Instagram has added four new goals for its ads in Stories to expand on its original objective of reach: traffic, mobile app installs, video views and conversions. Akbank, Ben and Jerry's, and Airbnb are among the brands using the ads.
Little has changed over three years in comScore's tabulation of the apps with the most market penetration, with Facebook still the clear leader in usage. In all, Facebook has three apps in the top 15 while Google has six.
Millennials are a huge generation of mobile-native consumers just now entering prime years of spending, making them a premium target for retailers. Sharon Goldman notes four things this generation seeks from retailers, beginning with personalized marketing that leads to brand loyalty.
A social campaign from PepsiCo-owned Walkers Crisps fell victim to Twitter pranksters who, instead of sharing selfies to win sports tickets, posted images of people such as Josef Stalin and UK serial killer Harold Shipman. The brand had tweets set up to automatically display with the hashtag #WalkersWave, which was trending in the UK until the brand was forced to apologize and withdraw the campaign.
A little more than 68% of ad fraud in real-time programmatic originates from only 3.2% of publishers, Fraudlogix reports. The research inspected 1.3 billion impressions from more than 59,000 sources and discovered that 18.8% of overall impressions were fake.
AppsFlyer has unveiled Active Fraud Insights 2.0, a platform that uses metadata from 98% of mobile devices globally, plus machine learning, to help advertisers detect fake activity. The tool identifies fraudulent installs, fake clicks and false DeviceID resets, among other actions.
Marketers cite tracking email, social and additional channels as their top priority, per Brand Innovators and Origami Logic. The second-most-important goal reported by respondents was pinpointing how content affects targets such as engagement, loyalty and awareness.
Google's new Data GIF Maker offers easy paths to the classic yet popular animation tool for journalists and other storytellers. The feature focuses on making comparisons, asking users to enter the information before downloading the GIF.
Mobile marketing began with billboards that appealed to the motoring public and is shifting to cars that are connected to the internet. Bill Ogle explores how marketers can take advantage of the technology as it relates to consumers on the go.
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