A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.
Spotify is going gangbusters on podcasting. The streaming platform developed by Swedish company Spotify AB has announced plans to purchase the narrative podcasting company Gimlet Media for US $230 million as well as Anchor, a platform for creating and distributing podcasts. Spotify’s expansion is fueled by a purchasing budget up to US $500 million year, according to reporting by Yahoo Finance.
The South American dairy company Conaprole has announced it’s the first business in Uruguay to launch a marketing campaign on Snapchat. A campaign to promote Yoprole yogurt product Banatilla on Snapchat targeted youths between the ages of 13 and 20. Snapchat offers the dairy products company the opportunity to build brand recognition among younger consumers, according to Alejandra Miranda, director of the Snapchat initiative.
Advertising technology giant Taptica has announced its intention to create a new, more powerful and independent video advertising company with the acquisition of RhythmOne. The programmatic video capabilities of RhythmOne, plus its expertise in connected-TV devices will be combined with Taptica’s subsidiary company Tremor Video DSP which specializes in TV retargeting.
San Francisco-based mobile and marketing analytics leader AppsFlyerpredicts that investment in mobile apps will grow 65% worldwide by 2020. Their growth forecast foresees a 34% annual increase in spending on mobile apps each year.
A survey of 501 marketing and branding decision-makers by Bynder reveals marketers struggle most with deciding which technologies to invest in. Marketers also reported relying more on social media while they said they struggle with the threat of algorithm changes to online brand engagement.
Who’s more likely to click on your paid internet ads? A lot depends on your ad viewers’ ages and the search engine they use, according to an analysis by Clutch. Baby boomers (38%) were found to be the most prone to click on branded paid search ads, while Google users (36%) were more likely to click on paid search ads related to their searches. Viewers of ads on YouTube and Amazon (33%) were more likely to click if the ad featured a familiar brand.
Marketers are in love with influencer marketing, according to survey results performed by SocialPubli.com and published in the 2019 Influencer Marketing Report. More than 90 percent of marketers surveyed said they were using influencers to promote their brands, and 60 percent said they expect to increase spending on influencers this year.
Javier M. Delgado is now Senior Director of Marketing at Walmart. Previously, he had been filling the role of Group Director, Multicultural Marketing at Coca-Cola.
AppsFlyer has appointed Guy Flechter as its Data Protection Officer. In this new role, he will lead the company’s data security and privacy. The appointment follows the recent hiring of Flechter as Chief Information Security Officer.
Jeff Lucas, former global head of sales at Snapchat’s parent company Snap, is joining Oath as vice president-head of Americas sales. In this newly-created role, Lucas will manage Oath’s national and mid-market sales teams in the U.S., Canada and Latin America.
Pam Hamlin is stepping out from her role as CEO of Arnold Worldwide. Hamlin said in an emailed statement that she has decided to explore “what’s next” for her, and said it was the right time for new leadership to take the agency forward.
Nike’s Converse brand has appointed Sophie Bambuck as new chief marketing officer, filling a void created by the departure of Julien Cahn in February.
SC Johnson has named Christian Gradlmuller new head of global media, Shelf Commercialization, as reported by AdLatina.
Marketing communications agency Campbell Ewald announced that it has promoted Laura Rogers to Executive Creative Director. Previously Group Creative Director, Rogers will continue to oversee creative for OnStar, Cadillac Magazine and Chevrolet New Roads Magazine, plus content specific programs for clients including Valero and Meritage Homes.
Cross-cultural agency The Community has promoted Denise Soberon and Jackie Guerra to the position of idea director.
What: Mobile Fraud: Marketers’ Massive Hidden Threat, a Forrester Consulting “thought leadership paper” commissioned by AppsFlyer, looked at how CMOs are tackling the ever-evolving challenge of ad fraud, and the cost that ineffective prevention has for businesses. Why It Matters: The study found that while investment in mobile ads is increasing, only one in five advertisers said they’re able to systematically combat fraud with the right tools and expertise. Why aren’t marketers taking this growing risk head-on?
For the study Mobile Fraud: Marketers’ Massive Hidden Threat, Forrester and AppsFlyer conducted an online survey with 250 marketers whose companies spend at least $1 million dollars a month on digital advertising and found that mobile is attracting more and more ad spend: 70% of the enterprise marketers surveyed for this report are increasing their budgets for mobile advertising over the next 12 months.
