Unravelling the Journey

For years, the in-stream vs outstream distinction has served as a beacon for video buyers to discern high-quality video inventory, while maintaining a scalable trading strategy.

Yet, like many systems, its efficacy has waned over time. A combination of high publisher yields for video players and the introduction of ‘audible & viewable on completion’ as health metrics led to an increase in video inventory that was technically in-stream, but lacked the quality that this classification had been intended to protect.

Small, floating ‘in-stream’ units flooded the market and delivered inflated video completion rates, without delivering much real value to advertisers. Essentially, media owner’s had found a way to game the system, and open-web video has suffered as a result.

Recognising the pitfalls,  the IAB and OpenRTB have intervened to restore integrity to the ecosystem.

A Stricter Definition

Prior to the shift, in-stream was broadly defined as: “advertising played before, during, or after the streaming video content that the consumer has requested.” 

This definition left a lot of room for ‘creative’ video player integrations that technically met this criteria, but not in the true spirit of ‘in-stream advertising’.

The new in-stream criteria marks a pivotal moment. No longer can mere technical compliance suffice. The new standards demand user-initiated starts, default sound-on settings, and a clear alignment of content with user intent. This evolution sets a higher bar for quality, ensuring that in-stream truly delivers on its promise.

Navigating the New In-Stream Terrain

With the supply of in-stream inventory now drastically reduced—estimated at a mere 10% of its former volume—buyers face a crucial decision. Do they overpay for scarce in-stream placements, or adapt to a new paradigm of quality assessment amidst the outstream deluge?

Enter placement targeting—a beacon of precision in a sea of uncertainty. By leveraging the granular data associated with each placement ID, advertisers can gain unprecedented insights into video quality. This approach transcends conventional inclusion/exclusion lists, offering a streamlined path to accessing premium inventory without the premium price tag.

The Future: Genuine Video Ad Quality 

The future of video buying lies not in lamenting the ‘disaster’ of in-stream scarcity but in seizing the opportunities that this change affords. 

Whilst placement ID video targeting might sound daunting, it can help you to avoid the newly inflated premium for the shrinking pile of in-stream inventory. Moreover, and perhaps most importantly, placement targeting offers advertisers a streamlined avenue to tap into truly high-quality video placements, ensuring positive ad experiences for your audience.

Eager to delve deeper into the realm of placement ID video targeting? Don’t hesitate to reach out: Nick@picnic.io

The post Why AdX’s new in-stream classification provides opportunity, not disaster appeared first on Mobile Marketing Magazine.

The campaign showcases the innovative product offerings of Revolut and highlights the reasons why the fintech app is the future, compared to traditional banking.

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Directed by Anonymous Content’s Tim Godsal, the campaign has been created by Anomaly, following after a competitive pitch last year, and will feature on TV, OOH, social, print and radio.

Revolut, Head of Growth of the UK, Ireland and Nordics, Nic Casby, said: “We’re delighted to be launching this campaign, showcasing how Revolut is a forward-thinking financial institution and essential for those wanting to get the most from their money.

“As the UK’s leading fintech, we know just how important it is for our customers to have an innovative product that considers all their financial needs, and we look forward to providing the Revolut experience to those who have yet to discover us.”

Anomaly CEO, Camilla Harrisson, added: “Our relationship with money has changed beyond recognition – it’s online, on the move, in-app, in real time and invisible. It’s evolving all the time, and the old banks simply can’t keep up – our modern world needs a modern solution.”

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The campaign, created in partnership with Pitch Marketing Group aims to motivate Brits to reach their personal goals.

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As a result, the banking company’s 90-second spot will mark the start of Team GB’s activation campaign, which follows on from the bank recently unveiling its first campaign for the sporting event, ‘Whatever your goals, let’s get going’,.

NatWest CMO, Margaret Jobling said: “As Team GB’s official banking partner, we are incredibly excited to be supporting the athletes headed to the 2024 Paris Olympic Games.

“As well as getting behind Team GB we’re hoping to inspire people across the nation to come together to support the team – and to get going to reach own goals – whatever they may be. Our Team GB athletes are hugely inspiring, so we hope their words and experiences can help motivate the nation. So whatever your goals – let’s get going.”

Pitch Head of Partnerships, Abigail Russell added: “With so much uncertainty across the country and a lack of optimism about the future, we’re proud to launch NatWest’s team talk to inspire the nation, a culturally relevant campaign which encourages people to get off the starting blocks and take the first steps towards achieving their goals.

“And who better to deliver this message than some of Britain’s most inspirational Olympic athletes? It’s been a joy to work with such an energised, passionate and brave team and we look forward to continuing to roll out the campaign during the Summer as Olympic fever builds throughout the country.”

The post WATCH: NatWest collaborates with Team GB stars in new campaign appeared first on Mobile Marketing Magazine.

The session, in partnership with AppsFlyer and Replug, provides attendees with a platform to delve deep into crucial aspects of mobile and app marketing, ranging from data privacy to user engagement and retention.

