Mobile Advertising

Mobile Advertising

Mobile application : how to get into the top 20 marketplaces?

mobile application

Developing a mobile application takes time, money and energy. But what’s the point if it languishes on a handful of phones and has only a few users?

As the inseparable partners of mobile users and real m-commerce levers for shoppers, mobile apps are now part of the digital ecosystem for both professionals and the general public. This means your app needs to get used and used well. Achieving this and becoming visible only results from a delicate balance between the intrinsic quality of the product and a suitable marketing campaign. We will tell you how.

A visible application is an application that works well

Mobile applications are like shop windows. They need to be perfect because they represent a brand’s power via a mobile. The creation of a high-quality application is therefore essential when it comes to adding value, providing a service and creating a special, unique experience. If you just copy paste your website, there’s no point. You, therefore, need to ask yourself what are the advantages to using your application and why should it be downloaded?

Over and above the concept and what it will be used for, it is also important to make sure that your mobile application is well optimized for any type of phone. There is a massive difference between the iPhone SE’s tiny screen and that of the Galaxy S9+. A good application is, therefore, one which is able to adapt even if it favors only one marketplace to start off with.

The more development fits in harmoniously with the mobile ecosystem, the more reactive and helpful the mobile app will be. It shouldn’t, for example, use up too much battery or data when it is in use, it should manage notifications well and use the camera, geolocation or mobile payment when this is helpful, etc.

Last but not least, it follows that a high-quality app has a reactive support service. While a mobile application is sometimes downloaded intuitively, its reputation plays a crucial role in the user’s final choice. You, therefore, must keep an eye on any feedback and have a team who will respond to it. Bad reviews could quickly kill your app off in its infancy. You need to act fast, fix any bugs and launch a really polished product.

Spreading awareness and uses of your app

As the two giants, Google and Apple keep their discoverability algorithms secret, you shouldn’t just rely on official marketplaces to spread awareness.

Launching or relaunching a mobile application is just like releasing a new product; you need a campaign, a strategy, and suitable tools. The first phase involves marketing it to influencers who count (journalists, bloggers, technology specialists or specialists in that brand’s market sector). You can also take part in competitions that showcase the most polished apps in terms of development or design. If you are fortunate enough to win one, then spread the news. This acts as an additional promotional lever.

Setting up a native content campaign for your mobile app within the framework of a content marketing strategy creates buzz and activity within your environment. This a technique that works well alongside the SEA and an SMA.

Finally, with a little luck, your application could be selected by Google and Apple’s editorial teams, who feature several applications each day. This is a strategy that pays dividends; since the AppStore was redesigned using iOS 11, games featured that day are downloaded 800% more than on a normal day. The same applies to a traditional mobile app (+685%). As for app-related lists and third party content, the download rate is +200%. This is the holy grail for brands, who see their applications boosted by strong media exposure.

Promote your app by connecting with your community

If it’s important for your mobile application to be used by new users, you also need to use your customer base to promote it. Here are some examples:

  • Marketing email with cross-device conversion follow-up and tracking.
  • Advertising on social networks with a buzz from your community.
  • Financial incentives with special promotions for users of the mobile app.
  • In-store posters and ads.
  • Information relays via your vendors, representatives, and traders.
  • Creation of a landing page with download links incorporated.

A mobile app is nowadays vital for providing user-friendly services when faced with the rise of m-commerce. But you should bear in mind that this isn’t an end in itself. Applications are living entities and need to evolve; add new features, fix bugs, monitor the retention rate and be reactive. This is an essential long-term approach to ensure use of your mobile app is part and parcel of your customers’ spending habits.

Have a look to advantages and disadvantages of a mobile app. Furthermore, our team can work alongside you when promoting your mobile application, feel free to contact us!

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affiliationLead generationMobile AdvertisingPerformance Marketing

10 tips to win on Black Friday

Black friday

The day is coming. And your strategy should already be thought out for Black Friday, the last Friday of November when a wave of promotions comes to boost sales at the end of the year. Christophe Matos, Global CMO et Board Member of Kwanko, gave Marketeer a list of 10 basic rules for brands to survive and win on Black Friday.

