Busy is not the point

There’s a common safe place: Being busy.

We’re supposed to give you a pass because you were full on, all day. Frantically moving from one thing to the other, never pausing to catch your breath, and now you’re exhausted.

No points for busy.

Points for successful prioritization. Points for efficiency and productivity. Points for doing work that matters.

No points for busy.

       


How Rewarded Video Ads Can Drive In-Game Purchases

The following is a guest contributed post by Fernando Saiz, CMO at Tappx.

The rewarded video ad format is adored by the mobile gaming and advertising worlds. We now finally have an ad format that satisfies the needs of advertisers, publishers and gaming audiences. Rewarded video ads provide gamers with a reward for watching the entire length of a video ad. In the mobile gaming world, this format works extremely well in mobile games. For developers, rewarded video ads offer the potential to increase in-app purchases and lengthen play session times, therefore increasing loyalty and retention. Also, they provide advertisers with advantages that stimulates higher ROI and engagement levels. Finally, many users express greater amenability for watching rewarded video ads over any other ad format.

Can rewarded video ads help drive in-game purchases?

Imagine if you’re playing a game, and you’ve just finished an end-of-level boss with a life remaining. Following this level, you watch a rewarded video ad and you’re then given an extra life. This method of non-disruptive advertising gives players the chance to extend play time, without hassle or interruption to game play. Extending the amount of time spent in a game is perhaps the single most important way players become more invested in games, thus building loyalty. This then translates to increased gaming session times and retention. As players invest more time and energy into their games, this leads to greater levels of excitement, therefore increasing the probability that they will conduct in-game purchases. Also, developers can receive a higher CPM for rewarded video ads than static ads. In addition to earning more, developers benefit from displaying ad formats that positively contribute to the overall user satisfaction within a game.

Facebook commissioned mobile games research has reported that mobile gamers are a staggering 18% more likely to conduct an in-app purchase when served a rewarded video ad, versus non-choice based advertising. See the May 2017 report here.

The key point is to build the right rewards, and to then decide when are the optimum moments to serve rewarded video ads, and balance the timing for delivery of ads during gaming sessions. The main objective is to provide gamers with a taste of all the benefits of a game, whilst earning a remnant revenue. Don’t let these ads eat into your main source of revenue, so be considerate about your content and it’s delivery times.

Constantly review your metrics and decide whether or not to deploy rewarded video ads. What’s the conversion rate from player to paid player? What’s your ARPDAU? Or what are the valuable items that remain unsold and should be promoted? Rewarded video ads can serve as a research A/B machine for testing new features and getting acceptance from your current ones.

How do Rewarded Ads benefit the Advertiser?

The key thing for advertisers to note is that users choose to engage with rewarded video ads. Therefore, the user is engaged with the video and is incentivised to complete watching the video ads. What’s more, the video is guaranteed high viewability. The developers also have the incentive to place as many rewarded video ads as is practical, such as between game levels or during loading screens. This provides the potential for repeat ads within the game, thus promoting brand recall. Some of the key benefits which rewarded video ads offer advertisers include high viewability, engagement, and completion rates, as well as increased brand recall.

Why are users excited about rewarded video ads?

In one survey done, almost 80% of gamers expressed interest for watching rewarded video ads in exchange for in-app benefits. For mobile gamers, these benefits could be in the form of in-app virtual money, extended gameplay life or other in-game assets. All of these examples enhance the quality of the user gaming experiences, which makes gamers increasingly happy. In the best case scenarios, rewarded video ads can deliver rewards that extend the user’s play-time, which benefits both the gamer and the developer.

Secondly, rewarded video ads work best when they give the user the option to engage with them. This way, the user feels that they themselves have made the decision to exchange their time for watching an ad for a reward. Game apps which provide the option to pay or watch ads receive a 10-15% boost in user reviews.

The proportion of mobile users that does conduct in-app purchases is relatively quite small, so it’s advisable to deploy rewarded video ads to convince users about the benefits and value of additional (paid) game features. A comprehensive survey conducted by Facebook reported that 71% of mobile gamers prefer to ‘pay’ for in-game content by watching video ads. The same survey reported that almost half of US gamers prefer rewarded video ad over any other ad format. This all clearly shows that rewarded video ads are hugely popular and effective, as they expose players to paid in-app features, they assist in increasing retention, LTV and more importantly, revenues.

