Nov 10, 2014 by airpushReal Time Bidding (RTB) Exchange MobFox and Mobile Ad Network Airpush Create New Reach for Programmatic Buyers San Franc...
Here at Airpush, we are proud to announce the release of Share of Voice (SOV), the newest update to our Optimizer tool. For the first time ever, Share of Voice allows advertisers to monitor the percentage of wins a campaign is earning in order to precisely track how much of all available inventory they’re receiving. It’s now easier to make intelligent bidding optimizations, enabling you to fine-tune your entire campaign and maximize your overall ROI.
SOV is the newest feature in Optimizer, which already enables advertisers to analyze and optimize campaigns by 12 factors: carrier, country, U.S. state, landing page, ad creative, PubID, device type, manufacturer, OS version, network connection, app and time of day. Optimizer is also the only campaign optimization tool in the mobile industry that allows a two-factor drill down, meaning you can manage the bids of incredibly precise segments created by combining two of the factors listed above.
Now, with the addition of Share of Voice, you can view what percentage of a profitable inventory silo that you’re winning with your current bid and easily gauge how much more inventory incremental increases win you. This way, you can balance your bid increases with the resulting growth in reach, maximizing the profitability of your overall campaign.
SOV is a great tool for performance advertisers, because it enables them to manage increases in wins that result from bid increases and also see what profitable inventory they are leaving on the table. By making changes in real time, advertisers can adjust bids based on empirical performance data, rather than targeting presumptions or endless A/B testing.
For brands seeking to boost engagement with mobile users, Share of Voice allows them to see exactly how much penetration their brand message is receiving, and make highly adaptive changes accordingly that maximize consumer engagement. This results in dramatically higher ROI for virtually any type of campaign goal.
If you haven’t used Optimizer in a while, it’s time to dive back in and find out how SOV can help you maximize profits from your current campaigns. If you’re an advertiser who is relatively new to Airpush, this is a great time to launch an initial test campaign and learn what new levels profitability the system can deliver.
Airpush’s suite of targeting and optimization tools gives you everything you need to ensure your advertising spend is targeting the right inventory and maximizing conversions. It’s simple to use and gives you the power to make intelligent bidding adjustments that were never before possible. With the addition of Share of Voice, you can now more effectively balance the profitability and scale of your campaign in order to dramatically exceed your campaign goals and deliver industry-leading ROI for you or your client.
App Annie’s May 28th Distimo acquisition announcement has important implications for the app economy. To understand what this means to the industry let’s take a quick look back at the early days of the app stores and who has historically controlled app distribution.
In 2008, Steve Jobs forever disrupted the way people find and download mobile apps. He leveraged the same music distribution mechanism made famous by the iTunes Store to create the iTunes App Store, forever changing how we consume mobile content. Prior to the iTunes App Store, carriers held all the power of what apps would be installed on consumers’ phones by demanding that manufacturers deliver devices with the apps they wanted installed. If an app developer wanted to distribute an app, they previously had to go to great lengths to get a carrier to specify to the mobile handset manufacturer to include their app on the mobile device. Working with Apple and Google (who quickly followed Apple’s lead with the launch of their Android Market–now Google Play) was a noticeable improvement for app developers in the ease of gaining distribution of their apps than working with carriers, but nothing like the gains made by Apple and Google in controlling how apps were distributed.
In early 2009 I started hearing the first rumblings of “overnight app success stories” or “app millionaires”, savvy programmers who’d quit their day jobs, published an app on the iTunes app store, and started to rake it in as iPhone users hungry for apps to show off or play on their new iPhones, downloaded the few available apps en masse. There were tens of thousands of apps available in the iTunes App Store at that time and these early success stories caused tens of thousands of additional developers to start making and publishing apps of their own in search of similar instant fortune. Of course only the few, absolute best apps ever earned six figures in revenue, let alone millions, and app consumers quickly shied away from paying to download apps in favor of free ad-supported apps or the so-called freemium model, where an app is free to try, but additional features must be unlocked through in app payment.