But with ad fraud eating up a bigger chunk of many organizations’ budgets, a more focused and deliberate approach to prevention is needed. Why aren’t organizations doing more to better equip themselves to fight this growing threat?
Despite Risk of Fraud, Marketers Increasing Investment in Mobile Ads
The data from Forrester reveals that resistance to ad fraud is sub-par across the board, as 69% of marketers cite that at least 20% of their budgets are exposed to fraud on mobile web ads. But this doesn’t correspond with lower investment in mobile ads.
According to the report, over the next 12 months, 70% of firms that spent over $1 million per month in digital advertising in 2017 said mobile ad spend budgets will increase in the coming year, and 39% of companies that spent over $5 million per month on digital advertising plan on increasing their budgets by more than 30%.
In the meantime, too many organizations are left completely vulnerable: the study found that only 19% of enterprise marketers claim to have systematic fraud prevention in place. The reasons for this are quite simple: a lack of access to transparent data and a lack of knowledge about programmatic buying.
Almost half (45%) said they lack the understanding of mobile ad frauds that exist and then lack the types of solutions that exist to combat those mobile fraud types, and 51% of marketers cite a lack of data transparency. Marketers also seem to believe that many distort data in this complex ecosystem for their own benefit, with 46% of marketers reporting that “players in the media buying ecosystem benefit from artificially inflated KPIs.”
As a result, a huge slice of the market is left accepting fraud’s impact as a given, unable to keep up with the way approaches to fraud evolve and become more difficult to shut down. But the study suggests that marketers know they must change their ways if they are to stay afloat: 92% of advertisers and agencies cited fraud prevention as a critical or high priority over the next 12 months.
CMOs Don’t Think They Can Keep Up with Ad Fraud
The research from Forrester seems to suggest that many CMOs simply don’t believe there is a way to keep up. Ari Rosenstein, Senior Marketing Director at AppsFlyer asserted that often, organizations “accept fraud as ‘the cost of doing business’ because they don’t believe they can effectively protect themselves against all types of ad fraud.” The data supported this assumption, as 40% of those surveyed agree that “those who try to combat fraud are faced with a fast-evolving problem which makes it hard to identify and often even just understand.”
And since these CMOs are often ill-equipped in the data analytics department, they have a hard time even estimating how much of their budgets they are really losing to fraud, often estimating around 1-2% when the average, Rosenstein suggested, is more like 10%.
Mobile Enables Novel Approaches to Ad Fraud Prevention
The benefits of investing in a solid ad fraud prevention plan are varied: the study asserted that benefits include improved ROI, better campaign insights, easier optimization, and increased user engagement.
And luckily, Rosenstein argued, mobile is offering CMOs some of the most user-friendly, flexible fraud prevention tools ever: “As mobile fraud has continued to evolve — with the emergence of install hijacking, click flooding, device farms, DeviceID Reset Fraud, etc. — so have the technologies and processes to identify fraud.” But CMOs must make fraud a significant priority through investing in data transparency and education for their teams.
Marketers ‘Must Become More Educated’ and ‘Demand Increased Transparency’
A common practice is for marketers to turn to legacy technology tools and platforms for help instead of seeking experts: 48% of those surveyed reported using enterprise marketing software vendors for help with measuring and combatting fraud, and 38% reported relying on ad verification vendors. The suggestion is that CMOs should recognize that fraud prevention merits its own investment, and that specific expertise in fraud is necessary for fighting such a serious threat.
For 53% of marketers, a basic strategy is to assign fraud-related KPI’s to their agency or ad networks. But the study reminds us of the importance of following up and ensuring that those KPIs are met. While 60% of advertisers and agencies cite better campaign insights from improving mobile ad fraud prevention, the study provides evidence that “prevention” must mean educating internal teams about the latest strategies in fraud prevention and asking for more information and collaboration from vendors. It is also essential that organizations add “independent, mobile-first tools” to their arsenals, the report suggests.
Those who are serious about lessening the impact that fraud is having on their business should be deliberate in pursuing a fraud prevention plan that works for their organizations. For AppFlyers’ Rosenstein, education and transparency must take on central roles in all marketing departments. “Marketers must become more educated on the topic and demand increased transparency and data visibility from their vendors and partners,” he said. “Through these mobile insights, marketers can become more informed and make better decisions for their businesses.”
