The following is a guest contributed post from Gareth Noonan, General Manager, Americas at Smaato.

When it comes to major sporting events like the Super Bowl and World Cup, inventory in sports apps is a hot commodity — and rightfully so. These apps represent an excellent way to reach engaged sports fans at contextually relevant moments. But if you’re an advertiser looking to make the most of these big-game moments, you should also think more broadly about your mobile in-app strategy.

During flagship sporting events in the first half of this year, sports apps’ mobile ad spending and eCPMs saw significant spikes, according to Smaato platform data. The Super Bowl in the U.S. is a prime example of this trend. As consumers turned to their mobile devices on game day, both ad spending and eCPMs spiked more than 120 percent above the monthly average. And that makes sense, given the continued popularity of the Super Bowl as a mega-viewing event. More than 100 million U.S. viewers watched the game in 2018, representing more than 30 percent of the entire country. Among these viewers, over 2 million streamed the game via mobile, desktop, or CTV.

Regarding mobile ad spend and eCPMs, we saw a similar — and, in fact, more pronounced — trend around this year’s FIFA World Cup, especially in Latin America. Sports fans’ enthusiasm in this region piqued advertiser interest, causing sports app ad spending to increase 289 percent and eCPMs to increase 46 percent in the first two weeks of the World Cup alone.

Major sporting events are an ideal time for advertisers to reach engaged users. Even while watching the game on TV, sports fans are often using their phones to check stats and interact with the game in various ways. But they do a lot more than that. According to Statista, second-screen activities while watching sports on TV in the U.S. include using social networks, sharing with friends, and reading emails. Notably, from an in-app advertising perspective, they also include the following activities:

• 40% read the news while watching sports
• 40% play games
• 31% search for products to buy

This broader app usage while watching sports represents an excellent opportunity for advertisers looking to build a more-comprehensive mobile strategy around major sporting events. News apps, gaming apps, and shopping apps all offer strategic advertising inventory during such events, but without the dramatically higher eCPMs seen in sports apps around these time frames.

The key to leveraging these apps as a part of a broader strategy is to align a brand’s messaging and offers with the audience’s second-screen behaviors during sporting events. For example, offers for franchised sports apparel within a shopping app might resonate particularly well around game time, while a pre-halftime pizza delivery discount within a gaming app might be particularly appealing to a user who has the big game on in the background.

Sporting events like the Super Bowl and World Cup represent important shared experiences among audiences, but that doesn’t mean individual activity ceases on viewers’ small screens. The best game-day mobile strategy enables an advertiser to find the right audiences in a relevant way in both the obvious and less-obvious places.

Author bio:

Gareth oversees all of Smaato’s sales and operational activities in the Americas region, leading the region’s account management and business development teams to drive revenue growth and ensure the highest level of client satisfaction.

Gareth has over ten years of experience in mobile and desktop video advertising technology and M&A. As the General Manager of Video for blinkx (now RhythmOne), Gareth built a consistent Top 5 comScore video property and also participated in M&A on five deals totaling over $100M in value. This helped position RhythmOne as a true cross-screen leader in the video space. Gareth has also served in several consulting and advisory roles, spanning established mobile exchanges and publisher networks to seed-stage and funded start-ups.

Gareth holds a degree in Business and Economics from Trinity College, Dublin

The post The Sports Spike: Why Mobile Advertisers Need to Go Broader Around the Big Games appeared first on Mobile Marketing Watch.

The following is a guest contributed post by Fernando Saiz, CMO at Tappx.

The rewarded video ad format is adored by the mobile gaming and advertising worlds. We now finally have an ad format that satisfies the needs of advertisers, publishers and gaming audiences. Rewarded video ads provide gamers with a reward for watching the entire length of a video ad. In the mobile gaming world, this format works extremely well in mobile games. For developers, rewarded video ads offer the potential to increase in-app purchases and lengthen play session times, therefore increasing loyalty and retention. Also, they provide advertisers with advantages that stimulates higher ROI and engagement levels. Finally, many users express greater amenability for watching rewarded video ads over any other ad format.

Can rewarded video ads help drive in-game purchases?

