Find out how the financial services industry is accelerating its adoption of mobile-first marketing

Research shows that consumers engage with 95% of SMS marketing messages within three minutes of receipt, illustrating the potential of this fast-growing and effective marketing channel.

Apple's introduction of AppTrackingTransparency in iOS 14.5 changed how the mobile app industry approaches monetization and measurement. Here’s what you should know about the changes, along with best practices for mobile publishers and advertisers.

Identity resolution is in a state of flux in the US advertising industry, with third-party browser cookies and mobile IDs being ushered out in the name of consumer privacy.

Our analyst Andrew Lipsman is joined by Sara Livingston, head of customer solutions at Rockerbox, to discuss where direct-to-consumer (D2C) brands' Facebook ad budgets are flowing since iOS tracking changes disrupted ad targeting and measurement last year. Find out why Google, TikTok, and connected TV are capturing more spend and how D2C budgets are likely to migrate in the coming years.

For smart mobility company Lime, brand awareness hinges on seamless integrations into global cities’ public transit apps. Hear from Lime’s Carolyn Rosebrough, global head of communications and brand, to learn how its localized marketing approach encourages a greener way to get around.

In context, Lockheed Martin’s HiveStar, which is a smart satellite mesh networking architecture, can create highly mobile 5G network infrastructure in any battlefield. The opportunity: The Lockheed Martin-led military and defense 5G initiatives could result in the development of powerful cloud, edge-computing, and communication applications.

Brand marketers worldwide are most confident in their ability to measure return on investment (ROI) in social media marketing—64% are either extremely or very confident in this. Video online and mobile was the No. 2 most effective platform for measuring ROI (59%), while search and display tied for No. 3 (54%).

In March, just over half of email opens worldwide came from Apple devices using Mail Privacy Protection (MPP), a feature released in September 2021 that prevents email senders from receiving data on Mail app users’ device usage, among other information. About one-third of opens came from webmail, while the remaining slice was split fairly evenly between desktop and mobile.

Identity resolution is in a state of flux in the US advertising industry, with third-party cookies and mobile IDs being ushered out in the name of consumer privacy.

TV squeaks past online and mobile video to become the top video ad channel among US agency and marketing professionals. In October, 47% ranked TV—including connected TV (CTV) and OTT—as the No. 1 video type for achieving their advertising goals. That’s more than the 46% who put online and mobile video in first place.

On Instagram, all impressions are attributed to mobile, whether mobile app or mobile web. In September 2021, 47.3% of total mobile unique visits to Facebook’s app in the US occurred on an iPhone versus Android or other mobile operating system (OS) devices, per an eMarketer calculation of Comscore data. On Instagram, 52.0% occurred on iPhone. Those shares have held steady since January of this year.

The rollout of AppTrackingTransparency (ATT) in iOS 14.5 effectively deprecated the primary way publishers and advertisers track users on iOS and changed how the mobile ad industry approaches monetization and measurement.

Apple’s 2021 privacy updates have advertisers approaching iOS with caution and accelerating their investment in Android. Last May, soon after the changes rolled out, US Meta ad spending rose at about the same pace on both types of devices. By the end of December, growth on iOS had slowed to 3% year over year, while Android’s soared to 101%.

Apple earnings show how much its ad business has grown amid iOS 14.5: App Store search ads have benefited greatly from its privacy update—something advertisers have known for a while and regulators won’t be able to ignore for long.

Marketers saw the potential of location data early and remain major users of it. But applications are expanding beyond marketing.

Marketing strategies may shift as the app's audience continues to take form, but overall popularity will remain high.

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