MARCH 2016

ISSUE N 3

HOW TO MARKET YOUR APP ON

MOBILEADTRENDS.COM

TABLE OF CONTENTS

LETTER FROM THE EDITOR

ABOUT DEVERYWARE IBERIA

MOBILE NEWS BRIEFING

AN UPDATE TO GOOGLES PROJECT FI

BRAND APP REVIEW: LORAL

APP MARKETING ON INSTAGRAM

MOBILE CAMPAIGN OF THE MONTH

12

SAMSUNGS VR ROLLER COASTER

13

MOBILE WORLD CONGRESS RECAP

14

GOOGLE LAUNCHES HANDS FREE PAYMENTS

15

LETTER FROM THE EDITOR

Mobile Ad Trends: A sampling of the best stories
in mobile marketing plus practical tips to help you
keep up with an ever-changing field.
Thank you for reading
our third issue of Mobile Ad
Trends. We know it is tough to
keep track of all the news in the
ever-expanding mobile marketing world. Hopefully, this
magazine helps you track the
most important stories.

Also note that you can check

out our online site as well
as our podcast (deveryware.
podbean.com) which will have
some extended interviews.
If you have any story ideas,
questions or comments get
in touch with me directly at:

As far as trends, we are seeing

more and more news about 5G
and IoT with news from Google,
Intel and beyond. As networks
get faster, making connections
between objects will become
easier and therefore more and
more common. Data collection
from objects is no longer the
main issue - its more a matter
of what to do with it. We are
also noting social media networks, such as Instagram and
Snapchat, really pushing advertising opportunities. Once
they are at the breaking point
in users, they need to monetize to appease shareholders.
Many will become pay to play
platforms, so it is worth at least
testing the platforms sooner
rather than later. The networks
often heavily incentivize the
pioneers.

jordan.frank@deveryware.com.

JORDAN FRANK
jordan.frank@deveryware.com.
@jordanjoshfrank

ABOUT NOTICO IBERIA

Mobile Ad Trends is run by Notico
Iberia, a subsidiarity of Deveryware.
com. Deveryware headquarters is in
Paris. We develop trusted location
based services. Some of our current
offerings include mypublicalerts and
noteacons, an iBeacon dashboard
for sending Bluetooth campaigns.

You can learn more about the

company at deveryware.com.
@noticoiberia
@mobileadtrends

In addition to mobile ad trends, we

also run a popular news site on iBeacons called ibeacontrends.com.
TYPOGRAPHIE

COULEURS

MOBILE NEWS
BRIEFING
C78 / M22 / J22 / N3
R12 / V148 / B180
# 0b93b3

C0 / M100 / J100 / N0
R227 / V6 / B19
# e30513

RITE AID THE LARGEST

COMMERCIAL BEACON
INSTALLATION TO DATE
All of Rite Aids 4,500 stores in the
U.S. now have beacons. This surpasses the rollout of beacons at
Macys, the next largest beacon
retail implementation.
Read more.

ZEGONA BIDS OVER 500

MILLION FOR YOIGO
Februaryv 2016

Zegona Communications, based in

the UK, recently purchased the Asturias region cable operator Telecable. They placed a reportedly
higher bid than MVNO MsMvil.
Read more.

ORDER YOUR COFFEE

IN ADVANCE
With select cafes in England, you
can order your coffee and other
goods in advance with the Ordable App. You can then pay on
your smartphone once you are
inside.
Read more.

THERE WILL BE 400 MILLION BEACONS DEPLOYED

BY 2020
This is according to a quarterly report from Proxbook, by Unacast.
Previous predictions from others
were around 60 million, so this is
quite the exciting jump they are
predicting.
Read more.
5

AN UPDATE TO
GOOGLES PROJECT FI
About 10 months ago, Google
launched Project Fi as a way to:
deliver fast wireless service
with the flexibility to use it
where you want
Google recently released some
more info. Some more interesting
things to note:
People pay the same rate in
the U.S. as they do when travelling in the 120 plus countries
for internet.
They created Wi-Fi Assistant
a tool that automatically connects to high-quality hotspots
and helps secure your connection.
They have 24/7 customer
support through phone, chat,
and email.
It used to be invite only but
now people from the US can

use it without an invite. We are

hoping it makes its way to Europe soon.
The Nexus 5X starts at $199 for
the next month when you buy
and activate through Project Fi.
As we look ahead to 5G, mobile
marketers need to keep an eye
on Google and this is an exciting project. Better mobile internet means a more accessible
global market and a better and
quicker app experience.
You can learn more on the Official Android Blog.