The post How Rewarded Video Ads Can Drive In-Game Purchases appeared first on Mobile Marketing Watch.


Best Casino Games for Console Players

If you’re a seasoned console player, be it Xbox, PlayStation, Switch or PC, chances are you’ll have a certain style of game that you prefer above all others. Maybe you’re a fan of real-time, online multiplayer games with a strong competitive edge. Perhaps your thing is adrenaline-fuelled racing games or complex puzzle-solving mysteries.

Maybe it’s lengthy cinematic games, rich in depth and dialogue, or perhaps you prefer more luck-based games, where victory is based on the roll of a dice, the spin of a wheel or the pull of a lever. The games we play shape our preferences as much as our preferences determine what kind of games we gravitate towards. If you’re looking to make the more lucrative switch over to online casino games, you’ll want to be playing games of a similar nature to those you already enjoy on a console.

If you choose wisely, you’ll be able to get maximum enjoyment out of your casino gaming experience, and you’ll likely be more skilled at playing, meaning there will be a lot more money in it for you. With that in mind, here’s your guide to the best casino games for console players of all stripes. 

Video Poker

Video poker has been around since at least the ’70s and is probably the closest thing to a classic console experience you can find in the world of casinos. You’re likely to recognize a game of video poker as soon as you see it, given the popularity of the genre with gamers and non-gamers alike. The setup looks and feels a lot like a classic NES game, complete with 8-bit graphics and chiptune music.

As well as the classic arcade feel, the reason real money video poker remains so popular is that you tend to get much better odds compared to other RNG-based online games. This is especially true with iconic variations of the game such as Deuces Wild.

Themed Slot Games

If you’re the type of person who loves console games for their themes, then slot machines might be the way forward for you. If you’re loyal to game franchises such as Call of Duty or The Elder Scrolls, you’re likely to be a big fan of the visuals, music, and atmosphere these highly immersive games provide. These are often the things the keep us flocking back to our most beloved game series time and time again. The very same thing is often true with themed slot games.

If the game series that you most enjoy is something like Civilization, there are slot games which use the same themes to recreate the things you love about it. The same is true if you prefer the Game of Thrones video game series, the Assassin’s Creed series, or just about any other iconic game franchise. There are themed slot games for every preference, often with full musical scores, complex visuals, and themed jackpot prizes that will feel just like you’re playing your favorite Xbox game, the only difference being that you’ll be playing for real money this time.

Live Blackjack

Many online casinos specialize in live games with real people, making these the perfect option for those who most enjoy competitive online gaming with other players. If your current game of choice is an online multiplayer like Fortnite or Black Ops 3, then chances are the main attraction for you is the opportunity to show your skills and play against real people from anywhere in the world.

Live blackjack is a relatively recent innovation that allows you to do just this, for real money. You can set up a profile, connect with another player and a real-life blackjack dealer, and play your best hand in the race to win the jackpot. If you’re one of those gamers who most enjoys the social as well as the competitive aspects of console gaming, then live blackjack is most definitely the right game for you. 

Classic Shoot ‘Em Up Games

Yup you heard right. In some casinos these days, you don’t even have to make any kind of transition from console gaming in order to enjoy all of the benefits of the casino. Some casinos have started to adapt arcade-style shooter games into real-money games that allow you to place bets and win big if you manage to win the game and shoot as many bad guys as you can.

The games on offer are strongly reminiscent of shooter classics such as Time Crisis and DOOM, all with the added bonus of being able to win hundreds or even thousands of dollars if your marksmanship is up to scratch. Unfortunately, you’ll have to make the trip to Atlantic City to play these, but chances are they’ll become a lot more common in the future.

There’s a type of casino game out there for every style of player, no matter where your loyalties lie. Just make sure you pick the right one in order to make the most of your video gaming skills and win some real money.

The post Best Casino Games for Console Players appeared first on Mobile Marketing Watch.


Speak Human: 8 Conversation Marketing Hacks, Game-Changers

The following is a guest contributed post by By Merilee Kern, MBA.

Nobody starts out automatically caring about your products or services. They care about how you can make a difference in their lives.  No matter the context, all relationships begin with a “handshake moment,” whether literally or figuratively—those first few introductory moments that reveal a great deal about the character of the person standing before you. Why should company interactions with current and prospective customers or clients be any different?

