The winners in all 11 categories of the 14th Effective Mobile Marketing Awards were revealed at an Online Awards Ceremony this afternoon. Brands and organisations honoured for their work included Unilever, B&Q, Vodafone Turkey, Fitness AI, Spur and PlugSports. Agencies and tech firms collecting awards for their work included Replug, Yodel Mobile, Moloco, Adjust, Zappar and Moburst.

The Grand Prix Award went to Fitness AI and Replug for an innovative and all-embracing user acquisition campaign. This campaign also took the individual category award for the Most Effective App Install Campaign.

Yodel Mobile picked up two awards for its work with DIY and household retailer, B&Q, for the Most Effective App Store Optimisation Campaign and the Most Effective Use of Data.

For more on the winning entries, head to the Awards Site. Congratulations to all our winners. The full list is below:

Grand Prix
Fitness AI and Replug – Scaling User Acquisition with a Holistic Approach

Most Effective App Advertising Platform
Moloco – Moloco Cloud DSP

Most Effective App Analytics Platform
Adjust – Adjust Suite

Most Effective App Install Campaign
Fitness AI and Replug – Scaling User Acquisition with a Holistic Approach

Most Effective Augmented Reality/Virtual Reality Campaign
Countdown and Zappar – Countdown Bricks Farm

Most Effective App Store Optimisation Campaign
B&Q and Yodel Mobile – Leveraging Unconventional ASO Techniques to Drive B&Q Business Success

Most Effective Location Campaign
Vodafone Turkey and Carat – Geotargeting Tailored for Sales Channel Convenience

Most Effective Small Budget Campaign
Hailr – Spur Spiderman: Across The Spiderverse Campaign

Most Effective Use of Data
B&Q and Yodel Mobile – A Data-driven Approach to Driving B&Q Incremental Revenue

Most Effective User Acquisition Platform
Redbox Mobile – Astra by Redbox Mobile: A Revolution in Apple Search Ads UA

Most Effective Influencer Marketing Campaign
PlugSports and Moburst – An Influencer Marketing Slam Dunk!

Most Effective Mobile Advertising Campaign
Unilever, InMobi and PhD – Closeup Voice

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It includes nine Mobile & App Masterclasses, starting in Barcelona on 27 Feb, with other events taking place in London, New York, Amsterdam and Berlin. Each event runs for half a day and gives mobile & app marketers the opportunity to discuss the market and their current challenges with their peers and expert agencies and tech companies.

New for 2024 are Mobile & App Leaders’ Dinners, with the first one taking place in London on 30 Jan.

Recent attendees at Future of Mobile Festival events include Asos, Depop, Monzo, Just Eat, Vodafone, Gymshark, Sainsbury’s, Ralph Lauren, Vinted, Zalando, Babbel, Delivery Hero, HSBC, John Lewis, Travelopia, Expedia, Skyscanner, BT Group, Pepsi Co, Microsoft, Uber, American Express and more!

There’s more information here.

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Actility

Paros now boasts its own autonomous LoRaWAN network, connecting all digital devices for ongoing and future smart city projects. This digital infrastructure, backed by Actility’s ThingPark Enterprise platform, provides real-time data – from available parking spots to home water consumption and ambient metrics like temperature and air quality – directly to its citizens.

ThingPark Enterprise is a LoRaWAN IoT connectivity management platform that helps customers build network infrastructure by managing LoRaWAN gateways, add new LoRaWAN devices, and monitor network operations. Ensuring secure connectivity, it facilitates efficient data management from sensors to cloud applications and offers modularity and scalability.

The first task tackled in this smart city transformation was one of urban mobility’s significant challenges: parking. The questions were direct – how can parking become a hassle-free experience? How can parking spots be effectively monitored in real-time?

The solution is Cicicom’s Smart Parking platform. Kickstarting with 150 parking sensors around the port, the vision is expansive, with plans to incorporate more utilities. A key component, Cicicom’s parking sensor S-LG-I3, boasts a 99 per cent detection rate, prolonged battery lifespan, and the ability to identify the parked vehicle via identification tags.

The benefits of this system include streamlining the parking process, with real-time information on availability and navigation; alleviating traffic congestion; promoting environmental sustainability by decreasing vehicle emissions; effective management of special use parking areas; harnessing real-time parking data for strategic municipal decisions; enhancing traffic law efficiency; and cutting down administrative costs for the municipality.

