Press release, October 29, 2015Opera Mediaworks and Immersion launch mobile video ads with tactile effectsFirst campaign features “shaking” effect for ‘Stoli®: THE Vodka’ adSan Mateo and San Jose, Calif., Oct. 29, 2015 Opera Mediaworks, the first mobile ad platform built for brands, and Immersion Corporation (NASDAQ:IMMR), the leading developer and licensor of haptic technology, today in partnership with Stoli® Vodka and Horizon Media, announced the launch of touch-enhanced mobile advertising on Opera Mediaworks’ mobile ad platform. This capability, powered by Immersion’s haptic technology – TouchSense® Engage, now reaches more than a million users daily in the United States. Touch-enhanced ads provide brands and advertisers an impactful, new medium with which they can engage consumers’ attention on mobile devices. To experience the ad, see the video here. “Haptic feedback is no longer a simple buzz, or a mere notification of a message,” says Mike Owen, EVP, North America Sales, Opera Mediaworks. “With sophisticated haptic effects, a series of unique vibrations can evoke real-world meaning, like the thumps of a heartbeat or the feel of an approaching car – which is a significant new creative capability for advertisers. We are excited to offer it on our mobile ad platform.” “With the help of Opera Mediaworks’ distribution and network, tactile video advertising now reaches more than a million users daily,” says Jason Patton, VP and GM of Content and Media at Immersion. “Through the expansion of TouchSense technology in advertising, we’re taking another step in promoting the broad adoption of touch in media on mobile devices and enabling a richer, more interactive experience for consumers. Consumer focus groups conducted by Immersion show that media enhanced with tactile effects result in an increased feeling of immersiveness, intent to buy and brand recall.” “A pioneering heritage is deeply engrained in the Stoli Vodka brand as the first vodka in the U.S. and first vodka to bring flavors to market,” says Russ Pareti, Brand Director at Stoli Vodka. “Being the first brand to leverage Opera Mediaworks and Immersion’s technology as part of our ‘Stoli: THE Vodka’ campaign continues this tradition. We are always seeking new ways to engage with our millennial consumers and to connect with them via mobile advertising; not only will viewers watch a woman shake our Stoli Martini, they’ll be able to actually feel the martini being made.” “Stoli is an innovative and pioneering advertiser that is known to grab consumer’s attention with bold messaging,” says Alex Stone, Director of Digital Activation at Horizon Media. “With haptic feedback technology we can create even more engaging brand experiences on Android devices for consumers to improve brand recall and awareness,” continues Sarah Bachman, VP, Mobile Strategy at Horizon Media. Immersion’s TouchSense Engage is easily deployed in mobile apps through a simple technology integration that enables the media to control the actuator, the vibration motor in a mobile device. The Opera Mediaworks’ SDK utilizes TouchSense Engage to manage haptic synchronization with its Instant-Play To learn more about tactile-enhanced video and advertising and Immersion’s TouchSense® technology visit: https://touchsense.com/advertising. Further DetailsAbout Immersion (www.immersion.com)Founded in 1993, Immersion (NASDAQ: IMMR) is the leading innovator in haptic technology. The company’s touch feedback solutions deliver a more compelling sense of the digital world. Using Immersion’s high-fidelity haptic systems, partners can transform user experiences with unique and customizable touch feedback effects; excite the senses in games and videos; restore “mechanical” feel by providing intuitive and unmistakable confirmation; may improve safety by reducing distractions while driving; provide realistic touch feedback when performing robotic medical procedures and training simulations; and expand usability when audio and visual feedback are ineffective. Immersion’s technology has been adopted in 3 billion digital devices, and provides haptics in mobile phone, automotive, gaming, medical, and consumer electronics products from world-class companies. With over 2,000 issued or pending patents in the U.S., China and other countries, Immersion helps bring the digital universe to life. Learn more at www.immersion.com or www.touchsense.com. About Stoli Group® USA, LLCStoli Group® USA, LLC is the North American subsidiary of SPI Group, recognized globally for pioneering heritage and the outstanding Stolichnaya® brand of premium vodkas. Since its inception in 2014, Stoli Group USA already boasts one of the largest domestic distribution networks in the U.S. and is a growing distributor of premium spirits, led by the flagship Stoli® Vodka Brand, its category-leading flavors including Ohranj®, Razberi®, Vanil®, Citros For more information visit www.stoli.com or follow on Facebook at www.facebook.com/stoli and on Twitter @Stoli. About Horizon MediaHorizon Media, Inc. is the largest and fastest growing privately held media services agency in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, and Chicago. