Ahead of the weekend, Snapchat announced that Jebbit, an innovative mobile experience and declared data platform, is now an official partner.

The first official lead generation Creative Partner, Jebbit :brings the flexibility of a mobile-first experience, combined with robust declared data storage and activation, to any marketing campaign, whether the goal is conversion, lead capture, or engagement.”

On the heels of a recent $6.8M Series A, a provided statement notes that Jebbit has launched the world’s first declared data platform built off of innovative mobile experiences.

Jebbit’s technology will add to Snapchat’s marketing solutions by providing a mobile-first content experience that captures declared data directly from consumers.

Declared data is provided by consumers as they engage, and as a result gives brands accurate insights into their audience’s intents, preferences, and motivations. Advertisers will be able to activate that data on Snapchat via the creation of Snap audience match lists and audience segmentation.

“Snap, Inc. values true mobile solutions for their advertisers, and we’re thrilled to formalize this key strategic partnership,” said Jebbit President and Co-Founder Jonathan Lacoste. “The war for consumer attention has never been more hotly contested and Snapchat has proven to sustain it above and beyond other networks. Our own customers who use a combination of Snapchat media and Jebbit experiences see a 118% higher lead capture rate than when using other social networks.”

We’re told that the partnership allows advertisers to create a mobile-first Jebbit experience that consumers can swipe up to and engage with. Current Jebbit customers will also have access to easily publish their content to Snapchat.

For more info, click here.

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This week, eRelevance Corporation — a leading customer marketing service for small-to medium-size businesses — announced the release of its new study: The State of Aesthetic Healthcare Marketing 2017.

The report—based on survey results from more than 100 U.S. aesthetic healthcare practices—includes key insights into aesthetic healthcare practices’ marketing attitudes, goals, tactics and results.

eRelevance, in partnership with Modern Aesthetics, commissioned the survey to better understand how today’s aesthetic healthcare practices are approaching marketing.

“Aesthetic healthcare practices that want to thrive in today’s competitive environment must find a way to reach the most qualified consumers, with the most relevant messages, in the most cost-effective way. Most practices, through the survey, acknowledge the best way to do that is by generating more repeat business from their existing patients,” says eRelevance Chief Marketing Officer Adam Weinroth. “We found that while most of the practices surveyed are aware of the unmatched benefits of effectively marketing to their existing patients, they simply don’t have the resources or expertise to execute the kind of sophisticated marketing campaigns necessary to effectively reach their patients for business growth.”

Among the key takeaways shared include:

● Strong patient connections and education are necessary for revenue generation and growth: While primary revenue sources vary among aesthetic practices, repeat business from existing patients and patient referrals were cited as the two largest sources of revenue. Key to both is strong patient connections.

● Practices are far from satisfied with marketing results: Nearly 60 percent of respondents cited lack of results (30%) and lack of measurement (28%) as the chief reasons for dissatisfaction with their marketing efforts.

● No practice surveyed focuses exclusively on repeat business from its patients but practices recognize its value: None of the practices surveyed focus marketing exclusively on generating repeat business from existing patients despite clear benefits and cost efficiencies. According to respondents, this is due to limited time and expertise.

To download the full report and learn more, click here.

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The following is a guest contributed post by Vince Cacace, CEO at Vertebrae.

The beginning of the era of augmented reality is here, and we have the device in our pocket to thank.

When a new technological innovation evolves from the theoretical to the practical, the most common question people ask is, “how do I get it?”

Within the next three to eight years, we will ultimately associate our relationship with augmented reality through smart glasses or contacts where digital images are overlaid onto our field of vision by intelligent optics. In the meantime, augmented reality will be introduced to the masses through a much more familiar medium… The smartphone.

New Technology Adopts The Dominant Platform

Paradigms are slow to change. Just because a new innovation or piece of hardware is getting a lot of headlines, that doesn’t mean people are actually using it or even know what it is.

For instance, it took years for traffic from mobile Web browsers to bypass that from desktop browsers. For all the hype that the iPhone had from, say, 2007 through 2012, mobile was not yet the dominant computing platform.

