It’s that time of the year again when holiday cheer is in the air and it’s also the perfect opportunity to look back at the main trends in the industry in the past year to start strategizing for 2019. 2018 Continue Reading
The last couple of years have been big for mobile marketers, but what we are witnessing now is the emergence of a true mobile first-world. It was in 2016 that mobile use took the lead from desktop use for the first Continue Reading
Our readers might not yet have recovered from Turkey treats from last week’s Thanksgiving celebrations (and the shopping that followed on Black Friday and Cyber Monday!), but for app advertisers, it is time to get started on tackling the next Continue Reading
Will major social platforms around the world, including each of the national champions, eventually have their own custom ad APIs? If so, how will mobile advertisers buy inventory programmatically between the worlds of custom APIs and Open RTB, to deliver consistent campaigns across channels?
As RTB continues its exponential growth and surpasses $20 billion in the US next year, humans simply aren’t needed to power deals and manage negotiations the way they once were and advertising professionals are feeling the pinch. Yet while some see this shift as the death knell for the human element in advertising, it can be argued that what we’re seeing now is the creativity renaissance of the ad industry.
Advertising professionals needn’t feel threatened by ever-increasing automation. Time once spent on repetitive tasks has been freed up to invest in creative work at the very moment our creative needs are exploding. Rather than replacing humans on the job, automation has freed up human labour capacity that can be invested in creative to meet the demand for cross-channel, more granular campaigns.
In performance and brand advertising alike, advertisers have always had an overarching message to share and distribute consistently across channels. As those channels have evolved beyond television and print to include myriad digital channels including social, mobile, video and display, ads have become more granular and targeted to evermore-specific audience segments.
What does this creative renaissance mean for advertising professionals and teams? Let’s explore four factors driving the demand for creative talent across the ad industry: audience segmentation, ad sequencing, real-time marketing and data-driven creative.
Today we’re excited to announce the launch of AppLift Labs, an internal task force in charge of leading product innovation in mobile advertising technology. Based out of our San Francisco office, AppLift Labs will bring together bright, like-minded, entrepreneurial spirits to work on and define the future of mobile adtech.
It’s often been said that data will be the oil of the 21st century. Now, when managing an advertising campaign for the mobile realm, it’s important to know the differences between types of data and how you can best leverage them for your needs. Here are just a few insight on the various kinds of data, and why each is potentially valuable to your marketing efforts.
Programmatic ad delivery in the U.S. is poised to become a $20 billion market next year, with mobile ranking as the number one opportunity. Driving this massive growth in the mobile ad market is the proliferation of consumer data and advertisers’ ability to glean actionable insights. In fact, the data we have at our disposal today powers not only more knowledgeable and efficient media buys but also near-complete personas for targeting.
We’ve evolved from manual integrations to machine-learning algorithms and far more efficient mobile media buys. Advertisers are realizing the possibilities in cross-channel and multi-screen, but also how to use their own first-party data to improve performance and increase campaign ROI.
AppLift recently announced the acquisition of Bidstalk, an enterprise DSP provider with some amazing technological capabilities, thereby adding another important ingredient to our demand stack. This evolution didn’t come in a day, but was rather the result of our market vision and our understanding of the future of adtech (advertising technology) and martech (marketing technology, solutions enabling you to manage your existing customer base).
Here I would like to give a bit more background on one of the main reasons why it was important for us to invest in a programmatic DSP with RTB capabilities and, having spent years on both the demand as well as the supply side, explain how I see the industry evolving forward.