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world’s ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year. Most recently, in 2014, Bill Koenigsberg was named 4As Chair of the Board and is the first person from a media agency to hold this prestigious position in the 100 year history of the 4As, the marketing industry’s leading trade association. The company’s mission is “To create the most meaningful brand connections within the lives of people everywhere.” By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become one of the largest and fastest-growing media agencies in the industry, with estimated billings of over $5.3 billion and over 1,200 employees. Forward-looking StatementsThis press release contains “forward-looking statements” that involve risks and uncertainties, as well as assumptions that, if they never materialize or prove incorrect, could cause the results of Immersion Corporation and its consolidated subsidiaries to differ materially from those expressed or implied by such forward-looking statements. All statements, other than the statements of historical fact, are statements that may be deemed forward-looking statements, including, but not limited to statements regarding Opera Mediaworks products, the use of Immersion’s TouchSense technology by Opera Mediaworks, and the use of Immersion’s TouchSense technology in mobile devices. Immersion’s actual results might differ materially from those stated or implied by such forward-looking statements due to risks and uncertainties associated with Immersion’s business, which include, but are not limited to: unanticipated difficulties and challenges encountered in product development efforts (including with respect to TouchSense Technology) by Immersion and its licensees; unanticipated difficulties and challenges encountered in implementation efforts by Immersion’s licensees; adverse outcomes in any future intellectual property-related litigation and the costs related thereto; the effects of the current macroeconomic climate; delay in or failure to achieve commercial demand for Immersion’s products or third party products incorporating Immersion’s technologies; and a delay in or failure to achieve the acceptance of touch feedback as a critical user experience. Many of these risks and uncertainties are beyond the control of Immersion. For a more detailed discussion of these factors, and other factors that could cause actual results to vary materially, interested parties should review the risk factors listed in Immersion’s most current Form 10-K and Form 10-Q, both of which are on file with the U.S. Securities and Exchange Commission. The forward-looking statements in this press release reflect Immersion’s beliefs and predictions as of the date of this release. Immersion disclaims any obligation to update these forward-looking statements as a result of financial, business, or any other developments occurring after the date of this release. The use of the word “partner” in this press release does not mean a legal partner. (IMMR – C) Linking News, the best press release distribution service provider, has the strongest network in the entire industry, including more than 10,000 news outlets and over 1,000 social media networks around the globe. We distribute your company’s news or articles to thousands of the world’s top media outlets and over 30,000+ journalists. Your story will be syndicated to many news and media sites, including ABC, NBC, CBS, FOX, and many more notable names, with the White Label Press Release Distribution Solution (unbranded or private label press release service). Visit www.linkingnews.com. Best Press Release Distribution ServiceThe post Press release, October 29, 2015 appeared first on Linking News. from https://www.linkingnews.com/tactile-mobile-video/ from https://pressreleasedistn.tumblr.com/post/184476220287
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Press release, November 03, 2015Apple regains no. 1 spot for revenue, fueled by video, tabletsIn Q3 report, Opera Mediaworks’ global ad platform also shares mobile behavior and trends from Turkey, Saudi ArabiaSan Mateo, Calif. — Nov 3, 2015 ![]() Apple significantly recaptured the no. 1 position in mobile monetization back from Android in Q3 2015, according to the Q3 2015 State of Mobile Advertising report out today from Opera Mediaworks. Android first took the lead in Q1 2015 and held it through the entire first half of 2015. Now, over half (52.1%) of all advertising revenue on Opera Mediaworks’ mobile ad platform comes from Apple devices. Much of that movement is driven by the iPad, which has boosted iOS’s position by doubling in volume to now account for 8.3% of impressions and 20.3% of revenue – generating more revenue per impression than any other device. Tablets as a whole (Android and iOS) have doubled their market share of impressions from last quarter and have shown over 2X the revenue potential than smartphones. Much of this is due specifically to the performance of video ads on tablets, with a revenue-to-impression ratio of 1.84 vs. 0.86 for smartphones. “This quarter we saw some key monetization trends around video and high-value publisher categories that we believe will continue to fuel the healthy growth of the mobile advertising industry,” said Mahi de Silva, CEO, Opera Mediaworks. “At the same time, our own growth is very strong: We now reach over 1.1 billion unique users on our platform – up more than a third from Q3 2014 – and power mobile monetization of over 20,000 mobile sites and apps.” More highlights from the report: Games jumps to no. 1 for revenue, Social still king of impressions