1- A 100% Black Friday Global Strategy

National advertisers have followed the international trend of betting more and more on Black Friday and its impact on annual sales clearly justifies a decisive strategy. Black Friday requires a dedicated P&L that does not forget to account for cannibalization of non-discounted sales and write-offs in the final margins.

2- Start early…

Act early and efficiently to create the right stimulus at the perfect time. Black Friday is the day of the year with the most first-time online purchases. All the details count in creating a “moment of truth” that results in a positive and potentially repeated experience. It’s the day to shine and advertisers have to be prepared. Consumers themselves prepare for Black Friday in advance and brands have to predict this trend.

3- Increase your database, before, during and after…

Second, only to organic searches of the brand, the Internal Marketing email is the biggest sales channel of online stores. Capturing records turns out to be the best source for prospecting and becomes the advertiser’s biggest asset. Black Friday is the perfect incentive to invite prospects to register and thus lower the effort and costs of capture. Once registered, the brand gains an internal communication support that allows them, through activation and automation strategies, to convert leads into customers.

4- SEO // Enhance organic presence in search engines

Black Friday has to be anticipated and strategically thought out for search engines. Brands have to develop tailored content to create history and gain an organic presence in the main search engine on the market. Advertisers have to be pragmatic in the quality of the contents they intend to have shared by the users themselves and thus spontaneously enhance their organic presence. SEO requires a level of organization and anticipation that is not always cared for, and that sometimes condemns brands to be forced to invest too much in paid searches during the event.

5- PPC // Adwords, Social Media Ads, Email Marketing  and Retargeting

When there is no time to refine the organic presence, there is nothing like investing in a PPC strategy to gain presence and take advantage of the search wave. Again, not all companies have the financial capacity to keep up with the rhythm of top searches, but there are simple and effective ways to bet on targeted searches that ensure a positive ROI.

The main best practice for retailers is really the purchase of strategic traffic, especially by sending Marketing emails using external databases with authorization for third party communication. This is the primary direct response channel, but no channel will have so much immediate impact on advertiser dashboards.

During Black Friday, visits to e-commerce sites may triple and the conversion rate eventually drops. It is essential to have a retargeting strategy designed (especially on Facebook) that allows optimizing all that traffic and increasing return on all Online and Offline Marketing initiatives.

6- Custom Audience! Give priority to your customers

Online stores have to focus on boosting their customers’ Recurrence, Frequency and Purchase Value (RFV). Black Friday is, in fact, the biggest opportunity of the year to attract new customers but it is also the perfect time to build loyalty and increase the value of the brand to the customer. Loyalty is no longer limited to internal channels and it is possible, for example, to cross data (example: encrypted mailing list) with Facebook and define a personalized strategy that will boost your results.

7- A Real E-Merchandising Strategy

As in offline, online stores have to know how to play with e-merchandising to stimulate consumers to react according to the strategic objectives of the company. Several reasons may justify highlighting a product: cash generation, profit margin, stock availability, brand positioning, seasonal stimulus… E-Merchandising is today the primary in-store commercial hook and requires increased care during Black Friday because of the momentum inherent to the event.

8- Mobile First

Alibaba reported that 82% of Singles Day sales (November 11) were made from mobile devices. It is fundamental to guide the entire company towards a mobile reality that is already more than implemented.

9- Presence in Strategic Publishers

It is fundamental for brands to bet on channels that channel buyers. Highlight goes to price comparators and coupon sites, which play a key role on these dates.

10- Black Friday will soon be Black November

Black Friday, Cyber Monday, Black Week… the seasonal hype is too tempting for brands to not be extended. Being the first to reach consumers turns out to be an endless war that requires some competitive strategy and vigilance. Time-to-market is key and it is up to the brands to stimulate consumers before, during and after the event.

Find soon the second article of our Black Friday series… You would like to entrust us your budget, consult our offers!

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Mobile Advertising

Vertical Video: The Mobile Format That Is Taking Over

vertical video

Say goodbye to the horizontal video, the traditional format we have watched for generations on TV and on our computers. We are now in the mobile-only era. Notably started by Snapchat, vertical video on smartphones has changed the way videos are made. The way stories are told and viewing habits have also changed. A trend has taken over our phones with the explosion of the Stories format. They are all over social media platforms! A trend which also impacts means of communication and how advertisers reach their audience. Here’s why.

