Less Than One-Third of iOS Users Opt In to Tracking by Apps

Since Apple began requiring apps to get user permission to track them, Branch Metrics found that less than 33 percent of iOS users opted in. Ad prices aimed at iOS users have fallen and those aimed at Android users have risen, which the digital ad community warned Apple about. Now, ad buyers are deploying iOS ad spending in less targeted ways and the lack of user data also reduces the efficacy of Facebook’s ad-targeting tools. Apple only sells ads in a few of its apps and doesn’t take a cut of third-party iOS app revenue. Continue reading Less Than One-Third of iOS Users Opt In to Tracking by Apps

Oracle Reveals Advertising Fraud on Streaming TV Platforms

Oracle has uncovered a significant fraud involving advertising on streaming platforms. Dubbed StreamScam, Oracle Data Cloud found that the fraud leverages flaws in ad serving technology and the supply chain to trick advertisers into paying for ads never seen by viewers on real devices and apps. Oracle Data Cloud chief product officer Derek Wise puts the damage at $14.5 million over the last four months, based on an estimated average cost of $20 per one thousand consumer impressions in OTT viewing. Continue reading Oracle Reveals Advertising Fraud on Streaming TV Platforms

Advertising Opportunities Emerge for Mobile During Pandemic

App Annie reported that, in the first half of 2020, users spent 1.6 trillion hours on mobile devices, a big leap from the same period in 2019. App Annie market insights director Amir Ghodrati stated that, even if millions of people are out of work, it’s crucial for brands and companies to advertise on mobile devices, to acquire new users and enable them to set up new app habits. According to App Annie, psychologists say it takes an average of 66 days to form a habit. As the coronavirus pandemic continues, those habits are solidifying. Continue reading Advertising Opportunities Emerge for Mobile During Pandemic

Mobile Use, Online Shopping and Video Spur Digital Ad Growth

A report from the Interactive Advertising Bureau and PricewaterhouseCoopers shows marketers are spending considerably more on digital advertising due to an increased use of mobile devices, as well as online shopping and greater consumption of video, music and podcasts. Digital advertising ramped up 23 percent to $49.5 billion in the first half of 2018, from $40.3 billion during the same period in 2017. Of that, advertisers spent almost 63 percent ($30.9 billion) on mobile advertising in 2018, compared to 54 percent in 2017. Continue reading Mobile Use, Online Shopping and Video Spur Digital Ad Growth

Washington Post Turns to Google Tech for Faster Mobile Site

The Washington Post is unrolling a new “lightning-fast” mobile website based on Google’s Progressive Web Apps that loads pages in under one second; the current mobile site loads pages in about three seconds. The goal is to create the fastest mobile news site possible, says chief technology officer Shailesh Prakash, who notes that 70 percent of the newspaper’s digital traffic is from mobile devices. The Post plans to direct 10 percent of traffic to the new site now, segueing to a complete switch by the end of the year. Continue reading Washington Post Turns to Google Tech for Faster Mobile Site

Facebook Touts Major Growth, Driven by Mobile Advertising

Facebook added 220 million monthly users in the past year, for a current total user base of 1.71 billion people. More than 90 percent of those users access Facebook via their mobile devices, where Facebook reaped 84 percent of its $6.2 billion in advertising revenue in the last quarter. The company saw 80 percent growth in Q2 from mobile ads, from an overall 59 percent growth rate in advertising. WhatsApp and Messenger, both of which have 1 billion users, are part of the company’s next move into video. Continue reading Facebook Touts Major Growth, Driven by Mobile Advertising

Facebook Profits Skyrocket, Beating Wall Street Expectations

Facebook finished 2015 with a strong fourth quarter, with sales rising 52 percent from a year ago to $5.84 billion, and profit more than doubling from $701 million to $1.56 billion. The upswing beat Wall Street’s predictions for Q4 of $1.2 billion in profit on $5.37 billion in revenue. Investors rewarded the company by pushing its stock up more than 12 percent in after-hours trading. Responsible for the stupendous upward trend is mobile advertising, which soared to 80 percent of the company’s total ad business in Q4 2015. Continue reading Facebook Profits Skyrocket, Beating Wall Street Expectations