What: AppsFlyer has released the 2017 Mobile World Congress Edition of The AppsFlyer Performance Index, which presented a ranking of the top media sources in mobile advertising. Why It Matters: Facebook, Google AdWords and Vungle rounded out the top three on the rankings, whose results were based on analysis of six billion app installs and 22 billion app sessions/app opens.
The study generated some interesting results, and it was the first time that the company took a deeper look into regional variations in North America, Latin America, Western Europe, Eastern Europe, Southeast Asia, North Pacific Asia and the Indian subcontinent.
Facebook held the top spot across regions on both Android and iOS, while Google held the second spot everywhere on Android, and most regions on iOS.
Twitter, which came in at #5 globally, climbed three places to hit the #3 spot in the global Android Power Ranking because of their first place retention score, and also performed well in delivering volume and valuable users on iOS.
Mobile video was found to engage potential gamers with a 23% higher retention score than the global median retention score, and comparing iOS with Android, despite Android’s far larger market-share, the top 30 media sources on iOS delivered roughly half of all gaming app installs driven by paid media. But their average Power Rankings and retention scores on both iOS and Android were roughly the same.
Mobrain delivered particularly impressive results in Latin America, while Taptica and StartApp also showed growth.
What: AppsFlyer has raised an additional US$56 million in Series C financing, bringing its total funding to US$84 million. Why it matters: The round was led by Qumra Capital, Goldman Sachs Private Capital Investing, Deutsche Telekom Capital Partners and Pitango Growth Join Investors Roster.
AppsFlyer, the mobile attribution and marketing data analytics company, announced it has raised an additional US$56 million in Series C financing, bringing its total funding to US$84 million. Having grown revenues by 500% and staff from 40 to 240 people across 12 global offices in two years, the company will invest in the enhancement of its products to help even more marketers measure every engagement with their target audiences.
The round was led by new investors Qumra Capital, as well as Goldman Sachs Private Capital Investing (PCI), Deutsche Telekom Capital Partners (DTCP) and Pitango Growth. Qumra Capital partner Boaz Dinte has joined AppsFlyer’s board of directors, with Goldman Sachs PCI joining as observers.
Existing investors Magma Venture Partners, Pitango Venture Capital and Eight Roads Ventures also participated in the round. The fresh round of funding will allow AppsFlyer to continue investing in products and innovations that help marketers connect and measure everything that can be measured, including mobile, web, television and offline activities. The company will also build upon its existing partnerships and operations in Asia to help marketers penetrate markets throughout the region with AppsFlyer’s measurement tools and through its prominent local partners. Finally, the company will explore merger and acquisition opportunities to potentially augment AppsFlyer’s current capabilities.
The round follows a period of remarkable growth for the company. AppsFlyer measures US$6 billion in mobile marketing spend annually, processes over 300 billion mobile events every month, has more than 2,000 integrated partners and supports over ten thousand marketers as clients. In addition to their existing measurement partnerships with major industry players including Facebook, Google and Twitter, AppsFlyer was recently selected as a measurement partner by Pinterest, Tencent, Adobe, Yahoo! and IBM.
“AppsFlyer has proven its ability to provide mission critical tools and data-driven innovations for measurement that marketers and developers need for success,” said Boaz Dinte, managing partner at Qumra Capital. “As mobile and marketing converge, it’s clear that AppsFlyer is primed for further growth and we are thrilled to provide more resources for the company to expand its capabilities as a data powerhouse for marketers that’s in a league of its own.”
“Our mission is to focus on our clients and provide the marketing measurement platform they need to become successful in a hyper-competitive space,” said Oren Kaniel, CEO and co-founder of AppsFlyer. “In the past two years we delivered some game-changing products that fundamentally make marketing more accessible, measurable and predictable. This funding round will continue to fuel our product development and advance our strategy to build the ultimate measurement platform for marketers.”
“The marketing landscape is evolving and mobile advertising spend is rising while the industry is shifting towards ROI-based marketing,” said Christian Resch, vice president of Goldman Sachs PCI. “We are excited to take part in AppsFlyer’s journey to build a leading global marketing data analytics business.”
A summary of the most exciting recent news in online video in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
Rubicon Project, which operates one of the largest advertising marketplaces in the world, and Screenvision Media, a national cinema advertising leader, made known that they have formed a strategic alliance under which Screenvision Media will, for the first time ever, make select inventory available to automated buyers via Rubicon Project’s leading Guaranteed Orders platform.