“I feel immense pleasure to endorse Cicicom for their revolutionary Smart Parking solution, powered by Lorawan technology,” said Samios Thanasis, Deputy Mayor of Paros. “This collaboration will catapult Paros into the forefront of smart cities globally. With real-time parking details made readily available, our traffic management will improve significantly and our endeavours for environmental sustainability will achieve a new benchmark. This solution will streamline parking, thus enhancing overall user experience, while reducing congestion. Our strategic partnership with Cicicom, an IoT industry leader, is reflective of our commitment to making Paros a city that is prosperous in every aspect.”

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Most Effective App Advertising Platform
Applovin – AppLovins CTV for AppDiscovery
Bidease: Transparent Mobile DSAP – Using Predictive Algorithms and ML to Grow Daily Installs X10: Bidease DSP & Messenger Home/Email Home
Gamelight – Leveraging Data to Fuel AI Algorithms
Mistplay – Mistplay Enhances its Loyalty Platform to Drive +23% Install Volume, +37% D7 Retention, and +31% D7 ROAS for Mobile Gaming Advertisers
Moloco – Moloco Cloud DSP

Most Effective App Analytics Platform
Adjust – Adjust Suite
Swaarm – Explorer

Most Effective App Install Campaign
B&Q and Yodel Mobile – Driving App Store Visibility and Incremental Revenue for B&Q with Agile App Install Campaign
Driving Test Success and ConsultMyApp – Maximizing Budget Potential for Driving Test Success
Fitness AI and Replug – Scaling User Acquisition with a Holistic Approach
Home Fitness for Weight Loss and AdQuantum – x40 subscriptions in 6 months with SKAN and web-to-app campaigns
Marvel and Petrol Advertising – Marvel SNAP Launch
Vodafone Turkey and VMLY&R – Her ?ey Yan?mda Drop The Link!

Most Effective Augmented Reality/Virtual Reality Campaign
Countdown and Zappar – Countdown Bricks Farm
Unilever Lynx/Axe A.I. and Zappar – Lynx/Axe A.I. Launch Campaign
Vodafone Turkey and VMLY&R – Metaverse Shop
Vodafone Turkey and VMLY&R – Childrens Day with 5G

Most Effective App Store Optimisation Campaign
Angkas and M&C Saatchi Performance – Improving Google Play Store ranking for Angkas
B&Q and Yodel Mobile – Leveraging Unconventional ASO Techniques to Drive B&Q Business Success
Busuu and ConsultMyApp – App Visibility Unleashed: A Novel ASO Campaign for Busuu
Co-op and Apadmi – Driving Member Acquisition Through ASO
Product Madness and The71 – Optimising ASO at Product Madness
Upside and Moburst – The Cash-back Chronicles!

Most Effective Influencer Marketing Campaign
PlugSports and Moburst – An Influencer Marketing Slam Dunk!
Vodafone Turkey and VMLY&R – #RidiculouslyGreat Gaming w/ Enis Kirazoglu
Vodafone Turkey and VMLY&R – Your Money is Valuable at Vodafone

Most Effective Location Campaign
Jet2, Mobsta and Wavemaker Manchester – Jet2 Airport Proximity
Simpli.fi – HVAC Distributor Reaches Niche Audience With Location-based Targeting From Simpli.fi
Vodafone Turkey and Carat – Geotargeting Tailored for Sales Channel Convenience

Most Effective Mobile Advertising Campaign
EE, Essence & Picnic – EE Full Fibre Broadband
Kumu and AVOW – First UA Campaign Activation on Mobile OEMs and Alternative App Stores in the Philippines for Kumu
Marvel and Petrol Advertising – Marvel SNAP Launch
Unilever, InMobi and PhD – Closeup Voice Activated Campaign
Visa, Ogury and Starcom – How Ogury’s Cookieless Technology Helped VISA Engage Users During the 2022 FIFA World Cup
Vodafone Turkey and Carat – ASMR Unboxing

Most Effective Small Budget Campaign
Driving Test Success and ConsultMyApp – Maximizing Budget Potential for Driving Test Success
Good Earth Tea Co., Mobsta and Mediacom North – Good Earth, Good Energy
Hailr – Spur Spiderman: Across The Spiderverse Campaign
JoyGlitch and AppAgent – Tripling Monthly Installs for Wordling with User Acquisition and ASO
Vodafone Turkey – 25th November, I Exist
Vodafone Turkey and Carat – ASMR Unboxing

