In this Whitepaper, Finecasts addressable TV experts explain: 

• The importance of the TV platform to attention
• Why audience and creativity are key
• How to use QR codes to measure the impact of your addressable TV campaigns
• Dynamic Creative Optimisation – what it is and how to use it effectively. 

To find out how Addressable TV can work for your brand, download the Whitepaper today.

The post The role of creative and relevance in driving attention to TV advertising appeared first on Mobile Marketing Magazine.

Snapchat has launched a number of new augmented reality (AR) Lenses for the 2023 Women’s World Cup, including a FIFA Fancestry quiz Lens, plus a new immersive AR experience built just for the US Women’s National Team (USWNT).

Global AR Lenses will be available throughout the tournament for fans to show off their country pride, celebrate and express themselves throughout the tournament. Snapchatters can scroll through the ‘Across the Globe’ Lens to see a unique selfie Lens for every participating country. These Lenses have been created and produced by women Lens Creators at VideOrbit Studio, a women-led Dutch XR design studio specializing in AR.

A new AR Lens incorporates the FIFA Fancestry quiz so Snapchatters can find out what countries they are best suited to support! And the USWNT Jersey try-on Lens enables Snapchatters to see how they look in the official 2023 USWNT kit.  

Snapchat has also released a new Lens, created in partnership with Togethxr, the media and commerce company founded by Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird, which champions equality, diversity, and investment in female athletes and women’s sport. The Togethxr Lens was built by VideOrbit and encourages Snapchatters to show their support and advocacy for women’s sports. The Lens can be accessed on the Togethxr Snap Star profile. 

Finally, the US Women’s National Team (USWNT) ‘Team Tracker’ Lens offers a virtual football field that presents team stats, match updates, facts and highlights that update in real-time throughout the tournament. Snapchatters can access the Lens on the US Soccer Snapchat profile.

Snapchat has also released new creative tools in support of the tournament. In partnership with Adidas, Snapchatters can dress their Bitmoji in select official football kits and additional country kits in the Bitmoji Fan Gear section. Snapchatters tried on last year’s Bitmoji World Cup football kits over 449m times. Users can also decraorate their posts with Women’s World Cup Stickers and Filters.

The post Snapchat celebrates 2023 Women’s World Cup with AR Lenses and creative tools appeared first on Mobile Marketing Magazine.

• How to target audiences down to postcode level in a non-personally identifiable, GDPR-compliant manner
• How to target multiple postcodes, with similar demographics, across the country to achieve precision targeting at scale
• How Finecast’s content partners deliver unparalleled insight into audience behaviours
• How BMW used precision targeting on Addressable TV to deliver a 31% increase in consideration and a 29% increase in purchase intent

To learn more about the precision targeting power of Addressable TV, download the Whitepaper today.

The post The targeting power of Addressable TV appeared first on Mobile Marketing Magazine.

In this Whitepaper, Joel Wilkinson, Senior Director, Brand Solutions at Finecast explains:

• What Addressable TV is
• How it works
• Who’s using it
• How targeting works on Addressable TV
• How big brands use it to supplement their regular TV campaigns

To find out how Addressable TV can work for your brand, download the Whitepaper today.

The post Addressable TV Explained appeared first on Mobile Marketing Magazine.

Andre Kempe, Founder at performance marketing agency Admiral Media, argues that as app and web ecosystems are moving closer, it’s more important than ever to have a unified digital marketing approach across channels, devices, and platforms.

In 2009, Apple started using the phrase ‘Theres an app for that’ in TV ads to show off the capabilities of mobile apps and promote the App Store. Since then, apps have fulfilled their massive growth potential and changed billions’ of people’s behaviors – making our lives more digital. As ‘software is eating the world’, this development is still far from finished: according to PwC, digital transformation was seen as the most critical growth driver in 2022 by executives, the second-biggest problem after hiring talent. 

For marketers, mobile apps have introduced a unique set of attributes and advantages – always ready; access to device sensors; home screen icon; notifications – along with unique challenges: limited linking and attribution; app stores as gatekeepers; changing rules of the platform ecosystems. These circumstances have led the mobile app marketing world and web marketing world down different paths, leading to separate ecosystems. Here are some of the main differences for marketers:

However, more than 10 years after ‘There’s an app for that’, the distinctions between app and the rest of the digital ecosystem matter less and less: the additional data points (e.g., IDFA, location data) that apps could access, are being locked down by the platforms. In parallel, browsers are shutting out third-party cookies, making it a lot more challenging for web advertisers to target (and re-target) the right audiences.   

With the lines between app and digital marketing blurring, companies are striving to bridge the gap. Recently, App Annie has removed the word ‘app’ from its name. This is more than a rebranding, it points to a bigger change: historically, App Annie provided third-party information from the closed app store ecosystems. With its rebranding to data.ai, the company announced a partnership with SimilarWeb to close the gap between mobile and web data silos. Similarly, mobile CRM company Appboy changed its name to Braze because it wanted to be recognized for more than just apps and push notifications.