Why Is Vertical Video So Popular?

The smartphone has become our primary device and the main communication tool for younger generations. Websites have changed, content has adapted, and responsive design has transformed the work of web designers. Verticality has become the norm, especially in the way we naturally hold our smartphones.

Snapchat normalised the concept of vertical videos before being quickly emulated by its competitors. When Snapchat posts 10 billion vertical-format videos per day, it inevitably creates new viewing habits. Despite YouTube’s resistance and countermeasure attempts, what was a practical and ergonomic approach is becoming a creative trend that is set to last. In fact, all major players in the media and entertainment industry are jumping on the vertical video train. Netflix, for instance, has created 30-second vertical trailers to promote its contents. There’s even a vertical film festival in Australia since 2014.

Vertical video has gone mainstream. It is now completely part of the mobile trend.

New Creativity Obstacles

Vertical video offers a whole new field for creativity and production. It often adds an extra step that can slow down established work processes in agencies and advertising. Creating a video takes time: You have to tell a story, write a script, shoot/animate, and edit the final product. Usually, this final product must then be adapted to platform constraints. The same video is not posted on YouTube, Twitter, and Facebook. But vertical videos further complicate this process. You can’t take a vertical video and upload it on a traditional platform. Although vertical videos are popular and current, horizontal videos are not, but they will never die out.

This duality demands adaptive filming equipment and new work processes. They must be integrated for limited scalability with almost no loss in quality. For most big brands, vertical video is an addition to horizontal video as marketing tools. They are not replaced.

Before jumping on the vertical video train, you must first consider the age groups and demographics of your audience. The younger they are, the more likely it is that smartphones are their primary (and sometimes only) device. In that case, verticality is essential without a doubt.

Vertical videos are better for live streaming, or contents that are short and informal, but authentic, with little or no editing. Usually, everything is done on a smartphone. Horizontal videos are more elaborate, longer, and requires more effort. They require other means of production.

Vertical Video: A Trend That Impacts Online Advertising

Due to the popularity of vertical videos, the Interactive Advertising Bureau (IAB) has issued some standards and guidelines. A few examples:

  • Recommended video lengths are from 8 to 12 seconds.
  • Possible integration of components for augmented reality.
  • The possibility of using RichMedia End Cards with adapted CTAs.

As vertical video is the most active on social media, there is a clear development of advertising for clothing, technology, and retail brands. There are so many ways to create vertical content for a mobile generation— A generation looking for a strong emotional connection with brands.

Whether on mobile apps, social media, or mobile websites, online advertising must adapt to create short stories and contents. They must be easily integrated, using the whole vertical interface to get the right message across. A cultural change that involves a new creative vision and a new marketing approach. This is what is essential for advertisers to adapt to the new and growing mobile trends.

If you enjoyed this article, check out our performance marketing solutions or contact us to find out more!

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Lead generationMobile AdvertisingPerformance Marketing

6 Myths About Advertising during the Summer Vacation Season

Advertise in the Summer Vacation Season

This seems crazy, but did you ever thought about advertising during the summer vacation season? I’m asking this because all over the world, brands tend to reduce a lot of their investment within this time period.

Don’t get me wrong, it made sense in so many ways… a few years ago!

Why are you still keeping this old tradition TODAY? Here are a few reasons why you kept doing the same thing and what changed since then.

1. “People are not in the buying spirit during the summer vacation season”

Well, for this one, you just need to… Ask Google. According to Google, based on huge amounts of data they collect continuously, more than 50% of the shoppers are willing to purchase something from new retailers. I find this quite impressive. Don’t you?

It’s even more interesting if you notice that there are not that many brands advertising during this summer vacation season. A bit like yourself. 😉 This represents a great chance to get new customers if you haven’t noticed yet.

And if you’re in the Health, Diet or Fitness category, you’re in even better luck. It seems that 44% of consumers have purchased something in this category in the summer. Surprised?

2. “They are not easy to find during this period”

The funny thing about digital is that it’s not physical. You can travel, relax on a beach or go out with friends and still be connected. Especially because we have become slaves to those terrible devices called smartphones.