Most Effective Use of Data
B&Q and Yodel Mobile – A Data-driven Approach to Driving B&Q Incremental Revenue
Gamelight – Leveraging Data to Fuel AI Algorithms
Good Earth Tea Co., Mobsta and Mediacom North – Good Earth, Good Energy
Samsung and Vodafone Turkey – Vodafone & Samsung Data Usage in Programmatic Out of Home
Simpli.fi – Saint Lucia Tourism Authority Increases Web Traffic With Mediagistic and Simpli.fi
Vodafone Turkey and VMLY&R – November 25 – Every 11 Minutes

Most Effective User Acquisition Platform
Bidease: Transparent Mobile DSAP – Using Predictive Algorithms and ML to Grow Daily Installs X10: Bidease DSP & Messenger Home/Email Home
Gamelight – Leveraging Data to Fuel AI Algorithms
Mistplay – Mistplay Enhances its Loyalty Platform to Drive +23% Install Volume, +37% D7 Retention, and +31% D7 ROAS for Mobile Gaming Advertisers
Redbox Mobile – Astra by Redbox Mobile: A Revolution in Apple Search Ads UA
Upstream – Grow 

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Currently, to collect these insights, influencers are tasked with manually sifting through information shared via comments and DMs and then generating a resource – whether a social media post, story, or external blog post – where the information is relayed and converted into actionable insights. Instead, Ask Around automatically integrates location-based recommendations from social media users on an influencer’s map. An influencer shares a customized link, allowing followers to input their recommendations without exiting the app. These recommended places are then automatically collected on the influencer’s Atly map, rapidly expanding points of interest within the map and generating an additional tool in the influencer’s toolkit for sharing information.

“The traditional interaction between influencers and followers is missing the critical component of collaboration, so we decided to offer influencers a tool to collect recommendations from their followers in a new, simple, and efficient way,” said Uriel Maslansky, CEO and Co-Founder of Atly. “By introducing Ask Around, Atly is taking a leap forward in influencer engagement through social mapping, offering influencers and their followers a powerful tool that not only enhances their interaction but also generates more comprehensive maps than previously imaginable. We look forward to seeing the creative ways in which influencers and social media users will utilize this, and to continuing to harness the collective wisdom of the community, transforming it into actionable insights for people across the globe.”

“The Ask Around feature is hands down one of my favorite features of the Gluten Free Eats map. It makes it so easy to gather community knowledge!” said Lauren Murawski, the Instagram creator behind @eat.glutenfreewithme. “I love to use the feature when I travel, so that I have a list of options right when I arrive in a new city. Because who knows a city better than the people who live in it and eat there regularly? It’s the best way to find the best hidden gluten-free gems.”

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Not-for-profit organisation, Creative UK, 

The £35m Creative Growth Finance II (CGF II) fund will provide the investment needed to meet the targets set out in the UK government and Creative Industries Council’s recently published Sector Vision.

“Over the past decade, the UK’s creative industries have grown more than 1.5 times the rate of the wider economy, currently generating £108bn in economic value and employing 2.3m people,” said Creative UK Chief Executive, Caroline Norbury OBE. “However, this country’s talented creative businesses are experiencing a significant gap between their immense growth potential and access to the vital capital they need to succeed.”

Delivered in partnership with Triodos Bank, CGF II is the largest single fund to be delivered by Creative UK, following its investment of more than £50m into the UK’s creative industries over the past decade.

Tech expert Sjuul van der Leeuw, CEO of Deployteq said: “The creative industries are at a really exciting moment, with tech innovation like AI revolutionising areas such as marketing and creative production, so it’s fantastic to see the UK’s commitment to supporting this growth. This extra investment will enable companies to master emerging technologies and turbocharge the sector’s growth, adding significant value for businesses and the wider economy.

“The funding will also enable the onboarding and training highly skilled staff adds a new dimension to businesses’ creative offerings as well as their capacity to make use of automation-enabled technologies to boost the efficiency of critical processes and reach new audiences through channels such as email marketing” he added.

CGF II follows on from the first Creative Growth Finance fund, which launched in 2019 and has since invested over £17m into more than 30 creative businesses located across the UK and operating within sectors including film & TV, virtual production, video games, advertising and software.

The existing CGF fund portfolio has so far experienced an 108 per cent improvement of average monthly revenues, a 39 per cent headcount growth average with more than 225 jobs created, and nearly £19m raised in further third party funding.

Phillip Bate, Director of Business Banking at Triodos Bank UK, said: “Four years on from the launch of the first Creative Growth Finance fund, our partnership with Creative UK goes from strength to strength and continues to support companies at the forefront of innovation. For a bank only focused on financing projects with positive impact, we can see the social importance of these organisations to the UK. Creative UK’s expertise has been key to helping us grow our funding of this important sector.”