Imagine if you’re playing a game, and you’ve just finished an end-of-level boss with a life remaining. Following this level, you watch a rewarded video ad and you’re then given an extra life. This method of non-disruptive advertising gives players the chance to extend play time, without hassle or interruption to game play. Extending the amount of time spent in a game is perhaps the single most important way players become more invested in games, thus building loyalty. This then translates to increased gaming session times and retention. As players invest more time and energy into their games, this leads to greater levels of excitement, therefore increasing the probability that they will conduct in-game purchases. Also, developers can receive a higher CPM for rewarded video ads than static ads. In addition to earning more, developers benefit from displaying ad formats that positively contribute to the overall user satisfaction within a game.

Facebook commissioned mobile games research has reported that mobile gamers are a staggering 18% more likely to conduct an in-app purchase when served a rewarded video ad, versus non-choice based advertising. See the May 2017 report here.

The key point is to build the right rewards, and to then decide when are the optimum moments to serve rewarded video ads, and balance the timing for delivery of ads during gaming sessions. The main objective is to provide gamers with a taste of all the benefits of a game, whilst earning a remnant revenue. Don’t let these ads eat into your main source of revenue, so be considerate about your content and it’s delivery times.

Constantly review your metrics and decide whether or not to deploy rewarded video ads. What’s the conversion rate from player to paid player? What’s your ARPDAU? Or what are the valuable items that remain unsold and should be promoted? Rewarded video ads can serve as a research A/B machine for testing new features and getting acceptance from your current ones.

How do Rewarded Ads benefit the Advertiser?

The key thing for advertisers to note is that users choose to engage with rewarded video ads. Therefore, the user is engaged with the video and is incentivised to complete watching the video ads. What’s more, the video is guaranteed high viewability. The developers also have the incentive to place as many rewarded video ads as is practical, such as between game levels or during loading screens. This provides the potential for repeat ads within the game, thus promoting brand recall. Some of the key benefits which rewarded video ads offer advertisers include high viewability, engagement, and completion rates, as well as increased brand recall.

Why are users excited about rewarded video ads?

In one survey done, almost 80% of gamers expressed interest for watching rewarded video ads in exchange for in-app benefits. For mobile gamers, these benefits could be in the form of in-app virtual money, extended gameplay life or other in-game assets. All of these examples enhance the quality of the user gaming experiences, which makes gamers increasingly happy. In the best case scenarios, rewarded video ads can deliver rewards that extend the user’s play-time, which benefits both the gamer and the developer.

Secondly, rewarded video ads work best when they give the user the option to engage with them. This way, the user feels that they themselves have made the decision to exchange their time for watching an ad for a reward. Game apps which provide the option to pay or watch ads receive a 10-15% boost in user reviews.

The proportion of mobile users that does conduct in-app purchases is relatively quite small, so it’s advisable to deploy rewarded video ads to convince users about the benefits and value of additional (paid) game features. A comprehensive survey conducted by Facebook reported that 71% of mobile gamers prefer to ‘pay’ for in-game content by watching video ads. The same survey reported that almost half of US gamers prefer rewarded video ad over any other ad format. This all clearly shows that rewarded video ads are hugely popular and effective, as they expose players to paid in-app features, they assist in increasing retention, LTV and more importantly, revenues.

The post How Rewarded Video Ads Can Drive In-Game Purchases appeared first on Mobile Marketing Watch.

The following is a guest contributed post from Alani Setalsingh, a Mobile Strategist and Business Analyst at Propelics.

Agile is one of the biggest buzzwords in business today. Companies are either starting to utilize Agile methodology as a means to run their businesses or are beginning to explore how to properly “be Agile.” Agile methodology helps business groups show progress and results more quickly and effectively than in the past. Although many companies confidently claim to be Agile, after review it becomes clear that not only are they not properly implementing Agile, but in fact they are using this methodology as a way to justify indecisiveness. Companies need to understand that if a business process is working well, then the entire business may not require adjustment. Many successful companies don’t use Agile yet will continue to be successful-even when compared to Agile businesses.

