LoopMe leads the mobile advertising debate

Only in the last couple of weeks Stephen has been responsible for a number of articles across a variety of sites, all exploring different ideas and issues inside the mobile marketing world. One of these issues (which has gripped headlines in the past few weeks) is the controversy surrounding adblocking. While there seems to have been some concerns over the effects of new software preventing the display of adverts, Stephen shows in his article for CityAM how important it is for advertisers to rise to the challenge and create better content to counter the problem. Adblocking is only the latest in a series of hurdles that can be overcome by creating high quality content for mobile users.

At the same time, Stephen's article in HotTopics displays a form of forward thinking important for mobile advertising in the modern day. His 5 steps to help brands tackle the growth in mobile advertising provide a handy guide for forward thinking advertisers looking to make sure they stay ahead of the game.

Next up, his piece in 12ahead shows why mobile video is so important for mobile advertising. The banner format, it seems, is outdated and becoming more and more defunct as the digital advertising industry develops rapidly. As new challenges face advertisers, why use old methods to help them?

Finally, Stephen caused a big stir and had some fantastic viewing numbers with his article in Marketing Magazine. Here, Stephen takes the wider view and analyses the significance of digital marketing in the present day - as print marketing continues to decline, digital is more than ready to make up for the shortfall. Digital marketing is made all the more effective with new tools and interfaces, like artificial intelligence or mobile video.

A busy couple of weeks for LoopMe!

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Taking on Titans: Mobile Advertising to overtake TV by 2016

Stephen Upstone, CEO & Co Founder LoopMe

Recent eMarketer research announced that mobile advertising will account for 20% of total UK ad spend this year, overtaking print for the first time. But print isn’t the only medium to topple.  The goliath of media, television, will be supplanted by mobile advertising as early as next year.

The study predicts that by 2016 TV’s share of total UK media ad spend will drop to 24.8% (£4.27 billion) while mobile advertising will rise to 25.5% (£4.4 billion). It may not seem like a large difference but by 2019 the gap is set to be a mile wide, with mobile worth a staggering £7.8 billion to TV’s steady £4.4 billion.

The proposed trend is a direct reflection of consumer habits. The GSMA predicts there will be 5.9 billion smartphones in circulation worldwide by 2020 – illustrating the huge popularity of mobile worldwide and the reach mobile advertising has to offer.

The move to mobile is driven by a need to target users in the environments where they actually spend their time. Recent US research by Nielsen shows that the average millennial spends 63% less time watching TV and 73% more time on their smartphones than the average adult audience. And where eyeballs go ad dollars must follow. To reach this smartphone-loving audience it is essential for advertisers to funnel more money into mobile advertising.

But into which type? Mobile advertising is an incredibly broad term, covering everything from SMS marketing and banners to interstitials and search. Which area of mobile will drive the sector’s growth and prove to be the most effective?

Click to read the full article on Marketing

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LoopMe prepares for IAB Engage 2015

With red t-shirts as bright as the smiles on their faces, LoopMe's sales team are getting ready to travel over to the Barbican for Thursday's IAB Engage 2015 event! IAB Engage is the largest London digital marketing event of the year and looks certain to be packed full of exciting developments in mobile advertising. Speakers come from all across the digital spectrum to highlight the current successes and hurdles for digital marketing across a variety of devices.

At the event our LoopMe team will be happy to chat about the company and what we do - particularly our Artificial Intelligence Optimization systems and our location targeting. Plus, if you're up for a nice relaxing drink after a long day of digital, head over to the Jugged Hare from 6:30pm (just outside the Barbican centre) where we'll have a room booked for drinks and chat.

We'll also be around for the entire day and looking to interview attendees outside the conference centre (fingers crossed for the weather!) so look out for our camera and recording equipment there! Check out one of the interviews we did last year with Ben Phillips, Global Head of Mobile at MediaCom and #1 on The Drum's Top 50 in Mobile:

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IAB H1 Adspend Report reveals mobile video making big gains

Year on year mobile video spend has soared by 107% according to the IAB’s latest Digital Adspend report, conducted by PwC. The report, which showed there had been significant growth in digital display advertising revenues, emphasised the strong growth of mobile video– up from £61.0m in H1 2014 to £126.1m in H1 of this year. Mobile video spending now constitutes a quarter of all annual mobile spending.

This follows eMarketer’s reports that mobile ad spending is set to overtake print this year, with the rise of mobile advertising to continue into 2016.