Australia, United States show propensity toward mobile video ads
Focus on the Middle East: Mobile behavior and monetization in top two markets
Find the full Q3 State of Mobile Advertising report here: Linking News, the best press release distribution service provider, has the strongest network in the entire industry, including more than 10,000 news outlets and over 1,000 social media networks around the globe. We distribute your company’s news or articles to thousands of the world’s top media outlets and over 30,000+ journalists. Your story will be syndicated to many news and media sites, including ABC, NBC, CBS, FOX, and many more notable names, with the White Label Press Release Distribution Solution (unbranded or private label press release service). Visit www.linkingnews.com. Best Press Release Distribution ServiceThe post Press release, November 03, 2015 appeared first on Linking News. from https://www.linkingnews.com/sma-2015-q3/ from https://pressreleasedistn.tumblr.com/post/184476220182 Press release, October 07, 2015Opera Mediaworks makes in-app video viewability crystal clearInstant-Play
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Section | Description | Primary Audience | Updated |
---|---|---|---|
Download iOS SDK | Download the iOS SDK to develop native applications for iOS. | Publisher Developers | NA |
Integrating Opera Mediaworks SDK for iOS | Steps for integrating the iOS SDK into an app. | Publisher Developers | May 2016 |
Submitting Your App to the Apple App Store | IDFA related guidelines from Apple | Publisher Developers | May 2016 |
iOS SDK Release Notes | iOS SDK release notes. | Publisher Developers | March 2016 |
iOS SDK FAQs | Frequently asked questions on iOS SDK. | Publisher Developers | May 2016 |
About Opera Mediaworks iOS SDK
- Enables the serving of banner and interstitial ads in publisher apps
- Supports targeting iOS 4.3 or higher, with 32- and 64-bit apps
- Supports 3rd party SDKs of AdColony, Amazon, Facebook, Google, and more.
- Comprises of the Opera Mediaworks SDK (two header files and a library file) and AdMarvel Demo Apps (apps to demo how to use the SDK)
Key integration steps and workflow
Read the iOS SDK integration guide for more information.
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APAC SMA 2015 - Q3
Android leads across APAC, iOS leads in Australia
Insights presented by Opera Mediaworks in partnership with the Mobile Marketing Association
As of the close of the third quarter, Opera’s reach in Asia Pacific (APAC) and Oceania is over 400 million unique users each month. The APAC region is the largest global market on our platform in terms of unique users. However, it is no. 2 when measured by impressions served and no. 3 for revenue generated. Despite its inclusion of mobile-marketing powerhouse Australia, Oceania, because of its small population, still trails the other global regions as a combined entity.
For this State of Mobile Advertising report, presented in collaboration with the Mobile Marketing Association, we provide an overview of mobile advertising performance in APAC and Oceania* focusing on our “P6” countries in APAC (India, Indonesia, the Philippines, Malaysia, Thailand and Vietnam) and Australia in Oceania. We will include a breakdown of traffic and revenue by OS platform, top publisher and mobile-app categories, and insights into the mobile behavior of four types of mobile users (i.e., audience segments).
Mobile-device market share and ad types
The feature phone still lives – but only monetizes well in India
On a global scale, Android is the clear winner, dominating the market in both active users and impression volume. However, in Asia, there is still a significant presence of older, non-“smart” devices – accounting for 30.4% of all impressions served in the P6. Though the market share of these feature phones is declining, we can still see robust usage in Vietnam, Indonesia and the Philippines.
![](https://www.linkingnews.com/wp-content/uploads/2019/04/img_3.jpg?itok=a2GaYy2j)
Feature phones are not particularly valuable for mobile advertising due to their limited capacity for rich-media and video ad impressions, so the monetization potential (ratio of revenue to impressions) in most of these markets is poor. India is the only country where platforms outside of Android and iOS support a relatively strong monetization model, with platforms other than Android and iOS having a share of revenue that is nearly twice their share of impressions.
![](https://www.linkingnews.com/wp-content/uploads/2019/04/img_4_0.jpg?itok=BbqTLdEC)
Mobile video advertising lifts monetization levels
Among the seven countries we focus on in this report, India has the most impressions and revenue. However, when looking only at monetization potential, India falls well behind others in the region.