Secure your place at the Mobile & App Masterclass

Other topics to be discussed also include app store optimisation, user acquisition and analytics, with Ali Mehrabiyan, Senior Digital Marketing Manager at Vinted, also sharing his expertise.

Mehrabiyan joined the resell platform in April 2021, as Performance Marketing Manager, before being promoted to his current position in January 2023. Before this, he held the position of Digital Marketing Manager at Crealytics, a role he held for just under two years.

Commenting on the Masterclass, Mehrabiyan said: “I look forward to sharing our latest experiences, challenges, and best practices in UA and re-engagement. See you soon.”

Where is the Masterclass?

The Mobile & App Masterclass takes place on the 24th of April 2024 at The Annex, Techspace Eiswerk, Köpenicker Straße 40 – 41, 10179 Berlin, Germany.

Timeline of events

9.00 am- 9:30 am– Check-in & Welcome

9:30 am – 12:15 pm- Expert Presentations & Roundtable Discussions

12:15 pm – 12:45 pm- Keynote Presentation and Q&A with Ali Mehrabiyan

12:45 pm– Closing Remarks and Lunch

Reserve your place

The Future of Mobile Festival is a series of exclusive events with a limited number of places. Join professionals from the mobile marketing industry for a valuable and collaborative masterclass.

Secure your place now. 

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Created by VCCP London, Publicis Media and Channel, the new campaign titled ‘Dairylea Discovery’ aims to provide children with more opportunities to develop.

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As a result, the partnership offers families discounts of £10 off Trainline tickets across the UK, allowing children more opportunities to explore.

The campaign also features a two-part content series where Dairylea Days are brought to life by some of the UK’s favourite comedians.

It will also be supported by OOH advertising and audio creative.

PR activity will be carried out by Tin Man Communications, who have included TV presenter Joe Swash and his son Rex to show them discovering things together.

The parent company of Dairylea, Mondelez, Marketing Director Kirsten McPherson stated: “Dairylea is synonymous with the unstructured moments we can all remember from our own childhoods. It’s a handy triangle of cheese that kids can take anywhere and eat in any way they please”.

“This bold campaign urges everyone to embrace the surprising and extraordinary experiences that happen when families when families get out there and discover.”

VCCP Creative Director, Caroline Rawlings, continued: “It is a special career treat when you get to work on a project that’s close to your heart. I can’t wait to see what impact Dairylea Discovery Days has this spring.

“Even if it results in just a few more kids getting to benefit from a really good, muddy socked grazed kneed, pocket full of stones, knotty haired day of freedom and discovery (with a cheese triangle to fuel them of course).”

The post Dairylea partners with Trainline to revolutionise children’s play appeared first on Mobile Marketing Magazine.

The innovative, designed with reduced tech capabilities, encourages users to disconnect from the digital world and immerse themselves fully in the present moment, especially during social situations.

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Stripping away the distractions of modern smartphones, the limited-edition device focuses solely on essential functions such as making and receiving calls and text messages.

As a result, the phone’s transparent casing and holographic stickers draw inspiration from Gen Z’s love of Newtro fashion and design and are reminiscent of mobile phones of the early 2000s.

The move comes as research commissioned by the beer brand revealed 90% of Zillennials across the UK and US scrolling aimlessly while socialising.

It revealed two-thirds admit to checking social media (62%) when hanging out with others, while over a third (36%) confess to checking work emails. Three in ten (30%) also revealed they sneakily play games instead of engaging with their family and friends in the moment.

Heineken Global Head, Nabil Nasser, said: “We could all do with a break from the constant distractions of smart tech; something our research has shown is even more important to our Gen Z and Millennial consumers. When we spoke to them about their smartphone usage, we quickly realised that many feel they are habitually distracted when socialising by their device but also admit they didn’t want to go completely phone-free.

“At Heineken, we want to foster moments of genuine connection and help people experience the joy of true togetherness. In creating The Boring Phone we have gone back to basics, we have dialled down the tech to help people truly connect over a beer, without any distraction from the constant buzzing and dings.”

Bodega Co-Founder, Oliver Mak, added: Despite having grown up surrounded by technology, we Gen Z and Millennials are now recognising that our dependence on our phones is impacting our ability to make actual, real-life connections. This in turn impacts our ability to have fun, and on a macro level, the development of culture. 

“Smartphones can be too interesting, so we wanted to design a boring one. We were really inspired by the rise of Newtro and wanted to reinterpret a past cultural icon that some younger Zillennials may not have experienced before. We can’t wait to see the response to The Boring Phone as we merge our visions in a shared pursuit of creativity and community. This is truly going to help answer the call for better nights out.”

The post Heineken and Bodega partner to launch ‘The Boring Phone’ appeared first on Mobile Marketing Magazine.

With effect from 29 April, the technology giant announced the shutdown in response to the trade body issuing an interim order that prevented data sharing between Threads and Instagram, a decision which Meta disagreed with.