Mobile as a whole saw great results – 27% of all digital advertising now occurs on mobile, up from 22% in 2014. For the first time, the mobile advertising market has crossed the £1bn threshold, up £337million on the year before. The rise in mobile ad spending also constituted nearly 80% of the rise in overall digital ad revenues. There is now a greater trust in the effectiveness of mobile advertising as an effective marketing method and a move to embrace the flexibility and possibility that mobile advertising can afford.

Digital Adspend grew to £3.975billion overall, up 13.4% on the year before, with travel and transport now the top spending display sector in the UK. The news was met with widespread satisfaction, particularly after the new fears surrounding adblocking, both on mobile and desktop devices. As Tom Elkington, Chief Strategy Officer at IAB UK put it, ‘it's clear to see the UK digital advertising industry is maintaining its strong revenue growth at a much greater rate than the overall economy. The fact remains, as consumers spend more time on connected devices, advertisers must increasingly direct their attention and budgets there.’

Read the full report here.

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Why Ad-blocking is good for the advertising industry

Stephen Upstone, CEO & Co-Founder LoopMe

Over the last few weeks it has been impossible to read any trade publications without encountering an article on ad-blockers. With the introduction of iOS 9 last month mobile ad-blocking faces the risk of a rise, as users receive the opportunity to opt out of advertising.

Rather than descend into a blind panic about ad blockers and prophesising the end of the ad funded model, advertisers, publishers and media owners need to take the trend at face value - as a rather unpleasant lump of customer feedback.

A large proportion of users are clearly fed up with endlessly being targeted with dozens of invasive, irrelevant adverts – and the more tech savvy among them are downloading apps to block them.

Just as a brand will have to rebuild trust and loyalty after a scandal, the advertising industry as a whole must take stock and rectify areas where we haven’t always got it right. In other words, it’s time to up our game.

Less has to be more. Publishers should choose to host fewer formats which deliver higher eCPMs rather than featuring dozens of ad units on a page. On the flip side, advertisers should narrow down their use of ad formats, choosing mediums which are high impact and engaging. Using video is an excellent way for both publishers and advertisers to achieve these goals. Mobile video ads typically deliver higher revenues while the richness of video as a format means it is highly effective at transmitting brand messages. Seeing one format which is inherently more engaging will be more user friendly than several bad formats, keeping users clear of ad-blockers.

Read the rest of the article on CityAm

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Digital Advertising Is Way Beyond the Banner

Digital advertising has entered a new boom phase because there are more formats, mediums and channels through which companies can successfully reach out to their audiences than ever before. However, amongst this new proliferation of advertising opportunities, many brands are struggling to answer a few key questions. How can they reach the correct audiences? How can they cut through the clutter and confusion? What best format can companies use for their campaign? How can they make sure that the adverts are viewable and how can they be measured?

In particular, the question regarding the viewability has been hovering on the industry periphery for the past 12 months - a dark cloud often overlooked by major brands and advertising agencies. The latest research from Integral Ad Science shows that, instead of improving, the situation is actually deteriorating, with viewability rates dropping to over 5% year-on-year, from 49.4% to 44%. Online video fares even worse, registering a viewability of only 37.2% in Q2 2015.

Effectively, the key question here is, what can be done to prevent beleaguered media planners tearing their hair out in despair? A simple answer is to consider the full spectrum of mobile video advertising.

Typically, when planners and users think of mobile advertising, the ever pervasive banner pops into their heads. Never failing to look cheap and nasty, banners are mobile advertising 1.0, not evolving much since the first mobile ad was launched in 2000, and a hangover from the desktop, crammed on to a mobile screen. Those of you who can, cast your thoughts back to 15 years ago – dial-up, feature phones and computers the size of small fridges used to be the norm. It’s no wonder mobile advertising needed an upgrade.

In actual fact, in a mobile revolution, mobile video advertising formats have been created that are unrecognisable from their clunky predecessors, delivering high-impact branding experiences. Video is the only advertising format that transitions seamlessly from screen-to-screen and works beautifully on mobile devices.