INTERESTED IN SUPERCHARGING
YOUR MARKETING AND ANALYTICS?

March 2016

BRAND APP REVIEW:

LORAL

LOral has a number of apps

to help you choose the right products. They can help you choose
the right hair dye with colorist, the
right gel with Live the 24 HR Life,
the right dress with Color Genius,
etc. The highlight is their Makeup
Genius App. It registers 64 facial
data points and 100 facial expressions. The app basically scans your
face to identify your lips, eyes and
facial contours. You then see a
virtual mirror of yourself on the
phone and can try on different
make-up products in real-time.
They have some set looks or you
can create your own. You can even
turn your head to see how you
look from multiple angles. It works
quite well. You can also share the
results with family and friends on
Facebook.
It is a certainly a fun app, but perhaps too fun. Users tend to see it
more as a game than a shopping
app. Gamifying the shopping process is not a bad thing to attract
a larger number of users, but they
do not reveal how many have actually bought their products after
using the app so we cant know the
ROI of this strategyfor sure. They
also sees to have some issues

with different Android phones. In

general, it works better on iOS. Finally, they have a lot of different
apps that allow you to change your
looks create your outfit, dye your
hair, change your make-up. They
may have some quality niche marketing going on here, but if a lot of
their users would likely be interested in the other apps since they are
all fairly similar. Perhaps some of
their apps could be combined for
cross-marketing products. However, overall, they have good apps
that make shopping more fun.

APP MARKETING ON

If your brand has an app, now

is the time to advertise on Instagram. They only recently opened
up their ads to all businesses in
late 2015. According Kenshoo,
install ads on Instagram resulted
in a whopping 20% plus all app
install ad clicks during the fourth
quarter of 2015. The ads generally
cost less than Facebook and had
very similar click-through rates.
With a young audience looking for
the next trendy thing to try, it is a
great space to promote your app
if you do it strategically.

Here are some tips as to how you

can drive app installs with the help
of Instagram ads:
1. Know the platform
Dont treat Instagram like other major social media platforms.
If your brand doesnt have an
account already, have your marketing team create one. Test out
things organically first. Get a feel
for the platform and its users.
According to Sproutsocial, 53% of
Instagram users are under the
age of 29. They are almost always
on a mobile device. They are mobile savvy and can easily install
new apps straight from Instagram.

March 2016

Instagrams ads are also native-style and fit naturally into

users organic photo-stream. According to Quintly, the average Instagram post has an engagement
rate of 4.8 compared to Facebooks .72. Really make sure your
ad fits the platform.
2. Know the ad formats
Call to actions
You can have a call to action
app install at the bottom right and
they have a number of other CTAs
for you to tailor your ad such as
Sign Up (e.g. if you have mailing
list), Watch More (e.g. if you have
a 30 second teaser video for your

app), Learn More, etc. CTA buttons

are powerful, but if you use a CTA
it looks more like an ad since regular users do not have this feature.

12

16

Image

Videos

They resemble organic posts

with only an inconspicuous blue
sponsored post tag at the top
right. They also have carousel
ads, but this makes it more obviously an ad.

They are much cheaper, with

video ads going for as little as 2
cents per view. However, ads only
need to play for 3 seconds for
you to pay and they start with the
sound off. They can also only last
up to 30 seconds. You can have a
watch more button, but keeping
users in the platform is generally
best.
3. Be visual
This one is obvious on a photo sharing platform, but worrying
about the copy too much and not
the quality of the image is a HUGE
mistake. Less than 20% of the image ads pixels can be dedicated
to text. You want a high-res image,
targeted to your audience, and
following their design recommendations. It should fit your brand
but dont make Instagram users
feel like they are being advertised
to. Really wow your audience.
4. Always be testing
Test the copy, test the image,
and test the audience targeting.
You have all of the info on users
from Facebook. Really niche down
your audience. You may pay more,
but should get better ROI. As far
as the copy, test different words
but also different lengths. Instagram recommends around 125,
but you can use 300 characters.

