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BizReport : Mobile Marketing : April 23, 2015

Mobile Roundup: App releases focus on connection, analysis

Two new releases into the mobile space are adding more focus to consumer connection and brands' ability to analyze activity. Details in today's mobile roundup.

by Kristina Knight

First, AppsFlyer has launched a television attribution tool; the tool can be used by brands to track new user installs in a specific area after an ad has run in that place. Using AppsFlyer for TV Ads, brands can track TV campaigns, analyze performance and optimize according to those results.

"Brands, e-commerce and travel companies find television to be the new frontier of mobile app advertising," said Oren Kaniel, AppsFlyer CEO and co-founder. "The exposure and reach of television ads is practically unparalleled, but until now app marketers have been unable to measure the effectiveness of their TV campaigns. With AppsFlyer for TV Ads, we can track not only the number of new installs a specific TV ad brought in, but also the quality of those installs and the overall ROI for every media source within the campaign. These previously unquantifiable results can then be used as planning tools for the next round of TV advertising buying."

Meanwhile Applause has announced an $80 million funding round, led by Goldman Sacs; the platform 'crawls' more than 30 million apps across iOS and Android platforms in eight countries.

Finally, The Fuel Rewards program has launched a new app which allows program members to link their loyalty, credit/debit and prepaid cards to their smartphones. The company says this will make it simple for people to earn rewards on everyday purchases.

"We wanted a stronger mobile focus in response to our member data showing that 60% of all email communications are being opened on a smartphone, and more than 50% of our program website views are taking place on a mobile device," said Scott Schaper, EVP of Marketing and Program Operations for the Fuel Rewards program. "We designed our program and universal rewards currency to impact our members' everyday lives positively, and our mobile app was built with that same focus ̶ to add more value, utility, and ways for our members to earn and save."

Image via Shutterstock

Tags: advertising, Applause, AppsFlyer, Fuel Rewards, mobile marketing, mobile tools, mobile trends

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