Appier at iMedia Brand Summit 2015 India

Shiraz at iMedia Brand Summit India 2015

At the 5th iMedia Brand Summit in Goa, India from September 2 to 4, Appier’s senior regional director Shiraz Kabir shared key aspects of multi-screen marketing with senior brand marketers, prominent media agencies, publishers, and technology providers, all of whom have borne witness to the transformation of the digital media landscape, and subsequently, user behavior, with the advent of new-age technology.

The impactful ideas and actionable insights in Kabir’s concise yet comprehensive presentation resonated with a large majority of attendees. Let’s check out what’s cool from Shiraz Kabir in the brief summary as below.

1. The average consumer’s journey on online platforms has become increasingly complex and difficult to map due to rapid advances in digital and wireless technologies. Identifying users and predicting their behavior across all screens is now a daunting and onerous task involving reams of data. At the same time, pinpointing every user action from browsing to completing purchase is becoming more and more critical to a successful marketing campaign.

2. In the age of personalization, one-on-one marketing at scale is key to the success of cross-screen marketing. The ability to identify individual devices and map them to their respective users is crucial to delivering the right ad to the right audience, at the right time, on the right screen.

3. Given the tremendous volume of user data now in circulation, hyper-segmentation has become an absolute necessity, putting your data to work in real time and building individual user profiles so that you know what motivates the individual user and what action should be taken to engage them within the right context and frequency.

4. Let your data do the talking for you. Precise measurement and analysis is key. If analyzed correctly and used in real time, data can help branding professionals target the right audience and drive the right action, giving them a big edge over the competition.

5. With the deployment of the Cross-Screen recommendation engine, Appier Cross-Screen Targeting is able to determine when, with what device, and with which brand to engage customers and acquire new ones, further augmented by tailor-made optimization tools for a successful marketing campaign every time.

Appier Programmatic TV: Asia’s First Programmatic TV Solution with AI-empowered Cross-Screen Technology

 

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It is vital to step out silos of traditional TV buying and move to holistic media planning.

TV viewership never can tell who is in front of the screen and viewers’ interest. Traditional TV buying won’t make advertisers happy unless it can render more control to them over the true ROI with the best allocation of a fixed budget given a right set of ad slots with associated audience profiling. To realize the ideal and compelling TV buying solution, Appier Programmatic TV can make advertisers’ TV buying budget effective by adding intelligence through data analysis to boost response rates and allowing advertisers to smartly associate TV buying strategy with all other screens.

Appier Cross-Screen Marketing + Programmatic TV Buying = Best ROI 

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The Next Frontier – TV & Cross-Screen Marketing

KV_The Next Frontier - TV and Cross-Screen Marketing

Despite the fact that we spend more and more time on smartphones and tablets in this multi-screen era, turning on TV is still something we often do when we are at home.

ANA and Nielsen’s survey showed that mobile phone and tablet will be the most important screens for users in 2016, while traditional TV will continue to decrease its importance. Yet, we can still see a tremendous growth on connected TV in three years.

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Multi-Device Ownership & Cross-Screen User Behavior

No one will deny the fact that cross-screen trend is happening. Just look at what you have right now, it’s 4 p.m. and you are doing your work on PC, checking text messages on smartphone occasionally, and probably there’s your personal tablet in your bag and you are going to use it for outside presentation.

Two is not enough.

Owned more than two devices is very common for many people. Same trend also can be seen in many Asian markets. According to Appier’s research report, overall speaking, one-fourth of multi-device users (people who own more than two devices) own three or more devices, even for emerging markets.

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Appier Cross-Screen User Behavioral Insights Report H2 2014

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As we have entered the era of multi-screen, it is important for everyone to understand how we (consumers) interact on different screens at different times and at different markets. In the second half of 2014, Appier analyzed 370 billion data points from our database, covering eight markets, including Australia, Hong Kong, Indonesia, Japan, Malaysia, Singapore, Taiwan, and Vietnam. This research report is designed to help marketers better understand, design and execute localized and customized Cross-Screen Marketing strategies.

Read this report to learn:

  • Insights on multi-device ownership and user behavioral similarity.
  • Comparisons of cross-screen user behaviors during different times of the day and different days of the week.
  • Trends on user preference for screen sizes, creative sizes and operating systems.
  • Effects of device types and screen sizes in game, retail and travel industries.

 

How to leverage “Remarketing” and “Retargeting” in your marketing campaign?

0121_KV_remarketing and retargeting

There is too much jargon in the advertising and marketing fields. This tends to decrease the interest level of marketers due to the confusion created in their minds.

In this article, we would like to introduce the concepts of “Remarketing” and “Retargeting” in a more simple, “Appier” way.

There are not many definitions for these terms to be found currently. From our point of view, the major differences between the two are:

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Are you ready for Lunar New Year? It’s time to capture the biggest holiday ad traffic in Asia.

Chinese New Year Ad Traffic

Chinese New Year is not only celebrated in China, but also anywhere else in the world with a significant ethnic Chinese population, which is one-fifth of the total global population! The holiday is as important to Chinese as Christmas is to Westerners, so don’t miss out on an opportunity to reach your target audience.

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