How Consumers Are Driving a New Acceptance of Mobile Advertising

by / Monday, 18 June 2012 / Published in Airpush Mobile Advertising Blog

Anyone who has been working in mobile advertising for any significant amount of time could easily count enough ‘revolutions,’ ‘Year(s) of Mobile,’ or 2.0 moments to need both hands. For the most part, these innovations and moments have resulted in stunning capabilities but very little ROI growth. This is because the true holy grail for advertisers isn’t a shiny new toy, but true engagement on the consumer’s side. As any CTO can tell you, this isn’t something we can simply invent.

Luckily, some dynamic new trends highlighted by recent studies suggest that a wide variety of factors has contributed to an upward trend in mobile engagement.  Interestingly, this trend is being driven by shifting attitudes of consumers and not by a single new piece of technology. On Device Research recently published a study showing 70% of users consider mobile ads on smart phones as a personal invitation rather than an intrusion.  In addition, the study shows that users want these ads to help them explore products they’re interested in and subsequently enable them to make a purchase decision then and there.

As a study, the piece stops before making conclusions about what has been driving this. Since this is a blog post, we don’t have to. Below are the three main factors that we believe are driving this new age of mobile engagement by the consumer:

Channel ownership – As any smart and experienced marketer will tell you, most types of traditional mobile marketing, including SMS and email (which is mobile, believe it), have not historically been effective in ‘customer acquisition.’ Rather, they are only ‘customer development’ tools that require the marketer to have an existing relationship with the recipient in order for the campaign to be effective at driving action. Why, then, have mobile ads become one of the most effective ‘customer acquisition’ tools available today, proving that they have the ability to initiate the relationship as well as develop it further? The difference is that the thing that stops a person from responding to an unsolicited text message is not a lack of trust in the message, but a lack of trust that it can be turned off. Both mobile numbers and email addresses are direct connections with advertisers so there is no guarantee that best practices for opting out will be followed.  Display ads, push notification ads, and icon ads connect viaapps or ad networks to deliver the messages and can easily be turned off or opted out, enabling the recipient to ‘own’ the delivery channel.  Continued reinforcement and acceptance of this principle is changing public perceptions as a result.

‘Explorability’ – The obvious growth in capabilities in mobile devices has increased the reward, and simultaneously increased the risk, specifically in the minds of ad recipients. The study shows a clear desire by recipients to engage in a more meaningful way with advertisers by exploring their full offerings via their mobile devices.

Mobile commerce – This one is obvious to anyone watching the mobile industry, or nearly any industry for that matter. Mobile commerce via apps and mobile landing pages has exploded in recent years and is continuing to grow at an extraordinary pace. This has reinforced the reward in the risk vs. reward formula and turned the tide even further.

Read the full study by On Device Research HERE

Read a detailed description of how Airpush has grown into 2nd largest ad network for Android in just 15 months HERE

David Kawamoto

VP, Sales & Business Development

Airpush, Inc.

 

Redesigning Messaging Relevance: How We Grew to #2

by / Wednesday, 30 May 2012 / Published in Airpush Mobile Advertising Blog

Airpush has consistently increased both its presence in the Android marketplace and its performance for the top advertisers in the world throughout its short 15 months in existence. Last week I got the amazing news that we had been named the second largest Android ad network in a comprehensive study by AppBrain. I saw that this surprised a lot of industry watchers, mostly by jumping into the discussions on Twitter, reading some high profile blogs, and receiving a steady stream of congratulatory emails from people I’ve worked with over the years.  However, to our team and organizations we work with, this was seen as an inevitability based on the growth and performance we’ve experienced.

From its inception, we designed Airpush to be a more refined, friendly, and effective method for audiences and advertisers to connect. The goal was to engage and introduce the mobile community to alternative ad formats that were designed around the core principles of any great marketing campaign:

Great timing + precise targeting + easy opt-out + public demand =

Highly effective campaigns that are both engaging and respectful of the audience.

Great Timing

One of the most important factors in any form of communication is timing. Traditional in-app banner advertisements are ineffective by themselves, simply because they attempt to engage their audience while the recipients are busy doing something else–using the app. This results in an unproductive campaign and a clumsy user experience. By contrast, Airpush powers ad formats that reach an audience when they are actively looking to discover new things with their mobile devices. Airpush also allows the recipient to interact with the message when he chooses, or ignore it altogether. This means that each engagement is more meaningful and productive for both parties.

Precise Targeting

Airpush was designed to give advanced targeting capabilities to the advertiser, including demographics, location, and interests. This enables him to send messages that are incredibly relevant to his audience, and relevant messages mean fewer are required in order to drive sales.

Easy Opt-Out

As with any great advertising campaign, it’s important that an audience has a clear and easy way to opt-out. That’s why each Airpush message clearly identifies its origin and how the user can quickly and easily stop any additional ones from appearing.  We take pride in being one of the most transparent and user-friendly mobile ad networks operating today.