Twitter Expands Video Ad Tools with Generous Revenue Share

Twitter hasn’t kept up with other social media platforms with advertising offerings, say some critics, but newly reappointed chief executive Jack Dorsey hopes to buoy the company’s fortunes with an array of new video advertising products. One of Twitter’s major advantages from the advertiser’s point of view is its emphasis on international, national and local live events. Whether Dorsey’s bid to curry favor among advertisers works to appease Wall Street, however, remains to be seen. Continue reading Twitter Expands Video Ad Tools with Generous Revenue Share

Ad-Blockers Improve Load Times, Battery Life and Phone Bills

While ethical questions can be raised in regards to ad-blocking, the advantages seem obvious. All those ads clutter up the page, slow down load times and eat up battery life, say proponents of ad-blocking software. Over four days, staffers from The New York Times tested ad-blocking apps Crystal, Purify and 1Blocker on their iPhones, and “measured how much the programs cut down on Web page data sizes and improved loading times, and also how much they increased the smartphone’s battery life.” The results favored ad-blockers for mobile devices. Continue reading Ad-Blockers Improve Load Times, Battery Life and Phone Bills

Sponsored Geofilters on Snapchat Draw in Advertising Dollars

Mobile video and messaging app Snapchat has become increasingly appealing to advertisers, who are using sponsored geofilters to turn their users into brand ambassadors. Although Snapchat still hasn’t built out its basic advertising infrastructure, advertisers are signing up to run fledgling campaigns in which people can add geofilters only when they are in specific locations. Among the brands that have launched such campaigns are Nike, GE, Target and McDonald’s. Some videos generate between 30 and 50 million views. Continue reading Sponsored Geofilters on Snapchat Draw in Advertising Dollars

Live Sports Are Generating More Opportunities for Online Ads

Brands want a way to connect to viewers who peruse laptops and smartphones while watching major sporting events. Major digital players such as Google, Facebook, Twitter and Snapchat are looking for ways to monetize increased online activity during those same events. It’s a match made in heaven, and it’s going live just as the National Football League season begins. Google plans on offering ads to be placed alongside football-related search results, but the company isn’t alone in making plans to capture advertising dollars. Continue reading Live Sports Are Generating More Opportunities for Online Ads

Twitter Pushes Video for Newly Expanded Mobile Ad Network

Twitter is taking a page from Facebook’s playbook by opening its mobile ad network to a larger group of marketers. Whereas Twitter’s service was formerly restricted to a small group of clients that could buy ad campaigns running on its own service and third party apps in its MoPub mobile advertising exchange, now all advertisers with dedicated Twitter account managers can widen their campaigns beyond Twitter. Newly renamed “Twitter Audience Platform,” the product will also feature more video ads. Continue reading Twitter Pushes Video for Newly Expanded Mobile Ad Network

Instagram’s New API Could Spark Major Change in Digital Ads

Instagram just turned on its API (application programming interface) for ads, and some experts are calling it the next step in advertising’s digital evolution. Before, advertising on Facebook-owned Instagram was a complex process. Now, any potential advertiser can simply buy an ad on Instagram using online ad-buying tools from Instagram partners. What makes this new process interesting to advertisers is an estimated 44 percent of Instagram’s 300 million users are in the coveted 18-29 year old demographic. Continue reading Instagram’s New API Could Spark Major Change in Digital Ads

Advertisers Face an Increase in Ad-Blocking, Search for Fixes

The use of ad-blocking software is increasing to the point that some advertisers say it could be perilous to the Internet’s economic model. And it’s about to get worse for them. Whereas, now, ad-blocking software is limited to desktop computers, Apple iOS 9 will extend ad-blocking to mobile phones as well. But there could be a solution, say some experts. Advertisers are going to have to create simpler, less intrusive ads to survive. The other option — begging for customers to disable ad-blocking — hasn’t seen much success. Continue reading Advertisers Face an Increase in Ad-Blocking, Search for Fixes

Ad-Blocking Results in $22B in Lost Ad Revenue, Says Report

Ad-blocking software has grown dramatically in usage; an estimated 200 million people worldwide now use ad-blocking software of which 45 million are in the U.S. That’s one of the findings of a report sponsored by Adobe and PageFair, two companies concerned about the implications of such software on the advertising industry. Ad-blocking is responsible for nearly $22 billion in lost revenue this year. The Dublin-based PageFair focuses on helping advertisers regain some of this lost revenue. Continue reading Ad-Blocking Results in $22B in Lost Ad Revenue, Says Report

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