Today’s Mobile Advertising News June 22, 2014

by MobiDeviceAds on June 22, 2014

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Today’s Mobile Advertising News May 9, 2014

by MobiDeviceAds on May 9, 2014

  • Smaato Releases Updated Publisher API
    Smaato’s mobile RTB exchange (SMX) connects more than 76,000 global publishers with over 240 demand sources. Those demand sources are made up of DSPs and Ad Networks, similar to Facebook’s recently announced Facebook Audience Network (FAN). Publishers can connect to FAN and other programmatic demand sources via Smaato’s wide array of dedicated SDKs, via ad tag, or through advanced server-to-server API connections. While the SDK can offer deeper integration options, certain publishers with existing infrastructure or publisher aggregators that represent many supply sources often choose to connect with Smaato via API. The newest version of the Smaato’s SOMA API (v4.1.5)…
  • Mobile Banking – Innovative Companies Make Inroads and Improve Lives
    By Hisham Isa, Vice President (Marketing)

    Mobile is changing the way people bank, particularly in communities where people never banked before.

    A BuzzCity survey of consumers in twenty markets across four continents finds that nearly 1 in 3 mobile users find m-banking to be easy and useful.

    And there are now at least nine countries where the number of registered mobile money accounts has surpassed traditional bank accounts, according to a report released at the 2014 Mobile World Congress.

    Traditional banks have the biggest market share, but young upstarts – non-banks and mobile banks – are catching the attention – and money – of people from Bangladesh to Ghana and Guatemala.

    These companies offer a wide range of financial services from mobile wallets that are used to pay bills or send money home to interest-bearing accounts and micro-loans.

    Take the case of bKash — a BRAC Bank subsidiary in Bangladesh that has attracted investment from Money in Motion and the World Bank – and which hopes to become the largest mobile banking company in the world within the next few years.

    Already, some 8 million Bangladeshis bank with bKash. The company expects to have 15 million accounts by the end of this year. Making a deposit or withdrawal is simple. It’s much like walking into a convenience store and adding airtime. Consumers simply go to an agent – there are 76,000 around the country – who assists with the transaction. Deposits pay between 1.5 – 4 percent annual interest.

    bKash is bullish on its growth because it sees a huge market. Some 60 percent of Bangladesh’s population lack bank accounts, while there are 110 million mobile users in the country.

    In the Philippines, BanKO promotes services to Filipinos who didn’t qualify or couldn’t maintain accounts at traditional banks. The company — which is a joint venture between BPI (the Bank of the Philippines Islands), Globe Telecom and the Ayala Corporation — pays interest on deposits and does not require a minimum balance. It offers micro-savings, micro-loans and micro-insurance via 2000 partner outlets as well as remittance and bill-paying services.

    Testimonials on BanKO’s website highlight the nature of the ‘UnderBanked’ who are now being serviced.

    “I’ve long wanted to have my own bank account, but I couldn’t meet the requirements of other banks,” Monica Majaba tells BanKO. “Good thing in BanKO, I can use my student ID to open an account.”

    “I used to have an account with another bank, but I lost my savings because of the bank charges for not keeping the minimum maintaining balance,” adds Lino Padallan. “In BanKO, I’m sure I won’t be charged because there is no maintaining balance. I can rely on my savings in case of illness or when my children need the funds.”

    From Africa to Latin America

    Mobile financial services are making a difference in people’s lives.

    Jeannette Wibabara, an independent seamstress featured in a video by Millicom, says that she used to spend hours at the bank in Kigali, Rwanda every day to deposit her daily income, a waste of time that also cost her customers. Now, she accepts payment by phone, which she also uses to pay her son’s school fees.

    Millicom, which offers mobile financial services in a dozen African and Latin American countries, also partners with the international relief organisation Oxfam to better distribute humanitarian aid in parts of Guatemala that have few banks and poor roads.

    Millicom – through its Tigo brands — Tigo Money in Latin America, Tigo Cash and Tigo Pesa in Africa — provides mobile financial services to more than seven million customers. The strongest takeup has been in Tanzania, Rwanda and Paraguay, where the company says that 54%, 38% and 31% of its customers have taken up service respectively.

    These are just a few examples of how innovative companies are servicing the UnderBanked.  As I mentioned at the top of this article, nearly 1 in 3 consumers surveyed by BuzzCity find that mobile banking is easy and useful.  But there are even more mobile users who think that mobile banking is not available in their market (it usually is) or that they need a special phone to access it (they don’t).  Banks, merchants and carriers need to step up their efforts to educate the public about the ease, value and availability of mobile financial interests.  It’s in everyone’s best interest.

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  • Why aren't more people banking with their mobiles?
    By Hisham Isa, Vice President (Marketing)

    Financial institutions have a long way to go in terms of educating consumers about the availability and advantages of mobile banking.

    That’s the key conclusion of a BuzzCity survey of mobile users in twenty benchmark countries across four continents.

    Contrary to popular belief, concerns about security are not holding back the industry. While that may have been an issue in previous years, the problem today boils down to awareness.
    Let’s take a look at a few numbers and trends.

