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US digital ads pass $100bn

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U.S. digital advertising revenues in 2018 reached an all-time historic high of $107.5 billion—exceeding the $100 billion mark for the first time—according to the latest IAB Internet Advertising Revenue Report released by IAB and prepared by PwC US. This full-year 2018 total represents a 22 percent year-over-year increase from $88.3 billion in 2017.

Mobile and video continue to lead digital marketing’s steady growth. Accounting for nearly two-thirds (65%) of 2018’s internet ad revenues, mobile reached $69.9 billion, up 40 percent from the previous year at $50.1 billion. Advertising revenues from digital video saw the largest rise among all formats—an uptick of 37 percent—catapulting to $16.3 billion in 2018 from $11.9 billion in 2017.

The report analyzes the drivers behind the dramatic growth, identifying that revenue stemming from eCommerce, including the emergence of the direct brand economy, has played a key role. With the rise of “social stories” as a tool to connect with today’s consumers, social media was also pinpointed as motivating factor in significant investment—with storytelling now catching fire across platforms and brands. In addition, technological advances, ranging from virtual reality to voice to 5G, were recognized as drivers and expected contributors to a continued robust advertising environment.

Other highlights from the report include:

  • Digital video on mobile devices continued its momentum, reaching $10.2 billion in full-year 2018, a 65% rise from full-year 2017 at $6.2 billion
  • Digital video ad revenues on mobile devices comprised 63% of all digital video ad revenues in 2018, up from 52% in the prior year.
  • Digital audio advertising grew 23% to reach $2.3 billion, outpacing last year’s full-year revenue of $1.8 billion
  • Social media revenue rose to $29 billion in 2018, an increase of 31% from $22.1 billion in the previous year

Randall Rothenberg, CEO of IAB, said: “Surpassing $100 billion in annual revenue is a watershed moment for the digital advertising ecosystem—one built on its power to build direct relationships between brands and today’s consumers. Innovative platforms like over-the-top television, podcasts, virtual reality, and augmented reality all have the potential to help marketers forge even stronger ties with audiences, as brands navigate the new ‘consumer first’ playing field.”

“Digital marketing has unequivocally secured the lead in media market share, just as it has taken the lead in consumer mindshare,” said Anna Bager, Executive Vice President of Industry Initiatives at IAB. “As audiences have shifted away from traditional media, digital has been a dominant force in capturing their attention—first from desktop to mobile devices and more recently to connected TV, smart speakers, and digital out-of-home.”

“Advertisers are placing a premium on mobile and video, and in turn the two are fueling the ongoing rise of digital marketing,” said Sue Hogan, Senior Vice President, Research and Measurement at IAB. “And the 5G promise of lightning fast speed and decreased latency presents opportunities for businesses and consumers alike: a smoother user experience, which could further consumer ease with use and frequency of ecommerce on small screens; and it would allow for greater innovation in ad formats. As companies prepare for 5G—and its rollout gains momentum—we can anticipate even more healthy digital growth.”

“Year after year, brands have been increasing their commitment to digital as a primary channel to reach consumers,” said David Silverman, Partner at PwC US. “The analysis in this report highlights important drivers and trends that could influence interactive’s trajectory in the years to come, as marketers look to new formats and technologies to help them connect with consumers.”

IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by the New Media Group of PwC. The results are considered a reasonable measurement of interactive advertising revenues because the data is compiled directly from information supplied by companies selling advertising on the internet. The survey includes data concerning online advertising revenues from web sites, commercial online services, free email providers, and all other companies selling online advertising.

PwC does not audit the information and provides no opinion or other forms of assurance with respect to the information. Past reports are available at www.iab.com/adrevenuereport.

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Appdate: No wallet? No problem?

In his app roundup, SEAN BACHER highlights VodaPay Masterpass, Charge Running, South African App Integrator Directory, uKheshe Health and LocTransie.

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VodaPay Masterpass

Digital mobility is now a way of life and most are using smartphones to pay bills. 

To meet this need Vodacom and Mastercard have launched VodaPay Masterpass, which enables Vodacom customers to load any bank card into a secure digital wallet, downloaded as an app on their smartphone. Once loaded, these cards and the secure credentials associated with them are safely stored, enabling customers to start transacting immediately without the hassle of entering card details each time they make a purchase.

Vodacom customers can buy prepaid data, airtime and SMS, or voice bundles, directly through the app. They can also select the Pay Bills menu option to settle their DStv accounts, pay a utility bill or take care of a traffic fine.

With the app’s Scan to Pay functionality, users can scan a QR code to pay for goods and services wherever Masterpass is accepted, including all SnapScan and Zapper merchants. Once a QR code is scanned, users select the card they wish to use, and enter their bank PIN number on their own device to complete the transaction.

Platform: Android and iOS

Expect to pay: A free download and users will not be charged for any transaction fees.

