Global Video Advertising Trends 2024: Streaming, CTV, and Targeted Strategies

In today’s dynamic digital ecosystem, the premium video streaming landscape is evolving faster than ever. With Connected TV (CTV) dominance, live sports engagement, and audience targeting reshaping the industry, businesses must adapt to stay ahead. This global report uncovers key trends and insights from the first half of 2024, offering advertisers and marketers a clear roadmap to success in the streaming world.

Ad Views on the Rise Across Regions

Global ad views for premium streaming content continue to grow significantly. Streaming has officially outpaced both cable and broadcast television in several markets:

• In the U.S., streaming accounted for 40.3% of viewing time by June 2024, reflecting a clear shift in audience preference.

• In Europe, platforms like TF1+ in France and Channel 4 in the UK are driving viewership growth, with ad views up +29% year-over-year (YOY).

This rise is fueled by increasing adoption of streaming platforms, improved targeting strategies, and growing opportunities around premium live content.

Programmatic Advertising Growth: An Industry Standard

Programmatic advertising continues to expand globally, demonstrating its efficiency and relevance:

• U.S. programmatic ad views grew by +15% year over year, driven largely by the dominance of CTV and Free Ad-Supported Streaming Television (FAST) platforms.

• Europe saw an impressive +41% YOY growth, showcasing increasing adoption of automated ad buying among premium publishers.

Deal Types Differ Globally:

• U.S.: Non-guaranteed programmatic deals dominate, accounting for 78% of programmatic ad views.

• Europe: Programmatic Guaranteed (PG) deals lead with 58%, favored for their predictability, compliance, and control.

For marketers, programmatic strategies remain essential, offering precision, scalability, and real-time optimization to reach targeted audiences.

CTV: The Power of the Big Screen

Connected TV (CTV) remains the undisputed leader for ad-supported content consumption.

• In the U.S., CTV accounts for 83% of total ad views, highlighting its dominance across households.

• In Europe, CTV usage grew by +31% year over year, now representing 46% of ad views. Large screens, combined with set-top boxes, account for 67% of total ad consumption.

For advertisers, the CTV experience is unmatched. Viewers prefer the large screen for premium content, and studies show that limited ad interruptions deliver higher-quality engagement and brand sentiment.

Live Streaming: A Growing Global Opportunity

Live sports and major tentpole events are driving ad viewership, particularly in the U.S.:

• In January 2024, the NFL AFC Wild Card Game streamed on Peacock, attracting 23 million live viewers, a historic record for digital streaming events.

• In Europe, events like UEFA Euro 2024, Roland Garros, and the Tour de France are boosting live streaming engagement, with live content expected to continue its upward trajectory.

Live streaming offers a unique opportunity for advertisers to capture large, engaged audiences in real time, bridging traditional live TV experiences with the digital streaming ecosystem.

What Audiences Are Watching: Live vs. On-Demand

The split between live streaming and video-on-demand (VOD) continues to shape audience behavior globally:

• In the U.S., live streaming accounts for 54% of ad views, largely driven by sports and live events.

• In Europe, 78% of ad views occur on VOD content, with long-form content (6+ minutes) dominating viewing time.

While VOD remains strong, live content is growing rapidly, offering advertisers opportunities to engage audiences during key moments.

OTT Platforms Lead in the U.S., Operator Authentication in Europe

Ad distribution platforms vary by region:

• U.S.: Over-the-top (OTT) platforms, including FAST channels and Direct-to-Consumer (DTC) services, dominate with 71% of ad views.

• Europe: Operator authentication platforms (e.g., TV Everywhere) account for 84% of ad views, reflecting consumer preference for broadcaster-backed streaming apps.

For marketers, understanding regional platform dominance is crucial to maximizing campaign reach and efficiency.

Audience Targeting: Precision and Personalization

Audience targeting capabilities are transforming premium video advertising:

• In the U.S., ad views utilizing audience targeting grew +39% YOY, with behavioral targeting leading at 57%.

• In Europe, targeted ad views grew +23% YOY, with demographic targeting accounting for 69%.

As third-party cookie deprecation looms and data regulations evolve, publishers are increasingly leveraging first-party data strategies to optimize audience reach while maintaining a high-quality viewer experience.

Key Takeaways for Advertisers in 2024

The global video streaming landscape is thriving, and key trends underscore its growth potential:

1. CTV Dominance: The large screen remains the preferred device for premium, ad-supported content.

2. Programmatic Expansion: Automation and precision targeting are driving programmatic ad view growth globally.

3. Live Streaming Momentum: Sports and live events are becoming central to streaming strategies.

4. Audience Targeting: Leveraging first-party data is essential for delivering personalized, effective ad campaigns.

5. Regional Platform Preferences: OTT platforms dominate the U.S., while operator-backed platforms lead in Europe.

Targetoo: Your Partner in Video Advertising Success

At Targetoo, we help brands and agencies navigate the evolving streaming landscape by delivering data-driven, programmatic advertising solutions. Whether it’s CTV, live streaming, or targeted campaigns, we empower businesses to:

• Reach the right audiences on premium platforms.

• Optimize ad spend with precision and efficiency.

• Drive engagement and ROI through seamless, personalized campaigns.

Looking Ahead

The year 2025 presents even greater opportunities for advertisers to capitalize on emerging trends in streaming and digital video. Major global events, such as international sports tournaments, anticipated blockbuster streaming content releases, and the continued rise of free ad-supported streaming television (FAST), will drive significant viewership.

Ready to elevate your video advertising campaigns? Partner with Targetoo to unlock the full potential of streaming, CTV, and programmatic advertising.

Contact us today to learn more!

Mobile Marketing Playbook: Converting First-Time Users into Loyal Customers

Standing out in the fast-paced mobile app world is more challenging than ever. The real winners are businesses that don’t stop at attracting new users but go further—turning first-time app users into loyal customers.

To achieve this, a dual approach of User Acquisition (UA) and Retargeting Campaigns is key. This combination allows businesses to expand their audience, re-engage inactive users, and maximize app success while optimizing costs.

With over 3 billion active Android devices globally and 1 billion iPhones in use, the opportunities to connect with users have never been greater. As of November 2024, Android leads with a 71.42% global market share, while in the US, iPhones dominate with a 56.63% market share. These numbers highlight the massive potential for mobile marketers to expand their reach.

Here’s how you can leverage this strategy to thrive in 2025.

Understanding User Acquisition (UA)

User Acquisition campaigns are all about attracting new users who have never interacted with your app. These campaigns use targeted advertising, creative messaging, and precise audience segmentation to draw attention and encourage downloads.

Key Benefits of UA:

• Expands your user base by reaching untapped audiences.

• Creates brand awareness among potential users.

• Drives initial installs and first conversions.

However, acquiring users is only the first step. Keeping them engaged is where retargeting comes in.

The Power of Retargeting Campaigns

Retargeting focuses on re-engaging users who may have interacted with your app but lost interest or became inactive. It’s a way to remind users why they downloaded the app in the first place and encourage them to return.

How Retargeting Works:

• Targeting Inactive Users: Personalized ads nudge users to re-open or reinstall the app.

• Precision Messaging: Offers, promotions, or reminders incentivize conversions.

• Timely Engagement: Target users at optimal moments (e.g., geo-targeted offers).

Given the growing global reach of Android and the high user concentration of iPhones in key markets like the US, it’s critical for marketers to tailor their campaigns to platform-specific behaviors for maximum impact.

Key Takeaways for 2025

The dual approach of UA and retargeting is no longer optional—it’s a necessity for apps that want to thrive. By combining these strategies, businesses can:

• Achieve higher ROI from their campaigns.

• Build a loyal and engaged user base.

• Drive sustainable, long-term app growth.

Whether your focus is on Android’s vast global reach or iOS’s dominance in markets like the US, aligning your strategy with platform trends is essential for success.

How Targetoo Can Help

At Targetoo, we specialize in helping businesses grow their apps through data-driven UA and retargeting campaigns. Our expertise ensures you target the right users, optimize ad spend, and achieve measurable results.

Ready to take your app from downloads to loyalty? Download our 2025 Mobile Marketing Playbook and discover how UA and retargeting can transform your app’s success.

Mastering Mobile Attribution: A Complete Guide for App Marketers

In the fast-evolving world of mobile apps, understanding user behavior and measuring campaign success is crucial. This is where attribution plays a vital role. It helps identify where users come from, what they do within the app, and how marketing efforts contribute to these actions, such as completing registrations, making in-app purchases, or progressing in a game.