By modeling the first App Store after the iTunes Music store, apps quickly became a hits driven business where apps like songs needed to climb to the “top of the charts” to generate more downloads. But unlike music that has so many methods of promotion including the radio, satellite radio, movie soundtracks, music videos, Rolling Stone magazine, etc., the category charts of top apps were both the means of distribution as well as the top promotional method for apps. What’s more other than the few developers who were successful in achieving top spots on the charts and Apple and Google, very few people understood the value of a hit app in every category of the app stores. Here was a booming very imperfect market with little information flow and those with the best information, Apple and Google, guarding that information very tightly.
Furthermore, the tools that Google and Apple offered to developers to make sense of the developers’ app installs and revenue were greatly lacking for anyone running an app business where small movements up and down the various charts in the matrix of multiple international app stores and categories within each app store, meant real changes to the amount of revenue a developer could expect to receive. Enter App Annie and Distimo who offered better dashboards to developers to track their business and in exchange got an inside view of enough companies’ data to start to unlock the secrets of the dollars and cents behind the app stores that Apple and Google held so close to the chest. While they might not know how much every productivity app was making, like Google and Apple did, if Distimo or App Annie had enough points on the curve of #1 to #50 app they could start to plot the whole curve and the more points they had the more accurately they could understand the value of each position on each category chart. App Annie built a business around selling this market intelligence to the serious larger development shops as well as VCs and mobile ad networks.
With AppAnnie acquiring Distimo, the combined entity now has many more points to plot more accurate curves of the value of the chart positions within each category in every app store. Their data still pales in comparison to what Apple and Google (and Microsoft) know about their respective app stores, but it is the best data available to anyone willing to pay for an inside look into the market in order to make important decisions about what app to build or fund next or whether they should reposition an existing app in a different category. These were really the only two players of any scale within this space and while their combination yields better data and should yield better products, I would imagine it would also lead to higher pricing since there is no longer any competition.
I’m also left somewhat perplexed as to why Nielsen or Comscore, or one of the other larger audience measurement companies, didn’t step up and buy Distimo, instead of allowing the company to sell to their leading competitor AppAnnie. With consumers spending more time on mobile, the app store data that AppAnnie controls is only going to go up over time and by the time one of the consumer audience measurement companies buys them they may wish they bought Distimo at a fraction of the future price when they had the chance.
New app development has surged in recent years as app developers have come to realize that monetizing apps with mobile advertising is a viable way to real and reliable revenue streams. As mobile ads become more relevant and targeted – something made possible through advanced user data – developer paydays and advertiser payoffs are trending higher.
In order to better track users and monitor the cash that in-app advertising generates, unique identifiers were developed for use on mobile devices like smartphones and tablets, something that has inflamed privacy issues with many consumers.In response to growing privacy fears, Google recently announced their new Advertising ID.
Advertising ID will allow advertisers to track users across all Android apps using an anonymous, unique identifier, something that tows the line between growing consumer privacy concerns and the requirements of advertisers to be able to track their advertising more precisely.
The new Advertising ID, similar to Apple’s IDFA introduced last year (and now compulsory for all iOS apps), will be used to track advertising and gather analytical information about users, but with one major difference; it can be turned off.
In effect, Advertising ID gives control back to millions of Android users around the world when it comes to the ads they want to receive on their devices. It can be reset any time the user feels the need by simply clicking Ads in Google Settings, and offers the user the ability to opt out of ad networks that build user “data profiles” in order to better target their interest-based advertising. It can be compared to the ubiquitous “cookie” that’s been used for years on computers for tracking purposes, but with one mammoth difference – it’s global. Where cookies can only be accessed from the original website where they were created, Advertising ID will be the same across all apps located on the same device.
Advertiser ID FAQ:
Is there actually a need for a unique identifier?
Frankly, yes. Over the last decade, advertising networks have been focused on delivering their ads to specific users at a specific time and place. In order to do this they’ve built sophisticated tools to gauge campaign as precisely as possible, spend their budgets prudently and protect their users by providing advertising that doesn’t interrupt their app experience. This is vital to the success of any advertising campaign.
Another reason that unique identifiers are needed is financial. Without them, accurately attributing monetary funds to affiliates would be difficult. App developers earn money by hosting advertising and also by cross promoting other apps. In order to get paid for all of this activity, they need a tracking system that allows them to precisely track the process from beginning to end. Unique identifiers allow them to do just that.
Why should app developers care about these new changes?
