The Ultimate Cheat Sheet for Mastering Mobile Marketing

COREY WAINWRIGHT | March 6, 2019 | 49 views

As of 2018, there were 3.7 billion people who accessed the internet through a mobile device, according to Statista. That's more than half the world's population. Aside from the astounding growth of mobile, many countries are witnessing people purchase smartphones first, bypassing PC ownership as their first means of internet connectivity. And marketers need to adapt.

Spotlight

California Marketing Group | CMG

The media landscape is changing, so is your target audience. Using a single marketing channel to get to your target audience is a good start to your marketing program. Now it is time to step it up a notch with CMG Integrated Services. Call us today to find out how we can integrate your audience development and marketing goals with integrated programs that create engagement and generates results. > 858.634.1072.

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RETARGETING

What is Retargeting and How to Use it to Drive Your Growth

Article | July 20, 2022

What is retargeting and why do you need it? Well, because it’s easier than ever to lose a sale online. Think of it like this: you successfully drive a potential customer to your site with great content or social media engagement. But then their phone rings. Or they have to take a quick meeting. Their child calls their name. They look up at the TV and forget to return. Or one of a million other potential distractions in our fast-paced world get in the way. They could be lost forever. Or — you could use retargeting to get them back to your site. That’s what we’ll cover in the sections that follow. You’ll learn what retargeting entails, why your business should be using it, which platforms to do it on, and best practices to maximize ROI. Let’s get started. Quick Takeaways Only 2% of web users convert on their first visit to a website. Retargeted web visitors convert at a 70% higher rate. Google, Facebook, LinkedIn and other social platforms are effective places to use retargeting. Retargeting ads are most effective when they incentivize, are personalized, and/or leverage high-value content. What is retargeting? So what exactly is retargeting? In short, it’s the process of monitoring the behavior of your web visitors so you can drive them back to your site later. It’s done by adding code to your website that tracks user actions by placing cookies in their browsers. You can then use that information to show them targeted ads when they’re elsewhere on the internet. Those requests you get to “accept all cookies” when you visit a new website? It’s retargeting in action. Brands are asking your permission to track what you’re doing so they can show you ads that are relevant to you. Today 87% of marketers use site retargeting to attract potential customers back to their website. Given that only 2% (!) of web visitors convert on their first visit to any site, it’s a smart strategy for brands to capture low-hanging fruit in their web traffic and avoid losing prospects who will likely convert with a little bit of encouragement. Let’s look at 3 reasons why retargeting should be part of your digital marketing strategy and the benefits your brand will experience from doing it. Why Retargeting Needs to Be Part of Your Strategy Consumers actually like retargeted ads The consensus view of retargeted ads has always been tainted with a little bit of uncertainty about their use of individual consumer data. And there’s no doubt about it — consumers do worry about their online privacy. At the same time, however, they are also more aware than ever that brands are using their information to advertise to them and target their buying preferences. And they still browse and buy online at a rapidly increasing rate. Here’s what it comes down to: retargeting doesn’t turn consumers off as long as it’s done ethically (AKA you’re only retargeting people when it actually makes sense and they’ve agreed to your privacy policy). In fact, recent research has found that 25% of consumers say they actually enjoy seeing retargeted ads. And while a quarter of consumers may not seem encouraging, actual consumer behavior suggests that number is quite a bit higher. Here’s what the numbers tell us: Retargeted ads earn a click-through rate 10x higher than regular display ads Retargeted website visitors are 70% more likely to convert 3 out of 4 consumers notice retargeted ads when they see them It’s helpful to think about this in the context of your own life, too. We all see ads for products and brands we’ve briefly visited without buying from. But rather than get annoyed, our interest is usually sparked again. We may click on the ad to look at it again and rethink whatever reasoning we had before for not buying. We may follow the brand on social media for updates. Retargeting is a massive opportunity for brands to cut down on lost sales by reminding consumers why they were interested in the first place and incentivizing them to come back and make a purchase. Where to Retarget Google and YouTube Google and YouTube are the two most visited websites in the world, with a casual combined 85 billion monthly views (nbd). You can target ads on these massive platforms with Google Ads on the Google Display Network. Most consumers are doing their brand and product research using Google search. What better place, then, to have your ads displayed to convince users to choose you? Facebook and Instagram Ads on the two platforms are both run under Facebook Ads Manager. You add the Facebook Pixel to your website’s code. When users take an action on your site (for example, adding to cart or making a purchase) the pixel is triggered and they’ll see retargeted ads on both Facebook and Instagram. Learn more about the Facebook Pixel here. TikTok TikTok has exploded onto the scene over the past two years. It’s easy to assume this platform might be best for targeting younger audiences, but the truth is there are tons of audiences on TikTok that encompass a range of ages and interest areas. For example #MomTok — moms sharing tips, stories, and advice — is one of the most active corners of the app. #BusinessTok, #FitnessTok, and #BookTok are some of the other most popular hashtag-driven interest groups on the app. These are only a few examples. In other words: retargeting on TikTok is for every type of audience. You can get started at TikTok for Business. LinkedIn For B2B companies or brands targeting a more corporate or professional audience, LinkedIn could be an ideal platform for your retargeting efforts. You can add the LinkedIn Insight Tag to your website to begin tracking your visitors and serving them ads on the LinkedIn platform. 3 Retargeting Best Practices Incentivize The thing about web visitors you retarget is that they have shown interest in your brand already, but for some reason they weren’t motivated to make a purchase (or maybe they did but haven’t been back to make another one). The way to convince them? Offering incentives. Consider this: you see a pair of shoes you love. You almost buy them but you think “Well, they’re just a little too pricey. I’m going to pass.” A few days later you see those shoes you love, except they’re being offered at a discount. Your main argument for not buying the shoes is gone. You’re much more likely to go back and make the purchase. Incentivizing your retargeting audiences is worthwhile because you eliminate one of the biggest roadblocks to purchase: concerns about price. Personalize Like all other kinds of online experiences, consumers want their retargeted ads to be personalized to their preferences. Nearly 80% of consumers say personally relevant ad content from brands increases their purchase intent. Adding simple phrases that are unique to a person’s experience with your brand (i.e. “You left this item in your cart!” or “Based on your previous purchase, we think you’d love this!”) can be what makes your ad stand out to your audience. Leverage Content Content drives more organic traffic than any other method of digital marketing. That said, targeted ads are the highest-converting of all methods. Why not combine the two for maximum ROI? Consider the types of content your web visitors interact with and/or what content created by your brand would be most relevant to them. Promote it through your ads, emphasizing how it can help users solve problems, learn something new, or accomplish an important goal. Content that can be effectively marketed through retargeting ads include: Blog articles How-to guides Checklists Webinars and video demos Ebooks and whitepapers