From mobile to web and Connected TV (CTV), attribution has broad applications, but here, we’ll focus on its role in the mobile app ecosystem, explore its importance, discuss attribution models, and dive into methods like View-Through Attribution (VTA) and Click-Through Attribution (CTA). We’ll also shed light on deterministic versus probabilistic attribution and why mastering this concept is essential for mobile app advertisers.

The Core of Mobile Attribution

What Is Mobile Attribution?

Mobile attribution links users’ behavior to specific marketing efforts. It tracks advertising interactions—such as views or recordings—and links them to user actions in the app, such as installations or purchases. By analyzing this data, marketers can better identify which campaigns are working and fine tune their strategies for better results.

How Does It Work?

The process starts with tracking user interactions with ads. Once users install the app or take specific actions, attribution tools match these behaviors to prior ad engagements. Different models help assign credit, offering marketers a clear understanding of their campaign performance and guiding more informed budgeting decisions.

The Necessity of Mobile Attribution

Why Is It Important?

Without attribution, evaluating the success of marketing campaigns is nearly impossible. Attribution provides clarity on user behavior, enabling advertisers to improve creatives, optimize ad spend, and ultimately enhance user engagement. It empowers marketers to measure the true impact of their efforts and drive better outcomes.

The Challenges of Attribution

While critical, attribution isn’t without its hurdles:

• Lack of Industry Standards: Different tools and methods create inconsistencies.

• Cross-Platform Journeys: Users switch devices and channels, complicating tracking.

• Fraud Risks: Click spamming and fake installs skew data accuracy.

Working with advanced tracking platforms or partners can address these challenges, offering more precise insights and safeguarding against fraud.

Understanding Attribution Models

First-Touch Attribution

This model assigns credit to the first interaction that brought the user to the app. It’s effective for understanding initial engagement but may overlook subsequent influences.

Last-Touch Attribution

Here, the final interaction before conversion gets all the credit. While useful for measuring immediate outcomes, it often disregards the cumulative effect of earlier touchpoints.

Multi-Touch Attribution

This approach distributes credit across multiple touchpoints, offering a more comprehensive view of the customer journey. It’s ideal for optimizing multi-channel campaigns and resource allocation.

Comparing VTA and CTA

What Is View-Through Attribution (VTA)?

VTA measures the impact of ad impressions that don’t result in immediate clicks but still influence user actions, such as installs or purchases. This method offers a holistic view of campaign performance by considering delayed effects.

What Is Click-Through Attribution (CTA)?

CTA tracks direct clicks leading to actions, providing a clear and immediate link between the ad and user behavior. It’s fast and precise but doesn’t account for non-click interactions.

The Attribution Window

An attribution window defines the time frame in which a click or impression is credited with a conversion. For example, a 24-hour impression window and a 7-day click window prioritize clicks over impressions, ensuring the most accurate attribution possible.

Deterministic vs. Probabilistic Attribution

Deterministic Attribution

This method relies on precise data, like device IDs or login credentials, for accurate tracking. It’s highly reliable but requires detailed user data, often raising privacy concerns.

Probabilistic Attribution

Here, statistical models estimate attribution using aggregated data, such as IP addresses or browser information. While less accurate, it’s useful when exact data isn’t available.

Which One Wins?

Deterministic attribution takes precedence due to its accuracy when both deterministic and probabilistic methods apply. For instance, if one channel tracks via device IDs and another uses probabilistic data, the deterministic method receives credit for the conversion.

Why Combining Methods Matters

A hybrid approach, blending deterministic and probabilistic methods alongside VTA and CTA, offers the most comprehensive insights. Deterministic tracking ensures accuracy, while probabilistic methods fill data gaps. Together, they help marketers understand both immediate and long-term campaign impacts, enabling smarter strategies.

Leveraging MMPs for Better Attribution

What Is an MMP?

A Mobile Measurement Partner (MMP) tracks and analyzes ad performance, offering insights into app installs and user engagement. By integrating with platforms like Targetoo, MMPs provide valuable data such as:

• Non-Attributed Installs: Insights into user actions not credited to ads.

• Assisted Installs: Instances where ads played a partial role in conversions.

• Post-Install Events: Data on user actions after installation, like purchases.

• Cohorted Data: Group performance metrics based on shared traits, like install dates.

The Value of MMP Integration

By partnering with MMPs, advertisers can track performance more effectively, optimize campaigns, and combat challenges like ad fraud or data fragmentation.

Conclusion

Mastering mobile attribution is key to unlocking the whole potential of app advertising and marketing campaigns. It allows advertisers to degree achievement, refine strategies, and allocate budgets wisely. By balancing deterministic and probabilistic strategies, entrepreneurs can navigate privacy challenges while making sure accuracy.

Attribution isn’t just a device-it’s the foundation of successful cell app marketing. For present-day solutions, partnering with professionals like Targetoo assist you to optimize your efforts and attain your advertising and marketing dreams.

Ready to take your app advertising to the next stage? Let Targetoo guide your journey to measurable fulfillment!

The potential of machine learning in programmatic advertising

Machine learning (ML) has revolutionized programmatic advertising, changing the way campaigns are managed and optimized. By using ML algorithms, demand-side platforms (DSPs) can make data-driven decisions in real-time, increasing productivity and improving campaign performance

Major advantages of ML in programmatic advertising

• Enhanced interactivity and personalization: ML enables highly targeted campaigns by analyzing user behavior and preferences. This allows advertisers to deliver personalized messages to the right audience at the right time.

• Optimized budget allocation: ML algorithms can analyze historical data to determine the likelihood of shifting and adjusting pricing accordingly, ensuring that the budget is allocated correctly.

• Deeper analytics and insights: By using ML, advertisers can gain deeper insights into campaign performance, enabling them to make data-driven decisions

• Fraud detection and prevention: ML-powered systems can detect and block fraudulent traffic, protect advertisers’ budgets and ensure campaign integrity

Addressing the challenges of systemic advertising

• Advertising fraud: Implementing robust machine learning algorithms for fraud detection can help reduce this risk.

• Brand safety: Brand safety can be ensured by using machine learning to analyze and segment website content based on relevancy.

• Viewability: Using machine learning to predict ad views can be used to optimize placement and maximize impact.

• Data Privacy and Compliance: Compliance with data privacy laws and the use of confidential ML techniques are essential.

• Complex real-time bidding: The real-time bidding process can be simplified by using ML-powered bidding algorithms.

• Measuring campaign effectiveness: Advanced analytics and ML can help measure campaign performance more accurately.

The Role of ML in Programmatic Ad Buying

Since its inception, ML has optimized processes like real-time bidding (RTB) by predicting outcomes, analyzing data for smarter bidding decisions, and determining optimal bid amounts. In 2024, ML algorithms further refine these processes, adapting in real-time to market conditions and user behaviors, enhancing advertiser performance in measurable ways.

The Future of Programmatic Advertising

As advancements in AI and machine learning continue to shape advertising technology, Targetoo's DSP offers a cutting-edge solution for advertisers seeking to leverage ML to meet their KPIs with greater efficiency and effectiveness.

Targetoo's Commitment to ML-Powered Advertising

Targetoo's DSP leverages the synergy between machine learning and programmatic advertising to streamline campaign management and optimize performance. Over the past decade, we have built a robust infrastructure of programmatic solutions to simplify advertising and enhance efficiency.

Adapting to rapidly evolving trends and technologies is vital for sustained growth, especially in addressing the challenges faced by media buyers. Targetoo prioritizes client feedback to identify and integrate the most effective, algorithm-driven solutions that automate and improve media buying processes.

Explore the Power of ML with Targetoo

Explore more successful algorithm-driven results in our DSP through our case studies. Join our platform to drive impactful, effortless campaigns that achieve measurable success.

Advertisers have consistently faced challenges in understanding consumer preferences, maximizing reach, and improving ad efficiency without added costs or manual effort. Machine learning in programmatic advertising addresses these needs, allowing advertisers to set tailored rules for placements and conditions. With modern DSPs, media buyers can achieve optimal results with minimal input and budget.

Ready to use machine learning to reach your goals? Try Targetoo DSP.

The Enduring Relevance of Ad Networks in the Programmatic Age

Ad networks have been part of the digital advertising landscape for decades, and while programmatic advertising has revolutionized ad buying, ad networks continue to play a crucial role. Instead of fading into the background, ad networks have evolved, merging with the programmatic ecosystem to offer advantages that benefit both advertisers and publishers in unique ways.