10

March 2016

5. Engage with users

Dont just set it and forget it.
Showcase your brand personality
with comment dialogue. Be yourself! People want to engage with
apps that seem human.
Conclusion
Advertising your app with Instagram has a lot of potential, but do
it thoughtfully. Dont overwhelm
users with boring and obvious
ads, tarnishing your reputation.
You need to have good visuals and
think through your hashtags and
copy for greater success. Get a feel
for the platform and build your audience organically. And then not

11

give advertising a shot. With

the low ad costs for the ROI,
now is the time to test them
out if you havent already.
For 3 short bonus tips scroll
to the bottom of the full article
on our website.

MOBILE CAMPAIGN

of the Month:

BATMAN V SUPERMAN TAXIS

For one week leading up to the

premiere of the Batman v Superman, taxi booking app Gett partnered with Warner Bros for a promotion.

Ad partnerships from different

verticals are easy win-wins as they
have no chance of cannibalizing
each others consumer base. If
done well, like this one, they can
only generate good press and
If you use the Gett app in London build excitement for both brands.
and select the B v S you are automatically entered to win tickets to
the premiere. There are also 100
goody bags placed in select cars.
While you unfortunately wont be
picked up in the bat-mobile, this is
a great campaign to promote both
the app and the movie.

12

February 2016

SAMSUNGS VR
ROLLER COASTER
Samsung just showed off its VR
roller coaster at the Mobile World
Congress. Hundreds of people
were waiting in line.We recently
launched a SlideShare covering
this and the rest of the Mobile
World Congress. That excitement
should carry over to their new
partnership with Six Flags. Powered by Oculus, these VR roller
coaster rides feel very real to the
point of nauseousness. They have
other tech projects in the works as
well. The more we see VR bringing
positive experiences to the world,

the greater the opportunity for

brands to take advantage of the
new technology as well for example by offering product tours
without the shopper ever having
to set foot in the store. If you are
a cutting edge marketer you need
to keep an eye on VR, no pun intended.
VR Journal.

13

MOBILE WORLD
CONGRESS RECAP
The Mobile World Congress
took place right here in Barcelona from February 22nd to February 24th. It attracts all the biggest
names in mobile. It always seems
to go by too quickly. Every year
there are new products that are
shown off and some are launched.
With all the new or recently released products, the MWC becomes the perfect way to not only
track the industry but also envision
the year ahead and beyond.

Read more about the

MWC recap of virtual reality, 5G,
new phones and more.

Overall, we could see that virtual

reality, wearables and proximity
tech will start to work hand-inhand. This tech will be supplemented by Big Data to further
help both customize experiences
and deliver what the masses want.
It did not disappoint in showing
what the year ahead will look like.
The mobile industry is growing
and growing along with the conference itself. Perhaps the biggest
take away is that making connections outside of your niche is crucial for forward-thinking companies.
Read more about
iBeacons at the Congress.

14

March 2016

GOOGLE LAUNCHES
HANDS FREE PAYMENTS
Google has a new pilot program called Hands Free. It is an
app for Android and iPhone. You
can connect your phone with a
POS system to pay without even
taking your wallet or phone out.
They launched it in the Southern
San Francisco Bay Area to test out.
The POS recognizes your phone
with a number of virtual signals
when you are nearby uses (it uses
Bluetooth low energy, Wi-Fi, location services, and other sensors).
The employee then sees a picture
of you on the screen. All you need
to do is tell the cashier you will pay
with Google and give them your
initials.
While they await user feedback,
it only is available in a few stores
and several McDonalds and Papa
Johns. To expand, they will need
to get both the POS services and
users behind it.

Prefer listening to your mobile

advertising news and tips while
you are exercising or on your
way to work?

Lear more on Tech Crunch.

Check out our podcast

on iTunes.
15

MOBILE AD TRENDS FROM NOTICO IBERIA

DESIGNED BY ALEJANDRA GUEVARA VERA