Even in vacations, we still carry these devices everywhere. And what do you do with it? You check your social notifications, your feeds, your emails (at least the personal one) and you’re impacted with savvy brands while you navigate. Is your brand present at this moment or is it your competitor?

Using Smartphone during the Summer Vacation Season

And what makes smartphones so damn good for digital advertising is that it shows where your audience is. You can personalize your advertising according to where they are.

3. “B2B campaigns don’t work in the Summer Vacation Season”

Can you tell me how many vacations days you take in a row in a year? I would risk it to say it’s not more than 10 to 15 days, right? And that’s when you’re really committed to taking some time off. So, this happens to a lot of people as well. In some countries, these numbers are even considered outrageous.

Hence, why do you pause an entire month or more of your ad investment?

If you segment your advertising properly and aim for the right audience, they’re being impacted by your brand. It doesn’t matter if it’s summer vacation period or not. They’re the right people and they’re making decisions then or after that time off.

4. “Our Marketing Team has too many people in the Summer Vacation Season”

That might be the case, however, even you’re a one-man (or woman) show you still can automatize most of it. There are so many solutions out there to keep you in the loop for a snapshot of the results and to program almost everything.

Ever heard of the motto earning money while you’re sleeping? It can be the case.

Let’s face it. If you have the help of an agency, they would have a team ready to handle your advertising. If you don’t have one, you can still program your ad investment based on previous results with maximum and minimum investment per day/week.

If your conversion pipeline might be unable to provide the conversion fulfillment, then you might as well close the entire company for that period. But again, we might as well be speaking of maximum 15 days, right?

Let me give you a suggestion though: Get in touch with our team and let them work for you this summer. 😉

You can go on vacation completely relaxed since you have a full team of performance marketing professionals to deliver the results you define in the first place.

Traveling for the Summer Vacation Season well Informed

5. “It’s hard to have someone to distribute our campaigns since they’re out as well”

It might be the case if you’re handling these campaigns directly with Publishers and some of them are out, which seems odd since every publisher needs to keep feeding their audience. Even in the summer. If you were using a Publisher Network powerhouse like Kwanko it wouldn’t be the case, though.

But let’s say that most of them are out in this period. None of them will be saying no to more investment in their channel. Like in the previous suggestion, they can also schedule these campaigns to run in that period. Some of the campaigns we run at Kwanko are pre-scheduled in advance and we have dedicated account managers in every Publisher just in case something might go wrong. Gremlins might even exist. We don’t know.

6. “It’s early to plan back-to-school campaigns”

According to Google, there’s about 40% of searches for that topic using mobile in the summer. Surprised? Well, if you have kids, it isn’t that surprising.

If you have something related to this interest, you might as well enjoy this period to get your brand out there. Go ahead and stay in your potential customers’ minds by well-prepared advertising campaigns.

Also, according to this other study, 77% plan to start shopping at least 3 weeks before school begins. Are you still not convinced to create enough rapport beforehand?

In Conclusion

If you stick to the tradition, you will be missing out big time in getting extra revenue for your business. People are still out there in the summer. Maybe some will be in front of a beach or be traveling, but they’re still living and you can still be in touch with them in so many ways.

Even you’re feeling insecure about it, get in touch with our team and see all the solutions we can provide for you. Be supported by professionals who have been doing this for years. Yes, even before you decided that it might be a good idea to stay on your customers’ minds in the summer as well.

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Mobile Advertising

Augmented reality for mobile advertising?

Augmented Reality

Present for a few years in our digital environment, especially since the major success of the game Pokémon Go, augmented reality is gradually becoming more accessible for all. A technology, which consists of superimposing virtual content (animated or not) on a real image through a tablet or phone application, augmented reality allows companies to communicate differently and create services with high added value.

While native applications are already very active in testing your new design, visualizing a new car or choosing the best tattoo on your body, augmented reality also offers new prospects on the promotional side. A way to strengthen the connection between mobility and user, create innovative campaigns for your offer and refresh your brand image.

MOBILE ADVERTISING IN CO-BRANDING

While it is increasingly easy to create your own augmented reality application thanks to developments in technology, there are still other options to evaluate. Like in traditional marketing, co-branding is an interesting tool: by joining an existing application, brands that have similar audiences can join forces for greater impact and limited investment.