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SOCIAL MEDIA ADVERTISING

Combat Video Ad Fatigue with Audio Advertising

Article | July 6, 2022

As a marketer, your goal is to create ads that stick in the minds of your audience. You devote extra time and resources to creating memorable graphics, engaging CTAs, and interesting copy that works. You also buy just the right ad spots. But, what happens when your potential customer scrolls right past your ad? Your costly video ad never creates a difference and your campaign fails. Combat this video ad fatigue with audio advertising to effectively influence your target demographic. After the audio content boom driven by podcasts, audio advertising is rising and becoming marketers’ new favorite. Nielsen Catalina Solutions’ 12-month-long study of audio ads on Spotify versus video and display ads found that audio ads were up to 25% more effective than other ad formats. Mostly, audio ads are delivered through podcasts. We’ll dive into this shortly. First let’s look at how audio advertising can influence the buying decisions of your target audience: Audio Advertising: Superpowers Explained Audio advertising uses a broad content category such as background scores, jingles, and branded content apart from audio ads. By fusing audio ads into audio experiences such as ad-supported music streaming or podcasts, marketers can position relevant products and services in front of customers. Here are more of its advantages: Audio Ads Offer Immersive Experience A study done by Lightwave and iHeartMedia showed that one of the biggest benefits of audio advertising was its ability to connect with the audience on a deeper level. Remembering catchy jingles is also a part of this connection. Audio ads communicate emotions, capture the attention of the listeners within seconds and engage them enough to paint a picture in their minds. They achieve this without a big budget or production crew. A strong script and an audio booth are all you need to create an immersive audio ad. They Have a Greater Reach Primarily, audio ads are delivered through podcasts because they can be easily categorized and are widely consumed. According to Statista, almost 60% of all U.S. consumers older than 12 listen to podcasts. Interestingly, 70% podcast listeners do not multi-task while listening to a podcast, so you are catering to alert listeners who might end up retaining your ad (Edison Research). Apart from podcasts, audio ads are also run in locations such as radio, music, and news streams. They Are Insightful and Creative Marketers can use 3D and 8D audio to create soundscapes that offer an immersive experience. Additionally, audio ads create a 1-to-1 relationship. With the help of programmatic advertising, they also collect many layers of data that provide buying insights. Integrating audio ads with voice assistants is a creative approach to entice customers while being interactive. Nars Cosmetics UK used Spotify to offer its customers voice commerce. Upon hearing the ad on Spotify, they could order samples and set up delivery using their smart speakers. Smart Speakers Are Changing the Game Smart speakers are contributing to screen-less moments in American homes. This means your video ad campaigns won’t get the kind of response you expect, but your audio ads just might. The Edison Infinite Dial report found that there is an average of 2.3 smart speakers in each home in the U.S. This number shows that a wide range of people use voice search and will listen to audio ads as a result. Summing It Up Audio advertising drives engagement and conversion through immersive storytelling, catchy jingles, and longer ad retention. It can be a great addition to your digital marketing strategy and refine the way you influence your audience’s buying decisions.

