Indian Start-Up ClaymX among 37 new partners to join the Tizen Association

Claym

ClaymTizen Association recently announced their newest members that will work on the development of the Tizen operating system. These new partners will be strategic contributors in strengthening the open source operating system. The new members will also participate in the development of the monetisation framework for the all important 3rd party developer ecosystem.

The 37 new partners are a combination of software companies, like app developers, gaming platforms, software solutions to add to the marquee list of Mobile Carriers, OEM’s and Large Software development houses from across the globe. Among this list also figures Claymx – a 24 month old startup based in New Delhi, India; specialising in the App & Content monetisation space.

Claymx with its deep expertise in delivering high performance & great returns to App and Content creators through their platform.They boast of an impressive client roster that includes top Global gaming company Gameloft for whom they work in over 25 countries across the emerging World and other content companies such as Mobitrans, Vuclip, Boungiorno, etc

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Facebook’s Mobile App Install Advertising is very powerful, with higher ROI

facebook-ads

Mobile App marketing space has been evolving and it clearly is a great opportunity with Facebook unveiling of its mobile ad network, called Audience Network, Facebook has made clear that it views mobile app developers as key to its long-term growth.

Not to be outdone, both Twitter and Google have recently upped the ante with their own focus on mobile app install ads.

In April, Twitter launched its offering for mobile advertisers on MoPub Marketplace, which enables marketers and developers to drive app installs and app engagements.

Google, which has long operated its own ad network — AdWords — has also started providing mobile ad network-like capabilities for advertisers. It now offers targeted app install ads on mobile search and YouTube.

Clearly, the app install ad landscape is heating up, and so too are the efforts from Facebook, Twitter and Google to capitalize on that demand.

While it remains to be seen how beneficial Facebook’s Audience Network will be for app developers’ monetization efforts, two of Facebook’s other recent ad-targeting tools — Custom Audiences and Lookalike Audiences — have proven to be useful for improving the performance of mobile app install ads.

In an ultra-competitive app install marketplace, exact targeting is crucial to ensuring quality performance of each and every app install ad. Here is what mobile app developers need to know about the new realities of targeted app monetization advertising on Facebook.

Custom Audiences

Facebook’s Custom Audiences tool is a dream come true for mobile app publishers. Custom Audiences can be used to find potential users both on Facebook and via consumers’ offline activities. Using email addresses, phone numbers, Facebook user IDs or mobile app user IDs to make the match, Custom Audiences lets you find the exact people you want to talk to and serve specific offers to them that match their customer profile.

In addition, the new Custom Audiences for Mobile Apps feature gives developers the ability to target specific audiences directly from the Facebook SDK without uploading external user data. This is beneficial for app developers that want to reach people that have taken specific actions within their app with ads almost immediately after they do so.

Custom Audience is particularly useful for publishers of apps that are targeted for niche consumer audiences, such as a language tutorial app. The publisher of such an app could use Custom Audiences to build a Facebook mobile app install ad campaign that targets potential users based on specific offline data, such as email addresses acquired from a third-party data provider. The app publisher could then test a variety of ads to specific user groups to see which performs best across specific data sets.

Lookalike Audiences

Facebook’s Lookalike Audiences, an offshoot of the aforementioned Custom Audiences ad solution, enables mobile app publishers to reach new users who are likely interested in their app because they are similar to a customer list already cultivated. This ad offering is crucial to finding and targeting the right app customer on Facebook.

Here’s an example of how Lookalike Audiences works from a mobile app publisher’s perspective: An app developer uploads to its Facebook account a list of users that purchased an app from it within the last five years. The app developer instructs Facebook to generate a list of users that display similar commonalities to those from its existing customer list. Facebook finds users that display overlapping interests and characteristics. This increases the likelihood that the app developer will be able to move users further down the sales funnel since the list has been built by Facebook around users that display similar commonalities and demographics to users that have already made a purchase with the app developer.

In short, Facebook does the hard work of finding and targeting the right audience for improved performance in customer acquisition.

Lookalike Audiences is good for new app installs, whereas Custom Audiences is best for user re-engagement, especially when launching a new app to a set of users that have previously purchased one of your apps.