Here’s why ad networks are still indispensable in today’s digital marketing landscape.

Connecting Advertisers and Publishers with Greater Efficiency

Initially, ad networks emerged as a solution for publishers to sell unsold ad space and for advertisers to reach wider audiences across digital platforms. Ad networks made it simpler by aggregating inventory from various sources, allowing advertisers to access multiple publishers through a single, efficient source.

Today, with the rise of automated ad buying, some questioned if ad networks would become obsolete. Real-time bidding (RTB) now enables advertisers to bid on impressions instantly, streamlining much of the ad buying process. Yet, rather than becoming irrelevant, ad networks have evolved to complement the programmatic ecosystem. They continue to bridge gaps that open exchanges alone cannot cover, helping advertisers and publishers achieve more refined targeting and strategic control in the digital space.

Exclusive Inventory and Niche Audiences

One of the biggest values ad networks offer is access to exclusive, high-quality inventory that isn’t available on open exchanges. RTB platforms provide broad reach, but they don’t always offer the control and exclusivity that certain advertisers require. Many publishers prefer to reserve their premium ad space for networks that offer more favorable terms and control over how and where their inventory appears.

This is particularly advantageous for brands seeking to advertise in premium, niche, or industry-specific environments. Whether reaching affluent audiences on high-end websites or engaging specific niches within trusted media outlets, ad networks offer curated inventory options that go beyond reach to prioritize relevance and exclusivity. By acting as curators of premium inventory, ad networks help advertisers connect with audiences in valuable and impactful ways.

Prioritizing Brand Safety and Transparency

One of the major concerns with open programmatic platforms is the risk of ads appearing in unsuitable or unsafe environments. Brand safety has become a significant issue in digital advertising, with advertisers concerned about how their ads may be associated with inappropriate or harmful content.

Ad networks mitigate these risks by pre-screening inventory and offering a level of control that can be difficult to attain on open exchanges. Their long-standing relationships with publishers enable them to provide transparency and a safer environment for brands to advertise. This added layer of security is particularly appealing to advertisers who need to ensure their campaigns reflect positively on their brand. Ad networks also provide fraud detection measures, further enhancing the reliability of ad placements and helping advertisers avoid the financial impact of wasted ad spend on fraudulent impressions.

Flexible Monetization for Publishers and Customized Campaigns for Advertisers

For publishers, ad networks provide a valuable revenue stream by allowing them to monetize unsold inventory or placements that might otherwise remain unutilized. Ad networks enable publishers to segment inventory based on target audience groups, ensuring that each ad placement finds the right buyer, while also offering an additional revenue stream beyond direct deals or RTB platforms.

Advertisers benefit as well, as ad networks offer a variety of pricing models, including cost-per-impression (CPM), cost-per-click (CPC), and performance-based options. This flexibility allows advertisers to better align their campaigns with their specific marketing objectives. Additionally, ad networks often provide detailed performance reports and insights, enabling advertisers to make informed optimizations based on actionable data.

The Evolving Role of Ad Networks in the Programmatic Ecosystem

Programmatic advertising has become the preferred method for digital ad transactions, but ad networks have continued to evolve alongside it. Many ad networks now integrate programmatic technology, which allows them to offer similar automation and precision as RTB platforms but with added benefits like inventory exclusivity and pre-established relationships.

This hybrid approach, combining human-driven relationships with programmatic efficiency, provides advertisers with unique advantages. Some ad networks even offer private marketplaces where advertisers can bid on exclusive, high-quality inventory in a controlled, brand-safe setting. These private marketplaces offer all the benefits of programmatic technology—such as speed and scalability—while ensuring premium placement and added transparency.

New Trends in Ad Networks: Artificial Intelligence and First-Party Data

As the digital landscape shifts towards privacy-first advertising, ad networks are increasingly incorporating artificial intelligence (AI) and machine learning to enhance targeting and campaign optimization. AI-powered ad networks can analyze real-time data and audience behavior, enabling them to place ads with even greater precision. This also helps networks adapt to the diminishing availability of third-party data by leveraging first-party data from publishers to create more accurate audience profiles.

With the shift to first-party data, ad networks are also increasingly providing audience insights based on publisher data, allowing advertisers to target users more effectively while respecting privacy standards. By combining AI-driven insights with exclusive publisher data, ad networks help advertisers navigate the changing landscape of data privacy while still delivering relevant ads to the right audiences.

Why Ad Networks Continue to Be Indispensable

Ad networks have demonstrated adaptability, continuing to meet the evolving needs of digital marketers by integrating advanced technologies and maintaining curated inventory. Their role is not just transactional but strategic—they facilitate access to niche audiences, ensure brand safety, and enable both advertisers and publishers to succeed in a way that standard programmatic channels alone cannot.

In a fast-changing digital world, ad networks provide unique value to both advertisers and publishers. They offer targeted, premium placements, giving advertisers the added control they need, while providing publishers with sustainable monetization options. By doing so, ad networks remain a vital component of the digital marketing ecosystem, bridging the gaps between automated efficiency and high-quality, relationship-driven advertising.

As digital marketing continues to evolve, ad networks will likely continue adapting, ensuring they remain an essential piece of the digital advertising puzzle.

Programmatic Streaming Guide for Political Advertising in 2024

Understanding Programmatic Streaming

Programmatic streaming is a form of digital advertising that utilizes automated technology to purchase and deliver ads across various streaming platforms. It offers several advantages for political advertisers, including targeted reach, real-time optimization, and transparency.

Key Considerations for Political Advertisers

To successfully use programmatic streaming for political advertising, several factors must be considered. First, having clear campaign objectives is essential to shaping the strategy and targeting the right audience. High-quality creative content is also crucial, as compelling ads resonate more effectively with voters. Strategic targeting ensures campaigns reach the right voters at the right time, while real-time optimization allows for continuous adjustments based on performance data. Transparency and accountability remain important, ensuring campaign activities are visible and concerns are addressed quickly.

Leveraging Programmatic Streaming for Political Campaigns

Building an effective programmatic streaming strategy begins with identifying target audiences through voter data. By focusing on specific demographics and interests, messaging can be tailored to better engage voters. Choosing platforms that align with these audiences and goals is equally critical. Ad creative must be concise and engaging to capture attention. Advanced targeting options, such as demographic and behavioral targeting, further enhance effectiveness. Regular monitoring and adjusting of campaign performance ensures ongoing optimization.

Best Practices for Political Streaming Ads

Political ads should be concise and engaging to capture attention quickly and deliver the message effectively. It's important to prioritize brand safety, ensuring ads run on reputable platforms and avoid unsuitable content. Complying with advertising regulations is essential. Additionally, testing and iterating with different ad formats and targeting strategies helps refine and improve the campaign’s effectiveness over time.

The Future of Political Advertising

As streaming continues to grow in popularity, programmatic advertising will play an increasingly important role in political campaigns. By understanding the key considerations and best practices outlined in this guide, political advertisers can effectively leverage programmatic streaming to reach their target audience and achieve their campaign objectives.

With Election Day approaching, political advertisers must ensure every impression counts. By following this guide and working with the right partners, campaigns can maximize programmatic streaming opportunities to reach the right voters effectively and efficiently.

For more information on how to build a successful programmatic streaming strategy for political advertising, contact us at Targetoo.

Bet on Success: Winning Strategies for Social Casino Ads

The social casino mobile gaming industry is expanding quickly, with an expected annual growth rate of 8.82% globally by 2027. This growth presents a significant opportunity for these apps to reach and captivate an engaged audience through creative advertising campaigns. To achieve lasting success, however, it's important to understand user behaviour, develop distinctive ad formats, and consistently innovate to make the gaming experience enjoyable and profitable.

Understanding Social Casino Games

Social casino games are digital versions of traditional gambling activities such as slots, poker, blackjack, and roulette—but with a twist. Unlike real casinos, these games are designed purely for entertainment, meaning users don't win real money. Instead, players earn or purchase virtual coins, adding a fun and risk-free element to gameplay.

These games are mostly free to download and play, making them widely accessible. Their engaging nature keeps users coming back for more, providing an immersive experience that naturally enhances responsiveness to in-app advertising.

