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Beth.technology Posts

How Data Drives Mobile Programmatic

The two main methods for programmatic buying is real-time bidding (RTB) and programmatic direct. The auction-based approach of RTB is very dominant, accounting for over $9 billion of the $10 billion spent on programmatic. This trend is expected to change on mobile, with programmatic direct expected to reach 42% or $8.57 billion in 2016 (compared to only 8% this year). With the influx of ad spend, data will become the force which drives audience-centered programmatic into the mobile ecosystem. The large-scale and complex execution of enterprise-sized campaigns will necessitate data platforms along with smaller marketers who will come to rely on…

85% of CMOs Say Efforts at Implementing Cross-Channel Marketing Strategy are Thwarted by Access to Data

Despite the fact that companies are gathering more data than ever, 85% of CMOs say they struggle to effectively access and utilize this data in a meaningful way. This is one of the findings from a survey by among 223 CMOs that spend over $5 million on digital marketing. Stunted accessibility is partly caused by the usual suspects, such as a lack of appropriate technology and talent, but another major headache is that data is often locked up in silos.  For example, desktop display advertising campaigns cannot be tied together with social media data, email campaign data, or mobile app…

Video Ad Impressions Grow 5x Meanwhile Claiming 55% of Publisher Revenue

In the past year, the share of impressions from video ad formats has increased over 5x, from 2.5% of all impressions in Q1 2014 to now just over 12.8% of impressions. Meanwhile, publisher revenue has grown to become over 55% of revenue delivered to publishers. After conquering native display ad monetization, you can expect Facebook and Twitter will perfect video advertising next, leaving other mobile players scrambling to prioritize the correct data to execute effectively. Mobile video ads are positioned well for the introduction of more advanced data either from social or search, as there is little data being leveraged…

Spotlight on Mobile Advertising: The Future of Creatives

The task of placing the right message in front of the right audience is becoming a more pressing need for brands. Reaching the correct people is one thing; what to say is something entirely different. For example, if you are an automobile manufacturer, do you target the audience with a message for a family-style minivan ad or a 2-door fuel-efficient vehicle best suited for commuters? Mobile is a well-situated medium to facilitate a more opportune and accurate ad moment. Core signals within the device create data points determined by a user’s device and environment, which can inform ad creatives for precision targeting.…

Study: Top 3 ways companies will make money off mobile in 2015

This article originally appeared in VentureBeat. Fifteen years ago the world’s data usage staggered at 1 exabyte per year. In 2014, due to smartphone devices, we’ve jumped to 30 exabytes per year. This is important because by 2019, in just four years from today, we will have increased our data usage to 288 exabytes (almost 10x) with the key smartphone drivers being video, photo, and messaging. The verticals driving data collection match the world’s high valuations, notably Instagram at $35 billion, Snapchat at $10 to $15 billion and Whatsapp at $19 billion, but have virtually no revenue (yet). Therefore, in…

Deep linking promises front end integration

At the DeveloperWeek conference in San Francisco, industry experts were talking about some of the challenges and best practices for improving the integration between Web and mobile applications on the client-side through deep linking. “Enterprise architects need to take a thoughtful approach to this kind of front-end integration in order to improve app usability and engagement,” said Beth Kindig, developer evangelist at Personagraph, a mobile engagement service. Kindig discussed how leading companies like Twitter, Facebook, Spotify and Etsy are developing the infrastructure for deep linking, which essentially directs a user to the appropriate landing page within a mobile app. This is important, since users often attempt…

Data Science: How to Detect Lat/Long and Prevent Location Spam

Location features and data collection are becoming the peloton in mobile development. BIA/Kelsey predicted in a recent study that location targeted revenues will soar to $18.2 billion in the US in 2019, up from $4.3 billion in 2014. Similarly, Google emphasized the importance of location for mobile users by saying over 50% of mobile searches have local intent, for example, to find a shoe store nearby. Moreover, other research found that a whopping 78% of these searches resulted in an offline purchase. Clearly, having a user’s correct location is absolutely pivotal for a successful outcome, yet very few developers, publishers and advertisers truly understand the intriciacies…