Facebook has long been a friendly venue for mobile app publishers seeking new users. Now, with its new mobile ad network and more advanced ad targeting and performance solutions, it offers several methods for achieving higher performance from mobile app install ad campaigns. App developers that don’t effectively adopt these new advertising solutions will lose valuable information about the type of users they are targeting and the performance of their campaigns.

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Mobile Location-Based Advertising will be worth € 10.7 billion in 2018

Mobile Location Based Advertsing

location based advertisng

According to a new research report from the analyst firm Berg Insight, the total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow from € 1.2 billion in 2013 at a compound annual growth rate (CAGR) of 54 percent to € 10.7 billion in 2018. This will then correspond to 38.6 percent of all mobile advertising and marketing. Location-based advertising and marketing will thus represent around 7 percent of digital advertising, or 2 percent of the total global ad spend for all media.

The past year has seen a number of significant developments in the real-time mobile LBA space. One example is the concept of beacons based on Bluetooth low energy (BLE). “The concept of Bluetooth marketing has been reinvigorated following Apple’s introduction of iBeacon in 2013”, said Rickard Andersson, Senior Analyst, Berg Insight. While so far remaining sparsely deployed, Berg Insight anticipates that beacon adoption will take off in 2014 as retailers launch innovative marketing schemes and leverage the possibility to analyse how customers roam and dwell in stores and aisles. “The burgeoning BLE-based beacon ecosystem is now populated by a large number of diverse players including PayPal, Qualcomm and start-ups such as Estimote, Swirl and Shopkick”, said Mr. Andersson. He adds that these companies constitute a completely new set of players competing alongside established LBA specialists like Verve, Placecast and xAd, LBS players including Intersec, Telenav and Waze, and operators such as AT&T, SFR and the UK joint venture Weve.

Download report brochure: Location-Based Advertising and Marketing

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Global Mobile Ad-spend Expected to reach $18.0 billion in 2014

gartner

gartnerA recent report by Gartner has forecasted that Global mobile advertising spending is expected to reach $18.0 billion in 2014, up from the estimated $13.1 billion in 2013. The market is expected to grow to $41.9 billion by 2017. Gartner said that display formats will make up most of the revenue, but video will show the highest growth.

With regard to the different ad formats used in the mobile sector, mobile display ad formats are collectively the single biggest category of ads, and will remain so throughout the forecast period, although this category will shift to mobile Web display after several years of higher growth in in-app display. Uptake of the audio/video format by the end of the forecast period is higher because the tablet form factor will drive video, and the tablet market continues to grow.

The report found that search/map ad types will benefit from increased use of location data gathered from users, either through them opting into being located automatically through their devices or because they proactively check in the places they visit using apps such as Foursquare and Pinterest. As a result, local advertisers will be more interested in the mobile channel as a means of pushing ads. The split between in-app and Web display is taking longer to shift in favor of the latter, as the use of HTML5 tools in mobile website development is taking longer to impact the market.

According to the report, all regions of the world will experience strong growth in mobile advertising spend, although North America is where most of growth will come from, due to the sheer scale of its advertising budgets and their shift to mobile.

Western Europe’s market for mobile advertising will remain similar to North America’s, albeit at a slightly lower scale, for the duration of the forecast period.  Asia/Pacific and Japan is the most mature region for mobile advertising, and therefore growth will slow between 2012 and 2017, averaging 30 percent a year. Historically, the unusually high adoption of handsets for digital content consumption in Japan and South Korea has given the Asia/Pacific region an early lead in mobile advertising. Looking forward, Gartner expects the high-growth economies of China and India to contribute increasingly to mobile advertising growth as their expanding middle classes present attractive markets for global and local brands.

The report found that in the emerging markets of Latin America, Eastern Europe, the Middle East and Africa, mobile advertising growth will largely track the technology adoption and stabilization of emerging economies, but will mostly be driven by large markets such as Russia, Brazil and Mexico. From 2015, growth rates in this region will exceed the worldwide average.

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By 2018, Mobile Ad Spend to Reach $40 Billion – Juniper Research

mobile-ads

mobile-adsAccording to a recent report by Juniper Research, increased utilisation of analytics platforms, allied to the introduction of innovative ad formats and purchasing mechanisms, will push global mobile ad spend beyond $39 billion in 2018, up from $13 billion this year.