Companies which make money on digital traffic—media, entertainment, advertising etc.—recognized the traffic patterns and began preparing for the mobile-first future, even if it was not then a reality in their products and platforms. When a new technology comes about, most early innovations tend towards the dominant computing platform at the time. Companies loathe to abandon a viable business to move towards a newer and sparsely adopted vehicle.

Today, the dominant computing platform is mobile. People spend more time on their smartphones than on desktop computers or watching television. Thus, similar to mobile’s impact on VR 1.0 adoption (via 360 video), mobile is the perfect distribution method for the early stages of augmented reality.

Making Augmented The Reality

The foundational companies of the mobile era are the ones building the infrastructure on which immersive (spanning both VR & AR) media realities will be built. We are back to the iOS and Android platform wars of 2007, where companies are competing to own the software ecosystem of AR – to later dominate the hardware side if and when AR glasses are the device that replaces your smartphone.

Last week, the public stood transfixed at the augmented reality capabilities Apple showed off with the unveiling of the iPhone 8 and iOS 11. Artists and designers are taking to Apple’s ARKit introduced in iOS 11 to create some truly stunning animations and Waking Life-style dreamscapes presented through an iPhone’s screen. ARKit will be a foundational principle for the growth of augmented reality, accelerated through Apple’s popularity and power.

Similarly, Google’s ARCore is designed to enable creators to more easily develop augmented reality experiences that set the stage for more advanced features and functions as the technology develops in years to come. All this in addition to Project Tango.

Facebook and Snapchat are also in the game. Snap’s World Lenses are going further than vomiting rainbows of years past– and allow users to place and interact with 3D objects in the world around them. Snap has already tested the waters on a hardware play with Spectacles (which are not AR, but expose people to the concept of a wearable camera where the content can later be augmented from the app). Facebook’s Camera—part of its core Facebook app—is now enabling facial filters and other introductory AR features.

Now is the time for mobile AR, and immersive media more broadly, and it will be exciting to see which companies take advantage. Advertisers will have a field day due to the personalized experiences consumers can have with products. Imagine trying on a pair of Ray-Ban’s, or seeing what a new Mazda looks like in your driveway- without physically having either product.

Nobody (except for Niantic with Pokemon Go) has found a sticky AR use case yet – and it will be interesting to see what resonates with consumers over the coming months.

On the other hand, advertisers can take advantage of AR advertising at scale right away – delivered over the mobile browser. An AR ad doesn’t need to be sticky – it just needs to have utility and provide an engaging and personalized experience for a consumer on the path to purchase. That’s why we, at Vertebrae, have developed a turnkey and accessible cross-platform solution for advertisers that want to take advantage of all AR has to offer.

Predictions surrounding VR/AR headsets may generally agree to mass consumer adoption being three to eight years out, but the global mass adoption of smartphones– coupled with the improvements in the subsequent technology on those phones– creates an immediate lane for companies to engage audiences with immersive, interactive, virtual and augmented experiences across the mobile landscape.

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Recently, MMW caught up with Ari and Ben Fox, Producers of CEC and Gameacon, at the Casino Esport and Gameacon Conference. Here’s our exclusive chat.

MMW:  Tell us about CEC/Gameacon and how it all started?

Fox Brothers:  The “Fox Brothers” started their 20-year relationship with the casino industry by working in marketing and ultimately programming software for the casino transportation segment.  The relationship we had with both executives and employees in the casino industry and software developers formed a natural foundation for the start of Gameacon about 5 or 6 years ago.  We heard the concern of programmers and game developers that there were no events out there that gave them the platform they needed to reach the public, other devs (developers), potential studios, and employers – like there was for other segments of video gaming.

There was no “Sundance festival” for game developers, and so Gameacon was born.  There is a natural intersection of video game development and eSports, and it is this immersion into eSports which led us to realize that this was something the casino industry must gravitate towards if they hope to evolve with the interests of the younger generations.  It was obvious to us that the two industries could mutually benefit from each other, but were in different hemispheres needing a bridge to gap the abyss between them.  It was for this reason that we created the Casino eSport Conference (CEC).