Agile is often described as “a process based on iterative development, where requirements and solutions evolve through collaboration between self-organizing cross-functional teams. Agile methods or Agile processes generally promote a disciplined project management process that encourages frequent inspection and adaptation, a leadership philosophy that encourages teamwork, self-organization and accountability, a set of engineering best practices intended to allow for rapid delivery of high-quality software, and a business approach that aligns development with customer needs and company goals.” 

Agile methodology is a great option if implemented properly. But oftentimes it can lead to longer development cycles and out of scope project specifications that only complicate tasks. It’s not enough for a company to simply decide to use Agile. They must also invest in training their employees to properly understand the benefits. Companies must also be willing to try new tools, invest in training and implementation, and take the time to give the methodology a chance by starting small (versus altering the entire company). That’s not to say these companies have no chance of success once they’ve given Agile a chance and failed, but there are necessary steps and points to keep in mind if being effectively Agile is the end goal.

Though this is only a start, the following points will certainly help companies better utilize all the advantages of an Agile methodology:

Firstly, companies must be willing to try new tools specifically designed to facilitate a more Agile approach. Tools like JIRA exist to better help companies plan their projects and more effectively track things like releases, sprints, bugs and tasks.

Secondly, companies must be willing to train employees on Agile and ensure they know how to implement the lessons they have learned. Without training, people will create their own versions of agility. Sometimes these may work, but more frequently they will be time consuming and costly for the overall business.

Lastly, it is of utmost importance not to give up after your first failed agile project. Process changes take time for people to accept and fully utilize. Rather than giving up, learn from the mistakes made and work to limit these issues in the future. Granted, this is a lot easier said than done. But with the right mindset, many businesses can reap huge benefits and rewards from going Agile.

 ABOUT THE AUTHOR

Alani Setalsingh is a Mobile Strategist and Business Analyst at Propelics. Alani earned his MBA from Suffolk University and has guided numerous Fortune 500 Companies on their internal mobile apps programs. Alani helps clients redefine their business processes to support a fertile and robust mobile environment. He is most passionate about Healthcare Mobility and all the myriad benefits it can bring to patients and caregivers alike.

The post Using Agility as an Excuse for Indecisiveness appeared first on Mobile Marketing Watch.

The report analyzes aggregate data from the ADYOULIKE platform and provides benchmarks, plus key takeaways around creative length, engagement and growth of native video based on 30 million infeed video views run across the platform in the first 4 months of 2018 (January – April 2018).

“The report shows that smartphone users are more likely to spend time engaging with long-form video ads compared to 6 second ads when executed correctly,” reads a report summary provided to MMW. “72 percent of mobile users that have watched 6 seconds will continue to watch and engage with video up to 22 seconds. When native video reaches 15 – 22 seconds in length across premium publisher environments, mobile and tablet users that have watched this far are significantly more engaged than desktop users.”

The data contradicts the perceived wisdom that mobile users have limited attention spans and are only interested in short video content. The ADYOULIKE 2018 data indicates that across premium publisher environments mobile users do and will continue to engage with longer video content when the content interests them. There is no fear of watching longer content on these devices.

“Key data in this report disrupts well-held assumptions that less is always more around optimal video length. Perhaps of equal importance, this Native Video report counters one of the modern myths of digital advertising – that there is a fundamental decline in user attention due to the growth of online feeds, smartphone penetration and the myriad different distractions we face digitally nowadays,” said Dale Lovell, co-founder of ADYOULIKE.

To download the full report, click here.

The post New Native Video Report Sheds Eye Opening Insight appeared first on Mobile Marketing Watch.

The following is a guest contributed post by Alexei Chemenda, CRO for Apps and Managing Director, U.S., Adikteev

Mobile users prefer playable ads to most other ad formats. Yet, as of last year, only 4 percent of advertising budgets were going to playable ads, even though 71 percent of advertisers found them effective. Part of the lag in adoption is because marketers, and even vendors, don’t really understand how playables could, and should, be used.

For example, marketers most commonly use playables for user acquisition, but they can be powerful tools for retargeting, too. Marketers also think of playables as a gaming tactic, but brands across a variety of verticals use playables to engage their audience. Let’s take a closer look at the most common mistakes the industry is making when it comes to mobile playable ads.