Sure, “content marketing” has been a crucial ingredient impelling the evolution of traditional marketing into today’s more personalized approach, bridging the gap between cookie-cutter TV, radio, and print mass marketing to highly customized digital and social media-driven communications. Even so, today’s more personalized digital communications have plenty of challenges, all too often falling on “deaf ears” and “blind eyes” amid a marketplace becoming highly desensitized to the glut of advertising and marketing messages its exposed to any given hour of any given day…year in and year out.

So, how can brands can make and maintain meaningful connections and create a lifetime value with customers in ways that’ll set them apart in a “noisy,” increasingly jaded and discriminating marketplace? How can businesses tell an authentic story so as to foster maximized marketplace engagement and breed brand loyalty?  According to Kevin Lund, author of the new book, Conversation Marketing: How to be Relevant and Engage Your Customer by Speaking Human,” the proverbial key to the Kingdom is for companies, no matter their size and scope, to simply “speak human.”

In this new book  Lund, who’s CEO of T3 Custom—itself a content marketing firm helping brands learn to “speak human” and supercharge ROI reportedly by as much as16-times, provides an in-depth analysis of what’s required to succeed in today’s modern marketing era, which he’s aptly coined the “Conversation Age.” Specifically, he details key principles critical for driving the more evolved conversation marketing approach, which can help companies amplify results on multiple fronts.

According to Lund, “Those who are wildly successful at conversation marketing understand the strategy is not simply about propagating online content and sharing through social media accounts. Rather, it’s a disciplined approach to communicating with a target audience in a way that tells a simple, human story that will educate, inform, entertain and, most importantly, compel customers in a way that fully captures mind–and-market share through messaging that truly resonates. Companies must stop talking ‘at’ their customers and, instead, connect with them by simply speaking human. And, it’s far beyond that initial ‘handshake moment—it’s through a constant stream of congenial engagements with each individual consumer, or the marketplace at large, based on trust and performance.”

Think it’s complicated to be an adept conversation marketer and speak human to your constituents? Think again! Below are eight of Lund’s tactical strategies from the new book that can help companies large and small become more engaging and relevant with customers, and the marketplace at large:


1. Earn Attention

To gain attention in today’s crowded marketplace, it’s prudent to do the opposite of what most everyone else is doing. That means don’t deliver clichéd, boring content that’s written for robots—search engines or otherwise—and for generic consumption. It’s unsustainable for you and your brand as well as frustratingly futile for the audience you’re trying to reach. Instead, speak human by engaging your audience with eye-level language in order to gain their attention and set your brand apart. Learn to use language that educates and entertains the audience.

Earning attention starts with asking yourself what you and your company are passionate about and conveying that genuinely in that all-important “handshake moment” of first contact—online or otherwise. Assume you’re meeting the person on the other side of the screen for the first time. Think of what you can say that’s new, memorable, a standout, and jargon-free. Also, understand and adapt to your audience. You wouldn’t talk the same way to an aging Baby Boomer as you would to a teenager.


2. Tell a Story

How do you hold someone’s attention long enough to break down a topic and engender his or her trust, but also in a way that’s unforgettable and leaves that person feeling more knowledgeable than before? The answer lies in good storytelling.

Good conversations are filled with good stories and anecdotes. But be mindful that the hero of the story isn’t your company or its products, but rather how your product or service will have a positive impact in your customers’ lives. If you can elicit an emotional response, you’re onto something.  Some standout companies have figured this out. Apple’s story, for example, isn’t about devices. It’s about innovation and how our lives are being changed for the better with Apple technology in them. Learn how to make your story short, to the point, and easy to share online.


3. Stay Humble

Being humble begins with letting go of ego—that instinctual part of the psyche that screams for a marketer to make too much noise about products or services and brag about themselves. Sigmund Freud developed a psychoanalytic theory of personality he coined the “id,” and marketers often tap into their own ids by telling the world how great their company and its products are, and how great a potential customer will be for buying them. The id operates based on the pleasure principle, which demands immediate gratification of needs.

In conversation marketing, speaking human dictates that your customer’s needs, not your own, are top priority. Your audience wants to know what you can do for them, and that means stop talking about yourself and drop the megaphone. Instead, embrace a different approach that thoughtfully and humbly explains why you do what you do and why it can make a difference in someone’s life instead of focusing on your bottom line. Stop beating them over the heads with the fabulous features and benefits of your products. Instead, tell stories that inspire and resonate with their own life experiences.


