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Betting on Time, Not Clicks: Financial Times Tests New Method for Measuring

Betting on Time, Not Clicks Financial Times Tests New Method for MeasuringWhile “impressions” are the advertising watchword, they might not be the best way to gauge the effectiveness of online advertising.

Now media outlets are clamoring for better metrics, the newest of which is “the amount of time that a visitor is exposed to an advertisement,” according to Matthew Ingram in a recent Fortune story.

“The Financial Times (FT) is one of the media companies experimenting with this method, which it calls “cost per hour” or CPH advertising—as opposed to the traditional model that charges based on CPM, or cost per thousand impressions,” writes Ingram. “After doing a trial with a number of large brands such as BP and IBM since last fall, the FT says that it is now rolling out the cost-per-hour approach across the company.”

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Here’s What Happened in Mobile Marketing This Week

Here’s What Happened in Mobile Marketing This WeekIn case you missed it, here are some of the top stories in mobile marketing and advertising we’ve been following this week.

Fluent: Mobile Usage is Leveling Out
The new “Q1 Device & Demo’s” report from Fluent is out and the data points to some fascinating findings in today’s mobile ecosystem.

Mobile Ad Giant Starts Fund to Encourage Better Mobile-First Video
In a move that illustrates the accelerating interest in mobile-first and mobile-friendly initiatives, Opera Mediaworks has launched a new Short Form Video Fund.
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Posted in Announcements, Marketing Strategy, Mobile Marketing, News, Technology1 Comment

Not All Mobile Websites Are Created Equally—Improved Mobile Optimization Improves Mobile Sales

Not All Mobile Websites Are Created Equally—Improved Mobile Optimization Improves Mobile SaleseMarketer estimates that mobile commerce will grow to around $77 billion in the United States alone by the end of 2015. This is due to consumers who desire to purchase items on their mobile devices, as well as a greatly improved mobile shopping experience.

While most business owners understand the importance of having a website that is mobile optimized, it is important to take responsive design one step further. Business owners must ensure that their mobile website design does more than just fit on mobile screens—but is actually visually appealing, easy to use, and easy to checkout.

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New Partners Look to Drive In-Store Shopping Through Dynamic Mobile Ads

New Partners Look to Drive In-Store Shopping Through Dynamic Mobile AdsSizmek, an open ad management company for multiscreen campaigns, has just teamed up with Retailigence, an online-to-offline marketing platform for driving sales in stores.

The purpose of the partnership? To enable brands to incorporate real-time and offline shopping data into rich media creative on all screens. Ideally, this will drive in-store foot traffic and purchases at brick-and-mortar retail locations.

Through the partnership, Sizmek now enables brands to take consumers from click-to-brick by integrating the Retailigence database of more than 20 million products available at over 200,000 retail locations with dynamic location based messaging that turns online purchase intent to in-store conversion.
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Posted in Announcements, Mobile Commerce, Mobile Marketing, News, Platforms, Technology0 Comments

Could Verizon-AOL Deal Spark a Flurry of Industry Consolidation?

Could Verizon-AOL Deal Spark a Flurry of Industry ConsolidationWhen Verizon scooped up AOL for $4.4 billion last week, tongues were wagging about a host of issues.

But one of the big ones is the potential for a cascade of consolidation in the ad tech industry. That was the topic of a recent AdWeek story by Christopher Heine.

“Yahoo has reportedly considered making Foursquare a big offer in recent weeks,” writes Heine. “The Google-purchasing-Twitter chatter has gone on for months and won’t die. Yelp is reportedly entertaining suitors from Yahoo to Google and Amazon, with some analysts speculating that foreign companies Alibaba and Rakuten are in the mix. Even mighty Salesforce.com has found itself the subject of speculation about a Microsoft takeover.”

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Posted in Announcements, Mergers And Acquisitions, Mobile Partners, News, Platforms, Technology0 Comments

Bing To Go Mobile-Friendly for Search; Offers Tutorial in How It Works

Bing To Go Mobile-Friendly for Search; Offers Tutorial in How It WorksSearch engines are increasingly getting serious about coughing up mobile-friendly results to users.

Now, on the heels of Google’s plan to up the mobile accessibility, Bing announced it is tagging results links with a “Mobile Friendly” icon.

“Mobile search continues to surge ahead and grow as a percentage of overall internet search queries,” Bing noted in a blog post. “In November 2014, we shared our plans to make significant investments towards understanding the mobile friendliness of web pages. Since then, we have been investigating various approaches that leverage mobile friendliness to deliver the best possible mobile search experience on Bing.”

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Posted in Announcements, Mobile Devices, Mobile Search, News, Platforms0 Comments

Consumers Want To Get Their News from Social Media Sites and Facebook is Answering Their Call

Consumers Want To Get Their News from Social Media Sites and Facebook is Answering Their CallWith Facebook’s recent addition of Instant Articles, the social media powerhouse has successfully found a way to both monetize media and deliver the news consumers most desire.

Instant Articles is a live streaming app from Strimz, designed to benefit both mobile marketers, and news and media sites. Instant Articles has much faster load times than mobile articles found on media websites.

As profiled in depth by Mobile Marketer, Instant Articles offers interactive features such as maps, zoom features, audio captions, and autoplay videos. Some of their largest Instant Articles partners include National Geographic, BuzzFeed, NBC and The New York Times.

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