Mobile Advertising: An Economic Perspective

whitePaper | September 20, 2022

Modern performance marketing is no longer limited to paid placements on Meta or Google Ads. Android mobile phone manufacturers have built their own advertising platforms as a part of their operating system. As we know, Android manufacturers are predominantly brands of Asian origin. In the global market of mobile advertising OEMs develop as a response to the monopoly of Meta and Google. There is a list of predominant factors suggesting that OEMs are going to take the leading role as user acquisition channels in the next couple of years.

whitePaper | February 3, 2020

Well, this is typically the time when you make New Year's Resolutions, and maybe one of those is timekeeping compliance. But rather than starting with the thinking behind all this, we'll save that for last and instead dive right into some suggestions on how to get better participation. If you're an employee vs. a principal reading this, you might want to feather your own bonus bed by taking the lead here and rallying the troops. That sort of sucking up never goes unnoticed.

whitePaper | November 1, 2022

Advertising investment is forecast to grow by 8.7% globally in 2022, according to the latest dentsu Global Ad Spend Forecast report. The twice-yearly report which combines data from close to 60 markets globally, now anticipates US$738.5 billion will be spent worldwide in this July ‘reforecast’. This reforecast of media investment is released in the context of escalating media price inflation, geopolitical tension, upcoming key elections, and one of the most anticipated global sports events of the year, the FIFA World Cup coinciding with the peak ‘holidays season’ for the first time.

whitePaper | June 7, 2022

Over-the-top television and streaming audio offer consumers a rich array of on-demand content options, and the list of platforms and programs that serve up those options are increasing all the time. As streaming builds momentum with audiences, and as advertisers gain experience with the medium, TV and audio are increasingly becoming data-driven advertising channels.

whitePaper | December 1, 2021

As expectations of customers evolve rapidly due to their everyday interactions with big tech companies, the sales and marketing function across industries is striving to deliver carefully curated, hyper-personalized experiences to consumers. Success in today’s experience economy largely depends on ensuring customer-centricity throughout the customer lifecycle. However, creating better emotional connections with customers may prove to be a daunting exercise considering the explosion of data, lack of in-house data and analytics expertise, decreasing attention spans of consumers, and shrinking marketing budgets.

whitePaper | April 26, 2022

Apple’s introduction of App Tracking Transparency (“ATT”) has drawn substantial commentary. Some see ATT as disruptive and self-serving, while others view it as a privacy-preserving tool that is ushering in a new era of advertising. However, the commentary often betrays a lack of understanding of what ATT is and what it is not, and draws speculative conclusions about its impact.