AD TECH AND MARTECH
AdKaora, AdGage, Anzu | September 22, 2022
AdKaora, a digital agency specializing in user-centric mobile advertising and proximity marketing, Adgage, a Spanish company specializing in mobile advertising and partially acquired by Mondadori at the end of 2021, and Anzu.io, the world’s most advanced in-game advertising platform, have signed an exclusive partnership in the Italian, Spanish, and Portuguese markets to enhance the Mondadori Group's offering with intrinsic in-game advertising.
AdKaora and AdGage have joined forces with Anzu to help more advertisers seize the unique opportunity to reach a vast target audience of gamers and gaming fans. This gives these companies the edge by anticipating the new communication opportunities that have emerged with the explosion of gaming and metaverse.
Now post-pandemic, the gaming phenomenon has exploded: the global gaming audience has expanded to 3.24 billion people, covering all age groups and nationalities. Accessing such a lean-forward target audience, with very little ‘second-screening’ or distractions from other media, is one of the main incentives that increasingly drives brands to allocate more of their budgets to in-game advertising strategies.
Anzu boasts the world's most advanced in-game advertising solution available across mobile, PC, consoles, and gaming metaverses, with IAB-recognized, highly immersive formats and an expansive gaming inventory, including exclusive AAA titles from the world’s leading game studios like Ubisoft, Razor Edge Games, and Saber Interactive.
The company has also been named Best Ad Tech Platform at the Digiday Media Awards Europe 2022 and Best Tech Partner at 2022’s Drum Awards. Anzu’s patented 3D ad tracking engine and a full suite of integrations with third-party vendors, including Oracle Moat and IAS, provide first-to-market viewability measurement for in-game ads for direct and programmatic campaigns across platforms. Playing a large part in establishing the new Intrinsic In-Game Measurement Guidelines with IAB and MRC, Anzu’s efforts mean that advertisers have never had more confidence to invest in the in-game advertising medium.
Anzu also provides a gateway for many brands to activate advertising campaigns through gaming metaverses, presenting brands with a unique opportunity to reach a very young, fast-growing audience through multiple unique experiences.
“There’s never been a more exciting time for brands to enter gaming as an advertising space. With over 50 million gamers in Italy, Spain, and Portugal collectively, the audience is there, and advertisers have the opportunity to reach them right now. We’re delighted to partner with AdKaora and AdGage to broaden the horizons of brands and refresh their campaigns with the possibility of intrinsic, brand-safe, and attention-grabbing in-game ad campaigns." - Stephanie Lublinski, Head of Partnerships (Emerging Markets), Anzu
AdKaora and Adgage have already been launching in-game ad projects with Anzu that have helped to strengthen brand awareness, visibility, and key KPIs while running in an environment with high brand safety guarantees. Data from HUMAN recently showed that out of 579M events, Anzu’s IVT averaged out at 0.36% on mobile and 0.11% on PC, reaffirming that its in-game ad formats have much lower fraud rates than other forms of digital advertising.
"Video games today generate twice the revenue, in economic terms, of the film and music industries combined, making it a fast-growing form of entertainment with 15 million players in Italy."- Davide Tran, CEO, AdKaora
"Video games today generate twice the revenue, in economic terms, of the film and music industries combined, making it a fast-growing form of entertainment with 15 million players in Italy. Because of this, the demand for communicating within the gaming world is increasingly high. For AdKaora to decisively enter a market is to do so with the best possible proposition, and with Anzu it was "game, set and match" at the first sight. We are happy to work with them, and in parallel with los hermanos of AdGage, to develop multi-country projects given the exclusive Italy, Spain and Portugal and develop innovative projects for brands, creating an ecosystem suitable for this type of advertising. Spoiler alert: the integration of Dakar, one of the most played driving simulation games in the world, with Anzu on consoles as well." — Davide Tran, CEO, AdKaora
Appsumer, InMobi | September 21, 2022
Appsumer by InMobi, a leading performance insights platform for mobile app advertisers, has launched Appsumer Starter, a complimentary automated cross-channel dashboard and reporting solution. The globally-available solution automates performance insights for app advertisers who are scaling across the channels they most commonly use—including Meta, Google, Apple Search Ads, TikTok and Snap as well as InMobi—delivering actionable high-level dashboards and granular reports through a centralized platform.