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SOCIAL MEDIA ADVERTISING

Power up Your Mobile Ad Campaigns with These Four Tricks

Article | July 14, 2022

Did you know that there are over three billion smartphone users globally? While browsing through varied content, they see ads relevant to things they explore in their downloaded apps and games. In addition, they receive offers through SMS and see banner ads on websites they visit. These ads are a part of mobile ad campaigns specifically targeting a certain demographic. Some examples of mobile ads include carousel ads, image and text ads on Facebook, Snapchat filters and ads, video ads on YouTube, notifications from downloaded apps, ads that play between videos or games, and Instagram Story ads. Why are advertisers so keen on utilizing mobile ad campaigns? Mobile Ad Campaigns Speak the Revenue Language Marketers understand the power and impact of mobile phones on users’ lives. As a result, U.S. marketers spent a record 120 billion U.S. dollars on mobile promotion in 2020. (Statista). Mobile ad campaigns can achieve tremendous results and bring in revenue for you by creating a connection with the user through personalization and by catering to all kinds of online audience on-the-go. “The mobile device has become our communications hub, our diary, our entertainment portal, our primary source of media consumption, our wallet and our gateway to real-time information tailored to our needs. The revolution is now!” - Nihal Mehta, Founding General Partner at Eniac Ventures Mobile Advertising Covers All the Bases Companies engage in mobile advertising for objectives like lead generation, customer retention through new offers, brand engagement activities like contests, and creating awareness about a product or a service. Mobile ads are the preferred channel for advertising because: They are cost-effective Allow geo-targeting Get a quick response Can be easily tracked Let us look at all the tricks that can help you optimize your mobile ad campaigns. Grab the Users’ Attention Imagine mobile users aggressively scrolling on their phones. Your ad should make them stop and grab their attention enough to make them read it. The goals of your ad campaigns should be clear. If you are looking to redirect the user to your website or want them to click on the ad, your campaign execution should align with these goals. Adding Value Through Your Messaging Pushing your message effectively to the user can ensure the success of your campaign. Your text should be crisp and sharp, interesting yet simple to comprehend. Use popular phrases or buzz words to create a connection with the users. Don’t Underestimate Visual Appeal Visual appeal plays a vital role in the way users react to ads. The image size of your ad, the moving flow, and the options for interacting with the ads can impact your ad’s performance. Ensure that you never interrupt your user’s reading flow when they are browsing and that the visuals of your ad are pleasant and appealing to the eye. Remember, Brevity is the Soul of Wit The content of your ad should be impressive enough to make the users engage with it. Users will respond to clear copy, visuals and your message’s simplicity. Furthermore, make sure that your landing pages are bug-free, load quickly and relate to your display ad so that the users can form a tangible connection between them. Wrapping It Up Mobile advertising helps brands remain connected to their customers around the clock while on the move. It is a personalized and flexible type of advertising that can help advertisers understand the lifestyle of targeted customers to offer them just what they need.

