Advertising Technology Blog

Research shows unpolished, mobile-shot video ads outperform high-production ones in recall and conversions. Authenticity and imperfection resonate with younger audiences, as seen in campaigns by Wendy's, Pampers, and Binggrae.

Connected TV (CTV) has revolutionized TV viewing, with 87% of US households owning a CTV device. CTV advertising offers precise targeting, engagement, and measurement, and 98% of brands expect it to surpass mobile ad spend within 5 years.

TikTok was the most-downloaded non-game app globally in H1 2022. Instagram led in power users (39%) vs TikTok's 29%. TikTok averaged 95 daily minutes, highest among social apps. U.S. ban could impact revenue.

During Mental Health Awareness Month 2022, BetterHelp, TalkSpace, and Cerebral increased ad spend on social media, with BetterHelp spending $19.8M and Cerebral $14M. Cerebral focused on TikTok, while BetterHelp and TalkSpace favored Facebook and OTT.

Subscription app revenue surged in 2021, with App Store up 33% and Google Play up 78%. Key challenges include user loyalty, conversion, and privacy. Deep measurement via in-app events, deep linking, and predictive analytics is crucial for UA and re-engagement.

Performance Max campaigns consolidate Smart Shopping and Local campaigns, offering one-click upgrades for broader reach. Automatic upgrades start soon; early adoption helps holiday sales. New YouTube video formats enable direct shopping from ads.

Instagram Reels, the fastest-growing format, now allows businesses to boost reels as ads. Boosted Reels appear in feed, Stories, Reels tab, and Explore, helping brands reach new audiences and drive engagement.

Learn to measure and optimize ad campaigns in Ads Manager. Understand metrics like reach and link clicks. Evaluate campaign success by comparing results to costs. Use tools like campaign budget optimization to improve performance.

Instagram now lets businesses boost Reels as ads to reach new audiences in Feed, Stories, Reels tab, and Explore. Reels is the fastest-growing format, offering fun brand storytelling and discovery.

Instagram's creator marketplace helps brands discover creators via filters in Meta Business Suite, enabling campaign creation and direct messaging through dedicated inboxes.

Worldwide consumer spending on Apple's App Store and Google Play hit $65B in H1 2022, up 1% YoY. Game revenue fell 6.6% to $41.2B. TikTok led non-game apps with $1.7B spending. Installs dropped 1.5% to 71.2B.

True ROI requires accurate attribution data to avoid the bleeding cash cycle. Robust attribution platforms collect, standardize, and integrate cost data via APIs, enabling granular optimization. Privacy and security are critical.

TikTok creators redefine influence through authenticity, trust, and participation. They share real stories, building credibility that drives purchase decisions. Marketers should let creators be themselves, using Spark Ads or TikTok Creator Marketplace to boost authentic brand content.

Mobile re-engagement strategies must adapt to Apple's ATT, which limits IDFA use. Marketers can use 1st-party data, segmented owned media, and incrementality measurement. Success requires diversification across paid, owned, and earned channels, plus optimized push notifications and timing of privacy prompts.

App conversions measure user actions like purchases or sign-ups. Key types include app store, install-to-event, and install-to-purchase conversions. Optimize via ASO, UX, A/B testing, and seamless checkout to boost rates.

By 2026, global consumer spending on apps will reach $233 billion, up 77% from 2021, driven by a 12% CAGR. App Store growth outpaces Google Play, with the US leading at $86 billion. First-time downloads hit 181 billion at 4.7% CAGR, though US growth slows. Non-game apps gain share, especially Entertainment on iOS. Asia leads in downloads, India reaching 40.2 billion. Opportunities in Business and Medical apps persist post-pandemic.

Gaming marketers face fierce competition, privacy changes, and high user expectations. Key metrics include CPI, LTV, ROAS, and retention. Creative formats like rewarded videos and playable ads drive engagement. SKAdNetwork requires strategic conversion value mapping. Granular measurement underpins success.

PUBG Mobile hits $8B in lifetime player spending. Q1 2022 revenue of $650M, down 6% Y/Y, reflecting mobile gaming market slump. Top market China at 57%.

Genshin Impact exceeded $3 billion in global player spending. It earned $1 billion every six months, ranking as the No. 3 mobile game worldwide. China, Japan, and US are top revenue countries. Live ops drive success, with MAU up 44% YoY in Q1 2022.

New Google Ads features help businesses meet consumers across Search, YouTube, and AR, with Performance Max campaigns boosting conversions by 13% on average.