A recent Appsumer benchmark report found that scaling advertisers have struggled to diversify across channels compared to the largest advertisers since Apple’s App Tracking Transparency (ATT) was released. Scaling app advertisers' lack of internal data science and engineering resources puts them at a disadvantage when it comes to cross-channel insights, impacting their ability to exponentially scale.
“When you look at the massive changes app marketers have had to address—the impact of ATT, SKAdNetwork attribution and looking ahead towards Android Privacy Sandbox, ad measurement became much more complex, especially for smaller apps who bore the brunt,” says Shumel Lais, General Manager for Appsumer by InMobi.
“When you look at the massive changes app marketers have had to address—the impact of ATT, SKAdNetwork attribution and looking ahead towards Android Privacy Sandbox, ad measurement became much more complex, especially for smaller apps who bore the brunt,” says Shumel Lais, General Manager for Appsumer by InMobi. “Our recent acquisition by InMobi gave us the opportunity to build a solution to help those players on the rise with the tools they need to grow.”
Appsumer Starter leverages the core reporting infrastructure, designed for the scale of the biggest mobile app advertisers, combined with InMobi’s knowledge of diversifying the channel mix to deliver a solution enables app advertisers to reach for scale. Free entry for these first six channels is quick and easy to set up with Appsumer Starter providing smaller advertisers and independent app developers the tools to expand advertising channels quickly and effectively.
Appsumer Starter delivers a view of high-level and granular insights across performance advertising channels. The free plan packs the following capabilities:
Automated data ingestion: Cross-channel cost data from Facebook, Google, Apple Search Ads, TikTok, Snap and InMobi unified with conversion data from mobile measurement partners including Adjust, Appsflyer, Branch and Kochava.
Easy-to-use dashboards and reports: Self-service dashboards and reports deliver high-level glanceable views of key KPIs and granular performance views to identify optimization opportunities for growth.
Easy set-up and no fee: Free access to the most used channels and set-up that removes time spent reporting in a matter of days.
Scaling app advertisers can leave behind their manual reporting processes in a matter of days by claiming their free account here.
Appsumer by InMobi, is a leading performance insights platform built for performance marketing teams at consumer mobile apps who want to accelerate user acquisition more effectively. Appsumer aggregates and normalizes cross-channel cost, attribution, revenue, and predictive data and visualizes it in an easy-to-use business intelligence (BI) tool for user acquisition (UA) teams. This gives marketers a single tool to help them make more effective optimization decisions and potentially improve performance. Appsumer, part of InMobi, supports user acquisition teams at top-grossing consumer mobile apps worldwide including Lovoo, Miniclip, Trainline, and Picsart. For more information, visit www.appsumer.io
InMobi is a leading provider of content, monetization, and marketing technologies that help fuel growth for industries around the world. The company’s end-to-end advertising software platform, connected content and commerce experiences activate audiences, drive real connections, and diversify revenue for businesses globally. With deep expertise and unique reach in mobile, InMobi is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. Incorporated in Singapore, InMobi maintains a large presence in San Francisco, London, and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, and Dubai. To learn more, visit inmobi.com.
ironSource | September 08, 2022
ironSource (NYSE: IS), a leading business platform for the App Economy, today presents its MobileVoice® reports: The Modern Mobile Consumer 2022: App Discovery and Monetization. The reports, available in two versions — one for app marketers and one for monetization managers — provide data around the app discovery habits of consumers, and dive into which types of ads are preferred, how often they use their downloaded apps, why they use their apps and more. ironSource’s data also reveals how attitudes towards advertising and monetization have evolved, as well as highlighting the differences in the ways that Generation X, Millennials, and Generation Z engage with mobile apps.