Public Demand

The recent explosion in demand for offer sites such as Groupon has proven that people want to receive relevant, timely, and targeted offers on things they are interested in.  The performance of the Airpush network, which regularly generates CTR’s many times that of traditional in-app campaigns, proves that this demand is real, growing, and a rapidly increasing choice by users around the world as to how they engage with ads.

Just like any truly innovative organization in the mobile space, we’ve been continually evolving both our technology and our best practices into an extensive and exciting product release schedule that I can’t wait to share with all of you.   At the risk of sounding like my father, I believe a rising tide raises all ships, and the ocean of potential that lies before us in the mobile marketing space is one of the most exciting trends that the digital revolution has produced to date.

Weekly Payments for ALL, NO FEES!

by / Monday, 30 April 2012 / Published in Airpush Mobile Advertising Blog

Yes you read that correctly– due to the widely successful Fast Pay Program and publisher demand, Airpush is now offering this popular program for FREE with 0 fees required from publishers. Now ALL publishers meeting the minimum revenue threshold of $400/week in earnings are eligible for weekly payments. In addition, all previous eligibility prerequisites, such as enabling Location Permissions, are no longer required.

Participating publishers will still be paid every Friday for the previous 7 day period between Saturday to Sunday. The Airpush Team would like to thank it’s publishers for making it the #1 monetization solution for Android apps and will continue to offer new and innovative programs that help developers grow great businesses and even better apps. Stay tuned for more updates soon!

Brian Kim Presents at Mobile Mondays Seoul

by / Tuesday, 10 April 2012 / Published in Airpush Mobile Advertising Blog

Recently, Senior Sales Director and Country Manager of Korea, Brian Kim, gave a great presentation at Mobile Monday Seoul (Korea). As one of the fastest growing and mature countries in mobile advertising, Korea is strategically an invaluable country. As such, Airpush will continue committing resources to this market and looks forward to developing successful relationships with Korean developers and advertisers.

Check out Brian’s presentation here –

http://mobiad.org/airpush

Airpush Expands Global Team

by / Monday, 13 February 2012 / Published in Airpush Mobile Advertising Blog

Airpush has recently stepped up its global sales strategy to meet its growing demand from the international mobile community- particularly in China, UK, Germany, Korea, and Japan.  Part of the global execution includes adding to the international and strategic  executive team  to scale and continue to accelerate growth.

Recently joining the Airpush team is Shawn Sires – VP of Strategic Partnerships at Airpush, Shawn Sires has an extensive background working with media , brands and entertainment companies to create truly unique mobile marketing strategies and campaigns.  Prior to joining the Airpush team, Sires led Sales and Marketing for AirKast the award winning company that delivers live media and video content to mobile devices.

Gabriel Tan, Sales Director for APAC is responsible for integrating and commercializing Airpush products in the Asia Pacific markets. Tan was the APAC Regional Manager of Publisher Development at Smaato Inc., a global mobile Ad & Publisher network based in the United States.

Brian Kim has been hired as Sales Director for Korea.  Prior to joining Airpush Kim was the mobile lead at Yahoo! Korea where he founded and managed the original team and was responsible for all of Yahoo! Korea’s mobile advertising and business development efforts.

Sires, Tan, and Kim bring together a tremendous amount of industry experience, which will enable Airpush to execute their global expansion plan successfully.

New Year, New Revenue Models

by / Friday, 23 December 2011 / Published in Airpush Mobile Advertising Blog

One of the challenges that developers will continue to face in 2012 is the rise of freemium. eMarketer predicts that the proportion of revenue made up by paid apps will fall from 92.5 percent in 2010 to just 12.3 percent by 2014. With the percentage of paid apps that have been downloaded less than 100 times worldwide standing at 79.3 percent, it is increasingly challenging for developers to make paid apps work as their main revenue stream. As more free apps appear on the market, developers will increasingly turn to advertising tools as a way to monetize their work.

The most common avenue for advertising at the moment is in-app banner ads, but there is a sense that mobile advertising can offer more than static ads. Rich media and video ads improve the user experience by giving users the information faster and more precisely than static in-app ads. Different ad units such as toasters and push-notifications improve user engagement and performance for advertisers.

It’s no secret that mobile advertisers are looking to location-based ads to leverage mobile media, and paying premium prices for them. In fact in the last three months, it is estimated that mobile publishers and developers are getting 3.8 times higher CPMs for users with location data. These ads offer a way for advertisers to zone-in on potential customers and drive them to their nearest location.

Real-Time Bidding (RTB) may also make a move in 2012, as many advertisers look for an efficient way to purchase certain types of inventory. Mobile RTB offers transparency across each individual impression and greater targeting parameters (such as ID, location, demographic), allowing for effective campaigns that are increasingly appealing to advertisers.

When seeking out higher CPMs to bolster revenue, developers are increasingly drawn to innovative ad formats such as push notifications and icon ads. With new platforms and revenue models expected to emerge, 2012 is shaping up to be an exciting year already.