This is, for example, the case in the United States, with the soda brand Mountain Dew which has teamed up with the television franchise “The Walking Dead” to create an augmented reality application that allows you to see these famous zombies in a real environment. A two-in-one that combines two brands for a fun experience riding the waves of popular culture.

An approach that could work with other brands, like, for example, household appliances and cooking recipes, a variety of cars and a petrol brand, a hotel chain and an airline, etc.

THE JOINING OF PRINT AND MOBILE

Despite the growth of everything digital, the paper is not yet dead, quite the contrary. And with augmented reality, it can even reinvent itself. From a print marketing campaign (signage on public transport, flyers, catalogs, etc.), an advertiser can offer complementary, fun services that can be displayed when the phone scans the medium in question. A way to provide additional information on certain products, to differentiate themselves from the competition and to launch a specific promotional offer to win new customers.

The coming together of print and augmented reality is also relevant for an object or a physical product. By scanning a packet of rice, you discover the different stages, from harvest to cooking, with testimonies and very visual animations from around the world; a brand of chocolate powder offers fun games with the brand’s mascot for the youngsters; a travel agency reveals its destinations from its catalogs.… Many inspiring and easy-to-implement examples to develop innovative marketing and advertising campaigns.

NATIVE AUGMENTED REALITY, THE NEXT STEP?

Today, most augmented reality experiences involve downloading a third-party application. This means adding several additional steps in the customer’s journey between intent and fruition: going to Google Play or the App Store, logging in as needed, downloading an application, waiting, and finally launching it.

Fortunately, things are changing, as it is now possible to launch an augmented reality experience directly on a mobile web browser, from a banner or link. This technology, called Augmented Reality Digital Placement, allows an advertiser to create an augmented reality experience from a simple web page. Visualising of a piece of furniture in a room, face tracking to add filters to your picture on a selfie or story, gaming with a theme related to your brand… the possibilities are endless.

These innovations also have a concrete impact, since the IAB has set up a new standard that integrates augmented reality advertising into its rules of good practice.

PROGRAM MARKETING ENTERS THE GAME

Last experiment to date: the integration of advertisements within games or free applications, specially designed on the programming model. These are advertisements that are displayed directly in the native environment in a non-intrusive manner, unlike banners. From an adapted advertising platform (SSP / DSP), advertisers can integrate their 2D visuals into a virtual environment. An innovation that works both in augmented reality and virtual reality, and represents a good solution to finance the development of applications based on native, integrated and non-intrusive advertising.

Easy to use, accessible from a simple phone, low-constraining and value-creating, augmented reality is a technology that is developing considerably. It is no surprise that Google and Apple have opened their development kits to their communities of developers to enrich the list of uses, from professional applications to more fun approaches. A new way for advertisers to position themselves amongst a segment of active and captive users and to test new strategies.

You can discover our performance marketing solutions or contact us to find out more!

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Mobile Advertising

Mobile application VS mobile site: how to choose?

EN_banner_mobile-app-site

We cannot emphasize it enough: the mobile screen is the screen with which we interact most on a daily basis, both personally and professionally: when traveling, in the office, at home or on the go. Having mobile-friendly content is therefore essential. There are two major options for this. Either the development of a downloadable mobile application on Google and Apple marketplaces or the development of a mobile site also called a “web app”. There are advantages and disadvantages to both, depending on your needs. Let’s explore the subject together.

A mobile application

Advantages of a mobile application

Available on the App Store or Google Play, a mobile application is an integral part of a phone or tablet’s digital ecosystem. It’s usually optimized to make the best use of the available screen space. It’s a way to offer the highest level of quality and interactivity for its users. Each application can also interconnect with every other application already present on the device, such as Facebook, PayPal, and Twitter. When it comes to payment, authentication, and sharing, it’s fluid and easy to use, creating a good user experience which is fully integrated.

Mobile application notifications are an important tool to drive action and to share information. Indeed, they’re such a valuable tool that some companies, such as the NY Times have created specific and dedicated notification departments. Notifications can create a strong connection with the user, be used as a marketing tool or provide advanced services, especially when they are combined with geolocation as part of a “drive to store” approach.

Applications are always present on mobile screens and have quickly become an essential tool, given that 90% of time spent on smartphones is spent on mobile applications.