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ADVERTISER PLATFORMS

Podcast Advertising: A Promising Avenue for Result-oriented B2B Ad Campaigns

Article | May 19, 2022

Marketers in the B2B domain have a multi-channel approach to marketing because they target companies as buying groups. B2B marketers are leveraging podcast advertising with the help of advertisers, creators, and publishers for brand building and generating leads. They leverage up-and-coming avenues of advertising, most of which are a part of digital media channels. One such avenue is podcast advertising. Podcast advertising is emerging as one of the fastest-growing digital media channels for advertising. It is estimated to grow to more than $2.13 billion in 2022, according to a study by the Interactive Advertising Bureau and PwC. But, what is driving this growth? Engagement. People are finding podcasts more engaging than ever. Consequently, the demand for podcast ads across all categories is growing. Dynamic Ad Insertion (DAI): The Rise of Automated Ad Tech Dynamic ad insertion is a form of programmatic advertising that uses first or third-party data. This data comes from the device playing a podcast, a device user agent, the device’s IP address, and what episode is requested, to serve ads to a target demographic. The ad server of the podcast hosting platform decides which ads should be stitched into a particular podcast episode. If done well, the audience will never know the difference between a dynamically inserted ad and a baked-in ad, which is a permanent part of the audio of the podcast. Podcast hosting platforms, advertisers, and publishers adopted DAI because it helps brands win contextual relevance and efficiency through granular advertising opportunities. Through custom audio ads that appeal to the target audience, dynamic or seasonal geo-targeted ads, measurable variables, and performance data, DAI gives advertisers good control over podcast ad campaigns. This control allows them to tailor the campaigns based on the marketers’ demands. DAI is evolving and has great potential in transcription-based targeting using AI and machine learning. It also has greater creative interactivity to make audio ads engaging through voice interactivity, personalization, and mobile phone engagement. A podcast advertising example using DAI would be a brand creating multiple versions of pre-recorded audio ads that are served to target audiences on any podcast that meets the campaign criteria. Podcast Advertising Anchors Digital Marketers for Effective Outreach Edison Research’s Podcast Consumer 2017 report found that:  24% of people between the ages of 18 and 54 listen to podcasts monthly  Listeners are almost evenly split between men and women  Listeners tend to be affluent, mainly educated consumers  In the 25-54 age bracket, monthly listening has grown year over year for the past four years These stats demonstrate the growing market for podcast advertising and a very stable demographic that B2B marketers would want to target. Marketers rely more on podcast advertisers and platforms to tap into the potential of podcasts as a media channel. Here are some of the ways in which podcast advertising can enhance B2B marketing plans and bring in more conversions: Listener behavior expansion− By understanding what kinds of podcasts the target audience listens to, marketers can create ads that appeal to them, and advertisers can help them get the perfect spot for the ad campaign to make it more successful. Pivoting messaging is easier− Using different voiceovers, marketers can deliver the same message but elicit a different reaction from their target audience. Recycling old ad files is also a viable option to save time and resources. Human connection− Hyper-personalized targeted ads relevant to the podcast content create a human connection with the audience and can influence their opinion about a brand. Personal influence− Podcast hosts create a personal influence on the listeners so they keep tuning in to the podcast and even listen to the episodes again after a period. Ads on such podcasts receive stronger engagement and response. Additionally, hosts can also relay brand messages to listeners and influence their buying decisions. Regional marketing− Podcasts are a great way to connect with a target demographic residing in a certain geographical area. Geo-targeting is a boon for region-specific marketing endeavors. Effective storytelling− Podcasts can fuse autonomous sensory meridian response (ASMR) for immersive storytelling to impress listeners. The continuity and power of an engaging narration keeps the listeners subscribed and attached, ensuring that any kind of advertising on such podcasts can reach a wider audience. Advertisers Are Helping B2B Marketers Generate Revenue According to a forecast by IAB (Interactive Advertising Bureau), podcast advertising revenue will exceed $4 billion by 2024. Marketers are dependent on advertisers to tap into the podcast advertising potential to generate revenue in the following ways: Demand Generation An estimated 62 million Americans (Source: Edison Research) listen to podcasts, and this number is expected to grow. An interview by a product expert on an industry-relevant podcast can help get leads without wasting any budget on creating awareness, making it cost-effective. It’s no wonder LinkedIn and HubSpot have started their own podcast networks to host business and career-related content. Brand Building & Customer Retention Apart from using podcasts to generate leads, it can also help with brand building. Sponsoring a popular and relevant podcast episode can create a brand’s reputation and trust. It can also help retain existing customers as sponsorships demonstrate a continuous commitment to industry growth and development. Ad Effectiveness 75% of podcast listeners were happy with the purchase they had made from podcast ads (A Study by Voices, the #1 voice marketplace). This goes to show that podcast advertising brings out expected results and conversions without compromising the customer experience or opinion. Podcast as a Medium for Thought Leadership Podcasts are a great medium for B2B thought leadership. They are a free space to express expert industry opinion, talk about the current industry trends, address the pain points of the customers, discuss tech advancements, and create a personal connection with the listeners. Tailored thought leadership content can fuel brand engagement and bring in leads that convert because of brand trust. Feedback gathered through interactive content can help B2B marketers create personalized marketing plans to align their goals with ad campaigns better. Podcast Ads: Taking the First Step Before you step into the world of podcast advertising, make sure you consider aspects like target demographic, podcast ad pricing, industry/brand relevant podcasts, ad purchasing, the reputation of the podcast advertising network, and podcast advertising platforms. Policygenius, a New York-based insurance agency, invested early in podcast advertising through Ad Results Media, an ad agency. Policygenius achieved its ROI goals, and its media spending increased by 10x in two years. You can buy podcast ads directly, through a podcast advertising network, or programmatically. To track the success of your ads, use KPIs like unique listeners, ranking and reviews, subscribers, social sharing, and episode-by-episode metrics. Wrapping It Up Podcasts can be a great advertising avenue for B2B companies to influence their buying groups and create new customers. Its monumental growth as a media channel and its ad revenue over the past couple of years indicate that it is here to stay and should be harnessed for a wider reach and bigger sales numbers. FAQ What is the role of podcast advertising networks? A podcast advertising network is a full-service podcast advertising solution that maintains podcast ad inventory and manages ad campaigns for marketers. How is podcast advertising different from traditional advertising methods? Podcast advertising uses automated ad tech to create dynamic ad campaigns across relevant podcasts, while traditional advertising methods focus on print ads, outdoor billboards, and cable television. Which are some popular podcast advertising platforms? Some popular podcast advertising platforms are Midroll, AdvertiseCast, PodGrid, and Archer Avenue.

