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Will Mobile Kill Digital Advertising?

3 strategies to combat mobile ad fraud

Investment in mobile advertising has already risen almost fivefold between 2011 and 2013 and is expected to grow nearly eighteenfold between 2011 and 2017. Some brands have been reluctant to enter the mobile advertising space, but this problem is diminishing. eMarketer estimates that by 2017, more than one-fifth of total UK media ad investments will go toward mobile devices. August 2013 research by the UKs Internet Advertising Bureau (IAB UK) highlighted the move to mobile, showing 11% of the top 100 UK advertisers in terms of spending had adopted responsive design for their websites, and 58% had sites designed to automatically optimize display for mobile devices. According to May 2013 polling by mobile service provider O2 and handset maker Samsung , UK smartphone users spent just short of 2 hours per day (119 minutes) using those devicesa figure expected to increase further. To compare with other media, UK consumers spend roughly double that amount of time watching TV each day, according to Group M s This Year, Next Year report. But UK ad investment does not follow these media usage patterns. eMarketer expects UK TV ad spending to total more than 3.5 times that of mobile ad spending this year999 million vs. approximately 3.58 billion (nearly $5.67 billion)although this disparity will reduce to almost nothing by 2017. Younger smartphone users remain the most engaged audience for companies advertising on mobile, with 18-to-24-year-old smartphone users overindexing on every mobile advertising activity listed in March 2013 polling by comScore MobiLens . This group particularly overindexed for reading social network posts from brands, organizations or events (56.2%, vs. 35.5% total respondents) and for web or app ad recall (38.1% vs. 26.5%). Historically, UK-based agencies have not had much confidence moving to mobile. But research released in February 2013 by the IAB UK showed an increasing proportion of media agencies with a good understanding of the major mobile technologies needed to run campaigns. In 2008, 72% of UK agency respondents placed themselves in the 2-to-5 range on a 10-point scale, where 1 represented no understanding and 10 an expert level of understanding mobile advertising.

Perhaps. But that disruption, many people at Stream acknowledge, will be deeply challenging. It's a challenge, SessionM Chief Revenue Officer Bill Clifford told me, is to "create big moments on a small screen." Clifford describes himself as an "inventor of new ad models in mobile." But those new ad models being developed by Clifford at SessionM are still, at best, in their infancy. And as Amy Gershkoff , the Global Director of Analytics at the PR agency Burston-Marsteller , told me, mobile will only successfully monetized when the advertising industry understand that mobile isn't just a smaller screen version of traditional Internet media. "We need to rethink advertising," Gershkoff insists. We need to think about it, she says, as a personal service to mobile users. Many Stream attendees agreed with Gershkoff that both the challenge and opportunity of mobile lies with its intensely personalized nature. "The days of dumb advertising are over," Randall Rothenberg , the President and CEO of the Interactive Advertising Bureau (IAB) told me over breakfast at Stream. Bill Clifford's "big moments" must then, in fact, be big "personal" moments if the marketing industry is to successful transition to mobile media. Perhaps the best description of the challenge was expressed to me in Marathon by the legendary investor and WPP board member Ester Dyson , who said that the advertising industry needed to "deliver value rather than just describing value." Because we look at our mobile devices all the time, Dyson told me, this media should be "every advertisers dream." But the industry needs to learn to create useful products to consumers, such as Delta airline's bag tracking app , rather than just gratuitously impersonal advertising. Mobile advertisers, Dyson explained, need to distinguish between media as a mirror and a painting. In the old days of television or desktop Internet advertising, advertising was like a painting that we could all admire without seeing ourselves. But today, Dyson says, advertising has a mirror with personalized information unique to us if we are to pay for information or products. Amy Gershkoff sees three promising models for a mobile marketers and advertisers. The first is way in which Amazon is enabling consumers to scan products in stores with their mobile devices to get their online price.

