Beyond pre-roll

Talking Mobile, 3 March 2015

Mention mobile video advertising and most of us will think pre-roll. It’s true that the format has a natural place at the top of the digital marketing funnel, helping brands raise awareness and drive website traffic.

Read more here.

Native mobile ads in a strange land

Mobile Marketer, 18 March 2015

The chances are that you have seen native mobile ads, but you just did not know. This is because, as the name suggests, they are ads that slot seamlessly into the interface of the application or site you are using.

The bad news is that sometimes, you do not even know they are ads. The good news is that the up-and-coming mobile format, the full-screen video ad, leaves you, the user, in no doubt that they are ads, and they work for advertisers and publishers alike.

The even better news is that the new king of mobile advertising, Facebook, thinks so too.

Read more here.

Wearables are talk of the show at Barcelona’s Mobile World Congress

Mobile Marketer, 3 March 2015

Everyone loves a good smartphone launch and with Samsung’s recent sales slump, all eyes are on the S6 Edge. Also, wearables are massive – or, rather, they are classic and stylish now. From my mobile advertising tech perspective, I see huge opportunities in both areas.

Read more here.

LoopMe launches native mobile video

In a first for the industry, LoopMe has launched its native mobile video service.

This gives publishers access to LoopMe’s sophisticated mobile video advertising and targeting infrastructure, which already reaches one billion consumers worldwide, and more effectively monetizes their installed app base. Meanwhile advertisers can present their ads in a highly effective format that is proven to increase click-through rates.

Native ads are specifically designed to fit into an app’s interface, making them less obtrusive to users than ad spaces, and more likely to be noticed. For advertisers, this increases click-through rates (CTRs). For publishers, they can sell a unique product at a premium price, pushing up their effective costs per mille (eCPMs).

 

The video evolution

Facebook has been blazing a trail with video. It’s come a long way from being ‘theFacebook’, a text-based, clunky website with a cluttered interface. Today it’s a mobile advertising powerhouse (Facebook shares 50% of global mobile advertising revenue with Google). So if Facebook’s working with video, the market needs to think about it too.

Advertisers like video because they’ve been advertising on TV and in the cinema for over 50 years, so they’re good at it (you can still see the first ever TV ad online – it was for Bulova Watches). They want to introduce this expertise, and collateral, into the hot mobile space, so they can continue to tell the same brand stories, seamlessly, across all their channels.

They also like it because it’s compelling and engaging enough to users that they drive conversion rates up to 100% higher than other static formats, according to LoopMe campaign data.

 

The native revolution

Native is a form of ad that matches the mobile site or app. Instead of specific ad slots of standard sizes, an app has a space that is designed to look attractive, as part of the interface. Facebook is a champion of native ads too, with its own formats to the right of the screen that make up part of the Facebook experience.

This time, advertisers love mobile native because they’re more likely to be noticed. For example, IPG Media Labs recently conducted an eye tracking study showing that consumers looked at native ads 53% more frequently than banners.

Publishers also like native because it’s something they can offer as a premium service. It’s a better user experience too, which is also why users prefer them. Provided the targeting is right, users will see something of genuine interest to them, perfectly and unobtrusively displayed alongside the content.

 

Evolution and revolution work together

We see the two working together perfectly, something akin to the ideal advertising experience. We’re sure that app developers will soon start not just understanding the need to feature native mobile video ads in their apps, but believing it too.

So this is a major new development for LoopMe, which we anticipate will prove irresistible to major app publishers globally. If you want to find out more about how we can make mobile native video advertising work for you, get in touch.

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Artificial Intelligence Case Study: Call of Duty – Advanced Warfare Havoc

LoopMe achieves 85% CTR uplift for mobile video with its Artificial Intelligence solution

How do you match the right ads to the right audiences, in a global market that is increasing exponentially and comprises millions of publishers and advertisers?

The answer is: automation. Take programmatic trading for example. It is now maturing into a technology that all players are investing in, and this is why Business Insider predicts a significant uplift in programmatic spend, especially in that ‘sweet spot’ combining programmatic, mobile and video.

At LoopMe we’re taking automation quite a step further, through Artificial Intelligence and Machine Learning, to automated media buying and maximizing ad spend. And we’re getting provably better results, with enhanced click-through rates (CTRs) and video completion rates (VCRs). Our AI platform uses over 40 different variables and over 1bn data points every day in its real-time optimization.

 

AI in theory

Artificial Intelligence is a catch-all quote describing attempts to make computers behave like humans. So, if we build an AI that is as accurate as people at matching the right ads to the right audiences, then we’ve achieved scale and accuracy.

Machine Learning is a specific field of AI, whereby rules in a system emerge rather than the machine having rules pre-set. This is how our AI discovers the rules by which it can maximize returns on behalf of our clients.

It’s no small task when you consider that there could be many parameters yielding hundreds, if not thousands of combinations, all of which could be candidates for the ‘right’ combination.

 

AI in practice: Activision Case Study

We think AI is an exciting development, and so we decided to share one of our latest campaigns showcasing the power of our LoopMe AI solution. The challenge was to raise awareness of Activision’s latest Call of Duty game release: Advanced Warfare Havoc. We wanted to showcase snapshots of the exciting new gameplay, with the main KPI being the VCR and Engagement Rate post video view (CTR to landing page).

To show the best of gameplay for maximum user engagement, we ran the campaign in LoopMe’s full-screen high definition auto-play video ad unit. This was the best format, but to get the best targeting we drove the campaign through our AI platform, which in turn grabbed data from our Data Management Platform and segmentation engine. This all happened in real-time to optimize against the client’s targets.

The results were, even if we say so ourselves, astonishing. By comparing results using the AI platform to a control group that didn’t use AI, we saw a 85% click-through rate (CTR) uplift and an average of 95% video completion rate (VCR), which clearly shows that our deep learning AI is not just finding the right inventory, it is doing so significantly more effectively than without our AI.

This led MEC UK, the agency working with LoopMe and Activision on the campaign, to comment that these were “outstanding results.”

We believe that this is just the beginning of what our deep-learning techniques can achieve and right now we’re developing the AI so that it can continue to push the envelope of what’s possible in the complex, data-rich and rapidly expanding mobile advertising environment.
We’d love to show you how you can benefit from AI too. To find out more, get in touch.