mobile advertising

Start Me Up! Machine, a platform that simplifies mobile programmatic buying

We haven’t profiled a startup in a while on the Econsultancy blog, but Machine looks so current, we thought we’d get an overview.

Ashley Friedlein identified ‘marchitecture’ as his number one trend for 2016, with companies needing to articulate their ‘marketing stack’. Machine seems to fit in somewhere here.

Heck, it’s even got an animated, big-font scrolling-experience for a website.

Here’s how the team describe their product…

Why Facebook could win the high street battle with Google

Facebook and Google both continue to improve their location-based advertising products, targeting mobile users and attempting to cash-in on online to offline conversion.

Here’s a roundup on the state of play and some thoughts as to why Facebook may be best positioned to win the battle of the high street.

Rogue apps add to ad fraud concerns

Advertisers stressed out by ad fraud have a new source of concern to contend with: Rogue apps that could be running nearly a billion dollars worth of ads that aren’t seen.

According to online ad fraud detection firm Forensiq, thousands of iOS, Android and Windows Mobile apps are running ads that aren’t being displayed to users.

Cross-channel advertising: The customer comes first

It’s well established that most consumers spend a huge amount of time considering an online purchase before parting with their money.

Many will consult up to 10 different sources, across a variety of devices over a period of between 20 and 30 days.

In fact, according to Google, more than 65% of its revenue comes from purchases that involve multiple touch points and 47% of revenue comes from purchases that span across several days.

Facebook Atlas: what you need to know

Here’s a brief introduction to Atlas by Facebook, the social network’s new ad network of sorts.

Facebook was already selling ads in other apps via its Audience Network, which has been in beta since April 2014.

This Audience Network allows advertisers to promote their apps in other apps using banner, interstitial or native units and all the targeting data Facebook can stump up.

But now, with Atlas, Facebook is extending this to websites, too. All that Facebook data will be used to sell ads outside of the network and these will be seen by Facebook users. The idea is that this data will increase the effectiveness of ads by allowing greater tracking of users. 

iBeacons: the hunt for stats

Are there any numbers out there to justify the hype? Let’s go on a little investigation.

If you’re a regular reader of this blog, or in fact any publisher dealing in digital or marketing, you’ll likely be well versed in the world of beacons, iBeacons and other near-field communications (NFC).

If not, head on over to this handy beginner’s guide which should bring you up to speed.

Examples of beacons being used in everything from retail to one-off music or sporting events are becoming more frequent as the months roll on. It’s an exciting time, and there’s a genuine belief that this technology really will build the bridge between offline and online marketing.

Mobile advertising investment shows £1.9bn shortfall: report

Organisations are much more likely to have some sort of strategy in place this year for ‘integrating mobile into broader marketing campaigns’.

However, the focus on mobile (and integration of mobile) is still small when compared with the opportunity, according to a new report from Econsultancy and Oracle Marketing Cloud.

The Cross-Channel Marketing Report 2014 found that the focus of marketers continues to shift from traditional to digital marketing channels.

What the ‘new mobile display ecosystem’ means for publishers

The New Mobile Display Ecosystem report, published by Econsultancy in association with OpenX, explores the latest trends in mobile advertising and looks at what the future might hold.

The report, which includes insights from more than 20 industry leaders, explores the impact of increasingly mobile-centric consumer behaviour on different stakeholders within the marketplace.

This article is focused on how publishers need to adapt to the rise of mobile.

For many traditional publishers, moving from print to desktop was a challenge. Migrating to an ever more complex landscape is equally challenging, but can be as richly rewarding for the companies that do it right.