StartMeApp Posts Strong Q3 Mobile Advertising Growth in U.S. and Latin America Markets

Road Show , the 3Q AdSmart Quarterly Report highlights a number of milestones in the performance and growth of the two-year-old mobile ad network, including: a Q3 growth in North America of 63%, reaching 2.95 billion monthly impressions during the quarter; a Quarterly global impressions growth of 33%, from 15 billion monthly in Q2 to 20 billion monthly during Q3; a 8.6 billion Latin America pan-regional impressions monthly, comprising 43% of the networkas worldwide Q3 total; a Quarterly growth of 30% in monthly impressions across Latin America during Q3; and, a An ongoing global surge in impressions on Apple iOS devices on the network, driven largely by a 5% increase in iOS impressions in North America, a 4% increase for iOS in Europe and 2% increase for iOS across Latin America. aStartMeApp is very pleased to share the results of our Q3 AdSmart network usage report, which demonstrates our reach into the U.S. market with a 63% surge in impressions in North America and shows with our 8.6 billion monthly impressions across LatAm that we continue to command the decisive leadership position in the Latin American mobile advertising market,a said Alejandro Campos Carles, Co-Managing Director and Founder, StartMeApp . An independent, privately owned mobile advertising network, since its launch in 2011 StartMeApp has delivered tens of thousands of effective brand campaigns for clients that include well-known global and regional corporate brands, such as Coca Cola, Skype, Audi, Adidas, Air France, Fox Latino, Chevrolet, Samsung, Microsoft, Peugeot, Allianz, Claro, Despegar.com and others. StartMeAppas popularity among brands and ad agencies stems from the networkas emphasis on brand safety and transparency, allowing advertisers to see exactly where impressions are served as they target premium mobile content from leading publishers that include Rovio, Reuters, Sega, Wordpress, Flixter, Grooveshark, Nimbuzz, ESPN, Zynga, Accuweather, Craigslist, The Weather Channel and many more. aGlobal brands and agencies looking for premium mobile content inventory in Latin America and worldwide choose StartMeApp because they know we can deliver the most appropriate inventory for their brand, at the right time, in the right place and on the precise devices and OS that will help them best reach their target audience,a said StartMeAppas Co-Managing Director and Founder Gaston Fonzo . During Q3 2013, the StartMeApp network worldwide showed a 2% increase worldwide in impressions on mobile devices running on Appleas iOS, with the iOS share of monthly impressions rising by 5% in North America (including Mexico), 4% in Europe, 3% in Asia-Pacific region and held steady at 2% in Brazil and the rest of Latin America. The Android OS showed a slight share decline of 1% in impressions worldwide, resulting from a regional shift in impressions during Q3 toward StartMeAppas fast-growing North American market, where iOS made a strong showing on the network. The OS breakout by region on the StartMeApp network during the third quarter included the following highlights: a In North America (tabulating the USA, Canada and Mexico), Apple's iOS gained most from the ongoing decline of the Symbian OS, rising 5% from 33% in Q2 to 38% of the Q3 total impressions on the StartMeApp network in North America for the quarter -- Android held steady in North America, with a 35% share of impressions, as did aothera OS, which showed no gains at 18% of the regional total; a In Latin America, iOS continued to increase in market share, gaining 2 percentage points to reach 24% of the regional total of impressions, while Android held steady at 46% of regional impressions and aothera OS impressions rose 2% to region 5% of the regional total. a In Europe, Appleas iOS increased 4% regionally during Q3 2013 in contrast with Android and aothera OS, which each declined slightly by 2% in their respective share of impressions on the StartMeApp network in the European market; and, a In the APAC region, iOS increased its share 3 percentage points to account for 57% of regional impressions, while the Android share of impressions grew 6% to reach nearly 24% of all APAC impressions.

The shift to mobile devices will have profound implications for Internet companies like Facebook. When a user clicks the button on the click URL, they will reach your real destination page -- if a large percentage of users hit the click URL and click again to proceed to your page, you can safely conclude that the traffic you are buying is authentic and engaged. Essentially, the click URL is a mechanism to prove that you are buying real users rather than bots. Email capture and connection to social A third way to prove the authenticity of your mobile traffic is to capture a user's email address from an ad and use it to perform a reverse lookup. Some companies will even allow you to harness this data by building custom ad units that require email input from users. If your ad unit does not capture user emails, an alternative is to capture this data on the landing page side. Then, you can attribute each email capture back to the campaign ID, and use this information to analyze a specific campaign. By capturing an email address, you gain the ability to either connect it to a social media profile, or use it to gather more complex demographic information through the use of a service such as Rapleaf .Generally speaking, if you cannot get demographic data on a large batch of emails from a single source, the users or the clicks are most likely fraudulent.

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