As summer comes to a close, marketers at Fortune 1000 companies are putting their heads together to plan a strong end of the year, honing in on the best ways to reach their target audiences, at scale, with the most effective channel – which for many brands is now mobile.
To fully take advantage of the mobile medium and create campaigns that drive results, advertising need a better understanding of the role that mobile devices are playing in consumers’ everyday lives: What kinds of apps are the focus of their attention? Which app environments foster the most engagement and conversions?
Today we are pleased to announce the latest edition of the Mobile First Insights (MFI) report, with key statistics and trends on mobile use and behavior from the second quarter of 2016. Below are some of the top findings from the mobile publishers that monetize on the Opera Mediaworks platform.
In addition to these statistics and observed trends from Q2, in this edition we pay special attention to an emerging area of mobile advertising: Brand Performance. We examined campaign data from the major brands that we work with to both drive app installs and also maximize conversions on post-install actions, such as email registration, add to cart and coupon redemptions.
Those learnings, including best practices for mobile creative to drive those actions, are shared in this MFI report. For any brand or agency that is looking to take steps forward – big or little – in the performance space, this MFI issue is worth a look.
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