Marketers acknowledge that some of their ad spend on mobile will be eaten up by fraud, but they plan to spend more in the coming year nonetheless, according to an Appsflyer survey. The study revealed a widespread belief that about 20% of mobile spend is subject to fraud and near unanimity in the conviction that fighting fraud should be a high priority.
Microsoft's Mixer mobile gameplay streaming app for Android is out of beta, and an iOS version is planned. Mixer also includes push notifications to flag when a user's favorite streamers are available.
Driven in part by social media, digital will account for 35.3% of all local ad spend in 2018 as overall spending rises 5.2%, according to a projection by BIA/Kelsey. Much of the gain can be traced to upcoming elections and a sharply divisive political climate.
With the launch of Lens Studio, Snapchat is allowing a broader team of designers and creators to build augmented reality lenses, Lauren Johnson writes. Orli LeWinter, senior vice president of strategy and social marketing at 360i, believes this "will remove some of the barrier to entry for brands to participate in lenses and other immersive experiences."
Open-plan offices, too many meetings and a constant connection to others via social media and smartphones are stifling creativity, robbing creatives of the precious alone time they need to let inspiration strike, writes RPA's Laura Small. "Spending time alone in quiet contemplation lets your mind wander away from that place of reaction and shifts the focus to big ideas and different ways of looking at things," she writes.
Advertisers must work together to ensure that today's digitally-native children have the human skills -- "creativity, empathy and accountability" -- to carve out their roles in a future advertising world that will be even more technologically based, writes The Envisioners' Dave Coplin. "The future will be about finding that sweet spot where humans and machines complement each other," he writes.
Independent US agency David&Goliath has been acquired by South Korea's Innocean Worldwide for $71.7 million. Both companies are renowned for their work with South Korean auto brands Hyundai and Kia, and Innocean stated that it intends to "aggressively expand business in the US."
Jeff Herrmann advises how to develop a better understanding of your email subscribers, starting with segmenting prospects by demographics and firmographics -- the characteristics of the individual's company. Further this analysis by segmenting based on user behavior, and cross-analyze your audience against the wider market, he writes.
Think differently in 2018 and improve your lead-generation strategy by creating intimate events for very targeted audiences, Tom Shapiro writes. Go all in if a strategy is already working, and consider firing clients who take up too much time for too little money to make way for new leads, he writes.