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Mobile Monday: The Growth of Maple, Dmexco, & No Comment News

Posted Sep 11, 2017

In this edition of Mobile Monday, we are covering the growth of Maple Media, how excitement is continuing to build for Dmexco, and what NPR’s success with comment-free news environments may mean for other news publications.

Maple Media’s Growing Roots
Earlier this year, Maple Media raised $30 million in order acquire mobile games it felt hadn’t reached their full potential. In other words, they have been on the hunt for titles where profitability could be improved.

Since then, the publisher has acquired 8 properties with even more apps. In fact, they acquired 7 titles from Ratrod Studio alone. Additionally, they’ve acquired “a collection of games” from developer Animoca as well as a slew of utility apps from JRummy Apps.

Now that Maple Media has over 12 million daily active users, it will be most interesting to see what tactics they use to engage users and increase their LTV, as well as see how these tactics compare to the monetization & engagement strategies used by today’s top publishers.

Dmexco Excitement Builds
There’s no denying the Dmexco is one of the top digital advertising and marketing events of the year. As our teams pack their bags and otherwise prepare for the conference, it’s worth pausing to reflect on how this event has become so important. As described by Jessica Davies of Digiday, Dmexco is “the gut of ad tech,” an impressive feat for an event that’s under a decade old.

Attendance at the conferences has more than tripled since 2009, and attendees are so craved for content that there’s now a FlyingLab that offers in-flight presentations for those traveling from North America. Of course, anyone attending the event is also encouraged to check out our Dmexco preview and say hello to us on the show floor.

NPR & Removing Comments
Last year, NPR decided to remove the comments section from the footer of its articles, yet another indicator of the increasing trend for publishers to turn away from user-generated content and bidirectional communication with their audiences. The results? Users seem to be digging it, as their monthly active users grew 37% since last year.

So what are they doing with the space once occupied by ads? NPR now uses the space for “podcast and newsletter signups,” driving over 600,000 registrations to date. With such a strong conversion rate, one can only expect additional news outlets to take heed and improve their brand safety by removing risky UGC sections of their properties in favor of other content.

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