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Spotlight

California Marketing Group | CMG

The media landscape is changing, so is your target audience. Using a single marketing channel to get to your target audience is a good start to your marketing program. Now it is time to step it up a notch with CMG Integrated Services. Call us today to find out how we can integrate your audience development and marketing goals with integrated programs that create engagement and generates results. > 858.634.1072.

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MTarget chooses iBASIS to deliver CPaaS mobile marketing campaigns via APIs

MTarget | May 10, 2022

MTarget, a France-based direct B2B marketing firm specializing in mobile marketing, has selected iBASIS as their provider for programmable voice campaign management services in the banking, finance and retail sectors. iBASIS is a Massachusetts-based communications solutions provider. The unique Bring Your Own Carrier (BYOC) model from iBASIS provides out-of-the-box, ready-to-go solutions that can be white-labeled to generate instant revenue from existing infrastructure and resource expenditures. Nowadays, one of the fastest-growing communication industries is CPaaS (Communication Platforms as a Service). CPaaS allows for the simple integration of real-time, cloud-based, bespoke communication services such as video chat or two-factor authentication into an existing application. The predicted market size for CPaaS in 2021 was 4-8 billion USD, with a CAGR of 35-57 percent. Along with messaging, IDC estimated that programmable voice communications, which includes voice and telephony services, was one of the major segments in 2021, with a market value of 3.2 billion USD. With the CPaaS offering of iBASIS, the Businesses will get flexible and cost-efficient voice services for their marketing campaigns and security via multi-factor authentication, notifications and customer services. The quick and straightforward customization of defined voice messages using APIs will allow businesses to reach a targeted group of people in a short time. The cloud-based, ready-to-deploy voice CPaaS solution is a very cost-effective channel to market, requiring no upfront CapEx or obligations. The consumption-based pricing structure allows service providers to be more adaptable and develop their business models. “The iBASIS Network and their cloud-based portfolio is a perfect fit for us as they combine global coverage, scale, and technology innovation. Our direct marketing campaigns require high quality and capacity (up to 10,000 simultaneous calls) and iBASIS demonstrated and delivered both. By integrating their carrier channel reach, we are unlocking the potential for a new range of direct marketing campaigns in regions of the world where voice remains the most efficient communication tool,” Stéphane Faugeras, President, MTarget iBASIS has a carrier-grade network and connections with mobile operators worldwide. Hence with iBasis’s capabilities, the marketing campaigns can be quickly customized as per capacity and coverage. Enterprise customers may benefit from end-to-end insight while monitoring their mobile campaigns with full call tracking analytics. In addition, businesses may track the performance of their sales and marketing efforts, brand message, and advertising while maintaining control over their customer engagement process. “We are delighted to work with MTarget and their operations teams who are extremely focused on quality of services, customer engagement, and innovation. As a result, MTarget offers a very high performing CPaaS solution for businesses that want to launch cost-effective promotional or communication campaigns to their end users via programmable voice,” said Guillaume Klein, VP, Product Management at iBASIS.