Netflix and CBS Studios International announced a landmark international licensing agreement for the new “Star Trek” television series. Netflix will be the exclusive premiere home of “Star Trek” in 188 countries (excluding the US and Canada). Each episode of the new series will be available globally within 24 hours of its U.S. premiere.
PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 millionby 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.
ClickDealer and MobAir announced the formation of Global Digital Marketing Group (GDM Group), a digital performance marketing company. Focused on online solutions that empower the world’s leading brands and agencies seeking to more effectively engage global audiences, GDM Group’s offerings include a mobile monetization and user acquisition platform, performance marketing, media buying and video advertising.
Spotify has officially enabled programmatic buying across their audio ads globally. Partnering with three of the largest and most established platforms in the programmatic space – AppNexus, Rubicon Project and The Trade Desk— Spotify will give buyers access to over 70 million music fans on Spotify Free. Spotify has also launched Private Marketplaces for their audio advertising platform on mobile, allowing programmatic access to :15 and :30 second audio spots.
Social-media marketing firm Sprinklr has raised $105 million, to bring its valuation to a total of $1.8 billion. The round was led by Singapore-based investment firm Temasek.
Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at firstname.lastname@example.org.
A recent report by AppsFlyer on Pokémon Go use in Latin America has been released by AppsFlyer. Among other things, the report found that in Latin America, the average spending on the app is US $4.61 per month, but that only 2.4% of users buy a product or service at all.
TV everywhere company The QYOUis partnering with Mexican-based triple-play TotalPlay to open its content subscribers in Mexico through an IPTV service.
Netflixhas revealed that 17 out of 20 countries with the largest catalogue are from Latin America. Panama, Mexico, Nicaragua and Costa Rica are in the lead in Latin America, followed by El Salvador, Honduras, Guatemala, Paraguay and Argentina.
A new Reutersstudy revealed that users are more interested in short, emotional clips than news. Brazilian users came in third on the list of 26 countries when asked how many watched online news video over the past week.
A Brazilian judge blockedFacebook’s WhatsApp messaging service briefly on Tuesday for failing to co-operate in a criminal investigation. The Supreme Court quickly overturned the decision.
What: AppsFlyer has released its latest data study, The State of App Marketing, which aims to analyze the state of mobile app marketing in relation to how users interact with apps, how often and when they install and engage with apps and how often they use them. Why it matters:When it comes to setting marketing strategies involving mobile applications, it is important to consider both users’ behavior, as well as the operating system they use.
iOS: app installments increased by 30% on Thursdays, as well as on weekends. On Mondays, there’s a 40% decrease as opposed to weekends. In addition, users of iOS operating systems are less likely to download apps at the beginning of the week.
Android: app installments are consistent and sustained during the week, especially on Tuesdays, when there is a 4% increase in download volumes, compared to the weekly average.
In-App Engagement by OS & Day
iOS: Engagement increases midweek, especially Tuesday, when it is 7% higher than the week’s daily average. However, engagement reduces on weekends when iOS users are less likely to engage with apps.
Android: Android users’ activity between Tuesday and Friday is 15% higher than weekend averages. On weekends, users are less inclined to use apps.
Conversion Rates Per Vertical & OS
The first four categories (Health & Fitness, Business, Productivity and Lifestyle) account for the iOS user’s profile: educated, affluent and interested in business.
In the case of Android users, the first four categories (Transportation, News & Magazines, Lifestyle and Finance) motivate their aims and, as a result, generate a high installment volume and conversion rate.
Other than games, there are significant gaps between platforms across the board.
To Keep in Mind
In most cases, Android and iOS users behave differently.
Users download Android apps at a fairly consistent rate throughout the week – unlike iOS which has a significant weekend peak.
Global in-app engagement on Android reaches its highest point during weekdays (excluding Fridays) and lowest during weekends; in contrast, iOS engagement is highest over the weekend and drops as the week progresses.
Different regions often mean different install and usage patterns, so marketers need to pay attention to every detail, especially if their apps are meant for a global market – this can save a lot of money.
Retention continues to be a major pain point for app marketers who struggle to keep users engaged with their apps over time.
Conversion rates on iOS and Android vary considerably across verticals (excluding games.)
