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.
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.
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.
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.
Until now, the role of a data protection officer (DPO) had been largely undefined. Historically, data was considered primarily in the context of computing, and those given the role of a DPO were frequently professionals with an information and communications technology background. In fact, prior to the General Data Protection Regulation (GDPR), very few countries had required the appointment of a DPO or other data privacy role within an organization. Given the ubiquitous nature of technology today, the role and expectations of a DPO have diversified and expanded, especially in light of the GDPR.
To keep up with the fast pace at which technology is developing, the EU has begun amending its regulations to reflect these technological advances.
In January 2017, less than nine months after the European Union (EU) adopted the General Data Protection Regulation (GDPR), the European Commission drafted a proposal, known as the ePrivacy Regulation (“Proposal”), as part of an initiative to replace the current ePrivacy Directive. Together with the GDPR, the Proposal will aim to provide the strongest protection to users’ data across the EU.
Over 25% of consumers' total media time is spent in-app,1 and since mobile devices are typically owned and used by one person, these apps are closely connected to users' personal lives and daily habits. The in-app environment also offers advertisers sophisticated data tracking and user targeting that is superior to other digital advertising formats, which makes it the ideal medium for creating effective advertising touchpoints.
Apps have transformed mankind’s relationship with technology. We not only spend more time in-app than ever before, but the diverse quantity of apps available has become much greater than Steve Jobs could have ever imagined when the App Store first opened ten years ago. As a result, advertisers have a growing interest in the mobile app landscape and are investing an increasing amount of their budgets towards reaching app users.
The Global Trends in Mobile Advertising report analyzes the billions of monthly mobile ad impressions from the Smaato platform in order to gain insight into the mobile and in-app advertising landscape. Download the report below to learn more about the key mobile advertising trends observed on the Smaato platform in Q4 2017, which include:
What is the GDPR?
The European Union’s General Data Protection Regulation (GDPR) will go into effect on May 25, 2018, significantly changing how companies handle personal data of their EU consumers. The GDPR will replace the current EU Data Protection Directive as the overarching data privacy framework across the European Economic Area (EEA).
With ad tech companies striving to create the best user experience by delivering the most relevant advertisements, the GDPR’s effects will be substantial.