Industry Growth and Market Dynamics

The social casino gaming market has witnessed remarkable growth in recent years, and the trend shows no signs of slowing down. The surge is largely due to the increasing popularity of mobile gaming, technological advancements, and expanded global internet connectivity.

Usage patterns vary significantly between Android and iOS platforms. While iOS users tend to spend more on in-app purchases, making them valuable for revenue generation, Android dominates in sheer numbers, leading to more ad views and broader audience reach. Leveraging both platforms can ensure comprehensive ad exposure, maximizing the impact of ad campaigns.

Betting Big on Social Casino Ad Strategies

Choosing The Right Ad Formats  

To effectively target their audience, social casino mobile apps must choose ad formats that drive installs and boost engagement. The following ad formats are ideal:

• Playable Ads: Users can try out an earlier version of a game or app before downloading. For social casino apps, playable ads might include interactive experiences like slot machines, poker, blackjack, or roulette.

• Rewarded Video Ads: Players watch video ads in exchange for in-game rewards such as virtual currency, extra spins, or other bonuses. Users must watch the entire video to receive the reward, creating a win-win for advertisers and players.

• Interstitial Ads: These full-screen ads appear during natural transition points in the app, such as between levels or during loading screens.

• Banner Ads: Small, static, or dynamic ads positioned at a specific spot on the app screen.

• Native Ads: Ads designed to blend seamlessly with the app content, imitating its style and format.

Why Testing is Key to Ad Success   

To optimize ad strategies for user retention and revenue, mobile apps should use A/B testing to compare different ad formats, placements, and frequencies. Tracking performance metrics like impressions, click-through rates, and retention rates is crucial for getting the best results.

Tracking the Odds with Continuous Measurement and Analysis  

 Measuring and analyzing ad performance helps social casino apps understand user response to campaigns, enabling data-driven decisions for continual optimization. Using real-time feedback, segmenting users based on behavior, and refining ad strategies is essential for driving growth and achieving success.

The Secret of In-App Ads Inside Social Casino Games   

Ads should fit seamlessly into natural game breaks, like between levels or during low-intensity moments, to avoid disrupting gameplay. Rewarded ads at the end of daily missions can effectively engage users and boost revenue without negatively affecting user experience.

Maintaining game integrity means integrating ads that complement rather than disrupt gameplay. Ads must be contextually relevant, and placements should be minimally intrusive to ensure a positive experience. Interstitials and rewarded ads work well in social casino apps because they grab attention during natural pauses, reducing distractions. Rewarded ads are particularly appealing because they provide players with tangible in-game benefits.

Why You Should Run Your Social Casino App with Targetoo   

At Targetoo, we use smart technology and data-based strategies to get great results for our social casino clients. Our team of experts focuses on finding high-quality users and connecting them to mobile apps through effective ad campaigns.

Our Creative Studio makes visually engaging ads for social casino games, like slots, card games, and roulette. These ads are designed to be fun and unique, helping our clients get better results.

We also offer a Multidimensional Reporting tool that shows how campaigns are performing. Our algorithms and optimization methods help our clients succeed, while real-time data allows them to make better decisions and improve strategies.

We also use our machine learning technology to find and target the best mobile users, making sure our client's campaigns reach the right people.

Targetoo has expertise in handling iOS SKAdNetwork and Google’s Privacy Sandbox. Since 2021, our team has been working to overcome these challenges, keeping our clients' campaigns ahead in the changing digital landscape.

Conclusion   

The social casino market presents a unique opportunity for advertisers and developers to engage with a dedicated user base. Social casino apps provide an ideal platform for in-app advertising with high retention rates, strong engagement levels, and significant growth potential.

At Targetoo, we are dedicated to providing personalized support and strategic expertise tailored to the dynamic social casino market. Our cutting-edge technology and insights empower you to effectively connect with a highly engaged audience and achieve your desired goals. Our team of experts is committed to helping you navigate the complexities of mobile advertising and maximize your campaign's success.

Android vs. iOS: Ignoring Android Could Be a Costly Mistake for App Marketers

When we think of mobile operating systems, iOS often comes to mind first. After all, iPhones seem ubiquitous, especially in certain regions. However, the reality is quite different when we look at the global picture. As of 2024, Android dominates the worldwide market with a 70.7% share. This might surprise many, but for mobile app marketers, it’s a critical insight that can shape successful campaigns.

While iOS maintains a strong presence, particularly in markets like the United States where it enjoys a 60.7% penetration, Android's broad reach, user-friendly interface, and accessibility have helped it capture a large and diverse audience, especially in emerging markets.

The Power of Android in Global Markets

Here’s a look at Android’s dominance across key regions:

• India: 95%

• Brazil: 81%

• Mexico: 77%

• China: 74%

These figures represent massive opportunities for mobile advertisers, yet many continue to prioritize iOS, often at the expense of missing out on a vast Android user base. Understanding the benefits of advertising on Android is essential for tapping into these growing markets.

Android’s Expansive User Base: A Goldmine for Advertisers

One of Android’s most significant advantages is its global market share, which translates to a broad and varied user base. Android’s reach extends to over 3 billion active users worldwide. Unlike iOS, which tends to attract a more affluent demographic, Android users come from diverse socioeconomic backgrounds. This allows advertisers to target a wider audience, tailoring campaigns to different segments based on location, income, and other factors.

Cost-Effective Advertising: Stretching Your Marketing Budget

In addition to its extensive user base, advertising on Android can also be more cost-efficient. User acquisition costs on Android are generally lower than on iOS, allowing advertisers to make more out of their marketing budgets. Data shows that cost-per-install (CPI) rates for Android apps—both gaming and non-gaming—are often lower than for iOS apps across most ad placements.

This cost efficiency means that marketers can reach a larger audience without overspending, making Android an attractive option for both new app launches and ongoing campaigns.

Diverse Ad Formats: Unlocking Creativity on Android

When it comes to ad formats and creative flexibility, Android offers marketers more tools to work with. For example, Android’s Custom Store Listings allow for a greater degree of customization compared to iOS’s Custom Product Pages:

• Number of Versions: Android supports 50 versions vs. 35 on iOS.

• Customizable App Elements: Android allows customization of titles, descriptions, icons, feature graphics, screenshots, and videos, whereas iOS offers fewer options.

• Review Time: Android typically approves app changes within 1 hour, compared to iOS’s 24 hours.

• Targeted Traffic Sources: Android supports both organic and paid traffic sources, whereas iOS is limited to paid traffic only.

This flexibility gives advertisers the power to craft highly tailored campaigns that resonate with different audience segments, enhancing overall campaign performance.

Data Accessibility: A Crucial Advantage for Android

The introduction of Apple’s App Tracking Transparency (ATT) framework has made data collection and campaign optimization more challenging on iOS. With stricter privacy controls, iOS advertisers have faced limitations, particularly in re-engagement campaigns.

Android, on the other hand, has been less affected by these privacy changes, making it easier for advertisers to access the data they need for precise targeting and effective re-engagement strategies. Android’s openness offers marketers more opportunities to refine their campaigns based on comprehensive data, driving better results.

The Case for a Balanced Strategy: Combining Android and iOS

A well-rounded mobile app marketing strategy should consider both Android and iOS. By focusing on both platforms, brands can maximize their reach and visibility, ensuring they connect with a wider audience.

Strategically diversifying ad spend across both operating systems helps to mitigate the risks associated with sudden changes in either platform. While iOS remains a key player in terms of consumer spending, ignoring Android would mean missing out on a significant portion of the mobile app user base.

Conclusion: Don’t Miss Out on Android’s Potential

The mobile app ecosystem is constantly evolving, and successful marketers are those who can adapt and seize opportunities across different platforms. While iOS may offer high consumer spending power, Android’s vast reach, cost efficiency, and flexibility make it a crucial component of any well-rounded mobile app advertising strategy. Balancing your focus between iOS and Android can drive long-term success and maximize your app’s potential in the ever-changing landscape of mobile advertising.

Targetoo Update: Transition from MOAT to IAB Protocols for Viewability Metrics

Dear Clients and Partners,

We hope this message finds you well. We want to inform you of an important change in our operations regarding how we measure viewability across our platform.

As of September 2024, Targetoo will no longer be utilizing MOAT as our viewability partner. This decision comes as a result of Oracle's announcement to discontinue MOAT, a tool many of you may be familiar with. MOAT has served as a reliable partner in ensuring that your ads were seen by the right audience, but with its closure, we are making a strategic shift in how we approach viewability.