The report highlighted the opportunities offered by targeted in-app advertising, citing the dramatic success of Facebook in monetising its native applications over the past year. Mobile now contributes 41% to its overall advertising revenue. Facebook recently announced that it is going to begin rolling out video ads, a move illustrative of the wider industry trend for interactive rich media ads, away from underperforming mobile banner adverts.

The report found that the growth of Real-Time Bidding (RTB), a mechanism which lets advertisers buy impressions in real-time, means that publishers will be able to more easily sell their advertising inventory, which will thereby boost overall mobile ad spend.

However the report also pointed out that some brands still remain wary of the mobile channel due to concerns that mobile advertisements may be perceived as inappropriate or intrusive. Indeed, the report noted the disproportionately low spend on mobile advertising, versus other mediums, relative to the high engagement levels that frequently occur.

According to the report, the fastest growing region, in terms of mobile ad spend, will be the Indian Subcontinent with the mobile spend expected to increase four times from 2013 to 2018. The report also found that advertisers can increase conversions by simply adding mobile optimised features, for instance a ‘click to call’ button, or by linking to the correct app store.

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Twitter Acquires Mobile Ad Exchange Platform MoPub

twitter

twitterMicroblogging network Twitter has announced the acquisition of MoPub, a mobile-focused advertising exchange. MoPub’s technology lets mobile application publishers manage their inventory and optimize multiple sources of advertising — direct ads, house ads, ad network, and real-time bidding through the MoPub Marketplace — in a single product.

Announcing this acquitistion, the Twitter blog stated,”The two major trends in the ad world right now are the rapid consumer shift toward mobile usage, and the industry shift to programmatic buying. Twitter sits at the intersection of these, and we think by bringing MoPub’s technology and team to Twitter, we can further drive these trends for the benefit of consumers, advertisers, and agencies.”

It further added,”The MoPub team has built a leading mobile ad exchange, and their focus on providing transparency to advertisers and publishers aligns with our values. We’ll continue to invest in and improve their core business. In particular, we think there is a key opportunity to extend many types of native advertising across the mobile ecosystem through the MoPub exchange.”

Twitter plans to use MoPub’s technology to build real-time bidding into its ads platform and thus enable advertisers to easily automate and scale their buys.

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70% of worldwide mobile ad revenues dominated by Google and Facebook

Mobile Advertising

Google and Facebook will combine to control close to 70 percent of worldwide mobile ad revenue share in 2013, eMarketer reports.
Stats

The overall mobile ad market is expected to grow 89 percent to $16.65 billion worldwide this year, eMarketer forecasts. Google is on pace to claim 53.17 percent of the market, up from 52.36 percent a year ago, thanks largely to continued growth in mobile search traffic and the expansion of its YouTube monetization efforts. Facebook is expected to surge from 5.35 percent global mobile ad share in 2012 to 15.8 percent this year: Last month, the social network announced that mobile ads now generate 41 percent of its total revenues, up from 30 percent in the first quarter of this year.

Pandora Media follows a distant third at 2.37 percent, declining from 2.71 percent in 2012 and 2.99 percent in 2011. Last week Pandora reported second quarter mobile ad revenues of $90 million, more than half of the streaming music service’s total quarterly revenues.

YP.com will capture 2.27 percent of the global mobile ad market in 2013, slipping from 2.86 a year ago, while Twitter will grow from 1.57 percent in 2012 to 1.85 percent this year. Millennial Media  is next at 0.72 percent, falling from 0.82 percent in 2012. Other firms make up the remaining 23.82 percent of the market.

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Location Based Mobile Ad company Audianz.com Partners with xAd; Extends xAd Reach In Exploding Indian Mobile Market

Audianz

With nearly 74 million smartphone users and mobile ad spending projected to double by the end of 2013 in India, mobile-location based advertising platform xAd has officially announced its expansion into India. As part of the expansion, xAd is partnering with India-based mobile ad company Audianz to help extend its platform and location targeting capabilities, including geo-precision and geo-conquesting, to brands and agencies in India.

Audianz“Today, there is an overwhelming lack of location-focused mobile advertising options available in India and other parts of the globe,” said Dipanshu Sharma, CEO of xAd. “Brand marketers and agencies in India and Asia are desperately seeking an opportunity to reach relevant mobile audiences on a hyper-local level and the partnership with Audianz gives advertisers the ability to reach this growing mobile market with the most sophisticated targeting techniques available.”