Effectively, a high definition, full screen video will look equally impressive on both a smartphone and/or a tablet. These formats are positioned above the fold and are designed to open up to a full screen. This ensures the ad is viewable as the user will always have an opportunity to view the ad, plus there are no video ads tucked away at the bottom of the page or playing to completion without the user ever clapping their eyes on it.
Mobile video advertising is also the only format which is truly able to scale. UK smartphone penetration is estimated to be at 80% and for tablets it is at 50%, illustrating the huge opportunity to reach consumers using mobile devices. The ability of video to perfectly transition from screen-to-screen, helped by the adoption of larger screens on smartphones, enables advertisers to achieve a massive global reach, and easily scale their advertising campaigns.


LoopMe’s Stephen Upstone features on The Drum’s Mobile Top 50

It was announced today that LoopMe's own CEO and co-founder, Stephen Upstone, has debuted at number 30 on the The Drum's Mobile Top 50.

The Annual Top 50 list is a celebration of the most influential members of the mobile marketing world, highlighting those championing mobile as a channel in the modern advertising world.

Stephen's inclusion on the list reflects the rapid expansion of LoopMe over the last year, with new offices open in Paris and Berlin. His selection for the top 50 list reflects the overall success LoopMe is set to experience this year.

The full list is available at:


Mobile set to overtake TV advertising as the UK’s dominant ad medium

A new report by eMarketer looking at UK ad spend has confirmed our belief that mobile will become the dominant advertising format – and it’s going to happen soon.

The study which looked at UK ad spend, predicts mobile ad spend will rise to £4.4 billion in 2016, accounting for 25.5% of total media spend. TV on the other hand, despite growing to £4.2 billion, will lose its status as the largest ad format, taking 24.8% of total UK media ad spend.

Mobile domination is inevitable, it will become the world’s largest ad medium as users across the globe continue smartphone adoption.

The next question is which format will dominate mobile advertising? Mobile banners, the very earliest form of mobile advertising, are not the answer. They simply can’t scale effectively to smaller, handheld devices. The same goes for MPUs, Banners or Skyscrapers.

So what is the future of mobile? The answer is to look back at the former goliath of advertising – television. The reason television has been, and will continue to be, such a successful medium is the combination of huge reach with video.

Mobile advertising offers a far greater reach than television, with consumers glued to handsets for the entire day, rather than a few hours in the evening. Video advertising transitions beautifully to mobile devices. The high resolution screens, which are increasing in size, are the perfect medium for video advertising. The combination of audio and visual which proved so powerful for television, seamlessly transfers to mobile and is incredibly simple to scale.

Mobile video advertising is already growing at an unprecedented rate, with ad spend increasing 142% in the UK last year, and it will only continue its ascent as mobile becomes the world’s dominant advertising medium.

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LoopMe continues growth with new senior hires

LoopMe, the leading global mobile video advertising platform, announced today that it has hired three senior staff to help drive forward the company’s rapid international growth. Soufiane Abdallou joins as Commercial Director and opens LoopMe’s French Office, Rhys Denny joins as Senior Director Business Development, Nikoletta Piatokoska as Director of Performance Marketing and Lauren Bigland as Head of Marketing.

To kick-start French operations LoopMe have hired Soufiane Abdallou, formerly Sales Manager at Neweb (previously CBS). Soufiane brings over seven years’ experience in digital sales having previously held positions at Adconion Media Group, Hi-Media and Yahoo!. He will be responsible for leading the company’s sales operations in France and establishing the office in Paris.

Rhys joins LoopMe from Pubmatic where he was UK Publisher Development Director. Based from the London office, Rhys will concentrate on growing relationships with LoopMe’s international network of premium mobile sites and apps to ensure the company continues to work with leading sites on a global scale.

Leading LoopMe’s performance campaigns from its Berlin office, Nikoletta will be working to manage supplier relationships and ensure all performance marketing campaigns are fully optimised. Nikoletta joins LoopMe from GameGenetics where she was Director of Performance Marketing.

Lauren joins LoopMe from Teads where she was Senior Global Marketing Manager. Also based in the company’s UK headquarters, Lauren will head up marketing globally, working with the wider team to promote LoopMe’s presence worldwide.

CEO and co-founder Stephen Upstone commented “we’re delighted to welcome Soufiane, Rhys, Nikoletta and Lauren to LoopMe. They bring a wealth of experience to the table which will help drive the company forward through this next stage of expansion and growth”.

In addition to the European based hires, LoopMe also announced the arrival of four new senior sales staff in the US last week, Carlos J. Cruz as Senior Director of Sales, Mike Schoelch as Director of Sales, Joe Monaco as Senior Sales Director and Spencer Frank as Account Executive.