As noted above, much of this reduced opportunity stems from the continued prevalence of feature phones and their limited capacity for rich-media ads such as video. Video is a high-impact and valuable advertising type, commanding higher eCPMs than other ad types in most countries. The only exception is Malaysia, where display ads are on top. Below we can see the volume of impressions and pricing for video, display and native ad formats across the seven countries for brand advertising.
![](https://www.linkingnews.com/wp-content/uploads/2019/04/img_5.jpg?itok=s_SAwy09)
Australia has the highest ratio of video ad impressions to overall impressions and is currently the global leader in revenue driven by video, with a disproportionate amount coming from that ad type.
Still, there are markets, like Thailand and Indonesia, that have relatively high percentages of video ads being served, but, because they also have very high usage of feature phones, their overall monetization potential is somewhat stunted.
![](https://www.linkingnews.com/wp-content/uploads/2019/04/img_6.jpg?itok=fbbDyRwS)
Top publisher and mobile-app categories
To find what mobile users in APAC and Oceania are using their phones for the most, we looked at the top-three mobile site and app categories visited in each of the seven countries in this study. This resulted in seven leading regional categories:
News & Information, Technology & Computing (Utilities), Sports, Social Networking, Mobile Stores & Carrier Portals, Games, Entertainment
By charting the volume of impressions served to each of these categories, we can see the profile of each country and gain a deeper understanding of how consumers in those countries use their mobile devices.
The first observation is that each country we analyzed has a different content interest profile. While the country pairs of India & Indonesia and Thailand & Vietnam show similar categories of audience interests, each country has a different ranking order of interests. Only in the case of Thailand and Vietnam did we see the same three top categories and the same number one category: Mobile Stores and Carrier Portals*. This is likely due to their close geographic proximity and the continued use of less-capable feature phones in those markets.
![](https://www.linkingnews.com/wp-content/uploads/2019/04/img_7.jpg?itok=vknu76DM)
Mobile content trends by country
India
Users in India are most heavily engaged with the Mobile Stores and Carrier Portals category, followed by Social Networking sites and apps. Sports rounds out the list in the no. 3 position, but still making an appearance in the charts, whereas this category is noticeably missing in the profiles of most other countries (except Australia and Indonesia).
Indonesia
Indonesian users’ site and app category preferences are very similar to those seen in India. However, Indonesia places the first priority on Social Networking sites and apps (38% share) and places Mobile Stores and Carrier Portals second (22%). Similar to India and Australia, the Sports category closes out the rankings.
Australia
Sports takes up a fair share (18%) of Australians’ mobile visits, just topping News & Information (14%). However, the largest category by impressions served in Australia is Entertainment, with a 36% share.
Malaysia
Mobile Stores and Carrier Portals is the most popular category, followed by Games, at a 17% impression share. Malaysians were the only users to have a significant use of the Utilities category, at 13%.
The Philippines
Social Networking and Mobile Stores and Carrier Portals are neck and neck for the most popular areas, with each capturing about a third of total impressions in the country. Entertainment was no. 3, with about 1 in 10 ad impressions going to that category. It is the only country in the region outside of Australia to show a significant interest in Entertainment.
Thailand & Vietnam
These countries demonstrate some similarities: both are dominated by Mobile Store and Carrier Portal visits. However, in Thailand, Games is the second-most popular category, followed by Social Networking – whereas in Vietnam, Social follows closely with a relatively high 27% share, and Games places third.
Broader insights across the region
Mobile Stores and Carrier Portals was the most common interest category, taking the no. 1 spot in six of the seven countries. Australia was the exception, with the most traffic to Entertainment; mobile stores were not even represented in its top three.
Some countries (India, the Philippines and Vietnam) all have highly condensed interest areas, with close to 80% of impressions served to the top three categories. Malaysia and Thailand, on the other hand, have more highly distributed interest profiles, with more traffic going to a wider set of categories.
Asia is the global leader in driving users and traffic for mobile storefronts and carrier portals. Most of these users have the older feature phones noted above and therefore have fewer choices for accessing content and apps than their smartphone-owning counterparts. In fact, nearly 89% of the unique users of mobile stores and carrier portals are on “Other” (feature phone) platforms, and just 11% come from Android phones.
Audience behavior and interests
Analyzing contextual attributes of users by measuring the performance of the different categories of sites and apps is one way to gauge audience size and interest. However, for advertisers, a more detailed analysis of behavioral characteristics is needed to identify the audience segments that meet campaign objectives. For example, while Social and News & Information may be popular in terms of visits and unique users, they do not identify interesting segments for a brand advertiser.