1.     Playable ads aren’t just for user acquisition

Most large mobile advertisers use playables, but they are only using them for user acquisition – not retargeting. This is a missed opportunity. Marketers can create playable ads to target people who have stopped using an app, or to target active users to get them to spend more time and money within the app.

It’s a truism of marketing that it costs more to acquire a new user than to retain an existing one. Playable ads are a great tool for maximizing the value derived from your existing user base. One of the reasons app marketers have shied away from targeting their existing users is because they are worried about wasting spend. Their specific concerns are usually around wasting impressions targeting users who would have taken action anyway, even if they hadn’t seen an ad. It’s easy to neutralize this challenge by using incrementality –the measure of revenue lift provided by an advertising spend—in addition to Return on Ad Spend (ROAS). Incrementality allows you to compare the audience you are retargeting to a control group that is not served ads so you can better evaluate the effectiveness of your campaign.

2.     Playable ads aren’t reserved for gaming

Playable ads are a tactic for capturing a user’s attention. Sure, gaming app publishers might do that by showcasing the game they are promoting, but brands in other verticals can create all sorts of interactive experiences designed to first, engage users and second, deliver some sort of targeted message. The e-commerce platform Wish demonstrated just how effective this strategy can be when it used a series of playable ads for a retargeting campaign that delivered better results than any of its static banner campaigns. The creative included a Spin The Wheel experience, in which users spun a virtual wheel to receive a free gift they could open inside the app, and a Choose The Right Box game, in which users had to guess which box a free gift was under after the boxes were shuffled.

3.     Don’t overinvest in your first playable experience

Advertisers and vendors often invest a lot of resources crafting their first playable experience in an effort to make it “perfect.” Marketers would be better off approaching their first playable iteration as a testing ground where they learn which elements perform best and then tweak their creative accordingly. Let’s take a simple gaming example. Rather than choosing one character from your game to highlight in your first playable, try letting users choose which character they want to interact with. After you have measured performance, you can double down on what is working and create iterations that feature the most popular character.

4.     You can overcome creative fatigue

One of the critiques of playables is that you can saturate your audience quickly. If you show the same playable ad too many times, users will start to ignore it and performance will suffer. This is a real advertising challenge, but it is not limited to playables. Serve any ad too frequently and performance will drop. Creative fatigue is perceived to be a  particularly big problem for playables because marketers often think that the playable experience has to mimic the app they are promoting. The aim of a playable ad isn’t necessarily to give users a sneak peek of the app. Its objective should be to capture a user’s attention. Then you can deliver the relevant marketing message.

With this in mind, marketers can create multiple versions of their playable ads and optimize them the same way they do with static banners and native Facebook ads. It is possible to create 20, 30, even 50 versions of the same playable ad. Doing so allows you to test out different scenarios, optimize per different audience groups and avoid creative fatigue.

5.     You can’t measure playable ads the same way you measure banners

With static mobile banners, marketers measure click-through rate (CTR) and installs, as well as what happens post-download, so they can determine the value of the user and the Return on Ad Spend (ROAS). With playables, marketers can go even deeper with the data. You can measure which buttons a user clicks and in what order, as well as time spent within the experience. The volume of available data can be overwhelming, and it can take time to determine what to measure and what to do with what you have learned. The insights can be used to improve your next playable experience, your audience targeting strategy or even other marketing campaigns. But one thing is certain—you can’t glean these takeaways if you are using the same reporting tools you use for your static mobile ads. Marketers need reporting dashboards that are specifically developed with playables in mind.

Playable ads aren’t just a tool for acquiring new high-value users. With the right strategies and measurement tools in place, marketers across all kinds of verticals can use them to retain existing users and keep them engaged.

The post Here’s Why Marketers Aren’t Spending More on Mobile Playable Ads: 5 Common Misconceptions about Playable Ads appeared first on Mobile Marketing Watch.

The following is a guest contributed post from Rafael Andrade, Advertiser Business Developer, at Tappx

The way in which people interact and engage with ads is constantly evolving. It’s no secret that the present and future of brands is to leverage messaging across our vast mobile ecosystems of smart devices, and in particular, to utilize programmatic technology to communicate with users. Brands are constantly looking for new ways to excite and engage audiences. It’s not only important to solely focus on the channels which are used to impact users, but we also need to explore different methods where we can build within each channel, thereby maximising impact.

