The research shows that mobile advertising delivers the highest sales per 1,000 impressions ($26.52).

All told, the report deduces, this outperforms every other channel, including digital video and even cross-media spend.

Highlighting the findings from Nielsen Catalina Solutions, Opera Mediaworks has shared with us an infographic focused on “How to Drive Return on Ad Spend for CPG Marketers.”

Check it out below.

The post Infographic: How Can CPG Marketers Drive ROAS appeared first on Mobile Marketing Watch.

The research shows that mobile advertising delivers the highest sales per 1,000 impressions ($26.52).

All told, the report deduces, this outperforms every other channel, including digital video and even cross-media spend.

Highlighting the findings from Nielsen Catalina Solutions, Opera Mediaworks has just shared with us a new infographic focused on “How to Drive Return on Ad Spend for CPG Marketers.”

Check it out below.

The post Infographic: Best Practices for CPG Marketers — How to Drive ROAS appeared first on Mobile Marketing Watch.

As the app stores grow by thousands of apps each day and consumers’ choices expand, many Fortune 1000 technology companies are turning to mobile performance campaigns in order to gain coveted space on consumers’ smartphones and tablets, Opera Mediaworks observes today in its quarterly mobile marketing report.

“Thanks to powerful attribution and return-on-ad-spend metrics now available, brands are not just comfortable, but eager, to spend at scale on mobile,” says Will Kassoy, CEO of Opera Mediaworks. “We are seeing a trend of brands focusing more on attribution metrics using partners like us to complement their traditional media to drive incremental reach, engagement and actions on their mobile device.”

The global ad platform’s Mobile First Insights (MFI) report, which this quarter focuses on the growth of brand performance (i.e., direct response tactics for Fortune 1000 brands), found that companies in the Technology/Gadgets vertical have invested the most heavily in mobile direct response (DR) over the past year, capturing 24.3% of ad dollars spent on performance campaigns.

Among those campaigns, the most successful have been for apps that offer daily utility to the user, such as those that increase photo storage or track stocks.

While Technology and QSR captured the most annual spend, Retail and E-commerce was the top category in Q2, and both Retail and Automotive have shown the most consistent growth since the third quarter of 2015.

To learn more, check out the full report here.

The post Who Are The Top Investors in Mobile Performance Advertising? appeared first on Mobile Marketing Watch.

Mobile video advertising campaigns from major brands including Lexus, Peugeot, and a leading spirits brand experienced significant boosts in click-through rates, completed views, replay rates and ad recall after adding haptic effects, a new report Friday from MAW confirms.

So how does it work?

Immersion’s TouchSense technology changes the way that brands can engage consumers. By bringing the sense of touch to mobile advertisements, brands can creatively connect with users enhancing ad recall, strengthening brand impressions, and improving click-through rates.

Ads that included haptic effects saw click-through rates improve between 28 and 220 percent over ads without haptics. One brand experienced a 23 percent increase in positive sentiment, while another saw replay rates increase 31 percent on mobile phones and 59 percent on tablets.

We’re told that one campaign more than doubled their ad recall metrics by adding haptics effects from Immersion.

“These kinds of results – even at such an early stage of this technology – speak to the power of adding feeling as a new component of video, in addition to the existing sight, sound and motion. It’s a whole new way for consumers to experience and interact with the brands they care about most,” said Mike Owen, Executive Vice President for North America Sales at Opera Mediaworks. “Haptic effects give advertisers an added dimension to play with, and we believe that it will evolve their storytelling and have a significant long-term impact on the creative ad experience.”

The post Touch Technology Makes a Splash in Mobile Advertising appeared first on Mobile Marketing Watch.

The respected mobile advertising company has taken a new approach to its quarterly data report on the state of mobile advertising and, today, has launched “Mobile First Insights,”(MFI) a quarterly report designed to help marketers navigate the quickly-changing mobile environment and make strategic decisions that will drive real outcomes for their business.