Top audience segments
Extensive reach and depth of engagement with a wide variety of sites and apps powers the ability to create intelligent audience segments for advertisers. (To see the methodology of this approach, see our report on Intelligent Audience Creation.)
A few of the most common and desirable audience segments for advertisers are: Savvy Shoppers, Travelers, Gamers and High-tech Enthusiasts. The chart below shows how these audience segments are represented within each of the markets in this study. The shares shown represent the percentage of the total audience in each country that we define as a member of that audience segment.
![](https://www.linkingnews.com/wp-content/uploads/2019/04/img_8.jpg?itok=oKBWYFrQ)
Observations from this breakdown:
India and Vietnam have a very high percentage of users that fall into one of these four audience segments. This corresponds with a relatively high concentration of site use in these countries, as described in the previous section.
In the Philippines, however, the top sites and apps attract a high percentage of total users, but those users have a very wide range of interests, as revealed by the smaller sizes of these four audience segments. This implies that this market has a very pronounced “long tail” for the use of sites and apps across the population. In other words, while most visits can be seen on a small number of site categories, those users demonstrate a wide variety of secondary interests, which results in smaller and more specific audience segments.
Audience snapshots: Gamers and Savvy Shoppers
Gamers lean toward iOS in Australia, but Android elsewhere
Taking a closer look at one segment, Gamers, we can see that there is a clear distinction when it comes to preferred operating system. In Australia, the vast majority of Gamers (83%) are using Apple devices, with just 17% on Android. In contrast, Android is the dominant OS for Gamers residing in the rest of the countries in this study, with 65% using Android-powered devices, 18% on iOS, and nearly 17% using “other” devices.
![](https://www.linkingnews.com/wp-content/uploads/2019/04/img_9.jpg?itok=5AvNHEs2)
No. 1 gaming app = Cut the Rope
Homing in on the Gaming category and looking at the most popular sites and apps among Gamers, it’s clear that Cut the Rope is the winner, taking the no. 1 position in all of the P6 countries. Talking Tom and Subway Surfers also show up frequently in the top three games.
![](https://www.linkingnews.com/wp-content/uploads/2019/04/img_10.jpg?itok=3Te8rAMU)
Savvy Shoppers in four countries
India, Indonesia, Malaysia and Vietnam all contain a significant number of users that fit into the Savvy Shopper segment. The most popular shopping sites in these countries are shown below.
![](https://www.linkingnews.com/wp-content/uploads/2019/04/img_11.jpg?itok=vRzHdHmi)
APAC audience profiles
The images reveal a profile for which each of the four audiences had the largest representation across the countries analyzed (P6 + Australia). As seen here, Social was the top content category among nearly all of the profiles, with the exception of Thailand, where Media prevailed. However, all four had different secondary interests.
![](https://www.linkingnews.com/wp-content/uploads/2019/04/img_12.jpg?itok=ev5wgW6z)
Methodology
Information contained in this report is based on aggregated information obtained from the Opera Mediaworks mobile advertising platform and mobile ad exchange servers. The data presented represents traffic and monetization metrics and statistics compiled across multiple advertising campaigns delivered by us to our mobile publisher customers. The data includes ads requested from and delivered by us on behalf of multiple ad networks, as well as directly sold campaigns created by our customers themselves. Country-level details are based on IP addresses of the originating ad requests as forwarded to us by our mobile publisher/app developer customers. Device details are similarly based on device user agents provided by these same customers.
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Opera Deal Update
We’re sharing a note from Will Kassoy, CEO Opera Mediaworks, regarding an update to the previously announced Opera ASA acquisition deal:
“Back in February, Opera Mediaworks’ parent company Opera ASA announced that a consortium of Chinese internet companies had made an offer to buy Opera.
In the process of closing the transaction, which required shareholder and regulatory approval, a different outcome for the deal than initially discussed at the beginning of the process has been decided.
After further negotiations, the consortium has agreed to acquire Opera’s consumer business (browser and app) only for a price of $600MM, as it has the most synergies with the current business of the Chinese consortium of companies.
Given the outcome, Opera Mediaworks will continue to operate as before as a US-based entity. This development does not change Opera Mediaworks’ commitment to providing our customers and partners with the best mobile advertising and marketing products and services.
Opera Mediaworks will continue to execute on its growth plans for 2016 and beyond. The current leadership of Opera Mediaworks will remain intact, and I will continue as CEO of the company.
