Skip to content

Beth.technology Posts

Mobile Data: The Era of the Zettabyte

Mobile devices are the most important device for roughly half of the world’s population, and its share of data usage continues to grow steadily. Mobile data traffic will continue its trajectory at a compound annual growth rate of 57 percent from 2016 to 2019. Last year’s mobile data traffic was 50 times the usage we saw in the year 2000. According to Ericsson, the average smartphone user is consuming 1.4GB of data every month. This will result in a total data consumption worldwide of over one zettabyte this year, which is 1 trillion gigabytes (although that might still be hard to comprehend). How are…

Harnessing The Power of Mobile Programmatic Data

Mobile was cited by US marketers as the number one area of opportunity in programmatic advertising according to research from eMarketer. Brands who embrace mobile, and recognize its strength for speed and targeting accuracy will be able to harness the power of programmatic to its full extent. To accomplish this however, data must be introduced at campaign inception. With the introduction of a data programmatic platform, buying systems can access millions of data points across fragmented, yet valuable and relevant inventory to meet campaign KPIs. In this article we’ll take a closer look at what types of data are available and…

Innovations in Mobile Video

In 2015, global mobile data traffic reached 50.4 billion gigabytes, 50 times as much as in the year 2000, and is continuing its stellar growth in 2016. Especially in recent years, streaming video to mobile devices is a major contributor to this growth and will account for 75% of total mobile internet traffic by 2020. YouTube and, as of late, Facebook are the usual suspects where large amounts of mobile videos are consumed but today there are many apps that are experimenting with new formats that have become household names, especially among younger audiences. As a result, mobile video advertising is innovating…

Lessons Learned from Asia’s M-Commerce Boom

If you’re looking for good examples of m-commerce done right, take a look at the Far East. Especially South Korea is leading the way into a world dominated by m-commerce with over half of all digital commerce now going through mobile devices and still growing. Furthermore, 43% of people bought something on their smartphone in the past month alone. Japan is showing similar numbers, conversion rates on mobile are over 4 times higher than those in the US. China also saw huge gains, on Singles Day in November 2015 Alibaba received 69% of its $14.3 billion worth of orders from a mobile…

Q&A on Data Science: What is Lookalike Modeling?

Every company on mobile has a deep-rooted desire to reach his or her ideal customer by leveraging data. Often, it is a brand or media agency that wants to target a specific audience; other times it is a mobile publisher who seeks to understand more about who is using their app. Both lead to core drivers such as increasing profits, lifting sales and conversions, or growing monthly active users. The three key data components for a healthy ROI include who is the ideal audience, and how to reach/target this ideal audience. Data collected is used to predict user interests and…

Why Every Advertiser and Agency Needs a Data Management Platform

With the proliferation of mobile devices in recent years, advertising has become increasingly complex. No longer can one assume that one device equals one person as was usually the case on desktop. Today, people are using a number of different devices to interact with each other and with brands. In addition, they are doing so using a variety of channels, for example through email, social, and search. While consumers are clearly channel and device agnostic, data often is not. Dominant players not wanting to share, outdated cookie technologies, a lack of technical standards, there are a number of reasons why…

Why Every Mobile Publisher Needs a Data Management Platform

We’re living in tumultuous times in the online advertising industry! In one short decade, we’ve gone from relatively straightforward cookie-based desktop advertising, to the complex web of adtech players trying to tackle omni-channel advertising. Data Management Platforms (DMP) are designed to make sense of the massive streams of data that are generated by this complex system. Unlike advertisers and buy-side agencies who have long recognized the value of DMPs, publishers underutilize them and many do not realize how to use a DMP to its full potential. We think it’s time to fix this. What do DMPs do? DMPs provide services…

Art Vs. Science: Why Data is Crucial for Ad Creatives

“Even the most siloed creative sitting comfortably under a rock has to bring data, and the insights that it provides, into their work to survive in the business of selling things.” –Cannes Lions Jury In recent years, there has been growing critique on the supposedly narrow focus of data driven advertising in the adtech industry. This critique usually stems from a firm belief that advertising is an art that does not follow rules and that doesn’t allow itself to be captured in frameworks. However, others have a more nuanced point of view and see the combination of good data and…