Stockists:  Download VodaPay Masterpass for iOS here and for Android here.

Charge Running

Most running apps track data like pace and distance and, in some cases play audio designed to motivate you, but don’t give you the push you get when you run with a friend. Charge Running is an app that lets you run alongside other runners, virtually, as well as giving live coaching to help you go the distance.

The app includes features such as:

·       Unlimited access to live running classes and virtual races  

·       The ability to compete with runners anywhere in the world in real-time

·       A live leaderboard that shows where you are in the pack to keep you pushing

·       Live, personalised feedback from professional trainers 

·       Group chats with coaches and fellow runners throughout the run

·       On-demand runs for times when you can’t join the live groups 

·       A choice of difficulty levels and race types 

Platform: Android and iOS

Expect to pay: A free seven-day trial; thereafter R150 per month

Stockists: Visit the Charge Running site here for downloading instructions.

South African App Integrator Directory

The South African App Integrator Directory from Xero is designed to solve the complexity of choosing apps for small business owners.

The directory is now available in South Africa with six partners, including Realm Digital, Radical Cloud Solutions, Nimacc, Insights, Iridium Business Solutions and Creative CFO. According to Xero, these are all organisations with a proven track record of successfully integrating marketplace apps into Xero businesses. There are also currently over 700 apps in Xero’s App Marketplace worldwide, 21 of which are South African born.

As small businesses become more tech-savvy, they need to know exactly which apps to install on their devices and how the apps will help them. They also need to be able to install these apps from a trusted integrator so they know for what they are paying. 

Platform: Any device with an up-to-date Internet browser.

Expect to pay: A one month trial version is offered, after which the App Integrator ranges from R125 to R245 per month, depending on the company’s needs.

Stockists: Visit Xero here for downloading instructions.

Click here to read about uKheshe Health and LocTransie.

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Prize offered for drone films

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DJI and SkyPixel, the world’s most popular aerial photography community, have announced the first short film contest inviting users to submit cinematic stories shot with camera and gimbal products. The 2019 SkyPixel Short Film Contest will accept entries until 14 October 2019. It welcomes submissions from all creators, ranging from hobbyists to social media users and professional videographers. around the globe.

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The 2019 SkyPixel Short Film Contest consists of three storytelling categories—‘Big Moments Start Small,’ ‘Make Your Move’ and ‘Adventure Starts With You.’ There is no restriction on the type or brand of equipment participants use, and they can submit as many videos as they wish.

A total of 100 winners can win a range of prizes totaling $48,600 USD in categories including Recommended Films, Best Editing, Best Story, Nominated Entries, People’s Choice Prize as well as This Week’s Most Popular, sponsored by the partner SanDisk and WD brand from Western Digital Corp. This year’s Best Short Video winners will each receive the new Ronin-SC Pro Combo, Osmo Action as well as WD 2TB My Passport Wireless SSD.

Winning entries will also be showcased on the SkyPixel website as well as to DJI’s millions of fans and followers across its social media platforms.

“DJI has redefined how people capture stable video for all of life’s moments. The compact size, portability and powerful imaging system of our Osmo and Ronin series have also made it possible for anyone to take their creativity and inspirations to the next level,” said Basile David, Director of Brand and Content Partnerships at DJI. “With this contest, we hope to encourage more people to embrace and share their own creative way of storytelling.”

Since 2014, the SkyPixel online community has attracted 16 million professional aerial photographers and content creators from more than 140 countries, growing into the largest aerial photography community today. Over the past five years, SkyPixel has received over 150,000 submissions, becoming a go-to platform for original aerial masterpieces and extraordinary footage powered by other gimbal products focusing on various themes.

Details of the 2019 SkyPixel Short Film Contest

The short film contest consists of three categories:

Big Moments Start Small: Create a video showcasing the small, lightweight design of your camera device and your best cinematic scenes. Users are recommended to include at least 10 seconds of behind-the-scenes clips of their product such as DJI Osmo Pocket or other devices.

Make Your Move: Create a video showcasing the stabilized footage from your device. Users are recommended to include at least 10 seconds of behind-the-scenes clips of their product such as DJI Osmo Series or other devices.

Adventure Starts With You: Create a short, cinematic narrative film to showcase your creative skills and visual effects. Users are recommended to include at least 10 seconds of behind-the-scenes clips of their product such as DJI Ronin Series or other devices.

*Video submissions should not be longer than three minutes in length.

Submission Details

Submission Start Date: August 15, 2019, 2:00 AM (EST)

Submission End Date: October 14, 2019, 2:00 AM (EST)

Award Announcement: October 31, 2019

Interested participants can visit the 2019 SkyPixel Short Film Contest website for more information on contest rules and guidelines. For more information, contact: Skypixel.campaign@dji.com

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