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Meanwhile, the company claims it has complied with the Turkish legal standards and plans to appeal the decision.

In a blog post, the social media giant revealed there is no impact to Facebook, Instagram, WhatsApp or any other Meta services in Turkey or Threads in other countries.

It also gave users the option to choose whether to deactivate but not delete their Threads profile, or to delete their profile. If a user decides to deactivate their profile, then their posts and interactions with other people’s posts will become visible again if Threads returns to the country.

Meta said: “The TCA recently issued an interim order prohibiting the sharing of data between Threads and Instagram. We disagree with the interim order, we believe we are in compliance with all Turkish legal requirements, and we will appeal.

“The TCA’s interim order leaves us with no choice but to temporarily shut down Threads in Turkey. We will continue to constructively engage with the TCA and hope to bring Threads back to people in Turkey as quickly as possible.”

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Auramo, who has over 25 years of experience in the global IT industry, will also become a member of Vodafone’s Executive Committee from the same date.

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She succeeds Giorgio Migliarina, who has successfully led the telecoms giant as interim CEO.

Auramo joins from global enterprise company, SAP, where she held the position of Chief Business Officer for the EMEA region and was responsible for driving the go-to-market strategy for SAP’s product portfolio across 89 countries and for managing 14,000 employees.

She joined SAP in 1999 and held a raft of leadership roles including COO of EMEA North, Managing Director for the Nordic and Baltic region, Global COO of SAP Database and Data Management in the US, and Interim President of the EMEA region.

Vodafone Group CEO, Margherita Della Valle, said: “I am delighted that Marika will be joining Vodafone to lead our Business division, a key growth driver. She brings extensive B2B experience from the IT industry, and I look forward to welcoming her as a member of our Executive Committee.”

Auramo continued: “I am looking forward to working with Margherita and the management team and to engaging with Vodafone’s customers and partners.

“Vodafone Business has strong growth opportunities ahead – as large corporates, SMEs and the public sector look to adopt more digital tools to enhance growth and productivity – and I will be working alongside my new colleagues to capture this.”

The move comes as Vodafone recently appointed Max Taylor as its new CEO.

Taylor, who previously held the position of Chief Commercial Officer, took over from Ahmed Essam on 2 April 2024.

The post Vodafone Business appoints Marika Auramo as CEO appeared first on Mobile Marketing Magazine.

In his new role, Lundstrøm will be charged with growing impact.com to become the market leader in the partnership marketing space in Denmark.

Lundstrøm has been working in the sector for ten years, initially as an affiliate, and more recently as Head of Sales for affiliate network Adtraction Denmark.

Commenting on his appointment, Lundstrøm said: “This is an exciting time to lead the charge for impact.com in Denmark, as more companies wake up to the power of partnerships. While we have a good client base in the region, there is ample room for expansion.

“Aarhus is known as the affiliate capital of Denmark and I’m looking forward to introducing more powerhouse brands to the potential of partnerships.”

impact.com’s Denmark operation forms a key part of the company’s plans in EMEA, which have been accelerated by the presence of impact.com in the Nordics in recent years.

impact.com MD of the Nordic region, Frédéric Taillier, added: “This is a great time for partnerships to take centre stage, as advertising becomes ever noisier and less efficient.

“Nikolai brings valuable experience to the role, and I know he’ll be a great success as our lead-out man in Denmark. His appointment will help us consolidate our position as the leading partnership management platform in the Nordics”

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As a result, the campaign will run across 324 locations, including London’s Piccadilly Lights, Birmingham’s New Street, Liverpool’s Media Wall and Printworks, Manchester.

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In partnership with creative agency MullenLowe, the campaign aims to offer audiences a blend of the physical and digital worlds, immersing them in the new flavours.

The Pleasure Express 3D OOH creative kicks off the brand’s summer campaign to support the launch of NPD Magnum Euphoria Pink Lemonade and Magnum Chill Blueberry Cookie – two of the new flavours launched by the brand, which encourages Pleasure Seekers to choose which world they want to explore and taste the new creations.

Magnum UK Brand Manager, Daniel Lythgo, said: “We are beyond excited to finally share this campaign, a first for Magnum and utilising immersive 3D creative at record scale in the UK. 3D OOH felt like a brilliant fit with our latest campaign, designed to immerse consumers in the fanatical world of our latest innovations – Euphoria and Chill.”

DOOH Executive Producer, Jessica Rodgers added: “Anamorphic techniques give a new narrative and volume to a creative that extends the reality past the 4th wall.”

“This new extension of storytelling adds a layer of exploration for a more compelling visual experience. This creative lends itself well to the format of 3D DOOH for the vibrance, opulence and recognition that Magnum signifies.”

She continued: “By pushing past the frame and into our world Magnum has cemented itself for its remembrance as a brand, but also from a new format of advertising through a new innovative technical portrayal.”

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