Transition to IAB Protocols

In place of MOAT, Targetoo will now determine viewability based on the standards set by the Interactive Advertising Bureau (IAB). The IAB protocols are widely recognized across the industry for their rigorous standards and consistent methodology. By adopting these protocols, we are confident in our ability to continue delivering accurate and transparent viewability metrics that you can trust.

What This Means for You

For most of our clients, this change will be seamless. The transition to IAB protocols will ensure that our viewability metrics remain robust, without compromising on quality or accuracy. Our team has been working diligently to ensure that this switch is implemented smoothly, and we will continue to monitor and optimize our processes to meet the highest standards.

We look forward to continuing to provide you with top-tier service and results, now powered by the IAB's trusted viewability standards.

The Rise of F.A.S.T. : A New Frontier in TV Viewing

Introduction to F.A.S.T.

Today's consumers have more options than ever to watch their favourite TV content. Among the latest and most exciting is Free Ad-Supported Streaming Television, or F.A.S.T., a type of over-the-top (OTT) service. Platforms like XUMO, Tubi, Pluto TV, and others are delivering a wide array of content, from news and entertainment to sports, in a format that mirrors the traditional linear TV experience. What's more, these services are often integrated directly into the interfaces of smart TVs, making them easily accessible to viewers.

Why F.A.S.T. is Capturing Audience Attention

Surprisingly, 6 out of 10 households with a connected TV are turning to this cost-free, user-friendly option as one of their go-to choices for watching TV. Unlike linear TV or paid streaming services, F.A.S.T. requires no subscriptions or login credentials, offering a seamless experience on the big screen.

The Role of F.A.S.T. in a Modern Media Strategy

As the popularity of F.A.S.T. continues to grow, advertisers should consider how these platforms can enhance their video strategies. While F.A.S.T. is not a replacement for traditional TV, it serves as a valuable complement. Our research indicates that streaming advertising, including F.A.S.T. and other forms, should comprise around 20-30% of the overall budget for multi-screen campaigns to maximize reach and effectiveness.

F.A.S.T.: The New Opportunity for Targeted Advertising

Beyond just being a budget-friendly alternative, F.A.S.T. appeals to a broad demographic, including younger audiences who are more likely to "cut the cord" on traditional TV subscriptions. These viewers appreciate the ease of access, the diversity of content, and the ability to discover new channels that cater to niche interests. This creates a fertile ground for advertisers to reach engaged audiences in a lean-back environment where they are more likely to absorb brand messages.

Moreover, F.A.S.T. platforms offer unique opportunities for brands to experiment with targeted advertising, leveraging data-driven insights to reach specific audience segments with precision. The ability to deliver ads in a contextually relevant manner, within content that viewers are actively choosing to watch, enhances the effectiveness of ad placements and drives higher engagement rates.

Combining Traditional TV with F.A.S.T. for Maximum Impact

The integration of F.A.S.T. into a comprehensive media strategy allows advertisers to tap into the best of both worlds—the broad reach and established trust of traditional TV, combined with the flexibility and targeting capabilities of digital platforms. As F.A.S.T. continues to carve out its space in the media landscape, it’s clear that it represents not just a trend, but a significant evolution in how consumers engage with television content.

Interested in exploring this dynamic marketing channel further? Download our latest Targetoo F.A.S.T Report (TFR) here.

From New Users to Loyal Customers: The Dual Approach to Mobile App Marketing

In the highly competitive mobile app landscape, standing out and driving user growth is paramount. A potent strategy to achieve this is by simultaneously executing user acquisition (UA) and retargeting campaigns. This synergistic approach enables businesses to expand their reach, enhance user engagement, and ultimately, bolster app success.

Understanding the Core Components

User Acquisition (UA) Campaigns

At the heart of user growth lies user acquisition. UA campaigns are meticulously designed to attract new users to an app. By targeting individuals who have yet to engage with the app but exhibit potential interest, these campaigns aim to expand the user base and tap into untapped markets.

Retargeting Campaigns

While UA focuses on new user acquisition, retargeting is centered on re-engaging users who have previously interacted with the app but have since become inactive or uninstalled it. By strategically reintroducing the app to these users, retargeting campaigns aim to reignite interest and drive re-engagement.

The following table outlines key differences between running retargeting campaigns on Android and iOS platforms.

The Synergistic Advantage

Combining UA and retargeting campaigns offers a multitude of benefits that can significantly impact an app's growth trajectory.

• Precision Targeting: Leveraging user data gleaned from UA campaigns, retargeting efforts can be refined to target specific user segments with tailored messaging. This precision enhances campaign effectiveness and maximizes return on investment.

• Optimized Ad Spend: By allocating budget to both acquiring new users and re-engaging existing ones, businesses can optimize their ad spend and achieve a higher return on investment.

• Elevated Conversion Rates: Retargeting campaigns serve as powerful reminders, nudging users who have shown initial interest to complete the conversion process and download the app.

• Expanded Reach and Engagement: The combined force of UA and retargeting enables businesses to cast a wider net, reaching new users while simultaneously re-engaging past users. This holistic approach fosters a loyal and engaged user base.

• Seamless User Journey: UA campaigns introduce the app to a new audience, sparking initial interest. For users who don't immediately convert, retargeting campaigns act as a bridge, guiding them back to the app and nurturing their engagement. This seamless experience strengthens brand recognition and loyalty.

Unleashing the Power of UA and Retargeting

Simultaneously executing UA and retargeting campaigns is a strategic imperative for app growth. While UA campaigns lay the foundation for user acquisition, retargeting campaigns amplify the impact by re-engaging valuable users.

At Targetoo, we specialize in helping businesses unlock the full potential of their UA and retargeting campaigns. Our data-driven approach and expertise enable us to identify the right audience, craft compelling campaigns, and drive sustainable growth.

Contact us today to learn how we can help you achieve your app growth objectives.

Empowering Users and Respecting Privacy: A Guide to CMPs, TCF 2.2, and the GPP

The digital landscape is constantly evolving, and with it, the way user data is collected and used. This has led to a growing emphasis on data privacy, with regulations like the GDPR placing stricter controls on how businesses handle user information. In the world of online advertising, navigating these regulations can be complex. This is where Consent Management Platforms (CMPs), the Transparency & Consent Framework (TCF) 2.2, and the Global Privacy Platform (GPP) come into play. Let's explore what these components are and how they work together to create a more transparent and privacy-conscious online advertising ecosystem.

1. Consent Management Platforms (CMPs):

A Consent Management Platform (CMP) is a software tool that helps websites manage user consent for their data. In simpler terms, it helps websites follow data privacy regulations and give users more control over their information.

1.1 Purposes of CMPs:

CMPs act as a bridge between publishers, users, and ad tech companies. Here's what they do:

• Gather User Consent: CMPs present clear and user-friendly interfaces where users can grant or deny consent for their data collection and usage.

• Transparency: CMPs provide users with easy-to-understand information about the data being collected, why it's collected, and who will use it.

• Preference Management: CMPs allow users to manage their consent preferences. Users can choose to revoke consent entirely or adjust their preferences for specific purposes (e.g., personalization vs. analytics).

Compliance: CMPs help publishers comply with data privacy regulations like the GDPR and CCPA by ensuring they have a lawful basis for collecting user data.

1.3 How Does a CMP Work?

Imagine a user visiting a website. The CMP detects their presence and triggers a user-friendly consent banner. This banner explains what data is being collected and for what purposes. Users can then choose to grant or deny consent or access more detailed information.

Once the user makes a choice, the CMP stores their preferences and communicates this consent information to ad tech companies through a standardized format. This allows ad companies to participate in advertising auctions while respecting user privacy choices.

1.3 Why Publishers Need CMPs:

Publishers – those who run websites and apps – often rely on advertising revenue. However, with the rise of data privacy regulations, simply collecting user data is no longer enough. Publishers need a way to obtain user consent for data collection and ensure compliance with regulations. This is where CMPs step in.

2. The Transparency & Consent Framework (TCF) 2.2:

The TCF 2.2 is a standardized set of specifications developed by IAB Europe. It provides a common language for how user consent is obtained, managed, and communicated within the online advertising ecosystem, specifically focusing on the European Union (EU) with the GDPR in mind.

Key features of TCF 2.2 include:

• Standardization: TCF provides a consistent way for publishers, ad tech vendors, and CMPs to interact and manage consent.