The new report, which is highly visual and has more the feel of a glossy magazine than a traditional report, is organized into three sections: Data, Technology and Creativity.

Data trends from billions of impressions

Opera Mediaworks examined data from hundreds of global ad campaigns and billions of impressions served on the platform and combined it with some third-party data from external sources to paint a picture of where the mobile marketing industry is today, including “where the heat is” in the mobile app market and how consumers are interacting with mobile content and advertising messages.

Looking at data from the top 100 apps that use Opera’s mobile ad platform to monetize their traffic, we saw that mobile users are spending about 30 minutes each in each of these popular apps with an average session length of 8.5 minutes.

Gaming and broad-based entertainment categories (news, arts, music) are “must buy” categories — or, as we like to call it, Today’s Premium — to drive TV-sized reach and is where large amounts of time spent occurs. Numbers from the platform proved that mobile has the ability to reach TV-sized audiences with some apps such as Shazam, Ibotta and Weatherbug surpassing the reach of popular TV shows like The Walking Dead, Survivor and Scandal.

Other highlights from the Q1 report include:

• Games is the top category for ad impressions and also have long average session times; ads also convert at a higher rate on Games apps than any other category.
• Music, Video & Media is no. 1 for engagement (as measured by clickthrough rate), followed by Travel and Lifestyle.
• Though the volume of impressions on mobile apps vs. mobile web are comparable, apps generate more than twice the engagement and 13.5X the revenue.

“We hope this new report will serve the needs of brands, agencies and publishers alike, and be something that they look forward to every quarter because it will contain invaluable insights and category best practices that can be applied to their business,” said Will Kassoy, CEO of Opera Mediaworks. “To produce it, we listened deeply to our clients and identified the most important information gaps in the market today. We then tapped into the massive data sets and the decades of mobile expertise within our organization to provide the most important emerging trends that have real implications for mobile marketers today.”

To check out the full report, click here.

The post Opera Anyone? Powerful Mobile Marketing Insight Presented in New Report appeared first on Mobile Marketing Watch.

In his new role, a statement provided to MMW reads, Winter will be responsible for building and scaling revenue and operations to help strengthen the company’s position as the top platform for mobile advertisers and publishers.

From Tuesday’s formal announcement:

Winter brings more than 30 years of operational experience leadership — two-thirds of which are in digital — to the Opera Mediaworks executive team. He previously held COO and President titles with successful, well-known companies in the mobile, internet, media, advertising and gaming industries such as BuyMedia.com, Electronic Arts and Exponential/Tribal Fusion. He also led planning and development at Disney Interactive, directing North America, European and Asian operations in alignment with the company’s strategic growth plan.

“Keith is a senior-level leader with proven results in growing profitable international internet, media and technology businesses,” says Will Kassoy, CEO of Opera Mediaworks. “I am confident he will excel in managing the operations of the business to further accelerate growth for the company and deliver true outcomes for our partners and clients.”

The post Opera Mediaworks Taps New Chief Operating Officer appeared first on Mobile Marketing Watch.

The duo took home a gold award in the mobile insights category for joint research entitled, “The Impact of Native Mobile Video Ads on Key Brand Metrics.”

The David Ogilvy Awards celebrate the critical role of findings that inspire great advertising — as David Ogilvy once did.

“We’re honored to receive this prestigious award along with Opera Mediaworks on this research topic that is of growing importance to the advertising industry,” said Chris Desmul, senior manager at comScore. “With advertisers constantly pushing the frontier of digital advertising to create the most effective and engaging ad formats, it is critical to better understand the performance of newer formats like native video ads that are designed exclusively for mobile devices.”

The comScore and Opera Mediaworks research? It examined the value of mobile native advertising and evaluated a variety of mobile native ad campaigns using comScore Mobile Brand Survey Lift.

“With the rapid rise of short-form video on mobile – made popular by social platforms such as Snapchat and used frequently on publisher sites – there was a need to better understand this ad format’s effectiveness,” a provided statement reads. “The study found that native mobile video advertising drove significant brand lift and outperformed comScore mobile norms across a variety of upper funnel and lower funnel branding metrics.”