Airpush Developers – 25% Holiday Bonus for December!!!

by / Tuesday, 13 December 2011 / Published in Airpush Mobile Advertising Blog

In the spirit of the holiday season and to show our appreciation to our developers, Airpush will be granting a 25% bonus on ALL December publisher earnings. The Airpush Team would like to thank all of our developers for their dedication in creating apps, as well as their loyalty and enthusiasm towards the Airpush platform.

We have enjoyed immense success and growth this past year, creating wealth within the Android ecosystem and helping developers create real and sustainable business models. We anticipate an even bigger 2012 with many new updates on the horizon including additional ad units, weekly payments (currently in beta, launching in a few weeks!) and enhanced reporting tools.  Bonuses will be paid out at the end of January as part of December earnings, and will not be included in weekly payments. If you have any questions please contact our support team at support@airpush.com.

From all of us at Airpush, have a wonderful holiday and a Happy New Year!

 

Airpush Named Finalist in Two Mobile Industry Awards

by / Thursday, 08 December 2011 / Published in Airpush Mobile Advertising Blog

Mobile Excellence Awards and ASPY Awards recognize leading Android app monetization solution

Los Angeles, CA (PRWEB) December 08, 2011

Airpush, the leading app monetization solution for Android developers, announces that it has been named a finalist in the Mobile Excellence Awards and the ASPY Awards.

The Mobile Excellence Awards recognized Airpush as a finalist in the Best Mobile Innovator category, which honors a company that has proved to be the most progressive or launched the most groundbreaking product, service or model. Airpush was nominated in this category along with Pinger, Fiksu, Acision Collect SMS and Prepaid SMS Reply and Location Labs. Finalists are judged upon strategic initiative, impact of technology used in the industry, creativity, ease of use, reach, execution and proven success in the market.

Airpush was also nominated in the Best New App category in the ASPY awards, by The Aspen Group. The ASPY Awards recognize the best work performed by publishers and service providers on behalf of agencies, their clients, and the future of the digital advertising industry. The group, which is comprised of interactive media directors, strategists, planners and buyers meets annually at the iMedia Agency Summit to determine the winners.

“We are honored and excited to be nominated as finalists in two highly-respected mobile industry award programs,” said Inman Breaux, vice president publisher relations and business development, Airpush. “This is great recognition for Airpush and its Android monetization solution. Android developers need innovative solutions to make their hard work and creativity payoff as traditional ad formats continue to underperform. We strive to provide the best monetization solution for Android developers so it is pleasing to be recognized for our innovation.”

About Airpush

Airpush is the leading application monetization solution for Android developers. Over 50,000 Android developers in over 150 countries are using Airpush’s next-generation ad formats to generate 10x – 30x higher returns compared to traditional in-app ad networks. Airpush allows mobile developers to significantly increase their advertising revenue and offers advertisers more effective campaigns. For more information visit, http://www.airpush.com/ or follow us on Twitter @AirpushAds.

Developers, Say Hello to Weekly Payments…Yes, Really!

by / Tuesday, 22 November 2011 / Published in Airpush Mobile Advertising Blog
Tired of waiting for monthly payments from your mobile ad networks? We are excited to announce the industry’s first Weekly Payments program! Starting in a few weeks, Airpush developers are eligible to be paid on a weekly basis rather than standard monthly payments. This will result in significantly better cash flow for developers, which fuels investment into new apps — everybody wins.
Developers in the program will be paid every Friday for the previous 7 day period between Saturday to Sunday. In order to get approved for the program, use the automatic approval tool which is found in the dashboard section of the developer portal. The tool will determine if you meet the minimum requirements (found below), and instantly approve you if so. If you don’t get approved, the tool will give you precise feedback on changes you need to make in order to get approved.
Below are the requirements for the program:
  1. $200/month Minimum (past 30 days)
  2. Developer must enable the optional Location permissions (this will significantly increase your CPM’s, too)
  3. Developer must be using at least 2 Airpush ad formats.
  4. 5% banking fee.
Please ensure you meet the requirements and apply today!
Now Airpush will not only pay you the most revenue, it will pay you the fastest
Inman Breaux
VP of Publisher Relations
inman@airpush.com

Stricter Advertiser Guidelines & Controls

by / Tuesday, 22 November 2011 / Published in Airpush Mobile Advertising Blog

Airpush has been growing extremely fast, attracting hundreds of new advertisers and tens of thousands of new developers in the past few months alone. One area we’re improving to better manage that growth is our creative approvals team, so we can better ensure strict compliance with all of our Advertiser Guidelines. We have doubled the size of the approvals team and have been aggressively training them to ensure fast turnaround time for getting creatives approved, as well as better compliance enforcement.

We’ve also fixed a bug in the advertiser portal which allows advertisers to change their creatives after getting approval. This will also serve to enhance compliance with the Advertiser Guidelines.

It’s extremely important for us to ensure strict compliance with our Advertiser Guidelines to ensure a positive user experience and sustain the Android ecosystem. Have ideas to improve our Advertiser Guidelines or their enforcement? Email us at sales@airpush.com — we welcome your feedback!

David Kawamoto
VP, Sales & Business Development
david@airpush.com

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