In the past, an Android user had very little control when it came to changing identifiers that advertising agencies used to track their data. Aside from resetting an Android device to factory settings there was no way to change them and also no way to opt out of being anonymously tracked. Advertisers took advantage of this fact with persistent identifiers like the Android ID and used them to build user profiles. In the wake of Google’s Advertising ID and Apple’s IDFA, however, that reality is about to change.
Since Google is requiring that all new apps as well as all new updates must have the new Advertising ID after August 1 of this year, all app developers will be required to follow the new guidelines. The new Advertising ID will be a widely supported standard that cuts down on the need for unnecessary code development, but it will also mean that advertisers will no longer be “running the show” when it comes to their in-app ads.
For Android users it’s a step in the right direction as far as privacy is concerned because it gives them control that some have wanted with an easy way to opt out.
It remains to be seen, however, just how strict Google will be when enforcing their new policy, how far they will go to encourage its adoption in the marketplace as a whole, and, most importantly, what advertisers and app developers will come up with in the future in order to make sure that mobile users still see their ads.
In July 2013, the race to one million apps between Google’s Android operating system and Apple’s iOS ended when Google’s VP of Android product development Hugo Barra announced that the Google Play store had finally grown to contain more than one million applications.
With 50 billion apps downloaded to smartphones and tablets across the Android ecosystem, Google Play effectively became the big guy in the world of mobile apps.
But if you thought that Google Play was the only game in town for the little green robot, you’d be wrong. In fact, there are quite a few alternative Android app stores around where you can download apps to your smartphones and tablets without ever going near Google Play. This, of course, may seem anomalous to Apple loyalists, as iOS users still have all but one destination from which they may procure apps.
Sans Google Play, here’s the current running list of all Android app stores open for business domestically and abroad today:
- Amazon Appstore
- AndroidPit App Center
- Camangi market
- D.cn Games Center
- LG Application Store
- N-Duo Market
- Naver Nstore
- Opera Mobile Store
- Samsung App Store
- SK T-Store
- Soc.io Mall
- Software Store (Sprint)
- Taobao App Market
- Tencent App Gem
In the grand scheme of things, there are many good reasons to use alternative app stores in the Android ecosystem. Since they’re all trying to catch up with Google Play, many offer perks and bonuses to set themselves apart and make them more attractive to users. Many of the opportunities afforded are entirely unfamiliar to the Google Play experience.
What are these bonuses and perks? For starters, numerous app stores offer free apps as well as an unending assortment of promotions. You might discover and download, for example, a fantastic new premium app on “free app day,” or get your hands on a popular but pricy app at a steeply discounted price.
If you’re looking for the top app in a particular genre, many of these alternative app stores serve up curated lists that have been filtered either for quality, for a specific age group, or for some other specific criteria, making it much easier for a user to find an app that fits their needs.
Depending on which alternative app store you patronize, you’ll also discover ample choices that won’t exactly make it into Google Play’s “Top 10” chart, which is perfect for users searching for something out of the ordinary. Alas, there are even alternative app stores that cater to a specific country or part of the world, because let’s face it, people in Afghanistan probably have little interest in downloading Angry Birds.
What’s in it for app developers?
One of the biggest problems that new apps face on Google Play is simply that, with over 1 million apps now in their teeming storefront, unless a new app really stands out from the crowd via a strong marketing push there’s a good chance that it won’t sell well.
Oh, who are we kidding? It might not sell at all.
Thanks to some of these third party app stores, the chance of a new app getting the exposure it needs to be successful is much higher. One of the biggest of the alternative app stores, for example, is the Amazon App Store, which helps developers get exposure for their new apps by offering users a sophisticated and organized store that lets them find apps for a lot of different, more specific activities.
And those curated lists we talked about above? In countries like China, where practically all of Google’s services are banned, app developers have no choice but to go with local alternative app stores.
Lastly, while Google Play is certainly the place where you’d love to see your app featured and get downloaded like crazy, for developers who want to maximize the exposure of their new and unknown apps (as well as make as much money as possible from them), these alternative app stores are a godsend.
With regard to monetizing apps through mobile ads, developers are enamored with the fact that the majority of Android app stores don’t follow Google Play’s lead and erect strict limitations on ad units or on-app advertising tactics. This affords developers and their ad networks of choice a tremendous amount of freedom in choosing how to most effectively monetize applications for a targeted audience.