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AD NETWORKS

IAB: Despite rising obstacles, US digital ad sales soared in 2021

IAB, PwC | April 13, 2022

In 2021 the US saw exponential growth in digital advertising. The Internet Advertising Revenue report by IAB (Interactive Advertising Bureau) and PwC reveals that digital advertising in the US increased by 35.4% year on year to $189.3 billion in 2021. This growth is significant considering that it is the highest level of growth for the sector since 2006. Compared to 2020's 12.2% growth, the 2021's revenue growth for the industry is nearly three times greater and more than two times the growth between 2019 and 2018. As a result, revenues increased by $50 billion in just one year. The assessment by IAB and PwC shows that every quarter of 2021 has been better for internet ad revenue than the previous year. The highest year-over-year growth occurred between Q2 2020 and Q2 2021, at 62.2 percent. This is consistent with Alphabet, Amazon, Meta platforms, Snap, and Twitter shattering Wall Street projections and earning record-breaking revenue in the second quarter, driven mainly by advertising. Despite issues relating to privacy, measurement, the deprecation of identifiers, and the supply chain, all major digital channels recorded significant improvements. Social media increased 39.3% year over year to $57.7 billion. Search expanded "strongly" at 32.8 % YoY, although at a slower rate than other segments, resulting in a 0.8 % decline in its share of total revenue. Mobile advertising revenue has broken the three-year trend of decelerated growth as it is surged by 37.4% to a total of $135 billion (13.4% growth in 2020 vs. 24.0% in 2019 vs. 40% growth in 2018). This is due to the proliferation of mobile video and gaming and the continued adoption of mobile e-commerce. But desktop vs. mobile ad dollars remained consistent, with 71.3% of overall ad revenue coming from mobile ads. When it comes to advertising formats, digital video advertising garnered 51% revenue growth since 2020 at $ $39.5 billion totaled revenues in 2021. It now accounts for 20.9% of overall internet advertising revenue in 2021, up 2.2 percentage points from 2020. The IAB and PwC estimate that momentum will continue in 2022 due to breakthroughs in retail media, linked TV, gaming, and experimentation in the metaverse and Web3. In its forecast for the year 2022, this assessment addresses the industry's concerns due to tension and uncertainty surrounding privacy regulation, the deprecation of third-party cookies and identifiers, measurement, and supply chain transparency. However, with an optimistic approach, it states, "Nevertheless, brands have spoken, and digital is where they are putting their dollars. By continuing to focus on and invest in the areas needed to evolve the consumer value chain, the digital industry has the opportunity to tune established models from a position of financial strength and vibrant growth" Internet Advertising Revenue Report 2021(Full year), IAB and PwD. "Nevertheless, brands have spoken, and digital is where they are putting their dollars. By continuing to focus on and invest in the areas needed to evolve the consumer value chain, the digital industry has the opportunity to tune established models from a position of financial strength and vibrant growth" Internet Advertising Revenue Report 2021(Full year), IAB and PwD. The IAB commissioned and PwC Advisory Services LLC ("PwC") performed the "IAB Internet Advertising Revenue Report" on an ongoing basis, with data issued quarterly. The Interactive Advertising Bureau (IAB) began the "IAB Internet Advertising Revenue Report" in 1996. This research incorporates statistics and information provided to PwC directly by firms that offer online advertising and publicly accessible corporate data.

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AD NETWORKS

Kargo Adds Attention Advertising With Acquisition of Parsec

Parsec Media, Kargo | April 01, 2022

Kargo today announced that it has acquired the attention-based mobile advertising business, Parsec. With Parsec, Kargo expands the ability of advertisers to buy digital media using the time an ad is exposed on screen across a variety of unique creative formats, creating the only platform to deliver attention-based, optimized, digital advertising for marketers. “Our mission is to create memorable experiences for consumers, in turn, creating more value for brands by building new ways for them to buy success. With Parsec, Kargo is the leader in attention, a key metric in experience-based advertising. Attention empowers brands to optimize their campaigns to what is engaging and where time is spent, not just what is seen,” said Harry Kargman, CEO and Founder of Kargo. “Our mission is to create memorable experiences for consumers, in turn, creating more value for brands by building new ways for them to buy success. With Parsec, Kargo is the leader in attention, a key metric in experience-based advertising. Attention empowers brands to optimize their campaigns to what is engaging and where time is spent, not just what is seen,” said Harry Kargman, CEO and Founder of Kargo. Kargo’s platform provides brands with a best-in-class environment to activate attention buys. With differentiated creative solutions for quality audiences, the platform performs well above industry benchmarks across key attention indicators. In a recent study conducted with MediaScience, Kargo’s ad formats delivered: 73% total audience attention (gaze) compared to 51% which gazed at standard banners 2x average gaze time for Kargo ads compared to standard banners 2x stronger brand memory than standard banners 2x purchase completion on product deal searches compared to standard banners Kargo clients are now able to buy media based on “seconds exposed,” which guarantees that no impression is wasted. Kargo’s attention-based solution moves the digital advertising market beyond viewability, providing a better understanding of the engagement that a particular creative and placement generates. At a time in the industry when brands are looking for more transparency and control over their media buying and looking for new ways to prove success beyond the crumbling cookie, attention provides the next level in measurement and understanding around media quality and creative efficacy. Later in 2022, Kargo plans to expand from time-on-screen measurements to include a variety of machine-learning-based intelligence that will further optimize campaign performance. With quality measurement from partners including Human, Clean.io and Adelaide, as well as the release of new attention formats, Kargo continues to raise the bar for quality, success and efficacy. “At Parsec, we’ve always believed that attention is the single most important metric in advertising. We are confident that Kargo will continue to deliver the extraordinary brand impact that our clients have come to expect,” said Diane deCordova, co-founder and COO of Parsec Media. About Parsec Media Parsec Media, a pioneer in attention optimization, quantifies the success of creatives and tactics. Parsec works with leading publishers across every vertical to provide a 100 percent transparent, brand-safe, and contextually relevant environment for brands. With a focus on attention metrics, Parsec aligns all stakeholders around a common goal: creating ads that people enjoy and find relevant. The company developed Adelaide, a SaaS solution leading in the rapidly growing field of evidence-based media quality measurement. Adelaide’s metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of signals to predict attention and drive more efficient outcomes. For more information, visit parsec.media. About Kargo Kargo creates memorable digital advertising and content experiences. With a suite of impactful, exclusive advertising solutions, brands choose Kargo to make customer connections that count. Kargo is the leader for unique ad placements, with creative options that make the most of mobile, video and social media. For publishers, Kargo delivers technology that dramatically improves viewer experience, as well as inventory and page performance. Headquartered in NYC, Kargo is 350 employees strong with offices across the globe.

