RhythmOne, a leading advertising technology company, has just announced that it is among the first to participate in Google’s open beta DoubleClick Exchange Bidding (EB) program.

“Through the integration, RhythmOne will provide additional demand from its premium partners to hundreds of DoubleClick For Publishers (DFP) clients,” the company stated in an emailed announcement sent to MMW.

Pursuing integration with DoubleClick EB reflects RhythmOne’s commitment to actively promote and participate in a competitive digital ecosystem that provides maximum monetization opportunities to web publishers and app developers.

We’re told that the integration allows publishers using DFP to permit RhythmOne to submit real-time bids for their supply using industry-standard RTB calls.

The bids submitted by RhythmOne will be considered alongside those from the DoubleClick AdX, the publisher’s reserved campaigns, and other EB partners to pick the highest-priced bid.

“RhythmOne’s focus is to maximize demand for publishers’ inventory,” said Karim Rayes, Vice President of Publisher Development at RhythmOne. “Our integration with DoubleClick EB is another component of this commitment and allows us to provide publishers access via open-auction to our high-quality demand — giving them another monetization source to increase their yield and price on inventory.”

The post RhythmOne Integrates With DoubleClick Exchange Bidding appeared first on Mobile Marketing Watch.

Cross Audience announced ahead of the weekend the launch of its mobile DSP (Demand Side Platform).

In addition to IAB standard ad formats, Cross Audience’s platform is equipped to serve engaging rich media, native and video formats (including pre-roll, MRAID and VPAID).

The announcement marks an important expansion for the company, which provides a full range of mobile marketing services aimed at driving measurable results for mid- and large-sized companies.

“The new mobile DSP will offer both self-service and full-service options to accommodate any size marketing budget,” a provided statement reads. “Full-service clients will be supported by Cross Audience’s client services team and will receive white glove service at every stage of their campaign, from asset creation through analytics and optimization. Self-service clients will have access to Cross Audience’s robust support site, with available support from the client services team.”

Companies who advertise via the mobile DSP at either service level will be able to leverage Cross Audience’s premium publisher relationships, as well as their troves of high-quality first- and third-party data.

“Our mobile DSP will give advertisers access to some of the most trusted names in digital publishing, as well as the premium audiences they’ve been struggling to reach through other partners – particularly if they don’t have a Fortune 500-sized budget,” says Jeffrey Kamikow, CEO of Cross Audience. “Whether they’re aiming to drive app downloads or sales, we’re offering scalable, data-driven, programmatic advertising that many mid-sized companies haven’t been able to take advantage of previously.”

The post Cross Audience Touts Launch of Mobile DSP appeared first on Mobile Marketing Watch.

The following is a guest contributed post by Sophie Vu, CMO at Vibes

Since becoming an official entry in the dictionary in 2013, emojis have skyrocketed in popularity. We’ve seen the debut of Facebook’s emoji-inspired reactions, the rise of World Emoji Day on July 17, and the arrival of “The Emoji Movie,” now playing at a movie theater near you.

This hasn’t gone unnoticed in marketing circles. According to an Appboy survey, the number of active brand campaigns containing emojis has increased by 557 percent over the last two years. Why? It’s not just because they’re fun. Believe it or not, there is a strong business case for brands’ use of emojis.

The ubiquity of mobile wallets and mobile marketing has created a new frontier in communications for savvy brands, one that is showing an unprecedented level of growth. Here are reasons why emojis should factor into your marketing efforts:

  1. If you’re a brand that cares about marketing and consumer engagement, you’ll need to engage your consumers how they engage on mobile; and emojis are a huge part of that. Emoji-enabled content generates click-through rates 20x higher than the industry standard. In addition, campaigns that leverage emotional content perform twice as well as those with rational content.  That’s a decent place to start. Emojis allow you to connect across a global sphere by using a new sort of “language” that resonates with consumers who live in any part of the world. Emojis are also a valuable source of data that help brands better understand how their consumers feel about their content.
  2. You’re behind if you’re not already using emojis in brand marketing and messaging. According to Signal, brands have increased their usage of emojis by 777 percent since January 2015, and the inclusion of emojis in marketing messages has grown by 20 percent month-over-month since the start of 2016. There are no other marketing metrics that have seen this kind of growth year over year in the past five years.
  3. There is ROI to be had from SMS and mobile’s use of emojis in marketing tactics — it just doesn’t exist yet. Two years ago, brands were trying to justify the need for utilizing emojis in email marketing and other mobile marketing techniques. There isn’t a ton of data on SMS practices and emoji usage right now, but this is something we’re hoping to bridge and requires consistent brand engagement and smart tracking in order to showcase beneficial results. The more that brands engage in this practice, the more data the industry will have and share about best practices, bridging a huge gap in mobile marketing metrics.
  4. Emojis are not just for brands like Taco Bell, Domino’s, McDonald’s, Burger King — they’re becoming big business for celebrities and influential figures who want to allow consumers to feel more connected to their brand. Take Kim Kardashian West’s “Kimoji.” She once made over $1 million in sales per minute for the “Kimoji” app in one day. This isn’t just because her fans love her, but it’s also because she’s tapping into a huge space where the majority of her consumers live — mobile.
  5. Emojis allow real-time, visual and emotional connections between your brand and your consumers, allowing you to receive instant feedback on how consumers feel about your content. Facebook has bridged a big gap here by extending reactions outside of the “Like” button to also include love, sad, angry, angry, etc.  When users react to your content with emojis, it gives you instant feedback into how well that message is performing and what your consumers want to continue seeing and hearing from you. Take advantage of that engagement and adjust your content moving forward based on performance.

Emojis aren’t a silver bullet. Like any other marketing tactic, you need to use emojis in a way that aligns with your brand. Consumers can smell inauthenticity from a mile away, so overusing emojis or using them because everyone else is can backfire on your brand. The surefire way to succeed is to make sure you know your audience and use emojis to enable personalized conversations.

Sophie Vu leads worldwide marketing for Vibes, a mobile marketing company that empowers brands to engage personally with today’s hyper-connected consumers at scale. Follow her on Twitter @SophieVu415 and Vibes @Vibes.

The post 5 Reasons You Shouldn’t Overlook Emojis in Marketing appeared first on Mobile Marketing Watch.

MMW learned Tuesday that Falcon.io — a social media management and customer experience (CX) platform — now allows customers to grow their business and guide social engagement strategy through new Instagram Measurement reports.

We’re told that customers will gain a deeper understanding of clicks, reach, engagement, Story consumption, and more with the ability to create customized reports as well as plan and moderate activities under one platform.

As a result, brand marketers can further strategize on which campaigns are most effective, and will also know which steps to take when they aren’t seeing the best outcomes. This functionality is built in close collaboration with Instagram through exclusive early access to the new Measurement API’s, which Instagram publicly announced earlier this week.

Instagram has over 700 million users and its Stories feature alone is used daily by over 250 million users, which is more than the total number of daily active users on Snapchat’s entire platform, the announcement touts.

“Falcon.io’s Instagram Measurement will be generally available to all customers on July 31,” reads a statement emailed to MMW. “To learn more about Instagram marketing, download our free handbook, How to Create a Social Content Strategy.”

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