Are there any risks to using alternative app stores?
For users who download apps from alternative app stores, there’s the added task of having to enable downloads from these new sites in order to be able to get the apps on your Android device.
In order to do that, a user will need to go into their Settings menu, click on “Security” and then again on “Unknown Sources.” Users should also be aware that malware can sometimes be a problem but, if they download an Android security app first and exercise prudent judgment with the content they procure, malware and related security risks can be greatly mitigated.
App developers, however, face a number of concerns as well, including forced promotions, portals that aren’t always as transparent as they should be, and a longer lag time in getting updates out to their users.
All in all, alternative app stores are definitely growing in popularity and food good reason. While they might never reach the sheer volume of apps housed in and downloaded from Google Play, they offer a better experience for many Android app users and create more opportunities for Android app developers all over the world.
2014 was a banner year for Airpush at Mobile World Congress, with a dramatically expanded booth presence where the mobile industry’s most influential players were presented with a preview of upcoming portal innovations. They were also treated to one of the largest parties of the conference, with over 700 packing into the Salt Venue inside the W Hotel for a night that will truly go down as one of the best of the year.
Relive it all by viewing the video below, or visit our slideshow here.
Mobile Real Time Bidding (RTB) is at the intersection of two of the fastest growing areas within digital advertising as a whole, programmatic buying and mobile advertising. Market intelligence firms such as Forrester, IDC, and Parks Associates have all been monitoring the growth in online RTB and made various estimates on its current size. Using round numbers and comparing the available estimates, RTB as a whole is approximately a $3 Billion industry in the U.S. in 2013 and forecasted to grow to approximately $9 Billion by 2016. Worldwide spending via RTB may reach $14 Billion by 2016. Meanwhile, according to eMarketer, U.S. mobile advertising revenue will grow 77.3 percent from $4.11 Billion in 2012 to $7.29 Billion by year’s end. For an update on Mobile RTB’s growth in Q2 2013, please see this article.
Before delving into mobile RTB itself, let’s take a step back and define some of the alphabet soup of specialized acronyms and terms associated with this space and briefly discuss what’s led mobile RTB to become the white hot growth area within digital advertising.
Take the example of a sports brand looking to advertise to male sports enthusiasts who like to be on the cutting edge with their sports footwear purchases. In the past advertisers and their agencies would define an audience they were looking to reach, for instance, Male, 24-36, sports enthusiasts living in urban areas, with college educations, and a household income of $50,000 or more. Next a media budget would be allocated and a media planner would develop a media plan by talking to a large number of media outlets: television stations, radio stations, magazine publishers, billboard companies, online web sites, and more recently mobile app publishers or mobile ad networks, etc. The media planner would need to understand which media outlets were targeted to their desired audience as well as the cost, usually in Cost per Mille (CPM- cost per thousand impressions), of taking out advertising space in these media outlets. The media planner would divide up the budget for the media plan among the media outlets they thought would be most successful in reaching the desired audience and sign insertion orders (IOs) to buy media from the media outlets. Hopefully from the brief outline of this process in the paragraph above, it’s become clear that this is an incredibly inefficient process.
Over the past 8 years media buyers have looked to become more efficient, at least with their purchases of online media through RTB. Web site publishers now “broadcast” the availability of eyeballs (impressions) looking at their web site in real time and conduct auctions on exchanges (not dissimilar from stock exchanges such as the NYSE) for media buyers to buy this media in real time via cloud-based software that is programmed to “listen” for these impressions (Demand Side Platforms or “DSPs”). In some cases the publisher will identify the name of the web site associated with the impression, such as Sports Illustrated or ESPN (in our example above), but in other cases they will not identify the name of the web site and instead append information about the audience looking at their web site in the bid request that is sent to auction on the exchange. Trading desks within advertising agencies program their DSPs to “listen” for desired impressions and make decisions in real time based on their media budgets at any given time and metrics about how many conversion events such as clicks on a web site banner ad or online purchases are taking place as a result of the auctions they are winning.