Disadvantages of a mobile app

A mobile application often requires an investment in terms of time and money which can be significant for big brands, particularly when it comes to advanced functionalities which require a multidisciplinary team of experts. An application requires the development of different versions depending on the OS (iOS vs Android) and for different sized devices too. Given the small size of the iPhone SE and the large size of the iPad Pro, an application is never really universal. This means that each update requires long and painstaking compatibility tests on all media and devices.

A mobile site

Advantages of a mobile site

Accessible via the internet browser of a device, a mobile website is compatible with any type of device; regardless of its screen size, power or internal features. This universality makes maintenance easier when it comes to fixing a bug, updating content, creating or deleting pages. What’s more, each correction or update is carried out in real time, the lag time between the two versions is reduced to the strict minimum.

Creating a mobile site isn’t more expensive or complex than a traditional website. Because it’s easier to manage, it’s easier to absorb the costs of a mobile site and to monetize it. For example, the British government made the decision to abandon all applications for mobile sites which are easier to maintain.

Disadvantages of a mobile site

A mobile site requires a browser and therefore an internet connection to work. It’s impossible to view it locally, just as it’s very difficult to integrate with the native functionalities of a device, such as Apple Pay, 3D touch, the camera or GPS.

Although the content is adapted to the size of a screen, it doesn’t necessarily adapt to your particular screen. The fold can cut off text or images and, be depending on how you hold the device, negatively affect the user experience.

Remember

EN_Infographic_mobile-app-site

Choosing a native mobile application and a web application depends on the needs and the ultimate aim of its intended use. If there are more technical or complex needs or if advanced or interactive multimedia content is required, an application is an appropriate choice. Conversely, if your priorities including keeping costs down, providing regular content updates and ensuring ongoing and flexible maintenance, a mobile site is a right solution.

In any case, mobile is a safe bet for brands which need to develop online!

If you’ve enjoyed reading this article, you can download our white paper “All You Need to Know to Boost the Performance of Your Online Campaigns”. You can also find out about our  performance marketing solutions or contact us directly if you require more information!

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Mobile Advertising

6 obvious reasons why you should extend your online marketing strategy to mobile marketing

marketing mobile

In the last 15 years, all businesses have been greatly impacted by a revolution that has radically transformed the way they work. The digital economy has changed our behaviour and opened up new growth opportunities and markets that were previously unimaginable.

Big data has taken centre stage, along with marketing automation or programmatic marketing. Showrooms have gone virtual, social networks have reinvented the customer relationship, and smartphones have become the consumer’s weapon. Shopping, comments, shares, searches… mobile is everywhere, all the time.

The big brands are adapting and are developing marketing campaigns that can target the right people, at the right time, in the right place, and on the right device, so as to send them personalized messages that are in tune with their current needs and wants.
If you have yet to make the leap, here are 6 good reasons which should help you on your way.

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Mobile Advertising

The key figures in mobile use worldwide

chiffres clés usage mobile

Every year for the past ten years has been predicted to be the year of mobile. However, that year has already come and gone! 2014 was the year that mobile device use exceeded that of traditional computers. In other words, a minor revolution at the time, leading to what now seems to be a normal situation. Between the development of 4G in most of the world’s countries, smartphones and tablets with improved performance, power or accessibility, and the breakneck speeds at which developing countries are catching up in terms or infrastructure and technology, the web is mainly accessed through mobile. However, communicating effectively on mobile requires a clear strategy and specifically designed solutions to reach the right person at the right moment. Do you think you’re ready?

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Mobile Advertising

MOBILE ADVERTISING: OVERVIEW OF THE KEY EVENTS OF 2016

publicite-mobile

 On the back of a market which is crystallising increasingly between two companies, with Google on one side and Apple on the other, the use of smartphones for web access overtook that of computers. Mobiles are becoming more and more involved in our everyday habits and are no longer a channel of communication, but rather a way of life. They are transforming usage and influence purchasing behaviour in a powerful way.
The major brands have understood that this way of life requires adjustments and investments. 2016 has been a pivotal year for mobile advertising, a year which highlights how those involved need to be even quicker to respond to technical developments as well as changes in consumer habits or behaviour. Here is a short list of aspects covering these key changes which will strongly influence how we operate in 2017.

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