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Car maker, Hyundai Motor America, is bringing in-vehicle payments to customers with the introduction of Hyundai Pay. The Hyundai Pay system allows customers to find and pay for things with their vehicles touchscreen using securely-stored credit card information. Payments are kept secure using tokenization, where card account details are replaced with a unique digital identifier, or token, that keeps data from being compromised.

Hyundai has partnered with Parkopedia to launch Hyundai Pays first service, a new parking payment system. This system enables US drivers to locate, reserve and pay for parking at 6,000 locations from inside their vehicle, after initial set-up.

Drivers can also access the Hyundai Pay system through Hyundais Bluelink connected car services app. This provides a seamless connected service whether drivers are at home or on-the-go, with the app enabling drivers to view, book and retrieve past parking sessions for future journeys.

Hyundai Pay launches with the all-new 2024 Hyundai Kona available in dealerships this autumn. An additional nine Hyundai models will get Hyundai Pay via model year changes or over-the-air updates and include Parkopedia parking payment services. In the future, the Hyundai Pay platform will also have additional features and electric vehicle related use cases.   

“Hyundai Pay is the latest example of our continuous advancements in smart mobility and software-defined vehicles,” said Olabisi Boyle, Vice President, Product Planning and Mobility Strategy at Hyundai Motor North America. “With Hyundai Pays scalable eCommerce platform, we can elevate customer convenience and extend their digital reach by making every day needs – like finding and paying for parking – easier, swifter and safer via our connected-car, integrated-cockpit and secure-transaction technology.”

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InMobi

Heres a summary of the key findings that brands should know about…

Consumers value QSRs for convenience – Consumers are not opting for QSRs as frequently during mealtimes compared to the previous year. However, when they do choose QSR options, it is primarily driven by the element of convenience. The percentage of consumers ordering from QSRs more than once a week has declined from 27 per cent in 2022 to 23 per cent in 2023. Simultaneously, the percentage of consumers ordering once a week has seen a growth from 23 per cent in 2022 to 28 per cent in 2023.

Pick-up and drive-thru orders remain the preferred order types, demonstrating that consumers highly prioritise grab-and-go options. This trend showcases the increasing demand for seamless and quick dining experiences, aligning with the fast-paced lifestyle of modern consumers.

Loyalty is here and those with apps and promotions won customers during the work-from-home peak of COVID – The likelihood of consumers downloading a restaurants mobile app has significantly increased from 17 per cent in 2022 to 24 per cent in 2023. The main driving force behind app downloads continues to be discounts and promotions; however, a notable shift is observed in 2023, with more consumers showing interest in exclusive in-app offers.

There was a remarkable increase in consumers being exposed to restaurant mobile apps through mobile advertisements in 2023 – 39 per cent of consumers were exposed to mobile ads for QSRs in 2023 vs 31 per cent 2022. This trend aligns with the growing adoption of mobile technology and the impact of Gen Z on consumer habits.

“Convenience, loyalty programs, and strategic mobile app implementation emerge as key growth drivers for the QSR industry. With the rise of mobile adoption and the influence of Gen Z, QSRs must prioritise mobile app strategies to compete with those who won customer loyalty and convenience during the work-from-home peak, or double down to maintain their lead from the chasing pack,” said Justin Sparks, Director of Vertical Strategy, North America at InMobi.

The data indicates that as the QSR landscape continues to evolve, offering the best deals and seamless ordering experiences will be pivotal in attracting and retaining customers.

Interested in leveraging these insights for your QSR strategy? Meet with InMobi executives for guidance. Please contact us to initiate a conversation.

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Expedia

Expedia is also launching smart shopping for hotels on the Hotels.com app. This helps travellers more easily compare and narrow down their hotel options when shopping in the app. It includes a new hotel comparison tool that travellers can use to compare prices, ratings, amenities and more, side by side for up to five properties. There are also AI-powered recommendations that suggest the best room type for travelers based on 40 factors, such as who’s traveling, where they’re going, and for how long.

Expedia is also making it easier for travellers to shop and book a flight using their air credits. Travellers can log into their Expedia account to apply their air credit to an eligible flight just a few clicks.

“We’ve significantly increased the pace of innovation at Expedia Group over the past few years, allowing us to push the boundaries in tech, loyalty, and service,” said Expedia Group Vice Chairman and CEO, Peter Kern. “With our industry-leading advancements in AI and machine learning and our new travel planning and shopping features we released today, no company is doing more to put the traveler experience front and center.”

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