MOBILE ADVERTISING
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.
About ironSource
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
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Sourcepoint, Horizon Media | July 19, 2022
Sourcepoint, the privacy compliance platform of record for the digital marketing ecosystem, has partnered with Horizon Media to provide their clients with access to Sourcepoint’s privacy measurement technology, Privacy Lens. Sourcepoint’s proprietary platform allows advertisers to ensure media quality by analyzing how media inventory suppliers comply with consumer privacy regulations like CCPA and GDPR.
Operating globally across a range of industries, Horizon Media needed to ensure that their clients’ budgets were being invested appropriately on websites that meet client standards for consumer privacy. By partnering with Sourcepoint to apply their Privacy Lens data to programmatic transactions, Horizon Media can continuously adapt to regional best practices dictated by legislation, and ensure the ongoing ethical use of consumer data. Platforms are embracing product solutions for privacy-safe targeting as well, as reflected in last month’s announcement of Sourcepoint’s integration with MediaMath.
Horizon Media plans to roll out Privacy Lens across the entirety of their programmatic practice as a unique method for managing and optimizing media. By setting data privacy parameters and evaluating inventory sources, Horizon Media can ensure its clients’ messages only appear in environments that are deemed privacy compliant, brand safe, and suitable. Since Horizon Media began working with Sourcepoint, they have applied Privacy Lens insights to their procurement optimization process, finding that:
9% of websites did not have a link to a privacy policy present. This is a baseline requirement under all privacy regulations, including California’s current privacy law, CCPA.
30% of websites did not have an opt-out link present on the main page. This is one of the main requirements of CCPA, as well as for other impending US state privacy laws.
Donald Williams, EVP and CDO of Horizon Media said: “While it’s vital that our own business practices protect consumer privacy, it’s of equal importance that we help restore credibility to the programmatic marketplace by reassuring our clients that their ad dollars are being invested in privacy-safe environments. As we look towards 2023, with the changes coming to Chrome, and a new host of regulatory requirements coming into force, technology solutions like Sourcepoint’s Privacy Lens remain the best means for businesses to future-proof their approach to privacy.”
Ben Barokas, co-founder and CEO of Sourcepoint, adds: “The programmatic ecosystem is undergoing a rapid and much-needed transformation. Data practices that may have gone unnoticed a year ago are now scrutinized closely."
Ben Barokas, co-founder and CEO of Sourcepoint, adds: “The programmatic ecosystem is undergoing a rapid and much-needed transformation. Data practices that may have gone unnoticed a year ago are now scrutinized closely. In such a dynamic industry, it’s challenging to have proper visibility into the privacy practices of other players. Privacy Lens seeks to bring greater transparency and align incentives for greater privacy compliance. Working with Horizon Media is another important step towards establishing data ethics infrastructure that will ultimately improve experiences for consumers.”
About Sourcepoint
Sourcepoint is the data privacy software company for the digital marketing ecosystem. It provides tools to protect consumer privacy, manage compliance and optimize revenue in a rapidly changing landscape. Founded by a team of digital advertising veterans, Sourcepoint has offices in New York, Berlin, London, and Paris. Learn more at www.sourcepoint.com
About Horizon Media
Horizon Media, Inc, the largest U.S. media agency according to AdAge Data Center 2022, delivers data-driven business outcomes for some of the most innovative and ambitious brands. Founded in 1989, headquartered in New York, and with offices in Los Angeles and Toronto, the company employs 2,400 people and has media investments of more than $9 billion. Horizon Media’s fundamental belief is that business is personal, which drives its approach to connecting brands with their customers and engaging with its own employees resulting in industry-leading workplace satisfaction levels (Glassdoor). The company is consistently recognized by independent media outlets for its client excellence and has earned several “Best Workplaces” awards reflecting its commitment to DEI and the life and well-being of everyone at Horizon Media.
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Marin Software | August 16, 2022
Marin Software Incorporated (NASDAQ: MRIN), a leading provider of digital marketing software for performance-driven advertisers and agencies, announced today that it has been recognized as a Strong Performer in the Forrester Research, Inc. August 2022 report, The Forrester Wave™ B2B Advertising Solutions, Q3 2022.
The report evaluated 14 B2B Advertising Solutions providers based on 28 criteria across their current offerings, strategies, and market presence. Marin Software received the top score in the B2B performance reporting criterion and also received the highest possible score in the execution roadmap and market approach criteria.
According to the report, “Marin Software’s execution roadmap and market approach are superior and include the innovative use of audience data to enable a variety of B2B advertising use cases from e-commerce to ABM… Ad-level, performance-level, and ROI-level reporting are also superior.”
“We are proud to be named as a Strong Performer in The Forrester Wave™ B2B Advertising Solutions report,” said Chris Lien, CEO, Marin Software.
“We are proud to be named as a Strong Performer in The Forrester Wave™ B2B Advertising Solutions report,” said Chris Lien, CEO, Marin Software. “We are committed to delivering B2B advertisers with the best solutions for analyzing, automating, and optimizing their marketing campaigns and we are thrilled to be recognized in the report.”
The self-serve MarinOne platform unifies industry leading optimization tools with flexible reporting to help advertisers maximize the impact and reach of their digital marketing investment across paid search, social, and ecommerce channels.
Marin has been helping advertisers advance their digital advertising campaigns for over 15 years and has managed over $40 billion in advertising spend for some of the world’s top brands.
About Marin Software
Marin Software Incorporated’s (NASDAQ: MRIN) mission is to give advertisers the power to drive higher efficiency and transparency in their paid marketing programs that run on the world’s largest publishers. Marin Software offers a unified SaaS advertising management platform for search, social, and eCommerce advertising. The Company helps digital marketers convert precise audiences, improve financial performance, and make better decisions. Headquartered in San Francisco with offices worldwide, Marin Software’s technology powers marketing campaigns around the globe. For more information about Marin Software, please visit www.marinsoftware.com.
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