With the ongoing quest for new mobile ad formats, marketers are willing to go beyond the existing ones. There’s a constant need for new formats which take full advantage of new technologies and software. We’re constantly looking for new formats which offer deeper engagement, improved revenue streams, whilst being hyper-targeted for consumer interests. Smart devices are tightly woven into the fabric of our everyday lives. They’re a function for our lifestyles, hence an importance for the design, format, relevance and placement of ads served across our multitude of mobile screens. Out of all of these areas, the mobile ad format is going through a transformational period, with innovative developments right on the horizon.

Across the spectrum of current mobile ad formats, we must first discuss the present day king of the ad formats, the video ad. In the US alone, digital video expenditure is expected to increase at double digit annual rates until 2021, reaching a staggering $22 billion USD (Source eMarketer 2018).

Special mention must also be given to the rewarded video ad format, which is a hugely successful format used. Based on our extensive work in the mobile gaming world, rewarded video ads are highly requested from our ad partners across the Tappx network. Rewarded ads deliver a clear value exchange – when users view an in-game video ad, they are the rewarded with in-game assets, such as weapons, new lives and in-game currency, or new game level access. Video ad formats are hugely powerful on many levels, primarily because they help to communicate large amounts of information in a very short space of time.

Following video ads, we move onto 360 interactive ads. This format enables users to view products from multiple angles, including the rotation or flipping of an image, so users can gain different perspectives of products. New research from IPG Media Lab reported that video ads offering 360 degree functionality drive 7% higher purchase intent on smart devices, and a 12% increase in the belief that a brand has a “unique story to tell” when compared to video ads.

The next generation of mobile ad formats is the move towards true AR and VR. This year we will witness the real power behind AR/VR, in terms of the scope of technology, and embracement by audiences, empowering marketers to accompany their campaigns with increased interactivity, deeper immersiveness and hyper targeted personalization.

As gaming is a highly popular activity on smartphones, we shouldn’t forget about playable ads, and the near infinite forms which they can take. Playable ads offers users the chance to interact and engage with an app/game, before they have downloaded it. Try before you buy if you will. They offer attractive engagement and conversation rates.

The arrival of 5G is also going to take visual ad experiences to a higher level, and it will consequently create new spaces and metrics for measuring effectiveness, engagement and performance, such as tracking with metrics like post-view conversions, viewability and audibility ratios, and many more.

One of the most exciting yet “good old” ad formats that has witnessed a resurgence is the audio ad format. This increasing interest in audio formats is correlated to the large adoption by consumers of music streaming services. These types of audio ads, that can be served programmatically, opens new ways for segmenting audiences, like emotional segmentations according to the state of mind when people listen to certain genres of music. But there’s also a wider horizon for audio ads. In the future, they will increase their protagonism at the same time as the adoption of audio smart voice assistants such as Siri, Alexa, Cortana continues to grow. There’s no doubt that voice technology will change the way that consumers engage with brands, and how the brands present themselves to consumers.

The future of the advertising industry is like the past, which means it’s in constant evolution and with the unfinished pursuit for the attention of people. What excites users in this industry is how technology is relentlessly merging and transforming across all aspects of human life, which opens up new channels and ways to communicate with audiences.

The post The Tappx Guide to Current and Emergent Mobile Ad Formats appeared first on Mobile Marketing Watch.

Reaching 1.5B unique consumers a month, ironSource’s in-app programmatic marketplace already includes premium in-app video inventory at massive scale, with billions of video completions a month. This new development will add interactive ads to the mix, as well as affording brand marketers full transparency on viewability and attention metrics through Moat. Preliminary data from Moat shows ironSource in-app inventory is over 96% viewable, with completion rates above 85% – well above industry benchmarks.

“While brand demand for in-app audiences has increased – especially around video – the lack of programmatic access to direct, viewable in-app inventory at scale has represented a major hurdle for brands looking to run campaigns on mobile app traffic,” said Tal Shoham, COO Mobile at ironSource. “Our programmatic marketplace solves these issues by bringing high volumes of in-app video and interactive inventory into the programmatic ecosystem, and layering viewability verification, audience tracking, and anti-fraud tools on top to create a perfect environment for brands to engage with their target audiences.”