• User Control: TCF 2.2 offers users more granular control over their consent choices. They can choose to allow or deny specific purposes for data processing, such as personalization or ad targeting.

• Transparency: The framework emphasizes transparency by requiring clear information to be presented to users about data collection and use.

It's important to remember that TCF 2.2 itself is not a law. Rather, it's a tool that helps businesses comply with the GDPR in the context of online advertising.

3. The Global Privacy Platform (GPP):

The GPP, developed by the IAB Tech Lab, acts as a translator within the advertising supply chain. It simplifies the process of transmitting user consent signals across different regions with varying privacy regulations.

Here's how the GPP facilitates communication:

• Standardized Consent Transmission: The GPP creates a common language for encoding user consent signals. This allows CMPs to communicate user preferences to ad tech companies regardless of their location.

• Supports Multiple Jurisdictions: The GPP is flexible and can handle consent formats from various regions. It currently supports the IAB Europe TCF (EU), IAB Canada TCF (Canada), US Privacy String (US), and specific US state privacy strings.

• Integration with CMPs: The GPP works seamlessly with CMPs, allowing them to translate user consent preferences into the GPP format for smooth communication with ad tech companies.

4. How it Works Within the EU TCF Ecosystem:

Imagine a user in the EU visiting a website. The CMP on the website gathers user consent preferences through a TCF-compliant interface.

Here's where the GPP comes in:

The CMP translates the user's TCF 2.2 consent choices into a GPP string. This GPP string encapsulates all the relevant information about the user's consent, including their choices for specific purposes (e.g., personalization, ad targeting) and vendors involved.

• The CMP then transmits the GPP string to the ad tech companies involved in the advertising auction.

• Ad tech companies can then interpret the GPP string and determine if they are eligible to participate in the auction based on the user's consent choices.

• If a company is not compliant with the user's preferences, they will be excluded from the auction, ensuring user privacy is respected.

Benefits of the GPP within the EU TCF Ecosystem:

• Simplified Compliance: The GPP streamlines compliance for publishers by allowing them to manage consent across various regions with a single platform.

• Reduced Complexity: By translating consent signals into a universal format, the GPP eliminates the need for publishers and ad tech companies to deal with multiple regional formats.

• Increased Efficiency: The standardized communication facilitated by the GPP improves efficiency in the advertising supply chain.

Overall, the interplay between CMPs, TCF 2.2, and the GPP creates a more transparent and privacy-centric online advertising ecosystem. Users have greater control over their data, publishers can comply with regulations, and ad tech companies can continue to operate effectively while respecting user privacy.

Looking Ahead:

The world of data privacy is constantly evolving, and these technologies are likely to adapt as well. The GPP is still under development, with the potential to incorporate even more regions and privacy regulations. As the industry moves forward, collaboration between stakeholders – publishers, CMPs, ad tech companies, and regulators – will be crucial in ensuring a future where a thriving online advertising ecosystem coexists with strong user privacy protections.

Unleashing the Power of Seasonal Mobile App Campaigns

The mobile app market is a living, breathing entity – constantly evolving and responding to external influences. Astute marketers understand the power this dynamism holds, particularly when it comes to seasonality. Each season presents a unique opportunity to connect with your audience, from the heartwarming spirit of winter holidays to the sun-drenched adventures of summer. But how can you leverage these seasonal shifts to truly elevate your mobile app campaigns?

Decoding Seasonal Shifts

Certain apps experience a natural surge in popularity during specific times of the year. Shopping apps witness a buying frenzy around major holidays like Black Friday and Cyber Monday, while travel apps become indispensable companions during vacation seasons. Even cultural events like the Super Bowl can ignite a surge in downloads of sports-related apps for live updates and analysis.

Seasonal transitions play a significant role as well. Warmer months often see a rise in interest for travel and fitness apps, as people head outdoors and embrace an active lifestyle. Conversely, colder weather compels users to seek comfort indoors, leading to a rise in streaming services and recipe apps that fuel cosy nights in. By understanding these seasonal trends, you can craft targeted campaigns that resonate deeply with your audience.

Crafting Winning Campaigns for Every Season

The secret sauce for successful seasonal campaigns lies in tailoring your approach to the specific preferences and expectations of your audience. Winter campaigns that evoke feelings of warmth, family togetherness, and gift-giving will land far better than those pushing summer adventures. Similarly, summer campaigns should focus on relaxation, exploration, and the carefree spirit of the season. This level of customization helps you forge deeper connections with your target audience, leading to improved engagement and results.

Don't underestimate the power of visuals. Create visually stunning and emotionally evocative ads that capture the essence of the season and align seamlessly with your brand message. Think festive colors and imagery for holiday campaigns, or light and airy visuals for summer. Consider going a step further and customizing the app experience itself. Offer exclusive seasonal content, integrate interactive features that encourage user participation, or personalize the user experience based on seasonal preferences. These elements can significantly boost user engagement and loyalty.

The Power of Creativity and Authenticity

In a world saturated with marketing messages, standing out requires a dose of creativity and authenticity. Craft distinctive campaigns that reflect your brand's core values and resonate with your audience's aspirations. This builds trust and fosters strong, long-term relationships with your users.

Maintaining Momentum Year-Round

While seasonal campaigns offer exciting bursts of engagement, year-round success hinges on maintaining brand consistency. Even as your messages adapt to the season, ensure your core brand identity remains constant. A multi-channel approach that leverages Connected TV (CTV) for broader reach, user acquisition campaigns for focused targeting, and branding campaigns for sustained brand awareness can effectively reach your target audience throughout the year.

The Power of Measurement

Constant measurement and analysis are the cornerstones of continuous improvement. Track key metrics like engagement rates, conversion rates, and return on investment (ROI) to gain valuable insights into your campaign performance. Analyze the data to identify areas for optimization and refine your future campaigns for even better results over time.

Unlocking Your Seasonal Potential

Seasonal campaigns offer a golden opportunity to connect with your audience on a meaningful level. By understanding seasonal trends, incorporating captivating visuals and compelling messaging, and following these best practices, you can unlock the full potential of seasonality and drive impactful results for your mobile app. 

unleash your creativity, embrace the changing seasons, and watch your mobile app campaigns flourish throughout the year! With Targetoo, there's no time like the present to seize the seasonal wave and propel your mobile app to new heights.

The Power of Connected TV (CTV) for Mobile App Downloads

In today's fast-changing world of online marketing, staying ahead of the curve is key to success. Connected TV (CTV) offers a promising new way to get people to download your mobile app. By using CTV as a performance channel, you can reach a wider audience and achieve your goals even faster than with traditional methods.

CTV: A Complete Solution

CTV is a powerful tool that can help you reach more people and track your results effectively. It lets you target the right people at the right time, and you can easily see how your campaigns are performing. A study by eMarketer predicts that by 2027, almost 9 out of 10 households will have CTV devices, showing just how popular this platform is becoming.

CTV Does More Than Just Raise Awareness

Some people might think CTV is just for making people aware of your app, but it's great for getting them to download it too. CTV combines the best of online advertising, like targeting, with the broad reach of television.

Tracking Your CTV Success

Tracking your results is essential when using CTV. Unlike traditional TV, CTV offers much better ways to measure how your ads are doing. Marketers are now looking at the entire customer journey, not just the last ad someone saw before downloading the app.

CTV is important at every stage of getting someone to use your app, from the moment they first hear about it to when they become a loyal user. Industry leaders like Targetoo have been using CTV advertising since early 2021 to both build brand awareness and get app downloads. They use advanced tracking tools like AppsFlyer and Adjust to measure their success.

Targeting the Perfect Audience with CTV

One of the best things about CTV is that you can target your ads to specific audiences. You can choose things like the device they're using, the type of shows they watch, and even the channel they're on. This means your ads are more likely to reach people who are interested in your app, leading to more downloads. For example, targeting high-end smart TVs and specific genres can significantly improve your results.

CTV can also be used to reach people who already know about your app but haven't downloaded it yet. By showing them ads on their TV, you can remind them of your app and its new features, bringing them back and boosting engagement.

Working Together: CTV and Mobile App Downloads

When using CTV to get people to download your app, think of it as an extension of your other marketing efforts. During a webinar we held on using CTV for growth, 73% of viewers said they use their phones while watching TV. This shows how CTV can work with your mobile ads. You can use the information you learn from people who interact with your mobile ads to target them with CTV ads later. For instance, you could show someone a CTV ad highlighting a new feature in your app after they've clicked on a mobile ad for your app.