4. Pick Your Party

Equally important to the “how” of your conversation is the “where.” It should all fit seamlessly together and feel natural and organic in that moment.  Part of learning how to talk to your audience and engage them in any form of conversation is deciding where to talk to them in the first place.

This means doing the footwork to learn where your potential customers gather, and meeting them on their own ground. Where do your potential customers hang out on social media? What are they saying, and what challenges are they discussing that you can compellingly weigh-in on? Easily available research tools can help you join the right conversation at the right time and in the right place with consistency.


5. Be Relevant (on a Molecular Level)

True listening is about far more than hearing words. It’s also about fully understanding the message and concepts being imparted—whether they’re needs, wants, desires, or even complaints. Being relevant means making sure you’re talking about topics that are of sure interest to your audience, and that’s often achieved by addressing their pain points. Before a marketer can aptly communicate and speak to such pain points, however, he or she must first hear what the prospect, customer or marketplace has to say. It can be dangerous, expensive and ultimately futile for companies to presume to inherently know what should be said in conversation marketing.


6. Start the Conversation 

How do you gain audience attention in a way that prevents you from just being part of the noise? It’s no longer a question of whether you should insert yourself into the world of content marketing. It’s a matter of when you’re going to start talking, what you’re going to say, and how you’re going to say it. One good approach is to base that initial conversation on your unique value proposition for the given audience.

It’s important to always remember that your target audience doesn’t care about you. They care what you can do for them. If you’ve done your research, you’ll be familiar with their pain points and better prepared to offer answers that address their needs. Don’t be a “me-too” marketer who dishes out the same information as everyone else. Instead, develop a unique angle with a thought-provoking headline that sparks attention—even better if it disrupts conventional thinking. In addition, know your topic inside out before communicating, and make sure any other people handling your communications are experts in the field. You don’t want to risk sounding trite or inaccurate.


7.  Stop Talking

Unlike a monologue, a conversation is a two-way endeavor. Knowing when to stop talking is as important as knowing what to say and when to say it. It’s the only way to truly get a sense of what your audience (or your potential customer) is thinking in reaction to what you’ve offered, and whether to stay the course in your strategy or tweak it on-the-fly. Once you hear preliminary reaction, you can respond to questions and concerns before moving ahead or otherwise course-correct as needed. Also bear in mind that what your audience isn’t saying can be just as impactful as what they do convey.

Once your message is out, take a step back and “read the room.” That could mean monitoring online response to your blog post or using various tools to learn which of your resources are drawing attention. Are people engaged? Are they adding to the conversation? What should you do if the feedback is bad? Don’t consider a negative response or lack of response necessarily a failure. Instead, see it as an opportunity to adjust, make changes, and perhaps find ways to better meet your audience’s needs.


8. Ditch the Checklist

Before every takeoff, airline crews verbally work through an extensive checklist. There’s a detailed set of tasks to cover before the plane can even push back from the gate. However, in an ebb and flow conversation marketing context, this adherence to a certain protocol can pose limitations. Indeed, one problem with simply sticking to a checklist is that a content marketing strategy will never evolve with the times or differentiate itself in any way from what everyone else is doing.

Successful marketers endeavor to open new horizons. They take a step back and ask bigger questions about themselves and their companies’ ultimate goals, as well as what sort of new challenges their audience or customers might face over time–how to aptly adjust when needed.

Lund also suggests finding sources of inspiration. “Explore some of the successful content marketing plans that showed passion, ditched the tired old language, zeroed in on what customers needed, and started a real conversation with the market,” he urges. “Then scrutinize your own strategy and see where it might be lacking, so that you can continually refine your own checklist.”

The post Speak Human: 8 Conversation Marketing Hacks, Game-Changers appeared first on Mobile Marketing Watch.


How Ready Is Your Mobile Channel for the 2018 Holiday Shopping Season?

By Rafael Lourenco, EVP, ClearSale.

Now’s the time to make sure your store’s mobile experience and checkout are ready for the holidays. Shopify reports that more than half of all Thanksgiving 2017 e-commerce orders came from mobile devices, but cart abandonment is still higher on mobile than desktop. And CNP fraud attempts tend to increase during the holidays. How can you make your mobile site welcoming to holiday shoppers, but not fraudsters? Three key areas to focus on now are how quickly your store’s pages load, how convenient your mobile checkout process is, and how well your fraud program can handle holiday sales peaks.