    First, the vast majority of banks offer some form of mobile banking service.
    • We investigated 179 major banks that are used by people who participated in the BuzzCity survey.
    • 97% offer internet banking, which is accessible (though not optimal) on many phones
    • At least 90% offer m-banking via SMS, USSD, mobile sites or apps.
    Breaking this down further, we find that
    • 73% of banks provide text-based banking that does not require an internet connection
    • 65% have at least one mobile banking app and
    • nearly 1/3 have mobile banking sites
    Text banking is the simplest of the technologies above. Basic services include checking account balances, transaction inquiries and cheque status. In some places, SMS is now even used to authenticate cash withdrawals at ATM machines, replacing the old ATM cards.

    Second, more people are using m-banking.
    • In July 2013, 26% of survey respondents, aged 20 and over, told BuzzCity that they’ve used their phones for banking transactions.
    • Just eight months later – in March 2014 – this figure has risen to 31%. These consumers have not only tried mobile banking, they find it “easy and useful”.
    • There’s no major age bias for mobile banking. Young and old alike are likely to use it. We do find that adoption by men is higher, though, than by women.
    So with mobile banking moving to the mainstream, why aren’t more people banking with their phones?

    1. Consumers don’t know that their bank offers m-banking.  Ask consumers whether their bank offers these services and less than half say ‘yes’.

    2. Consumers think their phones are not “m-banking enabled”. Actually, every cell phone is capable of some form of m-banking, but most consumers don’t realise this.

    3. Consumers don’t see the value proposition. One in three mobile users simply say that they don’t need m-banking. About half of these have bank accounts and half do not.

    4. Other concerns: security, reliability, ease of use. These are all issues, but they’re secondary concerns compared to the three points above.

    In addition, the percentage of users who cite security as a concern has dropped from 34% in July last year to 19% now. Many of these consumers still use mobile banking despite their privacy and security concerns.

    Moving Ahead
    There are two clear trends above that need to be addressed by banks and other businesses that have a stake in seeing the adoption and success of mobile financial services.

    The first is awareness.  While at least 9 out of 10 banks offer some form of m-banking, there’s a big disconnect between what’s on offer and consumer perception of what’s available.  Consumers also need to realise that they don’t need a high-end phone for mobile banking.

    The second is value.  While 31% of mobile consumers think m-banking is useful, an even greater number – 33% – don’t see a need for it.  Clearly, the value proposition needs to be better presented and the market for using mobile financial services needs to be expanded to include more merchants.

    Coming up next:  A wakeup call for banks! We take a look at mobile players who are making headways into the financial industry.

    Read more about Mobile Banking in the April 2014 edition of The BuzzCity Report.

  • Get more from our Campaign Planner
    We believe our Campaign Planner is the best on the market when it comes to providing useable data for mobile affiliate and performance marketers. We allow you to slice and dice data in some really useful ways, allowing you to drill down and hit the sweet spot, where you are buying mobile traffic that gives […]
  • Update on Apple’s Automated Code Validation
    Apple adjusted their auto-scan code validation. Here’s what you need to know and why you should updated to SDK 10.0.2.
  • Native Ad Units: Jargon or Welcome Change?
    In the last year or so there’s been a lot of talk about “Native” advertising in the ad tech world. Most of this has come from the media, as is often the case in our industry: an idea suddenly becomes news and then becomes — maybe — something actionable and valuable. That might seem a little cart-before-the-horse, however if you’re reading this you probably know there’s a lot of jargon and vapor out there to go along with our very vibrant, dynamic industry. So what is a native ad unit? The simplest explanation is that it’s an “in-stream” advertisement. Stream…
  • The BuzzCity Report Vol 4 Issue 2 (April 2014)
    In the last quarter the network grew by another 15% and each day we deliver close to 1 billion advertiser banners. 
    More household brands are advertising on mobile and not least among them are banks and financial services. Digital, and in particular mobile, of course offers opportunities for financial services to reach new market segments and deliver a different customer experience. Consequently, mobile banking has come to mean different things to different banks and each deploys mobile to suit their customer base.

    In this report, we observe some growth of mobile banking, the rise of mobile-based banks and learn that many are yet to uncover the value proposition of banking with mobiles. 

    More people are adopting mobile banking, and finding it easy and useful up but adoption has not seen more growth primarily because feel they do not need mobile banking. Adoption has defied popular belief of age bias but appears to have a gender bias. 

    We continue to look at those hotspots that have attracted advertising dollars and are likely to do so in the coming months. We note particular advertiser interest in Pakistan and Bangladesh while rapid growth continues in Latin American markets.

  • Sports Dominating Mobile Devices
    Spring is one of the best times of year for the sports enthusiast. College basketball culminates in March Madness, the PGA kicks off the first of its major tournaments…
  • Changes to Apple Submission Process
    iOS Submission ImageInformation on the Updated Apple Submission Process

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Today’s Mobile Advertising News January 22, 2013

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