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MTarget chooses iBASIS to deliver CPaaS mobile marketing campaigns via APIs

MTarget | May 10, 2022

MTarget, a France-based direct B2B marketing firm specializing in mobile marketing, has selected iBASIS as their provider for programmable voice campaign management services in the banking, finance and retail sectors. iBASIS is a Massachusetts-based communications solutions provider. The unique Bring Your Own Carrier (BYOC) model from iBASIS provides out-of-the-box, ready-to-go solutions that can be white-labeled to generate instant revenue from existing infrastructure and resource expenditures. Nowadays, one of the fastest-growing communication industries is CPaaS (Communication Platforms as a Service). CPaaS allows for the simple integration of real-time, cloud-based, bespoke communication services such as video chat or two-factor authentication into an existing application. The predicted market size for CPaaS in 2021 was 4-8 billion USD, with a CAGR of 35-57 percent. Along with messaging, IDC estimated that programmable voice communications, which includes voice and telephony services, was one of the major segments in 2021, with a market value of 3.2 billion USD. With the CPaaS offering of iBASIS, the Businesses will get flexible and cost-efficient voice services for their marketing campaigns and security via multi-factor authentication, notifications and customer services. The quick and straightforward customization of defined voice messages using APIs will allow businesses to reach a targeted group of people in a short time. The cloud-based, ready-to-deploy voice CPaaS solution is a very cost-effective channel to market, requiring no upfront CapEx or obligations. The consumption-based pricing structure allows service providers to be more adaptable and develop their business models. “The iBASIS Network and their cloud-based portfolio is a perfect fit for us as they combine global coverage, scale, and technology innovation. Our direct marketing campaigns require high quality and capacity (up to 10,000 simultaneous calls) and iBASIS demonstrated and delivered both. By integrating their carrier channel reach, we are unlocking the potential for a new range of direct marketing campaigns in regions of the world where voice remains the most efficient communication tool,” Stéphane Faugeras, President, MTarget iBASIS has a carrier-grade network and connections with mobile operators worldwide. Hence with iBasis’s capabilities, the marketing campaigns can be quickly customized as per capacity and coverage. Enterprise customers may benefit from end-to-end insight while monitoring their mobile campaigns with full call tracking analytics. In addition, businesses may track the performance of their sales and marketing efforts, brand message, and advertising while maintaining control over their customer engagement process. “We are delighted to work with MTarget and their operations teams who are extremely focused on quality of services, customer engagement, and innovation. As a result, MTarget offers a very high performing CPaaS solution for businesses that want to launch cost-effective promotional or communication campaigns to their end users via programmable voice,” said Guillaume Klein, VP, Product Management at iBASIS.

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AD NETWORKS

IAB: Despite rising obstacles, US digital ad sales soared in 2021

IAB, PwC | April 13, 2022

In 2021 the US saw exponential growth in digital advertising. The Internet Advertising Revenue report by IAB (Interactive Advertising Bureau) and PwC reveals that digital advertising in the US increased by 35.4% year on year to $189.3 billion in 2021. This growth is significant considering that it is the highest level of growth for the sector since 2006. Compared to 2020's 12.2% growth, the 2021's revenue growth for the industry is nearly three times greater and more than two times the growth between 2019 and 2018. As a result, revenues increased by $50 billion in just one year. The assessment by IAB and PwC shows that every quarter of 2021 has been better for internet ad revenue than the previous year. The highest year-over-year growth occurred between Q2 2020 and Q2 2021, at 62.2 percent. This is consistent with Alphabet, Amazon, Meta platforms, Snap, and Twitter shattering Wall Street projections and earning record-breaking revenue in the second quarter, driven mainly by advertising. Despite issues relating to privacy, measurement, the deprecation of identifiers, and the supply chain, all major digital channels recorded significant improvements. Social media increased 39.3% year over year to $57.7 billion. Search expanded "strongly" at 32.8 % YoY, although at a slower rate than other segments, resulting in a 0.8 % decline in its share of total revenue. Mobile advertising revenue has broken the three-year trend of decelerated growth as it is surged by 37.4% to a total of $135 billion (13.4% growth in 2020 vs. 24.0% in 2019 vs. 40% growth in 2018). This is due to the proliferation of mobile video and gaming and the continued adoption of mobile e-commerce. But desktop vs. mobile ad dollars remained consistent, with 71.3% of overall ad revenue coming from mobile ads. When it comes to advertising formats, digital video advertising garnered 51% revenue growth since 2020 at $ $39.5 billion totaled revenues in 2021. It now accounts for 20.9% of overall internet advertising revenue in 2021, up 2.2 percentage points from 2020. The IAB and PwC estimate that momentum will continue in 2022 due to breakthroughs in retail media, linked TV, gaming, and experimentation in the metaverse and Web3. In its forecast for the year 2022, this assessment addresses the industry's concerns due to tension and uncertainty surrounding privacy regulation, the deprecation of third-party cookies and identifiers, measurement, and supply chain transparency. However, with an optimistic approach, it states, "Nevertheless, brands have spoken, and digital is where they are putting their dollars. By continuing to focus on and invest in the areas needed to evolve the consumer value chain, the digital industry has the opportunity to tune established models from a position of financial strength and vibrant growth" Internet Advertising Revenue Report 2021(Full year), IAB and PwD. "Nevertheless, brands have spoken, and digital is where they are putting their dollars. By continuing to focus on and invest in the areas needed to evolve the consumer value chain, the digital industry has the opportunity to tune established models from a position of financial strength and vibrant growth" Internet Advertising Revenue Report 2021(Full year), IAB and PwD. The IAB commissioned and PwC Advisory Services LLC ("PwC") performed the "IAB Internet Advertising Revenue Report" on an ongoing basis, with data issued quarterly. The Interactive Advertising Bureau (IAB) began the "IAB Internet Advertising Revenue Report" in 1996. This research incorporates statistics and information provided to PwC directly by firms that offer online advertising and publicly accessible corporate data.