Speed up your store’s page load times

In today’s m-commerce environment, simply having a responsive website is no longer enough. Mobile users expect the sites they visit to load almost immediately and they’re quick to abandon sites that don’t. Think with Google found that 40% of shoppers will leave a site that takes more than three seconds to load on their phones and nearly 80% won’t shop again with a store that provides a poor mobile experience. And that’s on a typical day.

On a peak sales day, like Black Friday, even major retailers face site slowdowns or even crashes due to heavy traffic. So now is the time to review your site’s performance, load times, and capacity to not only keep visitors from leaving before your pages load, but also to prevent crashes from sending customers to your competitors. To do this, you’ll need to talk with your IT team and your hosting service about how you can speed up your site and stay online even when a crowd of customers is visiting your store.

To get a quick snapshot of your store’s mobile page speed, Think with Google offers a Speed Scorecard and Impact Calculator. You can use the scorecard to compare your site speed to your competitors and you can see how small improvements in speed can yield more sales.

Reduce mobile cart abandonment

More people turn to their phones when it’s time to buy than ever before, which is why m-commerce is projected to have a CAGR of 24% between now and 2023. Despite this trend, the cart abandonment rate hovers around 75%, in part because many consumers give up when it’s time to check out. Review your shopping and checkout processes now to ensure they’re as friction-free as possible for mobile users.

Mobile shoppers tend to shy away from data entry on small screens whenever possible, and many are accustomed to 1-Click checkout on Amazon, which requires no data entry at all. To keep these shoppers from leaving your site and making their purchases from a competitor with a more convenient checkout process, eliminate customer registration requirements and focus on the must-have data—billing, shipping, and payment information.

Avoid holiday fraudsters and fraud-related bottlenecks

Retail e-commerce fraud is still rising, according to the 2018 LexisNexis True Cost of Fraud report, and the cost of fraud is higher for digital and physical goods sold through the mobile channel than for other retail channels. The report found that each dollar of m-commerce fraud costs digital-goods merchants $3.29 on average, compared to $2.78 per dollar of fraud for physical goods and $2.54 for retailers without a mobile channel.

Meanwhile, false declines ranged from 18% to 28% of orders, with digital goods retailers at the higher end of the range. These rejections of good orders are costly over the long-term, because many falsely declined customers won’t return. These facts are concerning year-round, but holiday sales peaks can make false declines increase if merchants don’t have enough capacity to manually review flagged orders. Overwhelmed retailers may be forced to choose between slower order screening, more completed fraud, or more false positives.

Take a look at your historical fraud rates by channel, including peak-season rates, to see how often your mobile channel has been targeted compared to your other channels. It’s also wise to review your false decline rates to see if they’ve spiked during past holiday seasons. If your mobile channel has been heavily targeted by fraudsters or has had more false declines or completed fraud during previous sales peaks, it’s time to upgrade your fraud prevention program and consider outsourcing your manual fraud review. Having outside experts take on this task during sales peaks can keep order decisions on pace while preventing fraud and reducing false declines.

By making your store easy to use on mobile devices, keeping your checkout process simple, and bolstering your peak-season fraud protection program, you can engage the growing number of consumers who prefer to shop on mobile, during the holidays and beyond. You’ll also be in a better position to fight fraud and keep your good customers year-round.

### 

Rafael Lourenco is Executive Vice President at ClearSale, a Card-Not-Present fraud prevention operation that protects e-commerce merchants against chargebacks. The company’s flagship product, Total Guaranteed Protection, is an end-to-end outsourced fraud detection solution for online retailers. Follow on twitter at @ClearSaleUS or visit http://clear.sale/

The post How Ready Is Your Mobile Channel for the 2018 Holiday Shopping Season? appeared first on Mobile Marketing Watch.


The Future for Casino Software Development Is a Roulette in Your Own Living Room

Source: Pexels

There are perhaps four software companies at the forefront of casino gaming technology in Europe, some of which have managed to transform how mobile users play and interact with online casinos. Who are they and what should we expect next?

The list below shows some of the main software developers designing and operating online casino games. There is a high expectation that the next generation of casino software will soon be released by them.

Playte

Playtech has been going for almost 20 years, operating in the online bingo, slots and casino arena where it has developed over 600 games. It has licenses with multiple US entertainment companies like HBO, MGM, Marvel and Universal and is listed on the London Stock Exchange.

NetEnt

NetEnt processes over 21 billion gaming transactions every year and serves over 100 online casinos. It won the 2015 EGR awards for slot Provider of the Year and is listed on the Nordic Nasdaq.