Audianz serves major national advertisers in India including Titan, Samsung, Ford, Toyota and Coca-Cola and with the new partnership, Audianz will sell xAd’s mobile location targeting solutions to their growing list of customers. Through the use of the most accurate location supply as verified by xAd’s SmartLocation™ technology, combined with real-time audience and performance optimization – Audianz is now able to target ads based on where their advertiser’s ideal audience is at any point in time. As a result, xAd’s SmartFencing™ technology generates fences that continually move as the target audience does with the goal of optimizing both reach and performance for advertisers. This is a departure from traditional static geo-fences that have become standard in the industry today.

“The partnership with xAd brings tremendous value to Audianz as we continue to strengthen our portfolio of products/capabilities resulting in more personal and relevant marketing for the growing medium,” said Saurabh Singh Director , Audianz Network Pvt Ltd. “xAd’s proprietary geo-precision technologies will be key in helping us deliver the performance and value now available in location-targeted mobile ads.”

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Komli Media Appoints Rakesh Malani As Chief Financial Officer

komliMedia technology platform Komli Media has announced the appointment of Rakesh Malani as Chief Financial Officer (CFO) as part of the company’s strategic objective to achieve rapid growth. In this role, Rakesh will be responsible for all of Komli Media’s financial operations including corporate governance, legal affairs and mergers and acquisitions.  Additionally, he will lead and expand the Company’s engagement with the investor community.

Speaking on this development, Prashant Mehta, Chief Executive Officer of Komli Media said,”Bringing Rakesh onboard demonstrates Komli Media’s focus on building and scaling a leading people organization to capitalize on the tremendous opportunity in the marketplace. We have grown our operations by more than 150% CAGR over the last three years and expect to see significant future expansion. With Rakesh’s successful track record of driving growth by exceeding business objectives at leading companies, I am confident the company will be able to leverage his experience.”

Rakesh brings to Komli Media over two decades of strong financial leadership experience with technology companies, including nine years with Kanbay. At Kanbay, he was involved in positioning the company for a successful NASDAQ listing, managing several acquisitions and in eventually selling the company for $1.25 billion to Capgemini. At Capgemini, Rakesh was the CFO for the APAC region and for the Financial Services global business unit where he was the key architect in driving the business multifold to over a billion dollars. Prior to CapGemini and Kanbay, Rakesh held roles at AT&T, Oracle and Reliance Industries and co-founded two start-ups.

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DGM India Announces the Launch of dgStream – The first-of-its kind video and content ad network

dgm-indiaDGM India today announced the launch of first-of-its kind video and content ad network, dgStream. dgStream will operate as a Video Supply Side Platform (SSP) that reaches and monetizes relevant audiences across 10,000+ websites. dgStream would run on DGM’s proprietary technology to deliver high impact video ads along with relevant video content.

Speaking on the launch, Anurag Gupta, MD, DGM India said, “Video is undoubtedly the next frontier in digital advertising. Users are consuming more and more video content on the internet. As per Comscore, March 2013 data users in India are consuming 431 minutes of Video every month and this is only slated to grow exponentially in times to come. dgStream is planning to leverage this opportunity by supplying content along with video ads to a large number of websites affiliated with dgm. We have collaborated with online content providers to source relevant video content across genres such as Bollywood, Music, Travel, News & Regional, Devotional etc. and provide it to our publisher partners along with relevant video ads in order to enhance viewer engagement.”

The benefits from dgStream are three-fold: the viewers benefit from topical/relevant video content served to them even when they are not actively seeking it, the advertisers benefit from an expanded video ad universe, as ad placement will be content driven and not website driven, the publishers benefit from availability of relevant video content across genres and deriving revenues from the same.

dgStream would enable an advertiser to reach audiences across websites and across platforms such as web, mobile, tablets, smartphones etc. and measure the impact/ROI by assessing the video ad views, clicks and interaction with their ads. DGM would also offer creative optimization and solutions to its clients to maximize deliveries. DGM’s cutting-edge technology enables clients to add additional ad specs such as location maps, product video and product feature display etc.

DGM’s proprietary technology is hosted on the cloud to generate faster response time. The ad server resides on Amazon and the delivery system works from Amazon CloudFront which allows to automatically route end users to the closest available location, thus ensuring the fastest delivery of content without any drop outs.

 

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