Publicis Mexico has named Luis Enriquez “Madruga” as Head of Art of the creative department. “Madruga” worked for agencies like Young & Rubicam and JWT.He joined Publicis in 2011 as Creative Director.
Brazilian Marco Versolato is the new CCO of J.Walter Thompson Singapore and global executive creative director for the brand Lux. Versolato was creative executive VP director at DM9DDB. Prior to that position, Versolato was executive VP creative director at Y&R Brazil, TBWA Brazil and DPZ&T.
Sarali Cota is the new customer service and strategy director of Initiative Mexico. She will report to Annika Blockstrand, managing director. Cota’s goal is to provide the best advice to current customers. Cota worked for clients such as BMW, Mini Cooper, Latam Airlines, Amazon, and Nacional Monte de Piedad, among others. Prior to this position, she was account director at DDB Mexico, marketing and public relations manager at Terra and customer care services manager at PHD Worldwide.
MediaCom has promoted John Gittings from his previous post of global business development strategy officer to the new role of chief strategy officer for the Americas. Gittings will oversee strategic product and output for existing and prospective clients across North and Latin America. Gittings Joined MediaCom in 2014. Gittings will remain based in New York and will report to MediaCom global chief strategy officer Matthew Mee and worldwide chief operating officer Toby Jenner.
Francisco Amorin is the new director of strategy of the agency La Comunidad, according to Adlatina. Amorín took over his new position on May 23. His responsibility will be to develop communication strategies for all customers and introduce creatives with simple and clear briefs. He will report to Fernando Sosa and Ramiro Raposo, DGCs of the agency. The executive will work for clients like We, La Nación Magazines Group, Finca Las Moras, Bodegas El Esteco, Ferrero Rocher, Tic Tac, Kinder, Let Go and Presidencia de La Nación, among others.
What: Mobile analytics firm AppsFlyer is expanding in LatAm with the opening of a new office in Buenos Aires, Argentina. Why it matters: Latin America is one of the growing regions for the gaming industry, and it will hit US$4.1 billion annual revenues this year.
Mobile analytics firm AppsFlyer, whose platform measures over 200 billion mobile interactions, is settling into Buenos Aires in Argentina, giving it a foothold into this growing region with its 11th global outpost, according to Venture Beats.
The company’s South American expansion comes on the heels of opening offices in London and Berlin in February.According to a company spokesperson, AppsFlyer’s media spend measured reached US$4 billion annually and mobile events measured reached Over 200 billion per month.
Brazil is the largest gaming market in Latin America
AppsFlyer’s has 11 global offices and 1,900 integrated partners. It is odd the company has decided to open an office in Buenos Aires instead of opening one in San Pablo as Brazil is the largest gaming market in Latin America.However, AppsFlyer founder and CEO Oren Kaniel goes over the decision.“We already have amazing team on the ground in Buenos Aires, which has a rapidly thriving mobile ecosystem and is becoming a major hub of innovation and tech investment. And with Brazil’s booming mobile market nearby, we’re strategically located to serve all of Latin America — with plans to open additional offices in Brazil in the near future,” he said.“We’ve seen tremendous growth throughout Latin America for some time, and we’re committed to serving the region, Kaniel said. “Our main goal in establishing our first LATAM office is to more closely serve our growing client base in the region, and to connect with the increasing number of brands, agencies, marketers and developers in the region who are tapping into mobile to grow their businesses. As a company, we’ve always believed that you have to have feet on the ground in the markets you are serving, because each region is unique not only in the way they do business but in the subtleties and nuances of the mobile market.”AppsFlyer is a mobile advertising attribution and marketing analytics platform, enabling app marketers, brands and ad agencies to measure their marketing campaigns across more than 1,900 integrated media partners. As a Facebook Mobile Measurement Partner, Google Official Partner, and Twitter Official Partner, AppsFlyer provides mobile advertisers with unbiased attribution, mobile campaign analytics, in-app user engagement tracking, lifetime value analysis, ROI and retargeting attribution.AppsFlyer currently serves more than 10,000 advertisers, measures more than US$4 billion in annual mobile ad spend and tracks more than 1 billion installs and 200 billion mobile actions every month. Noteworthy clients include Playtika,IHG, Alibaba, Baidu, Trivago, Macy’s, Samsung, DeNA, and HBO.@AppsFlyer
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