SOCIAL MEDIA ADVERTISING
SAP, GumGum | September 07, 2022
GumGum, a contextual-first global digital advertising platform, has announced that multinational software company, SAP, has become the first brand in EMEA to leverage both GumGum’s high impact desktop skin advertising unit, and its cookieless contextual targeting solution, VerityTM, to significantly boost brand awareness.
Led by OMD Hamburg, a leading media agency, the campaign successfully improved brand perception of SAP as a trusted business by +7ppts, and as a company that offers the best business software and solutions by +5ppts.
Measurement was provided by research experts On Device Research (ODR) and Lumen Research Ltd. ODR measured the campaign’s impact on the SAP brand by comparing the results of two tests. The first test comprised a control sample of people who had not been exposed to the ad creative, and the second test was aimed at the target audience, with consumers shown the campaign’s ad creative. Lumen provided eye tracking technology to both measure the attention the contextual campaigns received, and help understand the broader implications of attention as a metric for the digital advertising industry.
Using VerityTM, GumGum served the desktop skin unit across its premium roster of publishers, on contextually relevant articles, targeting key business decision makers. VerityTM is able to scan everything from copy and imagery, to audio and video, for accurate and safe ad placement, without the need for cookies or any personally identifiable information (PII).
The research was a huge success in proving that GumGum’s high impact ad units – and Verity’sTM cookieless contextual intelligence technology – positively impact both brand awareness and brand consideration. 61% of the audience exposed to the campaign took some form of action. One in three felt the ad campaign was informative, while a positive shift was also seen among the target audience (+5ppts).
Peter Wallace, general manager of EMEA at GumGum, says: “There were so many aspects about this piece of research that got us excited."
Peter Wallace, general manager of EMEA at GumGum, says: “There were so many aspects about this piece of research that got us excited. The chance to work with one of the world’s leading software companies is an obvious one, but the opportunity to test VerityTM in the German market for the first time was hugely rewarding. The future of digital advertising in this cookieless, privacy-first era is all about contextual, and tapping into the consumer’s mindset at the right moment to engage and influence their imagination and behaviour. We’re delighted to have helped SAP to do that.”
Moritz Fisecker, integrated media manager EMEA at SAP & Timo Steyer, deputy director digital strategy at OMD Hamburg, say: “We were looking to increase brand and product awareness – and ideally consideration – when we partnered with GumGum to help boost our advertising campaign performance. Our friends at Lumen and ODR concluded that those that saw the ads had a spiked interest in learning more, ultimately increasing brand consideration, and we’re delighted to declare our media campaign and the research results with GumGum and OMD Hamburg a success. The campaign clearly demonstrated the potential of a cookieless approach for driving improved outcomes for digital advertising.”
GumGum is a contextual-first global digital advertising platform that captures people’s attention, without the use of personal data. We believe that a digital advertising ecosystem based on understanding a consumer’s active frame of mind rather than behaviour builds a more equitable and safer future for consumers, publishers and advertisers alike. Founded in 2008, GumGum is headquartered in Santa Monica, California and operates in 19 markets worldwide. For more information, please reach out to firstname.lastname@example.org
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
Mirantis | September 28, 2022
Mirantis, freeing developers to create their most valuable code, today announced that Choozle, which provides a digital advertising software platform, chose Lens Autopilot to migrate its application on an urgent, one-week migration deadline.
After quickly expanding its customer base, Choozle found itself in need of a more scalable infrastructure to support hundreds of daily active users. The company’s engineering operations team started adopting Kubernetes, using Google Kubernetes Engine (GKE). Choozle chose to use the Mirantis DevOps-as-a-Service offering that combines Lens, the world’s most popular Kubernetes integrated development environment (IDE), with expert services from Mirantis site reliability engineers.
“The entire team at Mirantis was prepared and available for everything that we needed for the migration,” said Mike Baldassare, director of product and engineering operations at Choozle.
“The entire team at Mirantis was prepared and available for everything that we needed for the migration,” said Mike Baldassare, director of product and engineering operations at Choozle. “Today, we have a successfully migrated application that went from a legacy AWS Kubernetes cluster to a scaled, much more modern solution that preserves a better future for our application and our customers. Choozle has been successful by choosing really great partners, and I would definitely put Mirantis on that list of great partners that we've had in our company’s history.”
Mirantis provided a dedicated team to manage and execute the transition. Lens eliminates the Kubernetes complexity that has hindered mainstream developer adoption since its inception. Lens enables users to easily manage, develop, debug, monitor, and troubleshoot their workloads across multiple clusters in real-time – supporting any certified Kubernetes distribution, on any infrastructure. The Lens desktop application has an intuitive graphical user interface and works with Linux, macOS, and Windows operating systems. Lens Autopilot features compelling guaranteed outcomes, including the technical ability after 12 months to achieve a 10 times increase in application deployment speed, 75% reduction in security vulnerabilities, accelerated time to remediation, and 2-4 times reduction in operational costs.
“When you are growing exponentially, you don’t want to slow your developers from providing optimal customer value,” said Anoop Kumar, director of professional services for Americas, Mirantis. “We were able to not just quickly migrate Choozle from a legacy AWS deployment to Google, but we did it without any extra burden on the developers.”
A desktop application, Lens lowers the barrier of entry for those just getting started with Kubernetes and radically improves productivity for people with more experience. With more than 5 million downloads, more than 600,000 users, and 18,500 stars on GitHub, Lens is the most popular integrated development environment (IDE) for Kubernetes.
Lens DevopsCare extends the capabilities of Lens to provide a complete managed CI/CD toolchain that is managed and supported by Mirantis and configured to meet the unique needs of the development process. In addition to the CI/CD capabilities, Lens DevopsCare also provides developers with policy-based proactive security and best practices, metrics on their development process and environment, as well as extensive support to enhance the developer experience and reduce the cognitive load for everyday development tasks.
To learn more about why Choozle chose Lens, read the case study.
Mirantis helps organizations ship code faster on public and private clouds, increasing developer productivity by removing the stress of managing infrastructure. The company combines Intelligent Automation and cloud native expertise to provide a ZeroOps approach to managing and operating Kubernetes and cloud environments. Mirantis delivers a public cloud experience on any infrastructure, from the data center to the edge, with one cohesive cloud experience for complete app and DevOps portability, a single pane of glass, and automated full-stack lifecycle management, all based on open source.
Mirantis serves many of the world’s leading enterprises, including Adobe, DocuSign, Inmarsat, Nationwide Insurance, PayPal, Reliance Jio, Societe Generale, Splunk, and S&P Global. Learn more at www.mirantis.com.
Choozle – Digital Advertising Made Easy® – provides a digital advertising software platform that leverages detailed consumer data to power programmatic advertising campaigns across display, video, mobile, audio, connected tv, digital out-of-home, and other mediums – all from a single, intuitive interface. Choozle combines the sophistication of multiple digital advertising tools, a demand-side platform, data management platform, and smart tag management into a single platform. Designed for advertising agencies and marketing departments, Choozle has democratized the ad tech ecosystem with its intuitive, elegant, and affordable solution. www.choozle.com