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BizReport : Mobile Marketing : May 20, 2015

Mobile RoundUp: Releases, expansions for mobile brands

In today's mobile roundup are three moves that should bring mobile brands into firmer contact with their shoppers. Details in today's mobile roundup:

by Kristina Knight

First, Weathernews Inc Japan has acquired Boston-based social weather app Weathermob. Weathernews Japan is another crowdsourced weather data model; the acquisition of Weathermob will make them a major player in the global weather space.

"This acquisition is a harmonious and mutually advantageous partnership between two companies committed to building social weather platforms where our users know what the weather is where they are and enjoy sharing that data with everyone," said Tomohiro Ishibashi, Director of Weathernews.

And, Opera Mediaworks has launched Rewarded Ad Mediation. The new tool is part of their AdMarvel solution; the tool allows mobile publishers to offer ads in a reward or value exchange format. This kind of offering puts the viewer in charge of the ads they will or won't see, deepening their engagement with the content. Formats for the ads include HD video and native as well as mobile display and rich media.

"Rewarded Ad Mediation opens up a whole, new world of mobile monetization," says Mark Fruehan, ‎President, Publisher Services Global Supply for Opera Mediaworks. "First, it improves overall fill and eCPM as a result of publishers easily integrating and managing multiple demand sources. But, there is also the extra business benefit they get from the way it keeps users in app and encourages interaction, thus increasing the average lifetime value of each user."

Meanwhile MediaBrix has expanded their brand into the UK. The MediaBrix platform offers brands the ability to connect with consumers through cross-platform campaigns that focus on consumers' emotional engagement. Mobile ads comprise about 20% of the total UK ad spend currently.

Finally, YouAppi has upgraded their OneRun platform; the new roll-out includes post-install event analytics, inventory analysis and a media planning manager all from their campaign/advertiser dashboard. The mobile release puts advertiser data at their fingertips from any location.

"Though many mobile marketers are focused on generating the install, that's only the beginning of the customer journey. We needed to develop a robust solution that will help YouAppi and our Advertisers and Publishers track and manage the complex KPIs for each campaign, ultimately identifying the app's most profitable customers. And for each app, those KPIs will be different. This updated version of OneRun provides the tools to find the users with the greatest customer lifetime value."

Tags: MediaBrix, mobile ads, mobile marketing, mobile tools, Opera Mediaworks, Weathernews, YouAppi

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