We’re told that the ironSource platform also benefits from tens of thousands of direct SDK-integrations. These direct publisher connections not only ensure a secure and brand-safe environment for advertisers, but also give advertisers, agencies and DSPs the ability to leverage direct PMPs for access to premium supply.

“With a large portion of the top 100 grossing apps using our video monetization platform, we’re able to give brand marketers access to premium in-app supply,” continued Shoham. “But beyond the high-quality audiences that entails, we’re also able to provide brands with a positive in-app ad experience for consumers, with interactive, HD video, and even AR ad units which users actively choose to engage with.”

To learn more, click here.

The post ironSource Expands Programmatic Marketplace appeared first on Mobile Marketing Watch.

The following is a guest contributed post by Pat McCormack, Vice President, Publisher Sales Americas – Oath

True in-app header bidding is finally here. This is the year that developers finally begin to bring the benefits of header bidding — a way to have a unified, simultaneous auction from all of the advertisers bidding on in-app inventory — into the monetization stack for their apps.

 Over the last several years, the mobile app ecosystem has had a front row seat to header bidding’s impact and evolution across desktop and mobile web. They saw  savvy publishers achieve a greater level of control and efficiency from their ad stack by pulling demand partners out of the waterfall and calling all of them at the same time. They saw the market respond with off-the-shelf  “wrappers” to get rid of the added latency from having so much additional partner code on the page. And, most recently, they saw header bidding evolve server-side.

 This perspective has helped developers learn how to be successful and start with a more advanced solution on day one. And for developers considering header bidding “container” solutions, which manage all header bidding partners a developer wants to use, their decisions need to be built around a few guiding principles. Here are three of the most critical.

Middleman for the Tech, ONLY

On a basic level, the role of the container is to help developers run a more efficient ads business. The container is a framework. It’s responsible for paving a road between demand partner and publisher.  But publishers should be able to have direct commercial relationships with the SSPs and ad networks they choose to sell to without the container taking a cut of it — unless there is value being added to the request (for example in the form of data). Otherwise, the road shouldn’t carry a fee. Think of a freeway rather than a tollway. Further, the container should not impede how the developer sells their data. Want some of your partners to be able to store/decision upon your data for 180 days? As the technology pipes, the container should let developers have freedom to do the deals they want. Too many solutions don’t do this.

Connect to Everyone

In pursuing the goal of making it easier for a developer to run their ad business, the container should focus on maximizing the channels that the inventory can be sold through. This means a commitment to building connections to the SSPs and ad networks that a publisher chooses to work with. When choosing the right container partner, it’s in the developer’s best interest to consider not just the connections the container has built today, but also those that may need to be built in the future. Given how quickly new players in the space can pop up and make an impact, there will almost certainly be a need to add a connection down the road. On average, the 500 largest publishers in the U.S. use about six vendors to sell their inventory. I encourage all developers to dig a level deeper in their diligence on prospective container partners and understand HOW the downstream connections are made from the container to the other SSPs/ad networks. This way, when the day comes that the developer wants to do a deal with a hot new ad network, they know the work will be minimal and can start working with them ASAP.

Transparency is the Default

There is a level of trust inherent to any strategic partnership. In this case, the developer is trusting that the container will be conducting the unified auction in the developer’s best interest. Now, I believe you should trust — but you should also verify. Does your container partner have ways for you to audit the auctions? How do you confirm that the impression is always going to the highest bidder? Or that the container is not advantaging their own demand, which happens too frequently? Asking these questions and understanding how the container is thinking about them can provide valuable insight into the philosophy guiding their product and should be part of the overall diligence. More transparency is always be better — and those vendors willing to be open about their practices are always the better option.

App developers are ready and excited to capitalize on the yield-maximizing benefits of a unified auction the way desktop publishers already have. Having seen the evolution of header bidding, app developers are now armed with information on exactly what to look for as they evaluate potential partners. The future here is bright.

