Games are the most underestimated advertising medium in the mobile world. Besides attracting a huge and diverse audience of engaged players (2.3 billion, to be exact), mobile games also offer an engaging environment that is conducive to a positive advertising experience — a feature that we explored in The Mobile Games Playbook. Unfortunately, many advertisers continue to misunderstand mobile games and their popularity among smartphone users. In this post, we try to dispel three myths pervasive among advertisers in order to prove how safe and attractive these apps are for discerning brands and advertisers.
Over the past year, I have been faced with a dilemma as a Product Manager at Smaato: Should we extend our support for VPAID on the client-side? This dilemma arose from statements floating around that range from predicting the end of VPAID to highlighting its growing demand. Let me take a step back from the rumors, define the purpose of VPAID as intended by its creators from the Interactive Advertising Bureau (IAB), and then move on to explain how we at Smaato chose to resolve this dilemma.
Smartphone users spend nearly one hour per day on average playing mobile games — that’s over 25% of their total mobile time! Meanwhile, only 7% of mobile ad dollars are going to mobile games, leaving a huge gap between consumer engagement and ad spending. This gap represents a massive opportunity for advertisers to get noticed in mobile games and harness the power of this large and diverse audience of mobile gamers.
The Mobile Games Playbook uncovers what makes mobile games score so high with consumers and how advertisers can get in on the mobile in-app game. This guide focuses on four features that in-game advertising so attractive: innovative environment, high-scoring reach, engaged users, and top ad formats.
Apple's App Store seemed like a staggering success when it first launched in July 2008. With 800 apps and 10 million downloads in its first weekend of existence, the App Store offered enormous choice to owners of the iPhone 3G. Still, few could have predicted the enormous impact that the App Store would have. The App Store created a multi-billion dollar industry and ushered in the app ecosystem that's so dominant today.
School is out and summer is in session, but don’t think this means it is time to relax. Now is high time for brands to begin planning their advertising strategy for the upcoming back-to-school season.
Last year’s back-to-school spending in the US totaled $27 billion, with the average US family spending $501 per child. With an increasing amount of back-to-school shoppers researching, browsing, and purchasing on mobile (and, more specifically, in apps), investing ad dollars into an in-app campaign is a great way to get A+ conversions this back-to-school season.
China is increasingly recognized as a global powerhouse in technology and innovation — and, more recently, they are becoming a hub of creativity. It is for this reason that Cannes Lions launched China Day, a program featuring China’s thought leaders and pioneering practitioners, that will be held again this year.
Once thought of as an imitator, China is now paving its path as an innovator. And as the country continues to lead the way with major developments in areas such as mobile technology and AI, China is quickly becoming the country with which western companies are trying to keep up.
Here's some good news for anyone who's created a weather app — eCPMs for weather apps are the highest of all the app categories on the Smaato platform. However, making money with a weather app doesn't happen automatically. To best monetize a weather app, there are some best practices to follow in order to maximize revenue potential.
Since Mary Meeker released the 2018 Internet Trends Report last week, the digital realm has been abuzz with what these 294 slides have to say about the future of our online world — including us here at Smaato.
Meeker is a renowned venture capitalist, and her annual Internet Trends Report is eagerly awaited each year across many digital industries. To break this data-packed presentation down for those specifically in the mobile advertising industry, we have identified the most relevant data points for mobile publishers and advertisers, and we will look at what these trends mean for the mobile advertising industry as a whole.
Nearly half the world’s online population plans to watch the 2018 FIFA World Cup, but they won’t all be completely focused on their televisions. Instead, they’ll be using their mobile devices to make the most of this experience. Every four years when the World Cup comes around users become more engaged with their phones than ever before.
The 2014 World Cup in Brazil was called the “social media World Cup” after setting records in social media usage. The latest edition of the tournament has been dubbed the “mobile World Cup.” It’s the perfect description of what advertisers and publishers should expect when the games start in Russia on June 14.
It might come as no surprise that people in the US favor their mobile devices. After all, the US is the land where Apple and Google first found mobile success. The full extent to which US mobile users spend time on their phones is especially impressive. Forget television and desktop computers. Mobile phones, and specifically apps, are now the most popular form of media in terms of total usage and ad spending.
In the US, mobile is king. Here are the figures that show just how big the experience is — and what you can do to take advantage of the mobile in-app trend.