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AD NETWORKS

Kargo Adds Attention Advertising With Acquisition of Parsec

Parsec Media, Kargo | April 01, 2022

Kargo today announced that it has acquired the attention-based mobile advertising business, Parsec. With Parsec, Kargo expands the ability of advertisers to buy digital media using the time an ad is exposed on screen across a variety of unique creative formats, creating the only platform to deliver attention-based, optimized, digital advertising for marketers. “Our mission is to create memorable experiences for consumers, in turn, creating more value for brands by building new ways for them to buy success. With Parsec, Kargo is the leader in attention, a key metric in experience-based advertising. Attention empowers brands to optimize their campaigns to what is engaging and where time is spent, not just what is seen,” said Harry Kargman, CEO and Founder of Kargo. “Our mission is to create memorable experiences for consumers, in turn, creating more value for brands by building new ways for them to buy success. With Parsec, Kargo is the leader in attention, a key metric in experience-based advertising. Attention empowers brands to optimize their campaigns to what is engaging and where time is spent, not just what is seen,” said Harry Kargman, CEO and Founder of Kargo. Kargo’s platform provides brands with a best-in-class environment to activate attention buys. With differentiated creative solutions for quality audiences, the platform performs well above industry benchmarks across key attention indicators. In a recent study conducted with MediaScience, Kargo’s ad formats delivered: 73% total audience attention (gaze) compared to 51% which gazed at standard banners 2x average gaze time for Kargo ads compared to standard banners 2x stronger brand memory than standard banners 2x purchase completion on product deal searches compared to standard banners Kargo clients are now able to buy media based on “seconds exposed,” which guarantees that no impression is wasted. Kargo’s attention-based solution moves the digital advertising market beyond viewability, providing a better understanding of the engagement that a particular creative and placement generates. At a time in the industry when brands are looking for more transparency and control over their media buying and looking for new ways to prove success beyond the crumbling cookie, attention provides the next level in measurement and understanding around media quality and creative efficacy. Later in 2022, Kargo plans to expand from time-on-screen measurements to include a variety of machine-learning-based intelligence that will further optimize campaign performance. With quality measurement from partners including Human, Clean.io and Adelaide, as well as the release of new attention formats, Kargo continues to raise the bar for quality, success and efficacy. “At Parsec, we’ve always believed that attention is the single most important metric in advertising. We are confident that Kargo will continue to deliver the extraordinary brand impact that our clients have come to expect,” said Diane deCordova, co-founder and COO of Parsec Media. About Parsec Media Parsec Media, a pioneer in attention optimization, quantifies the success of creatives and tactics. Parsec works with leading publishers across every vertical to provide a 100 percent transparent, brand-safe, and contextually relevant environment for brands. With a focus on attention metrics, Parsec aligns all stakeholders around a common goal: creating ads that people enjoy and find relevant. The company developed Adelaide, a SaaS solution leading in the rapidly growing field of evidence-based media quality measurement. Adelaide’s metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of signals to predict attention and drive more efficient outcomes. For more information, visit parsec.media. About Kargo Kargo creates memorable digital advertising and content experiences. With a suite of impactful, exclusive advertising solutions, brands choose Kargo to make customer connections that count. Kargo is the leader for unique ad placements, with creative options that make the most of mobile, video and social media. For publishers, Kargo delivers technology that dramatically improves viewer experience, as well as inventory and page performance. Headquartered in NYC, Kargo is 350 employees strong with offices across the globe.

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