With the huge growth in adoption of smartphones and tablets over the past few years, there’s been an enormous shift in how digital content is viewed. Consumers who previously performed searches and browsed the web on their PCs are now doing 20-50% of this activity on their mobile phones or tablets, even when their PCs are close by! Tablets are now outselling PCs. Because of this shift, web site publishers are seeing declines in their online advertising and scrambling to sell more mobile and tablet advertising to make up for their losses from desktop web advertising revenue. Even giant Google, announced as part of their earnings announcement earlier this month, that they are susceptible to this trend. Meanwhile advertisers who’ve observed the same trend are eager to reach their target audience on their smartphone or tablet screens. This creates the perfect storm for Mobile RTB.
Some of the companies who accurately predicted this shift in content viewing and put themselves in a great place to be at the eye of the storm with their mobile exchanges include AppNexus, Inneractive, Mobclix, MoPub, Nexage, Pubmatic, Rubicon Project, Samsung, and Smaato. They did so by aggregating a large number of mobile app and mobile web site publishers and making their ad impressions available for RTB on their mobile exchanges. Recently Millennial Media and Flurry, and most recently Mojiva, have announced that they will soon be launching mobile exchanges of their own. Here at Airpush we’re also working in partnership with OpenX to make our mobile ad inventory available programmatically via our own private exchange we expect to launch in the Fall.
On July 1st at Airpush we launched AirDSP which allows media buyers to use the user interface on our web site to target very specific audiences on their mobile devices both through the Airpush network as well as the leading mobile exchanges. This past February Millennial Media purchased mobile DSP, Meta Resolver, and two weeks ago, online DSP X+1 purchased the mobile specialist agency/DSP, WDA, in order to accelerate their ability to execute programmatic buys on mobile. Additional consolidation by online DSPs buying up successful mobile DSPs is likely. Mobile RTB is sure to remain a rapidly growing area in the next few years and we look forward to discussing future industry trends as well as our own experiences and new products on this blog in the near future.
Those of you who regularly read our blogs know that we place a huge emphasis on innovation here at Airpush. Those of you that have worked with us for any period of time know that this innovation is the reason why we are the most profitable mobile ad network for both Developers and Advertisers.
So you should know that we don’t say it lightly that our new SDK 6.0 is the most advanced monetization tool that has ever been created for developers. This tool contains many advanced new features that build upon the success of our previous releases, but is also a complete end-to-end monetization solution that enables developers to build and run a business using only the Airpush platform.
Read more about our advanced new features and download the new SDK HERE.
New In-App Banner Ads: SDK 6.0 includes In-App Banner Ads that enable Airpush developers to drive higher revenue from their users – which combined with Airpush’s innovative ads, drive revenue while the app is in use and even when it isn’t. As the only major ad network that pays developers weekly, Airpush now represents the most complete and comprehensive monetization solution available today.
Push Ad Enhancements: SDK 6.0 includes dramatic improvements to Airpush’s flagship ad format, the Push Notification Ad, which are now leading the industry in eCPMs and overall developer profitability.
Rich Media and Video Upgrades to SmartWall: SDK 6.0 SmartWall enhancements feature new optimized ad types including Rich Media, MRAID 2.0 and both full-page and inline Video Ads.
Advanced Developer Tools: Airpush developers now also have access to advanced app analytics tools including funnel, cohort, audience segmentation, revenue and engagement analysis.
How the Mobile Community Made It One to Remember
If you weren’t lucky enough to attend Mobile World Congress this year, the endless press coverage, social media barrage and dramatic product unveilings probably gave you the feeling that you missed a lot . . . and we don’t just mean a set of sore feet from walking the floor. Don’t worry because we’ve made a short video to catch you up on the most important part of last week, the interaction with the most influential and engaging people in the mobile industry.
And if you missed our major release from Mobile World Congress, we announced an important integration with Apsalar to provide Mobile App Analytics to all of our app publishers. Although there is no dance music soundtrack, we highly recommend a read.
Read the Airpush/Apsalar press release below . . .
BARCELONA, Spain (February 25, 2013) Airpush, winner of the “Best Mobile Ad Network” at the 2012 MEAs, and Apsalar, provider of the most advanced Mobile Engagement Management solutions for app developers and marketers, have entered into a joint agreement to provide in-app analytics to developers in Airpush’s extensive ad network.
