Tapad, a leader in cross-device marketing technology, announced Thursday a new global partnership with Sizmek.

By integrating the Tapad Device Graph, Sizmek will enhance its AI-powered predictive capabilities to deliver accurate, cross-device messaging at global scale in a privacy-safe environment.

According to a provided statement, combined with Sizmek’s existing data enablement, creative optimization and media execution capabilities, the proprietary Tapad Device Graph improves the efficiency and precision of digital advertising by accurately matching people and devices.

This enables advertisers to get a clear view of individual customer journeys, achieve scale without compromising on efficiency, and uncover new opportunities for conversion.

Sizmek’s customers will have access to Tapad’s globally compliant and privacy-safe datasets across the Americas, EMEA, and APAC. With deeper knowledge of consumer preferences, purchase intent and conversion behaviors, Sizmek and its customers are able to enhance advertising strategies including cross-device audience identification and more.

“Tapad is known for their strong cross-device capabilities, and their offering is an excellent addition to our growing program for best-of-breed data and measurement partners,” says Mike Caprio, Sizmek’s Chief Growth Officer. “For our customers, this partnership will add further people-based marketing precision and reach to our comprehensive offerings around creative optimization, data enablement and media execution.”

To learn more about the Tapad Device Graph, or to request a demo, click here.

The post Sizmek, Tapad to Power Global Cross-Device Reach appeared first on Mobile Marketing Watch.

The following is a guest contributed post from Tom Farrell, VP of Marketing at Swrve.

Sometimes we have to pinch ourselves in order to remember that the smartphone is little more than 10 years old. From the simple act of meeting up with someone at a specific time and place, to how we perform any multitude of tasks, or simply while away the hours–smartphones have altered almost every aspect of our lives.

It has taken time for some businesses to understand how those changes have transformed the rules for success. Mobile is not just a change in the way in which we interact and communicate; it often changes the nature of products or services themselves. We do everything from book trips to play games to sell clothing totally differently than we used to, so the old ways of measuring what makes a product ‘good’ don’t apply anymore. If you’re still using traditional metrics in the age of mobile, you might be falling behind.

The Games Industry – A Parable

A long time ago in a galaxy far away, computer games used to be sold in a box for $50 or so. Designing games was a craft–an ‘art’ even–and one way to tell that your art was successful was long play sessions, which would be measured in hours, in an ideal world. Fast forward to today, and things are very different.

Games are now primarily delivered via smart devices, and revenue is driven by in-app purchases and advertising. Most importantly, these titles now compete with a range of alternatives (social media, email, traditional media, etc.) for the user’s attention at any moment in time, and those moments may be short: the length of time it takes to wait for a cup of coffee. In this world, long play sessions are a decidedly mixed blessing, and it is certainly true that optimizing solely on that basis would be a mistake. Games need to be meaningfully playable in one or two minutes.

So the very definition of a ‘good’ game has changed, and in turn products have changed to meet that new requirement. And while the gaming industry has largely learned this lesson, that isn’t necessarily the case for many other mobile businesses.

When Too Much ‘Engagement’ Is A Bad Thing

Along the same lines, consider the metric of Engagement, or in plain English, the amount of time each specific user spends in your app. More time is better, right? Well…actually,no. In fact, in many cases it is a very bad thing, and if you unthinkingly prioritize an increase in engagement, the chances are that you may be making a very grave mistake.

To understand why this is the case, consider the fact that the vast majority of mobile businesses fit into one of two categories:

  • The first type depends on attention, and sells advertising on that basis. Think Facebook and other social platforms, traditional and modern media outlets, and the games companies mentioned above.
  • The second type depends on helping individuals get things done. Think Uber for rides, Trivago for booking travel, or Venmo for giving money to a friend. We don’t use these apps to kill time, and in fact we have a reasonable expectation that killing our time is precisely what they won’t do.

If your app is in the second category, ‘better’ engagement is usually a bad thing. You’ll still want to check that too many users do not ‘bounce’ out of the app because it confuses them, but in general you want users to achieve their goals quickly and painlessly.

In most cases, you will want your business to be in the second category. The first, as indicated by the examples given, is dominated by some of the world’s largest and most successful companies. Needless to say, competing with companies like Facebook, EA and CNN is a challenge.

The second option, however, is not so dominated by established players, and only requires that mobile businesses do one job well. The challenge here is to ‘become a verb’ (think Google), and be the go-to brand for a particular task or user requirement.

To succeed at that, you’ll need to design for the native mobile audience. That requires making the process as simple, intuitive and quick as possible. You will need to build native mobile interfaces. And you’ll certainly need to ensure you’re really optimizing for the right metrics.

The post Opinion: Why You Have Your Mobile Metrics Wrong appeared first on Mobile Marketing Watch.

Mobile-MarketingIn case you missed it, here are some of the top stories in mobile marketing and advertising we’ve been following this week.