Novomatic

Novomatic turned over nearly 4 billion euros in 2015, which isn’t surprising when you consider it has over 28,000 employees. It specialises in slots, card and electronic table games. It is the biggest casino software supplier in Europe.

Evolution

Evolution has become one of the leaders in online poker and roulette software. It is one of the newest and fastest-growing software developers in the online casino sphere and it continues to develop and grow.

An Augmented Reality for Online Casi

The popularity of online casinos has so far matched and probably exceeded the appetites of the bricks and mortar casinos. Amongst the most popular online casino games is the offering of classics like roulette, mahjong and blackjack just like you’d find at William Hill’s table games. The reason why these remain the most popular casino games to play is primarily because they are easy to learn and fun to play; one offering a player the chance to test their skill and the other offering random, but rich potential on the spin of the table.

Currently, online gambling in the UK generates over £3 billion annually and this figure is only going to grow further as online gambling becomes more mainstream and furthers its growth and appeal. Meanwhile Virtual Reality and Augmented Reality have become huge in the technical sector and a major landscape changer. It doesn’t take long to recall the effects that Pokemon Go had on the public’s imagination to see where this technology can go. It was quickly followed up by the BBC’s Civilisations App to reproduce works of art that came alive right in front of you. So how long will it be before online casinos start developing and releasing their own AR roulette table in your own living room?

There are already virtual zones being set up in Las Vegas casinos.

The answer to that is not long. The hardware technology is already here with Oculus Rift, Samsung Gear VR, HTC Vive and Playstation VR becoming more affordable and available. The software for casinos is getting more closely aligned with reality already with slicker graphics and a more realistic ‘casino’ experience. Add in the technical might of the big casino software developers and we should prepare for some nights in where home casino parties with a full array of tables, games and slots might well be coming soon.

The post The Future for Casino Software Development Is a Roulette in Your Own Living Room appeared first on Mobile Marketing Watch.


Cheetah Mobile Vice President Keynotes Microsoft Tech Summit 2018 in Shanghai

MEDIA ANNOUNCEMENT: As a proud partner of Microsoft, Cheetah Mobile, a leading mobile internet company with a strong global vision, was honored to participate in Microsoft Shanghai Tech Summit where its vice president Li Liang gave a keynote speech about Cheetah Mobile’s focus on promoting digital transformation through AI-powered products and services.

Commenting on the news Li stated, “I am honored to have spoken at this prestigious event and look forward to Cheetah Mobile’s continued relationship with Microsoft to develop products that solve real-life pain points and increase efficiency for people and businesses.”

Cheetah Mobile and Microsoft have been working together since 2017, when it integrated Microsoft’s intelligent voice assistant Cortana into its popular launcher app, CM Launcher. Cortana not only allows CM Launcher users to easily control the app with voice commands, they can also use voice commands to make voice calls, read the news, create and manage events, set reminders and perform web searches, all without leaving the app.

Microsoft and Cheetah Mobile expanded their partnership in July 2018 with the release of Cheetah Translator, a portable translation device developed using text-to-speech and translation technology from Microsoft Research Asia (MSRA) and OrionStar, a Cheetah Mobile-invested AI company. The device is light-weight and easy-to use, while providing accurate and reliable translation, making it the perfect accessory for travelers. Cheetah Translator operates on OrionStar’s self-developed Orion Voice OS, the number one smart voice OS in China, with a 30% market share. Orion Voice OS currently powers smart speakers from Xiaomi, Midea and Ximalaya, as well as Cheetah Mobile’s entire line of robotics products and smart devices.

Unlike similar translation devices that feature two or more buttons, Cheetah Translator’s one-button design reduces the number of operations required of users. Whether it is selecting the language, translating or changing volume, it can all be done with one button. In fact, the translation engine provided by Microsoft and OrionStar automatically detects which language is being spoken and translates accordingly without the need to manually switch between languages. It currently supports Chinese, English, Korean and Japanese, with more languages to be added soon.

Li continued, “The major advantage that Cheetah Mobile has in AI products is its combination of user thinking, product thinking and AI technologies. By focusing on users’ needs in specific scenarios, Cheetah Mobile uses the most suitable technology to solve those needs, and Cheetah Translator is the embodiment of this goal. There are no borders between machines and people anymore. Cheetah Mobile’s goal is to provide users with AI products that are truly intelligent and truly useful.”

