Mobile Advertising | MMA Global

Mobile Advertising

Beyond Viewability: Attention Time Drives Better Brand Outcomes for Mobile Ads

Adtech Innovator Launches First Digital Advertising Platform Based on Attention Time as a KPI

Hindsight is a wonderful thing. It’s hard to imagine there was a time before we reached smartphone ubiquity that all the talk was about ‘feature phones’.

Say you’re a media planner who just wrapped a digital campaign, and that the overall viewability rate for the campaign was 72%.

High fives all around, right?

Not necessarily. A simple viewability rate (viewable impressions over served impressions) doesn’t tell you anything about frequency management.

Here are some questions you should ask yourself to put your viewability rate into the proper context:

Who did I reach, and how?

Do you remember a time when the path to purchase was a simple, linear affair? First, there was a need. Then, there was brand awareness through word of mouth or a traditional media ads. Then came consideration that usually involved a visit or two to the brand outlet. And finally, we purchased what we needed. For generations now, marketers have sought moments or crucial touchpoints in this linear path to purchase. These were touchpoints where consumers were most willing to have their decisions influenced by marketing messages.

LONDON, January 15th, 2017 -- S4M (Success For Mobile), the leading mobile advertising platform, announces today the appointment of Andy McNab as the first UK Managing Director. He will lead the expansion of S4M’s activities in the UK with a strong focus on driving sales growth in the region and managing the enlarging team.

How digital ad fraud takes place
In-ad versus on-page measurement

Digital advertising fraud truly is a huge industry problem. Fraud estimates range from $6 billion to $16 billion annually, and the current supply chain structure makes it easy and attractive to commit ad fraud with little chance of retribution. Marketers, agencies, publishers and technology suppliers are frustrated.  Trust is at an all-time low. The industry is nearing crisis stage as marketers are seriously questioning, rethinking and redoing their digital investments.

A 10-15% email open rate is not helping your business. To grow the number of prospects in your marketing funnel, transform your emails into engagement machines with “value exchange.”

Poor-quality digital ads aren’t going away, and ad fraud is making the problem even worse. In fact, digital ad fraud was estimated to cost marketers $12.4 billion globally in 2016, according to Adloox. That’s about the cost of twenty-nine A380 jets, eight Golden Gate Bridges, or the value of Hasbro. And the problem is only expected to get worse, with estimates predicting it will top $16 billion this year.

Poor-quality digital ads aren’t going away, and ad fraud is making the problem even worse. In fact, digital ad fraud was estimated to cost marketers $12.4 billion globally in 2016, according to Adloox. That’s about the cost of twenty-nine A380 jets, eight Golden Gate Bridges, or the value of Hasbro. And the problem is only expected to get worse, with estimates predicting it will top $16 billion this year.

ETERMAX IMPULSA EL MOBILE GAMING EN LA MMA La desarrolladora de juegos líder en LATAM, se incorpora a la Mobile Marketing Association para llevar innovación tecnológica y tendencias del mobile gaming a los negocios digitales Buenos Aires, 5 de abril de 2017 - Etermax, la desarrolladora de juegos para móviles argentina, anuncia su incorporación a la Mobile Marketing Association (MMA), abriendo un nuevo camino dentro de la organización para aportar sus profundos conocimientos sobre el mobile gaming y su papel en los negocios digitales en Latinoamérica.