The Future is Bright for CTV

As CTV continues to grow, it will become an even more powerful tool for getting people to download your mobile app. By using CTV, you can reach new audiences, get more app downloads, and stay ahead of the competition in the ever-changing mobile market, whether your app is a game or something else entirely.

Get in touch to start testing and optimizing your campaigns. In the meantime, keep learning and stay inspired .

Strategies to Combat Mobile Advertisement Fraud Effectively

Fraud is a big problem online nowadays, and it's tough to handle without the right help. Some sneaky marketing tricks, like click spam, click injection, and SDK tricking, can make it seem like there's more interest in something than there is. When people use misleading content to promote stuff, it hurts the reputation of the brand and can lead to complaints. These shady practices mess up advertising campaigns and end up costing businesses both time and money.

Targetoo introduces the "Transparency and Brand Safe Advertising whitepaper." This document gives a clear picture of how fraud is changing online and explains the most common fraud tricks, along with solutions to tackle them.

Idea Behind the Whitepaper

Our dedicated team has authored a whitepaper aimed at enlightening businesses about the vast opportunities available in the digital realm, with a particular focus on Direct Carrier Billing (DCB).

Drawing on extensive research and leveraging sophisticated tools for fraud prevention, risk management, and market intelligence, our team has established itself as a leader in the mobile payments industry. We cater to a diverse clientele including regulators, payment processors, carriers, aggregators, content providers, and merchants.

At Targetoo, we specialize in facilitating mobile growth through direct response, performance, and brand advertising campaigns across mobile web, in-app, and CTV platforms. Our platform utilizes transparency, contextual targeting, and adaptable machine-learning algorithms to pinpoint audiences most likely to engage with and convert for our clients' apps, games, brands, or offers.

Conclusion

Fraud can severely harm businesses, affecting customer trust, brand reputation, and marketing budgets. Organizations must safeguard their customers and protect marketing funds from fraudulent activities. This means preventing unauthorized purchases, theft of personal information, and embezzlement of advertising revenue.

Investing in human infrastructure is essential to combat fraud in the mobile content ecosystem. Consider hiring anti-fraud experts and an in-house anti-fraud manager to identify and prevent fraudulent activities. Partnering with independent anti-fraud services like Targetoo can also streamline workflows and enhance the monitoring of suspicious activities.

The Rise of the Creatives: How They're Converting Users in 2024

The marketing landscape is constantly evolving. What worked yesterday might not work today, and keeping up with the latest trends can feel like chasing a moving target. However, one thing remains constant: the importance of creatives.

This blog dives into the changing role of creatives and how marketers are adapting to this shift. 

The Evolving Power of Creatives

The landscape has shifted. Creatives, once relegated to a supporting role behind data-driven targeting, are now a crucial element for user engagement. This evolution can be summarized in three key points:

1. Changing Formats: Static images are a thing of the past. Users crave more engaging experiences, leading to a rise in video ads and even playable formats.

2. A User-Centric Approach: Today's creatives need to resonate with user needs and preferences. Ads that connect on an emotional or social level are more effective at driving engagement.

3. Adaptation to Societal Shifts: Marketers must be aware of current trends and consumer behaviour. The increased screen time demands compelling visuals and storytelling to capture attention.

Creative Trends to Watch in 2024

Here are three key creative trends expected to shape 2024:

1. Purpose-Driven Creatives: Consumers are looking for brands that stand for something. Showcase your value propositions and connect with users' desire for belonging and meaning.

2. UGC: Ads that Don't Feel Like Ads: Leverage User-Generated Content (UGC) to foster a genuine connection with users. These relatable ads keep viewers engaged and bypass the "skip ad" button.

3. Creatives as the New Targeting System: Move away from solely relying on traditional targeting methods. Compelling and contextually relevant creatives are key to grabbing user attention and driving meaningful interactions.

Creative Production in a Fast-Paced World

Here are some valuable insights for managing creative production in a changing landscape:

• Be Organized: Plan your creative production. This includes anticipating seasonal fluctuations, streamlining communication, and potentially having a dedicated in-house team.

• Tailor Production to the App Lifecycle: The volume and type of creatives should adapt to the app's stage. New launches require more creatives for visibility, while established apps might focus on maintaining a brand presence with fewer creatives.

• Increase Volume for Predictability: Generate a larger pool of creatives and analyze their performance with machine learning to achieve better predictability in user acquisition outcomes.

Mastering the Art of Creative Testing

Effective creative production is only half the battle. Here are some key takeaways from creative testing:

• Testing Trifecta: Force traffic to each creative, utilise proxy regions, and have a control creative for comparison.

• Focus on Eliminating Losers: Identify and remove underperforming creatives quickly to optimize resources and streamline the testing process.

Actionable Tips to Elevate Your Creatives

Here are some practical tips to enhance your creative strategy:

• Embrace User-Generated Content: Leverage the power of UGC to create authentic and relatable content.

• Utilize Existing Tools: Platforms like TikTok's Creative Challenges can spark user engagement and generate a wealth of content.

• Benchmark and Refine: Continuously analyze your creatives' performance and iterate based on the data.

• Set Clear KPIs: Define measurable goals to track the success of your creatives accurately.

• Prioritize Measurement: Track and analyze results to continuously improve your creative strategy.

• AI for Inspiration: Explore AI tools for ideation and overcoming creative block.

By staying informed about the evolving role of creatives and implementing these valuable insights, you can elevate your marketing strategy and drive user conversions in 2024 and beyond. Remember, compelling creatives are no longer just an afterthought – they drive user engagement and conversion. Want to know more about creative marketing, Feel free to contact us. Targetoo help you!

The Evolution of CTV Advertising: Shifting from Media PCs to Algorithmic Measurement

Reflecting on the evolution of connected television brings a grin to our cheeks as we recall our personal experiences. As people who have always been drawn to technology, we started cord-cutting in 2007. We recall installing Boxee on a tower PC and connecting it to a cluster of external 1TB hard drives containing a fairly varied collection of movies and TV series. It was a courageous move motivated by a single desire: independence. We craved the ability to choose what we watched and when.

However, our initial excursion into Media Center TV was far from flawless. The setup was riddled with problems; software crashes were widespread, and the quality of downloaded content frequently fell short of expectations, sometimes failing to match the title.

It took about a decade for connected TV to reach beyond Netflix and Hulu. It took another five years for us to realize that the presence of advertisements was not what had soured our connection with regular cable television. Ads were acceptable, even desired if it meant getting cheaper or free services. What we genuinely desired was autonomy - the ability to customize our watching experiences based on our interests and schedules.

Today's connected TV is very different from traditional television sets. Beyond the same letters, "T" and "V," the evolution of CTV is nothing short of amazing. It is seeing tremendous growth, with publications, viewers, and technology evolving at an unprecedented rate, all while luring advertisers from all over the world. However, we will go into more detail about this later.

Revolutionizing TV Advertising for the Modern Era

Television advertising, historically dominated by outdated price systems and limited accessibility, is now on the verge of upheaval. In contrast to the dynamic and expanding world of Internet advertising, television commercials were constrained by historical pricing methods, upfront arrangements, and, in some cases, government control.

The fast spread of online advertising provided us with a worldwide economy in which demand and supply have no boundaries. A viewer in Seattle may now watch a German series while being targeted with an ad for a game in Tel Aviv. The globalization of demand and supply has altered the advertising sector.

With the introduction of programmatic bidding in connected TV (CTV), marketers may now participate in real-time auctions for ad slots, allowing for more accurate targeting and maximum efficacy. This transformation has not only allowed more marketers to enter the CTV arena, but it has also transformed how messages are delivered, resulting in remarkable accuracy and efficiency.

Navigating the Evolving Landscape of CTV Advertising

Despite the technological advancements, CTV advertising still encounters obstacles that demand attention. One such puzzle revolves around the expansion of ad space and its actual impact on audience reach. Are we simply relocating traditional TV viewers to digital screens, or are we genuinely attracting new viewers?

The Inventory vs. Audience Conundrum

This dilemma requires advertisers to become sleuths, discerning whether CTV merely reshuffles existing viewers or truly expands the audience pool. This distinction profoundly influences ad spending strategies and campaign targeting.

Reimagining Measurement Metrics

In the past, TV ads measured success by potential viewership, while digital ads revolutionized this with direct impact tracking. Now, as CTV merges traditional TV with digital platforms, a new approach to measurement is imperative. Should success still be gauged by reach, or do we need a more nuanced, digitally aligned method?

