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This Week in Mobile: Food for Thought

Posted Aug 8, 2014

The mobile marketing, advertising and development industry never sleeps! Staying on top of all the news is tough … so here’s a rundown of some of the headlines that got us thinking over the past few days:


Acquiring paid users is the name of the game when it comes to mobile game success. Getting players to download a free app is one thing — moving them into the revenue-generating category with in-app purchases is another. Kingdoms of Camelot publisher and developer Kabam is a pro at driving conversions, and at VentureBeat’s GrowthBeat conference, the company revealed that lots and lots of A/B testing — of ad copy, landing pages, and other elements — is key to increasing ARPU. (VentureBeat)


Want a crash course in all things mobile marketing? Then head over to the MMA’s Mobile Marketing Playbook. Created in conjunction with Adidas, the playbook features strategies, insights and best practices for both mobile newbies and marketing vets. Learn about the effectiveness of various mobile ad formats, tools for measuring and optimization, and even plumb through case studies for inspiration. Much of the content is behind an MMA member paywall, but the first two chapters are available for free. (Mobile Marketer)


Unless you’ve been under a rock (or maybe, just maybe … you don’t have HBO), then you’ve likely seen or heard about John Oliver’s takedown of all things native advertising on This Week Tonight. While the focus was mostly on news — and how both publishers and advertisers should work to “protect” true news from being consumed by branded content — there are some good soundbytes for everyone in the industry to ponder. A good watch for the people in your life that ask … “So wait, what do you do again? And WTF is a native mobile video ad?” (Last Week Tonight)


A new case study from National Geographic Channel confirms something we’ve been saying all along: Supporting TV ad buys with mobile video ad campaigns – especially in apps – is a major way to boost engagement. To drive viewership of a new show, “Life Below Zero,” the network bought ads in the Peel Smart Remote app to supplement its TV campaign. Viewers who saw both ads had a 50 percent higher “intent to tune in” than those who’d seen just TV or mobile alone. (Mobile Marketing Watch)


Programmatic mobile platform Smaato raised $25 million in funding. The company will use the money to build out self-serve features for advertisers, as well as to expand to APAC. Coming on the heels of Yahoo’s deal to buy app analytics and targeting firm Flurry, as well as Twitter’s acquisition of TapCommerce less than two months ago, we’d say that the market for data-driven mobile advertising is red hot. (Mediapost)


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