. “Innovation is key to our business model, and we’re delighted to offer our partner restaurants a significant upgrade to our Electronic Reservation Book products through smart integrations such as Flyt.”

“We are of course excited to introduce the Flyt program into [Bookatable’s] technology mix,” said Tom Weaver, CEO of Flypay. “Flyt unifies the technologies that operators already use to form different parts of the customer journey.

“By creating a platform which flows seamlessly for Bookatable, we have been able to ensure they are able to provide their restaurant partners with a greatly improved table management system.”

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