These tools reflect a development in their customer base: more and more web-first companies (e.g., eCommerce, finance, news, travel) are looking to acquire substantial amounts of app users to get closer to their customers, be able to send push notifications, become top of mind (via a home screen placement), and reach new audiences.

Conversely, app-first companies are attempting to expand to the web to benefit from better payment terms, sidestepping the platforms’ high fees. Additionally, they’re looking to build landing pages and onboarding experiences for different audiences that are more flexible than the rigid formats the app stores dictate, and thus gain more control over their funnel, especially with Apple’s iOS 15 ATT restrictions in place.  

And then there are brick and mortar brands, such as shoe shops and grocery chains, who are striving to become digital for the first time via apps and web. Their goal is to reduce their reliance on physical stores and ‘traditional’ (non-data-driven) advertising, such as TV or out of home. 

Conclusion
Now that app and web ecosystems are moving closer, while targeted advertising faces new limitations, it’s more important than ever to have a unified digital marketing approach across channels, devices, and platforms. This allows brands to:

• Allocate budgets and acquire users where there are currently most profitable/ROI-positive – this is a lot easier when there’s a unified budget instead of separate buckets for ‘mobile’ and ‘web’
• Be able to acquire new audiences wherever they are and quickly react to usage trends (e.g., the rise of TikTok)
• Gain a deeper understanding of user behavior on different channels and adapt onboarding strategies accordingly
• Reduce dependency on individual channels, such as Meta and Google and be more resilient against platform changes such as iOS 15

At Admiral Media, we focus on performance marketing across all digital channels, and we see how it’s becoming more and more critical for brands to align and be able to re-allocate their app and web marketing budgets for performance. For consumers, these differences are not that relevant anyway: they want to use a service and connect with a brand wherever it’s most convenient at the moment, whether its on the app, mobile web, or desktop.  

The post No more mobile marketing – is app marketing dead as everything becomes digital marketing?   appeared first on Mobile Marketing Magazine.

This whitepaper from mGage discusses…

1.    Mobile landscape predictions

2.    Research supporting the use of mobile 

3.    Popular use cases for 2021

4.    Industry-specific mobile data  and use cases for retail, restaurant, grocery, financial services, healthcare, and telecommunications

…and more! Download our whitepaper to learn more about how and why mobile messaging will give brands in all industries a competitive advantage in 2021. 

Click here to access your complimentary copy.

The post 2021 Mobile Marketing Predictions appeared first on Mobile Marketing Magazine.

MoEngage, the leading insights-led customer engagement platform, is named a “Leader” in the report. This is the third consecutive year that MoEngage has been recognized in this report.

Download your complimentary copy of the report for:

• An overview of the mobile marketing technology landscape
• An unbiased and neutral opinion of 13 vendors in the mobile marketing software category 
• More insights around what led Gartner to name MoEngage a Mobile Marketing Platform Leader

Access your complimentary copy here!

The post 2020 Gartner Magic Quadrant for Mobile Marketing Platforms appeared first on Mobile Marketing Magazine.

To help you keep up to date and give you vital insights into user behavior in the world of mobile finance, Adjust and Apptopia have created the Mobile Finance Report 2020.

Download your free copy of the Mobile Finance Report 2020 from Adjust now.

In both advanced economies and in emerging markets, mobile finance has continued to grow and evolve. The latest report from Adjust and Apptopia provides detailed analysis of banking, payment and investment apps as well as expert insights and key regional data.  We’ve highlighted some of the biggest takeaways from the report here:

• Activity in investments apps is booming
• Payments apps are where the money is
• Super apps continue to shake up the market
• How COVID 19 has accelerated digital banking adoption

For more details on these insights, download your copy of the Mobile Finance report today.

The post Download your copy of the Mobile Finance Report 2020 today appeared first on Mobile Marketing Magazine.

• The biggest challenges facing developers in CPaaS platforms
• Key attributes of a CPaaS-enabled cloud contact center solution
• What criteria to consider when selecting a full-stack CPaaS provider
• The best practices of CPaaS

If your business is looking for a scalable, programmable contact center, this Q&A will give you insights into CPaaS solutions that take the complexity out of creating customized customer engagement applications.

The post Customize your customer engagement solutions seamlessly with the right CPaaS solutions appeared first on Mobile Marketing Magazine.

Forrester recently released The Forrester Wave: Mobile Engagement Automation, Q3 2020. In the 31-criterion evaluation of mobile engagement automation (MEA) providers, the report shows which are the top 9 vendors that matter the most, how they measure up and helps B2C marketers select the right one for their needs.  

Access your complimentary copy here!

Key takeaways from the report include:

• Place mobile engagement within the context of broader tech stacks.
• Incorporate customer signals into sequences of future messaging.
• Understand what resonates with customers and supports their customer journey.

Download the full report!

The post Select the best Customer Engagement tool for you and your customer! appeared first on Mobile Marketing Magazine.