Mike Owen, executive vice president of U.S. brand sales at Opera Mediaworks, said he was proud that the research was recognized.

“In order to continue to invest in new ad formats and move the industry forward, advertisers need assurance that they are effective – and that is exactly what this research delivered: proof that auto-play video in native environments can have a major impact on brand metrics like favorability, purchase intent, and likelihood to recommend,” said Owen.

The post ARF Chooses comScore and Opera Mediaworks to Receive Foundation’s David Ogilvy Award appeared first on Mobile Marketing Watch.

Until now, the Opera team says, the advertising industry has relied heavily on GPS data, which is only available when users are outdoors and actively using their mobile devices. Beacon data is far more accurate than GPS, registering consumer behavior down to a precise aisle, shelf or product.

Clients of Opera Mediaworks, which include 90% of Ad Age’s top advertisers, now have access to a customer’s “real-world identity” as created by Unacast, the world’s largest aggregator of offline consumer behavioral data gathered from beacons. This will allow advertisers to increase the personalization, timeliness and effectiveness of their mobile marketing campaigns.

Retailers and brands that have already deployed beacons will be able to leverage their beacon data and retarget their own customers across the Opera Mediaworks platform, to encourage them to return to their brick-and-mortar or online stores. Companies holding various types of proximity data can also monetize their data by allowing advertisers and brands to license anonymous data.

“The real value of beacon data is in its accuracy and granularity. Until now, that has simply meant targeting a shopper in the moment, as they walk down the aisle about a nearby product on sale,” explains Andrew Dubatowka, Director of Product Strategy at Opera Mediaworks. “With this partnership, marketers can extend the life of that beacon data beyond the confines of the store and, with a detailed understanding of a shopper’s interests, apply it in other contexts, such as audience targeting and even ROAS (return on ad spend) measurement.”

The post Opera and Unacast Partner for Beacon Data Driven Advertising appeared first on Mobile Marketing Watch.

Opera Mediaworks says that its Instant-Play HD mobile in-app video ad SDK has been integrated with Moat Analytics, providing advertisers with the ability to transact on viewable in-app video impressions.

“As one of the industry’s most trusted ad analytics and verification partners, Moat’s integration means that advertisers in search of in-app viewable impressions will now be able to purchase Instant-Play HD mobile in-app video inventory with an even greater degree of confidence,” a statement from Opera Mediaworks reads. “This is the lead offering in a phased approach by Opera Mediaworks, to deliver transactable, viewable impressions to brand and agency partners.”

Opera Mediaworks has always believed in delivering 100% viewable video to brands and agencies through compelling, mobile-first storytelling. Our Instant-Play HD mobile in-app video offering delivers full-screen video in environments where consumers are receptive which leads to industry-leading 90% completion rates.

“We’ve always maintained that the inventory available through our mobile platform — from our rich media ad units to our performance-based units and our Instant-Play HD mobile video — has been of the highest quality,” says Mike Owen, EVP of North America Sales at Opera Mediaworks. “Now, our partnership with Moat further validates this position and gives our brand and agency partners the third-party verification they’ve been looking for.”

The post Opera Mediaworks Seeks to Make In-App Video Viewability ‘Crystal Clear’ appeared first on Mobile Marketing Watch.

That’s according to this week’s APAC State of Mobile Advertising report from Opera Mediaworks in partnership with the Mobile Marketing Association.

The findings in the report, we’re told, are based on Q2 2015 data from 400 million unique users on the Opera Mediaworks platform.

A report summary by MAW highlights the dominant popularity of Android across the APAC region.

“Another fact from the report worth noting is that mobile growth can largely be attributed to the rapid adoption of Android devices,” the report notes. “In the second quarter of 2015, the Android operating system took the no. 1 position in market share of impressions served to mobile devices, accounting for more than 60 percent of traffic in APAC and just shy of 70 percent in the P4 region.”

To learn more, check out the full report here.

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