ABOUT THE AUTHOR

Pat McCormack is Vice President, Publisher Sales Americas, at Oath, a Verizon subsidiary and the parent company of Yahoo, AOL, HuffPost, and other dynamic brands that serve a combined billion global consumers. Prior, Pat was Vice President of Publisher Sales for ONE by AOL: Publishers, at AOL Platforms, the advertising technology division of AOL. Before AOL, Pat was Vice President of Publisher Sales at Millennial Media, which AOL acquired in 2015. He held the same role at Nexage, which Millennial Media acquired a year earlier. Pat has also driven mobile ad sales strategies in senior roles at The Weather Channel and National Football League.

The post Mobile Developers: 3 Keys to Picking the Best Header Bidding Partner appeared first on Mobile Marketing Watch.

H Code Media

Parker Morse, CEO of H Code Media stated, “We’re excited to partner with one of the largest and most well-respected Mexican media conglomerates. Grupo Imagen’s audiences are authentic and relevant to advertisers that want to engage with US Hispanics in a meaningful way. As H Code continues to expand on multiple content areas, our partnership with Grupo Imagen reinforces our strength in the soccer, women, and news verticals.”

According to a provided news release:

US Hispanics are a mobile-first market that’s highly engaged in soccer. Nine out of ten Hispanic soccer fans in the US plan to watch the FIFA World Cup from beginning to end. This partnership significantly enhances H Code Media’s ability to connect brands with US Hispanic soccer fans when and where they will be most engaged. Industry giants in the space, specifically Univision and Telemundo, are broadcast companies that are a decade behind in digital, leaving a major gap in their ability to effectively connect brands with the highly fragmented US Hispanic market.

“We are focused on strengthening our direct relationships through exclusive partnerships and this is our first with a major Mexican media company,” says Pablo Rivera, VP of Publisher Development at H Code Media. “Mexicans make up nearly two-thirds, or 63.2%, of the US Hispanic population. Our exclusive relationship with Grupo Imagen allows us to provide a clear advantage to advertisers that want to connect and influence Mexicans in the US before, during, and after the World Cup.”

“H Code Media has the best US Hispanic digital team and partnering with them underscores the level of quality that Grupo Imagen stands behind,” said Alfredo Martell, Business Development Director at Grupo Imagen. “We look forward having H Code Media handle the monetization of our sites while we continue to grow all of our media properties by providing the best possible content to engage our audiences.”

This partnership highlights how H Code Media provides a differentiated and unique ad inventory in market to enhance its current offering. Similar to its recently announced partnership with Webconsultas, the world’s leading health and wellness online portal among Spanish-speaking readers, this new relationship enables advertisers to effectively reach US Hispanics who are engaged in soccer, health and news content. H Code Media’s use of Big Data connects advertisers with this highly coveted demographic at the right time and place with the right message in a non-intrusive manner.

H Code Media’s solutions include display, rich media, video, mobile, native, social/digital channels, as well as creative services. To effectively reach US Hispanics, H Code Media continues to partner directly with leading Spanish language media companies from around the world like Grupo Imagen to strengthen its leadership position in this niche industry.

The post Grupo Imagen Inks Exclusive Partnership with H Code Media appeared first on Mobile Marketing Watch.

According to a provided media release:

The CCA-commissioned Nielsen study reveals airport advertising is a highly effective media platform that reaches frequent flyers, tourists and business travelers and raises brand awareness while driving sales to local and national businesses. The study provides insights into frequent flyer responsiveness to airport advertising, the types of activities travelers engage in while waiting for their flights, and what actions consumers take after being exposed to airport advertisements such as social media activity, in-store retail shopping and e-commerce activity.

The study shows that frequent flyers are highly responsive to airport advertising, with 80% noticing the media and 42% taking action that includes visiting a website, going to a store or learning more about a product/brand/service. Nineteen percent of frequent flyers actually bought a product they saw advertised at the airport.

More specifically, airport campaigns are a significant driver of foot traffic, with 84% of frequent fliers likely to visit a restaurant, 50% likely to visit a clothing/accessories/jewelry store and 41% likely to visit a consumer electronics store.

To learn more about the study and its findings, click here.

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