The two companies announced the platform integration at the Mobile World Congress in Barcelona, Spain, the mobile industry’s premier global conference, here through Feb. 28.
Under the agreement, Airpush has integrated Apsalar analytics capabilities directly into its platform creating one of the most advanced group of tools available for Android app developers in one place. With Apsalar’s in-app analytics, developers can understand user behavior and measure retention, engagement, and monetization. Additionally, with Apsalar’s analytics, marketers will have access to additional tools to more effectively measure and optimize the ROI of all their advertising campaigns (including installs and user revenue generated by each campaign) in one, centralized dashboard. Combined with the ability for Airpush to drive industry leading streams of reliable revenue, the new platform represents the most significant resource available to Android developers in the world today.
“We’re excited to partner with Apsalar to offer cutting edge app analytics to our Android developers,” said Asher Delug, CEO of Airpush. “With this partnership, Airpush becomes the first company to offer monetization, bug tracking, and in app analytics in a single Android SDK and associated web dashboard. Apsalar offers developers and marketers the insights they need to power their apps for free and these capabilities will help developers create even more capable, more powerful apps.”
“We’re excited to partner with Airpush to offer developers and advertisers on the Android platform â€˜best in class’ mobile analytics,” said Michael Oiknine, CEO of Apsalar. “Apsalar is built on the fundamental premise that all business leaders should be provided with free access to the key insights that will drive the success of their apps. Our alliance with Airpush will enable us to even better serve the Android development community, and we look forward to growing the platform’s advertiser base overall.”
Apsalar is the leading analytics provider for top mobile developers and marketers worldwide, including companies such as Warner Brothers, Digital Chocolate, Zynga, and GREE, and powers over 500 million unique user profiles. With Apsalar’s in-app analytics, developers can understand user behavior and measure retention, engagement, and monetization. Advanced features include: funnel analysis, cohort analysis, audience segmentation, revenue and engagement analyses. Apsalar’s user acquisition analytics gives marketers the tools to effectively optimize all of their acquisition campaigns in one, centralized dashboard. By measuring downstream performance & user LTV (Lifetime Value), marketers can optimize campaigns not just for downloads, but for the actual revenue generated from each campaign.
When we started Airpush, we knew that we wanted to build a network that would give developers the monetization potential that’s needed to make it in the app publishing industry. Our goal was to create a network that used innovation to enable new levels of profitability so that developers could focus on making new and better products. We also wanted to give them the ability to build businesses around previously unprofitable categories such as wallpapers, themes and ringtones. We also knew that the ability to invest in new and previously unmarketable apps would benefit the entire Android ecosystem and help it to grow to its full potential. In the end, the ultimate judge of how successful we were going to be would always be the response we got from the Android developer community. Fortunately huge numbers embraced us right from the beginning.
This past week we celebrated a major milestone for Airpush as well as our developers, passing 50,000 live apps actively using our platform. This represents one of the largest Android communities that exists anywhere in the industry and is a major validation of our developer focused approach. This number, combined with the leading profitability that our network is able to offer, means that we now pay out well over 2 million dollars to our developers each and every month. Our developers have also roundly adopted our new interstitial ad unit, SmartWall, which includes patent-pending technology to automatically mediate between Rich Media, Video, AppWall, OfferWall, and more based on yield and network connection type.
This innovation plus the level of engagement we have seen has resulted in SmartWall becoming the highest performing interstitial on the market. As 2012 comes to a close we are very excited to be preparing announcements on a wide variety of game changing offers. Because the Airpush developer community continues to expand at such a fast pace, we are extremely confident that our upcoming releases will eclipse even our previous successes and that we will continue to help grow developer businesses throughout the world.
Presented by Airpush, Advertising Week and Mobile Marketing Watch, the 2012 Mobile Advertising Survey is designed to allow agencies, brands, and direct advertisers to share the strategies that have driven high campaign ROI throughout the year as well as their expansion plans for 2013. The results of this study will provide data on the degree that mobile advertising helps brands win and retain consumers when used as part of premium campaigns.
The 2012 Mobile Advertising Survey is open to professionals working in mobile advertising, mobile marketing, agencies, and brand management. The survey will be available between December 3, 2012 and February 1st, 2013 at the following link:
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