The reports are the latest in Tapjoy’s Modern Mobile Gamer® series, which focuses on consumers’ understanding of the freemium app ecosystem and dives into who plays mobile games and why. Modern Mobile Consumer builds on that foundation by analyzing how people use their smartphones, as well as their evolving feelings about mobile ads and monetization. It is the eleventh report in the series since its creation in 2017.
Leveraging MobileVoice®, ironSources' market research solution, insights were collected from 30,457 consumers through opt-in surveys across thousands of mobile apps within MobileVoice®, as well as 500 additional respondents from a control group used to eliminate bias and confirm accuracy.
Here are some of the key findings:
Mobile ads drive app discovery. 74% of consumers (averaged across both groups) downloaded apps after viewing mobile ads for them.
Gaming maintains its popularity vis-a-vis social media. Among the audience surveyed in apps outside of games, 60% play mobile games, tying with social media for most-used type of apps.
Rewarded ads have expanded beyond mobile games. 33% of consumers surveyed in apps outside of games say they pay more attention to ads with in-app rewards. This is only slightly less than the gaming-focused group, indicating that consumers are broadly receptive to the rewarded model.
Consumers use a small number of the apps they download. The majority of mobile users have 20 or more apps on their devices, but up to 50% only use 5-10 on a daily basis. That’s why it’s critical for publishers and developers to focus on retention as well as acquisition.
Relaxation leads to higher downloads. People are most likely to download new apps while on vacation or in their free time.
Entertainment and relaxation are the primary app use cases. 65% of consumers repeatedly use their apps for entertainment and relaxation.
Diversified app monetization strategies are essential. While around a third of all surveyed groups said they never pay to download apps, between 28% and 49% occasionally make in-app purchases of a few dollars at a time. Attitudes towards monetization outside of mobile games are changing, with 15% of the non-gaming-app audience reporting that they make more in-app purchases than they did five years ago.
“Our latest report reveals what Tapjoy has been saying for years: Mobile ads are key to app discovery, both in and out of mobile games. There’s very little difference between those playing mobile games and those using non-gaming apps as far as app discovery is concerned,” said Jeff Drobick, GM of US Sonic and Tapjoy at ironSource. “Additionally, the data shows that diverse monetization strategies are key to maximizing revenue per user, meaning that in-app ads and in-app purchases can peacefully coexist without cannibalizing revenue. To fully explore each topic, we’re publishing two versions of the Modern Mobile Consumer report: App Discovery for UA marketers and App Monetization for publishers.”
“Our latest report reveals what Tapjoy has been saying for years: Mobile ads are key to app discovery, both in and out of mobile games. There’s very little difference between those playing mobile games and those using non-gaming apps as far as app discovery is concerned,” said Jeff Drobick, GM of US Sonic and Tapjoy at ironSource.
ironSource’s Modern Mobile Consumer 2022 reports utilized MobileVoice® market research data gathered from a variety of popular apps via the Tapjoy Offerwall. Additional responses were curated by third-party polling service Pollfish to confirm accuracy and eliminate possible bias. All respondents confirmed that they were 18 years or older, and responses were filtered to provide the most accurate data.
ironSource’s survey results build on Tapjoy’s profiling of the Modern Mobile Gamer®, answering important questions about consumers’ mobile behavior.
To download the full report, visit our website. Readers can download either version of the Modern Mobile Consumer report by selecting their preference in the form.
ironSource is a leading business platform for the App Economy. App developers use ironSource's platform to turn their apps into successful, scalable businesses, leveraging a comprehensive set of software solutions which help them grow and engage users, monetize content, and analyze and optimize business performance to drive more overall growth. The ironSource platform also empowers telecom operators to create a richer device experience, incorporating relevant app and service recommendations to engage users throughout the lifecycle of the device. By providing a comprehensive business platform for the core constituents of the App Economy, ironSource allows customers to focus on what they do best, creating great apps and user experiences, while enabling their business expansion in the App Economy. For more information please visit www.is.com