Abandoning the Last Click Mentality

Traditional TV metrics like panels and QR code scanning no longer suffice in the CTV realm, where viewers often use smartphones to access content. Advertisers are gravitating towards incremental measurement, which examines the causal relationship between ad spending and outcomes.

Looking Ahead

The journey of CTV advertising from its inception to its current prominence is remarkable. However, with growth comes challenges. Unravelling the intricacies of CTV ads, understanding viewership, and refining measurement methods represent the path forward. Collaboration between advertisers, tech experts, and platforms holds the promise of more personalized, measurable, and impactful ad campaigns.

In summary, CTV advertising has made significant strides, transitioning from a nascent concept to a formidable channel equipped with features like programmatic bidding. Yet, as the industry matures, it confronts critical questions regarding the efficacy of new ad spaces and measurement criteria. Moving forward entails refining our understanding and tools to ensure CTV advertising not only meets expectations but sets a new standard for digital engagement.

AB Testing Update

Targetoo will release a new version of AB testing with improved capabilities. The following fields will be added to the view:

• Start Date and End Date: informative dates for the period the test will be running. These dates are not taken into account when bidding, they just have informative behaviour.

• Budget %: campaign budget share that is being used in the test (informative, can't be edited)

• Treatment Budget %: campaign budget share that is being used in treatment lines (see label 2). Informative field, can't be edited.

• Hypothesis (previously description): can be used to inform about the objective of the test.

• Conclusion: can be used to inform about the result of the test once it has finished.

• Label 1: can be used to inform about the configuration of the line. For instance if we are testing frequency capping configuration, we can inform that the line has a "1/24" freq capping (line 1) and "2/24" (in line 2)

• Label 2: can be used to inform about which is the control line (the line that has the usual configuration) and which is the treatment line (the one with the new configuration for the feature being tested)

Reach out for questions and/or support.

Platform updates February 2024

We are happy to announce some new updates on our platform!

Users already have available: 

1. IDFV (Identifier for Vendor) audiences in the Hub.

This feature enables:

• Targeting using publisher 1st party data (targeting users with IDFV generated audiences when IDFA is not present)

• Performing cross-promo (targeting users from a vendor converted in an app to another one)

 2. Ogury web traffic

We have opened Ogury traffic for Mobile Web 

3. Up to 3 labels available at Line level Image

During the following weeks, you’ll also have available:

1. New Line View:

•  We will add buttons to create region, zipcodes and location lists in the "geo tab".

•  We will add buttons to "create creative and add to the line" and "create folder" in the "creatives tab"

2. Creatives summary (the window that pops up when clicking on the "info" button)

·  We will change the size of the window + add info for the "Related Lines" section. We are also adding info about the line status, the campaign the line belongs to, and the campaign status. This way we'll be able to know which line the creative is bidding for.

Reach out for any questions you might have.

5 Reasons Running Digital Marketing Political Campaigns 2024

The amount spent on internet political advertising has steadily increased since 2006. Thanks to the speed and scale that programmatic technologies provide, candidates have devised creative ways to interact with voters that were unthinkable in past election cycles.

Political campaigns using digital marketing provide a variety of ways to sway voters and a means of connecting with people where they spend most of their time—online.

The amount spent on advertising per vote in the US midterm elections in 2022 broke all previous records, even though voter turnout is usually lower. This trend is expected to continue until the 2024 election cycle when political advertising expenditure is anticipated to exceed USD 10 billion. In fact, by 2024, it's expected to surpass USD 11 billion.

5 Benefits of Digital Marketing For Political Campaigns

As we near the 2024 election, using digital plans can help your candidate get the results they wants. Here are five simple online marketing tricks for political campaigns.

Unlocking The Power of Digital Political Advertising

Digital political advertising is a powerful tool for political campaigns to reach and engage with voters in modern elections. It allows campaigns to tailor their messages to resonate with specific voter segments, maximizing their impact and amplifying their influence. By using data analytics and sophisticated targeting algorithms, candidates can optimize their advertising strategies to reach the most likely audiences. Mastering digital political advertising is essential for any campaign looking to secure victory at the polls, as online communication shapes public opinion and drives voter behaviour.

Reach a Wider and More Detailed Audience

Using programmatic advertising provides for successful interaction with voters across all platforms, ensuring messages reach them at the best times and locations. In the United States, where 302 million people are active internet users, the potential audience reach is enormous, providing several chances to target potential voters based on certain demographic parameters. Campaigns may directly engage with their intended voter base via programmatic advertisements by adjusting targeting characteristics such as geography, congressional district, or contextual relevance, ensuring that messages reach receptive audiences. This precision targeting improves the potential to contact the correct people at vital periods, hence increasing the effect of political campaigns.

Furthermore, programmatic advertising provides a strategic advantage by enabling campaigns to adapt messaging to specific goals while maximizing resource allocation. Political campaigns can use granular targeting capabilities to efficiently allocate resources toward contacting the most relevant voter segments, thereby enhancing the effectiveness of their outreach efforts.

Reach Voting Generations That Are Digitally Engaged

The majority of today's voters are active online. Understanding how each generation interacts with digital media, as well as their existing relationship with the political scene, will enable candidates to adapt their advertising efforts for the greatest outcomes. 

• Baby boomers constitute the largest segment of the voting-eligible populace, with older generations traditionally demonstrating higher voter turnout rates. However, the voting-eligible baby boomer cohort reached its pinnacle at 73 million in 2004, indicating a gradual decrease in their influence at the polls.

• Generation X and Millennials are steadily gaining ground in terms of their representation within the American electorate, approaching the level of baby boomers. Since making a significant entrance into the electorate during the 2004 election, Millennials have consistently demonstrated increasing voter turnout. Their substantial participation in the 2020 US election suggests a trend likely to persist into the upcoming 2024 election cycle.

• Generation Z, akin to Millennials, constitutes a generation actively engaged in the voting process. Renowned for their blend of social consciousness and practicality, these characteristics significantly influence their voting behaviours. Moreover, being recognized as the most diverse generation in US history, Generation Z's voter preferences are deeply informed by this aspect of their identity.

Forget flyers and mailboxes, reach voters Programmatically in 2024!

65% of US adults get their election news online. That's a huge audience you can tap into using cutting-edge digital formats:

1. Connected TV (CTV):

• Explosive growth in CTV ads in the US has led to a massive reach, with nearly 70% of Americans expected to use it by 2024. Utilizing multiple ad formats and targeting the right voters ensures maximum impact.

2. Programmatic Audio:

• Digital audio is gaining popularity, leading to increased ad spending. Audio ads deliver messages directly to users' ears, allowing for targeted reach beyond traditional radio limitations. They can target specific demographics, interests, and locations, and can be integrated with video, mobile, and cross-device campaigns for seamless integration.

Win the 2024 race with the right DSP features:

Early voting starts soon! Are you ready to launch your digital campaign with the firepower it needs? Choose a Demand-Side Platform (DSP) packed with features that'll help you plan, launch, and optimize like a pro:

1. Futureproof your budget with Forecasting: Want to know how your campaign will perform before you spend a dime? Get data-driven insights to strategize smarter and maximize your impact.

2. Seamless CRM Integration: Upload your voter data in a flash and use retargeting pixels to reconnect with interested supporters. Keep your campaign laser-focused and efficient.

3. Target Voters Where They Live: Reach voters at the state, zip code, or even district level with advanced geographical targeting. No wasted impressions, just focused messaging.

4. Go Micro with Geo Radius Targeting: Draw a virtual fence around campaign events, rallies, or key locations to capture nearby voters at the perfect moment.

5. Find Lookalike Voters: Uncover new supporters with shared interests and behaviours using lookalike audience building. Expand your reach without compromising relevance.

6. Speak to Their Interests: Use contextual targeting to deliver your message on relevant websites and pages. When voters are engaged, your message hits home.

7. Measure What Matters: Conduct candidate lift studies to gauge voter concerns, voting intentions, and candidate preference. Tailor your campaign based on real-time insights.

Launch Your Digital Marketing Political Campaigns

Digital ad spending on political campaigns is increasing, and the 2024 US presidential election is expected to continue this trend. To capitalize on this digital landscape, political advertisers should plan, prepare, and implement digital campaigns targeting the right voters. To learn more about political campaigns, request a demo from us.