Microsoft Shanghai Tech Summit was held at the Shanghai World Expo Center from October 24 to 27, 2018. The Summit brings together Microsoft‘s top global technology experts, famous domestic entrepreneurs, industry leaders, entrepreneurial pioneers and technology enthusiasts gather together to discuss hot topics, share the latest & most cutting-edge gains, the most competitive strategies and techniques, as well as industry solutions under digital transformation, to jointly improve business productivity and predict the development trend of the industry.

About Cheetah Mobile Inc.

Cheetah Mobile is a leading mobile Internet company with strong global vision. It has attracted hundreds of millions of monthly active users through its mobile utility products such as Clean Master and Cheetah Keyboard, casual games such as Piano Tiles 2, and live streaming product Live.me. The Company provides its advertising customers, which include direct advertisers and mobile advertising networks through which advertisers place their advertisements, with direct access to highly targeted mobile users and global promotional channels. The Company also provides value-added services to its mobile application users through the sale of in-app virtual items on selected mobile products and games. Cheetah Mobile is committed to leveraging its cutting-edge artificial intelligence technologies to power its products and make the world smarter. It has been listed on the New York Stock Exchange since May 2014.

About OrionStar

OrionStar is an AI company in China that is controlled by Fu Sheng, CEO and chairman of Cheetah Mobile. The company was established in September 2016 by a group of technology industry leaders and product specialists from Silicon Valley, Japan, Taiwan, Beijing, and Shenzhen. OrionStar has developed a complete robotics technology chain, including a voice-controlled operating system, Orion Voice OS, visual recognition technology, indoor mapping and navigation system, and a back-end robotics platform, Orion OS. OrionStar is committed to using AI technology to develop the next generation of ground-breaking technology products and free people from the burden of overly complicated tasks, make homes more intelligent and create a better world through technology.

For more information about Cheetah Mobile and its products, please visit www.cmcm.com

The post Cheetah Mobile Vice President Keynotes Microsoft Tech Summit 2018 in Shanghai appeared first on Mobile Marketing Watch.


The Sports Spike: Why Mobile Advertisers Need to Go Broader Around the Big Games

The following is a guest contributed post from Gareth Noonan, General Manager, Americas at Smaato.

When it comes to major sporting events like the Super Bowl and World Cup, inventory in sports apps is a hot commodity — and rightfully so. These apps represent an excellent way to reach engaged sports fans at contextually relevant moments. But if you’re an advertiser looking to make the most of these big-game moments, you should also think more broadly about your mobile in-app strategy.

During flagship sporting events in the first half of this year, sports apps’ mobile ad spending and eCPMs saw significant spikes, according to Smaato platform data. The Super Bowl in the U.S. is a prime example of this trend. As consumers turned to their mobile devices on game day, both ad spending and eCPMs spiked more than 120 percent above the monthly average. And that makes sense, given the continued popularity of the Super Bowl as a mega-viewing event. More than 100 million U.S. viewers watched the game in 2018, representing more than 30 percent of the entire country. Among these viewers, over 2 million streamed the game via mobile, desktop, or CTV.

Regarding mobile ad spend and eCPMs, we saw a similar — and, in fact, more pronounced — trend around this year’s FIFA World Cup, especially in Latin America. Sports fans’ enthusiasm in this region piqued advertiser interest, causing sports app ad spending to increase 289 percent and eCPMs to increase 46 percent in the first two weeks of the World Cup alone.

Major sporting events are an ideal time for advertisers to reach engaged users. Even while watching the game on TV, sports fans are often using their phones to check stats and interact with the game in various ways. But they do a lot more than that. According to Statista, second-screen activities while watching sports on TV in the U.S. include using social networks, sharing with friends, and reading emails. Notably, from an in-app advertising perspective, they also include the following activities:

  • 40% read the news while watching sports
  • 40% play games
  • 31% search for products to buy

This broader app usage while watching sports represents an excellent opportunity for advertisers looking to build a more-comprehensive mobile strategy around major sporting events. News apps, gaming apps, and shopping apps all offer strategic advertising inventory during such events, but without the dramatically higher eCPMs seen in sports apps around these time frames.

The key to leveraging these apps as a part of a broader strategy is to align a brand’s messaging and offers with the audience’s second-screen behaviors during sporting events. For example, offers for franchised sports apparel within a shopping app might resonate particularly well around game time, while a pre-halftime pizza delivery discount within a gaming app might be particularly appealing to a user who has the big game on in the background.

