Tylenol Is Feeling Good About Its Mobile Strategy

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Most brands don’t want to be the first thing someone thinks of when they get a stress headache or feel pain after exercise – but Tylenol does. As part of a recent campaign to promote the relaunch of its Rapid Release Gels sub-brand after a 2009 recall, Tylenol wanted to be top-of-mind with potential customers inContinue reading »

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Beacons Are Still Trying To Find Their Place

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Although the industry is settling on a few practical uses for beacons, primarily as a helpmate for attribution, they’re just one marketing data point among many – a tactic. “Beacons are only one piece of the equation, a component of a larger effort,” said Chris Cunningham, CRO of proximity and location data aggregator Unacast. “There areContinue reading »

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Pinsight Taps Carrier Data To Verify The Accuracy Of Location-Based Campaigns

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Marketers are open to spending on location data, but they lack the proof to show that their efforts are working. “It’s a dilemma,” said Kevin McGinnis, CEO of Pinsight Media, a Sprint-owned mobile analytics company with access to anonymized first-party mobile carrier data from Sprint subscribers. That’s why Pinsight, which helps its advertiser clients gatherContinue reading »

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IAB Tech Lab’s Open-Source SDK For In-App Viewability Is Almost Ready For Prime Time

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Publishers are on the cusp of only needing one software development kit (SDK) to measure in-app viewability. On Wednesday, the IAB Tech Lab kicked off a limited beta to test an open-measurement SDK that would enable publishers to work with multiple viewability vendors without requiring multiple SDK integrations. The test will run for roughly twoContinue reading »

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Smaller Apps Adapt Their Paid Search Strategies For Apple’s New App Store

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The redesigned App Store in iOS 11 creates a challenging environment for mid-tail and long-tail app developers. Apple’s primary goal with the redesign, which came along with the release of its new operating system in September, is to “make discovering apps and games easier than ever before,” the company said. The revamped App Store storeContinue reading »

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Weather App Poncho Taps Into Snackable Content And Rich Notifications To Make It Rain

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Poncho wants to “own the bed.” The weather app aims to start engaging with its core user base of millennials the moment they wake up. Around 90% of people 18-30 use smartphones as alarm clocks, according to Cisco, making the lock screen the first thing they see when they crack an eye. But there’s aContinue reading »

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Facebook Messenger Wants To Give Retargeting A Makeover

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Retargeting is largely associated with product ads that stalk users across the internet. But Facebook sees retargeting as a tactic that can open the door to ongoing engagement within Messenger. Ted Helwick, the Facebook product manager leading monetization efforts on Messenger, told AdExchanger that “the KPI advertisers tell us they care about most right nowContinue reading »

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App Annie Helps iHeartRadio Take Action On App Store Reviews

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IHeartRadio, the streaming app by media and radio giant iHeartMedia, puts app store reviews at the center of its customer retention strategy and product road map. “We give our users a little taste of what [the app] could be and then let them help design the road map for features and functionality,” said Rob Rowe, SVP ofContinue reading »

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The Body Shop Freshens Up Its Engagement Strategy With Mobile Wallet

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The Body Shop is tapping into mobile wallet as more than just a way to pay. The cosmetics and skin care retailer will use mobile wallet to raise awareness and generate engagement for a campaign launched Wednesday as part of an effort to lobby the United Nations against product testing on animals. The brand hopesContinue reading »

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Is Mobile Data The Key To A New Generation Of Sports Fan?

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When fans visit the newly built Mercedes-Benz Stadium in Atlanta, they immediately face an entranceway deliberately stacked with visuals: a giant falcon statue, a halo-shaped video scoreboard and a view of the city skyline. The first thing many do is take a photo and blast it across social media. And as they do, stadium staffContinue reading »

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