How Will Influencer Marketing Continue to Evolve in 2018
More than five years ago, marketers widely believed that influencer marketing was a temporary channel for them and they should sharpen their focus on other channels to reach their target…

Mountain Dew and OMD Tap Immersv’s Mobile 360 and Virtual Reality Marketing Platform
Looks like virtual reality does the Dew. Immersv — an interactive ad platform for 360° and spatial ad experiences — announced Wednesday that Mountain Dew and its advertising agency, OMD, tapped Immersv’s Mobile 360 and VR marketing platform to drive significant consumer engagement for their ad campaign promoting the VR experience “The Professor Presents: #GotHandles.”

NinthDecimal Launches Industry’s First Website-to-Store Attribution Solution
NinthDecimal, a leading marketing platform powered by location data, has just announced it has expanded its offline attribution platform, Location Conversion Index (LCI), to measure website effectiveness.

Storytelling is Dead: Reach Consumers Through Experiences
To put a fine point on it, the era of advertising and brand storytelling — the way we’ve traditionally known it, anyway — has gone by the wayside.

People First: YuMe Introduces New People-Based Video Marketing Solution
YuMe, Inc. — a proven partner for video advertising leadership and innovation — recently launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.

Want to get the latest MMW news and insight delivered straight to your inbox every morning? Click here to sign up for our free newsletter.

The post Mobile Marketing: Here’s What Happened This Week appeared first on Mobile Marketing Watch.

Mobile-MarketingIn case you missed it, here are some of the top stories in mobile marketing and advertising we’ve been following this week.

How Will Influencer Marketing Continue to Evolve in 2018
More than five years ago, marketers widely believed that influencer marketing was a temporary channel for them and they should sharpen their focus on other channels to reach their target…

Mountain Dew and OMD Tap Immersv’s Mobile 360 and Virtual Reality Marketing Platform
Looks like virtual reality does the Dew. Immersv — an interactive ad platform for 360° and spatial ad experiences — announced Wednesday that Mountain Dew and its advertising agency, OMD, tapped Immersv’s Mobile 360 and VR marketing platform to drive significant consumer engagement for their ad campaign promoting the VR experience “The Professor Presents: #GotHandles.”

NinthDecimal Launches Industry’s First Website-to-Store Attribution Solution
NinthDecimal, a leading marketing platform powered by location data, has just announced it has expanded its offline attribution platform, Location Conversion Index (LCI), to measure website effectiveness.

Storytelling is Dead: Reach Consumers Through Experiences
To put a fine point on it, the era of advertising and brand storytelling — the way we’ve traditionally known it, anyway — has gone by the wayside.

People First: YuMe Introduces New People-Based Video Marketing Solution
YuMe, Inc. — a proven partner for video advertising leadership and innovation — recently launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.

Want to get the latest MMW news and insight delivered straight to your inbox every morning? Click here to sign up for our free newsletter.

The post Mobile Marketing: Here’s What Happened This Week appeared first on Mobile Marketing Watch.

Millennials are becoming known for their entrepreneurial spirit and cities where they choose to set up shop have the opportunity to prosper economically as a result. The trick for cities, though, is to create an appealing environment where those young, enthusiastic entrepreneurs can thrive.

One way that’s happening is with the growing trend of shared office space, which gives independent workers and small entrepreneurs a work place to call home, allowing them to move their jerry-rigged office setups out of their garages or the local coffee shop.

“Millennials often find that shared office space is a good fit for them because they pay a lot less than they would if they had to rent traditional office space,” says April Zimmerman Katz, president  of The Zimmerman Companies, a property-management company in Columbus, Ohio.

And shared office space, practically unheard of a decade ago, is growing rapidly. Small Business Labs, which follows trends with small businesses and the gig economy, has projected that 3.8 million people globally will be making use of co-working space by 2020, a significant jump from 1.6 million for 2017.

Katz is part of that growth – not as a user of shared space but as a provider. She is founder of Versa LLC (www.versa.works), which is opening three shared work space locations in Columbus with more than 50,000 square feet combined.

“Columbus is growing, both in terms of independent workers and large companies recognizing the value of creative, flexible space,” Katz says.  “Versa is designed to meet this demand with resources that are unique to our market.”

Shared office space is just one way a community can attract millennials with an entrepreneurial mindset who can help boost the local economy. Others include:

  • Diverse living options.  Whether they decide to buy or rent, millennials want to know that there are options that are conducive to where and how they want to live.
  • Transportation options. Cities enjoy a leg up over competing communities if they have good public transit systems, can provide millennials with work space near their living space, or are finding innovative ways to improve transportation. Columbus is on this track and recently won a high-pitched nationwide competition for a $40 million U.S. Department of Transportation Smart City grant to develop ideas for better mobility in the city.
  • Leisure opportunities. Millennials know that working hard and playing hard go well together. Katz says cities are more enticing to young people when they can provide an invigorating nightlife, recreational opportunities and an active arts community, with theater, concerts and other activities. Columbus is becoming more and more recognized for a high quality of life at a lower cost than coastal options.

“Millennials who have caught the entrepreneurial spirit just need the right community that will help nurture and support their creative spirits,” Katz says. “I know from personal experience that anyone who’s trying to start a business faces long odds and incredible difficulties. But communities that can give them access to the right resources can help them overcome those challenges and succeed.”

The post How Cities Blossom By Attracting Ambitious Millennials appeared first on Mobile Marketing Watch.