Sporting events like the Super Bowl and World Cup represent important shared experiences among audiences, but that doesn’t mean individual activity ceases on viewers’ small screens. The best game-day mobile strategy enables an advertiser to find the right audiences in a relevant way in both the obvious and less-obvious places.

Author bio:

Gareth oversees all of Smaato’s sales and operational activities in the Americas region, leading the region’s account management and business development teams to drive revenue growth and ensure the highest level of client satisfaction.

Gareth has over ten years of experience in mobile and desktop video advertising technology and M&A. As the General Manager of Video for blinkx (now RhythmOne), Gareth built a consistent Top 5 comScore video property and also participated in M&A on five deals totaling over $100M in value. This helped position RhythmOne as a true cross-screen leader in the video space. Gareth has also served in several consulting and advisory roles, spanning established mobile exchanges and publisher networks to seed-stage and funded start-ups.

Gareth holds a degree in Business and Economics from Trinity College, Dublin

The post The Sports Spike: Why Mobile Advertisers Need to Go Broader Around the Big Games appeared first on Mobile Marketing Watch.


How Flutter Looks Set to Transform Android and iOS App Development

One of the primary concerns of mobile marketers across the world is ensuring that they have the ability to produce content and apps that are compatible with a range of platforms. However, their two top priorities are undoubtedly creating items that work on both Android and iOS.

The two operating systems dominate the market, with figures from Q2 2018 suggesting that Android OS accounts for an 88 per cent share and iOS holds around 11.9 percent. While the likes of Microsoft and RIM once had a place in this world, they have fallen by the wayside as Google and Apple’s unstoppable creations have marched to the top.

A number of differences

While the pair are now truly out on their own in terms of their performance in the market, they are different in a number of ways. For example, as this VPNbase article on the best Android VPN services outlines, Android devices are seen as less exclusive and arguably more flexible than Apple’s iOS-based alternatives. While the site states this is a “wonderful thing”, it does also warn that this can open Android systems up to a range of risks.

On a more technical level, another key difference is how apps for the two systems are created. While iOS apps are stored on a file type known as an IPA, Android apps use the format known as APK. This issue, in particular, has caused a headache for many businesses in recent years, as this has meant it is not necessarily easy for them to quickly adapt apps for one OS to another.

However, could a major new toolkit created by developers at Google be about to change the game in this regard?

Introducing Flutter

At the start of December, Google announced the launch of its first stable release of the UI toolkit known as Flutter. The company describes the system as a way to build ‘beautiful, native experiences’ for both iOS and Android systems using a single codebase.

While this does not replace the traditional way of creating apps for the two operating systems, it is an engine that can be added to an existing app or used in a completely new one. Google said that Flutter’s set of widgets would ensure a “pixel-perfect experience” on both OSs, ensuring designers are able to achieve their vision without having to “water it down” due to any limitations.

The key benefits of Flutter were highlighted in comments from Capital One’s senior director of engineering Michael Jones, who said the service would mean the company can now think about features “not in an ‘iOS or Android-first’ fashion, but rather in a true mobile-first model”.

Exciting new development

The release of Flutter is an exciting development which could change the game for everyone involved in mobile marketing, with hopes being high that it will make it easier for developers to create apps for both iOS and Android.

While the two biggest mobile operating systems in the world have fundamental differences, Google’s new toolkit has arguably brought them closer than they have ever been before.

The post How Flutter Looks Set to Transform Android and iOS App Development appeared first on Mobile Marketing Watch.


Choices

Judge people by where they came from

… Judge people by where they’re going

Choices come with responsibility

… People can’t be trusted to make good choices

Dominate

… Affiliate

Redemption is possible

… Past actions define the future

People with authority should be held accountable

… People with authority should do what they want

It’s most efficient to slot people into tracks early

… There’s potential in everyone

Because I said so

… Let’s figure it out

Talent is inborn

… Skill is earned

Investing in culture change pays off

… People are separate from the culture

Push people away

… Pull people closer

Conserve it for later

… Use it all

Wait to get picked

… Pick yourself

It takes a village

… You can do it by yourself

Look forward

… Look back

Consume

… Create

Possibility

… Safety

Lead

… Follow

Open doors for others

… Take what you can

As long as it’s not against the law it’s fine

… Do what’s right

Politics

… Governance

Later

… Now