MMW:  Why is the conversion of eSports and the casino industry important for its growth?

Fox Brothers:  The incorporation of eSports is essential to the integration of a new and relevant demographic to casino properties.  Due to the loss of revenues from aging players, slot machine revenue (which at one time was 70% of the casinos’ revenue) is way down.  Casinos need a long term investment and solution, and eSports is the way of the future.  There are many, many facets to the eSports industry.  The term eSports doesn’t necessarily mean a pro circuit tournament.  It can also mean amateur tournaments where locals and vacationers can come out and play together, like the old days of bingo parlors and slot tournaments.

In order to be successful moving forward, casinos must be more than gambling centers.  They must provide the entertainment that people want and is relevant to the new generation in order to maintain revenue into the future.  Only when you understand the needs and habits of your customers can you properly serve their needs.  The CEC was created to educate the casino industry about this generation, how to connect with them, how to host them, how to market to them, and how to give them a pleasing environment that’s satisfying to what they’re looking for in entertainment.

MMW:  How has mobile technology influenced eSports now, and what role will it play into the future of this competitive space?

Fox Brothers:  Mobile technology is vital to connect and also entertain the next generation of casino-goers.  For eSports, it is a direct connection to the community.  Mobile devices will be used for more iGaming eSport related themes, betting platforms, marketing purposes, as well as watching live matches. Millennials do not watch traditional TV or listen to traditional radio.  Increasingly, they are even eschewing mainstream social media resources like Facebook.  They communicate on social media sites like Discord, Reddit, Slack or networks like Twitch, Hitbox or Beam.  The power of streaming for casino advertising is immense and will undoubtedly be included as a topic of discussions at next year’s CEC event.

MMW:  What is your vision of the CEC & Gameacon conference’s future as you plan to bring it back to Las Vegas in 2018?

Fox Brothers:  Our continuing vision for the CEC is to educate casino decision makers about the needs of the new generation, while simultaneously forging real connections between casino executives and people who work in eSports daily – from a local, amateur, and professional level.  By bringing in tournament organizers, eSport equipment suppliers, game development studios, game publishers, payment platforms, betting software suppliers, hosting locations, marketing platform providers (such as streamers, and social networks); the CEC will act as a bridge between these two currently disparate industries. 

The post MMW Exclusive Q&A with Ari and Ben Fox of CEC and Gameacon appeared first on Mobile Marketing Watch.

Source: Pexels https://www.pexels.com/photo/bag-electronics-girl-hands-359757/In case you missed it, earlier this week 4INFO — an identity and engagement solutions company — released its 2017 4INFO CPG Sales Lift Benchmarks to help brand advertisers evaluate and compare the Return on Ad Spend (ROAS) of their mobile ad campaigns.

4INFO’s third annual benchmarks report — based on 248 studies across 138 brands conducted by Nielsen Catalina Solutions (NCS) — reveals a continued upward trajectory for mobile ad campaign effectiveness with the average ROAS increasing 30 percent over 2015, and nearly 50 percent over 2013.

“Advertisers are increasingly aware it’s possible to link digital impressions to in-store sales transaction data. What’s more, they’re demanding it,” said Tim Jenkins, CEO of 4INFO. “And in a world filled with bots, ad blockers, tightening media budgets and increasing scrutiny of digital ad effectiveness – closed-loop measurement offers advertisers a level of transparency, insight and assurance that their media dollars are making an impact.”

According to the report, mobile accounts for 71 percent of total digital minutes in the U.S. alone. With shoppers consuming more digital content via mobile devices, advertisers are shifting digital ad budgets with mobile ad spending expected to nearly triple desktop display by 2017.2

“This is the most comprehensive benchmarks report we’ve completed to date – examining the strategic importance of ROAS data, as well as providing advertisers new insights into very practical campaign areas,” Jenkins added. “As CPG brand advertisers expand their investment in mobile, they need to know if campaigns are driving a return to justify increased spend, and this report can help them immediately.”

Want to know more, check out the report here.

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