Opera Mediaworks continues to be the largest independent mobile ad platform globally, and the focus of the company will continue around three core strategies:
- Growth – Continuing to extend our market leadership in key areas of strength which include Video, Performance Advertising and Programmatic.
- New products and innovation – The company is committed to new products and innovation that will help extend our leadership position in the mobile ecosystem.
- One platform – We are unifying our entire company around a single technology platform, tying all the previous advertising acquisitions onto a single stack, making it easier for our customers to transact, while driving operational efficiencies.
Over the past months, we’ve had the opportunity to work closer with both Kunlun and Qihoo 360 and have great respect for their people and products. And of course, we feel the same about the entire Opera browser and consumer products team globally. We are excited about this new direction and hope to maintain a strategic relationship with the Consortium entities, people and products post-transaction to help them achieve their business goals in the future.”
More information on Opera ASA’s transaction update can be found here: http://www.newsweb.no/newsweb/search.do?messageId=406030
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March mobile madness
Last year, TV viewership of the NCAA college basketball tournament – known commonly as March Madness – was the highest it had been in 22 years, averaging 11.3 million viewers. That’s roughly the equivalent of the combined populations of Chicago and New York! Additionally, there were 80.7 million live video streams and 17.8 million hours (or about 2.5 months worth) of live video consumption during last year’s tournament.
Given these record-setting numbers from last year’s tournament and how we witnessed a burst of second-screen usage during recent large sporting events, such as the Super Bowl, we wanted to find out how viewers were planning to use their mobile devices during March Madness this year.
So, we surveyed 800 mobile users in the U.S. across our mobile ad platform last month. Here’s what we discovered:
Multi-tasking madness
When the Opera Mediaworks mobile ad platform reached over 1 billion users last year, we learned that generally, mobile users spend most of their time within sports apps (e.g., ESPN), spending on average 173 minutes a month. We also discovered that they spend an average of 136 minutes each month within gaming apps.
So when we asked users what activities they intend on doing on their mobile device while watching the tournament, we weren’t surprised to find that 46% plan on playing in-app games and that 37% will browse around in sports apps, proving that sports and gaming will continue to reign supreme in the app world.
What about socializers? One in four mobile users will spend their time in social media apps, such as Facebook, Twitter, Instagram and Snapchat. Some 27% will be texting. Activity in these apps can consist of reactive comments to events that happen during the tournament, such as a game going into overtime, a game-winning basket or even commenting on a particularly interesting advertisement.
For advertisers, this is exactly the kind of second-screen moment they’ve been dreaming of! Mobile users are not only using their phones for research during the game, thus providing opportunities to target premium sports sites and apps, but they are engaging in leisure activities like social media and gaming – prime locations to serve them rich, creative experiences and draw them into your brand story.
It’s (literally) game time
Nearly 50% of mobile users will engage in playing in-app games while watching the tournament. It’s no surprise that among the App Store’s top 100 free apps, 27 are currently games, most of which fall under the adventure, action and arcade categories.
In our latest App Install Survey from our AdColony division, results revealed that 36% of the top grossing developers advertise on TV as part of their buy. Developers looking to drive user acquisition may want to consider running ads on TV alongside their mobile campaigns to drive downloads during the tournament. Our survey found that 28% of viewers are likely to look an ad up after seeing it on TV, further showcasing the power of taking advertising beyond TV and supplementing it with a digital buy.
We saw this trend take off in 2015 with at least three mobile gaming app ads during the Super Bowl (and three additional ads airing pre-game) and we will continue to see a rise in a complementary TV-digital advertising relationship.
Mobile with the assist
Among those watching the game on broadcast TV, we found that 1 in 4 will check mobile apps and sites for updates related to the tournament. Among that group, 60% will look to sports apps, such as ESPN and Bleacher Report, for game updates.
This demonstrates that mobile apps are where consumers are spending more of their time, a fact Nielsen attested to last year when they reported a 63% increase in time spent engaging in mobile apps. In fact, data from Flurry indicates that mobile users spend on average, 3.3 hours/day with apps and 2.8 hours/day with TV.
What rivalry?
Although this year we should see a big spike in streaming March Madness games on mobile devices, we predict that most users will be watching the games on broadcast TV and using mobile as the ultimate co-viewing companion for additional news, insights and information.
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About the survey:
Opera Mediaworks surveyed 800 mobile users in the U.S. across the Opera Mediaworks mobile ad platform in February 2016 to learn how March Madness viewers will be using their mobile devices while watching the NCAA men’s basketball tournament.
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