Messaging Apps Are An All New Playground For Advertisers

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Tinder, a popular dating app has introduced its first Video Ad for Bud Light after the launch of a Premium paid version of the app “Tinder Plus”. In-app advertising according to Statista, is likely to grow faster than the Freemium and Paid Apps model for Messaging apps and  in 2018, IM apps such as WhatsApp and LINE are projected to account for 75 percent of all mobile messaging traffic, ahead of SMS or mobile email and other mobile messaging options.

eMarketer estimates that the Mobile Internet Advertising Spend for 2018 will be USD 167 Billion up from USD 42.6 Billion making up for nearly 25 percent of Total Media Advertising spend.

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Messaging Apps present  advertisers a new opportunity to reach a highly engaged user base with targeted campaigns that provide newer brand experiences.

KIK and Snapchat’s advertising campaigns for brands allow use of messaging apps to promote accounts with a promotion linked to a chat with celebrity and interaction with video clippings. Recently Snapchat rolled out an advertising product requiring advertisers to pay USD 750,000  for a day, with snaps and videos showing in users recent updates feed. The early advertisers that signed on are, McDonald’s, Samsung, Macy’s and Electronic Arts.

According to research by Millward Brown, in partnership with Snapchat, more than 60 percent of ‘Our Stories’ and 44 percent of ‘Brand Stories’ viewers enjoyed the ads that they were exposed to. The Ad like-ability or audience who enjoyed the ad is better than three times the average rate ; according to Millward Brown’s 2014 AdReaction study, only 17 percent of US consumers find ads on their smartphone device very or somewhat favorable.

On average the brand advertisers saw a 16 percent lift in ad awareness making it amongst the top quartile of the ad campaigns on mobile according to Millward Brown Digital’s mobile MarketNorms, a database consisting of more than 550 mobile marketing campaigns.

Research from comScore shows that the time spent on Mobile apps has been consistently increasing, and research from Flurry Analytics endorses the engagement with Messaging apps is the highest. The time spent on Apps and engagement on Messaging Apps with the ability to maximize reach with the social sharing make messaging apps and ideal digital advertising platform.

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First Ever YouTube Halftime Show and Trending Game Day Ads

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For the first time, YouTube hosted a Halftime Show produced in collaboration with Collective Digital Studio that will be live streamed on the AdBlitz Channel. Filmed at the YouTube Space in L.A., the show featured more than 20 YouTube creators and musicians with over 60M combined subscribers including Harley Morenstein from EpicMealTime, Freddie Wong, Rhett and Link, Toby Turner and more.

As reported on the YouTube blog, revenue from our AdBlitz program set a new record this year, with brands investing more on YouTube around the big game than years past. And,YouTube has set a new record in watch-time across YouTube—the rate of growth of number of people watching YouTube has nearly doubled in the last year.

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Snapchat Advertisements are Liked

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spookyMillward Brown partnered with Snapchat the Messaging App to understand the brand impact of advertisements for brands in the Brand Story and Our Story formats that are currently available in the disappearing photos and videos formats. The results for the early advertisements placed by six advertisers are promising with lift in  ad awareness and brand favorability metrics with an increase in purchase intent.

Brand Story comprised of up to 20 seconds of an advertisers’ photo and video content and delivered alongside Snapchat’s organic Story product. Since November, advertisers have also begun to sponsor Snapchat Our Stories, collections of user-submitted photos and video that form a multi-perspective window into geo-centric events. The format provides a contextual advertising format where brands can sponsor a part of the conversation within a context. Its stories can draw tens of millions of viewers a day, according to advertisers who said they heard the stats from Snapchat’s team. The app has topped 100 million monthly users.

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Video Advertising Trends – World Cup 2014

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Video advertising has created significant buzz for brands. Brands are engaging their audience during the Wold Cup 2014, with Video Advertising that is shared on social networks.

Trends in video advertising 

Hashtags for conversation are included in the ad.

The conversation is seeded with a hash tag describing key video ad theme .

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Nike has generated six billion impressions with a single hashtag.

Social Video is Predominant

Social Video is shared with video apps such ad Vine and Instagram and a research done by Globalwebindex indicates 73% of Networkers share updates on world cup with their friends.

Soccer players and the music underscore the advertising making it more topical and shareable. The conversation is dominated by Greats from players with moments that can be shared. The theme of World Cup is expressed mostly through background score and the setting rather than the slogans and other brand mnemonics.

Source : AdWeek, Globalwebindex, eConsultancy, Unruly Media