Twitter share price up due to user growth | Search ranks highest in consumer trust, use | Uber app update puts user's rating in plain view
April 27, 2017
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Twitter share price up due to user growth
Twitter's monthly active users increased 6% to hit 328 million in the first quarter, and daily active users were up 14% from the same time in 2016, the company reported. Twitter's stock price jumped 10% after the announcement, despite the fact that ad profits were down for the second quarter in a row and the fact that overall profits declined year over year for the first time.
Marketing Land (4/26),  Reuters (4/26) 
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Struggling to decide between Mobile Web vs. App?
For years, marketers have been faced with a question: should time and energy be spent on building experiences for mobile web or native apps? Dive into the benefits of both, and how each channel has specific benefits that can improve the user experience. Download the white paper
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Consumer Engagement
Search ranks highest in consumer trust, use
About 8 in 10 internet users say they prefer search engines over other sources to find local businesses, according to a survey by Burke for the Local Search Association. Search also comes in first in terms of trust and accuracy.
eMarketer (4/25) 
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Uber app update puts user's rating in plain view
Uber app update puts user's rating in plain view
(Andrew Caballero-Reynolds/Getty Images)
Uber users can now instantly see their customer rating with an update to the ride-sharing app. The app now displays the user's star rating just under the name, eliminating the need for a search.
The Verge (4/26) 
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Marketing & Sector Solutions
ComScore frees up basic data
ComScore is dispensing with fees on basic metrics and offering viewability and nonhuman traffic detection for free on both desktop and mobile devices. In addition, the readings will be available to anyone, not just the company's clients, in a bid to attract new business for paid data.
AdExchanger.com (4/26),  The Drum (Glasgow, Scotland) (4/26),  MediaPost Communications (4/26) 
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Instagram's growth trajectory on a high with 700M users
Instagram's monthly active users have doubled in the past two years to hit 700 million, with 100 million users added in the past four months, the company reports. The growth has been helped by 200 million daily active users on Instagram Stories, which now boast higher user rates than Snapchat.
TechCrunch (4/26) 
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Industry By the Numbers
Report: Mobile now makes up more than half of digital ad spend
Mobile
(Matt Cardy/Getty Images)
Spending on mobile advertising accounted for 51% of the total $72.5 billion allocated to US digital advertising last year, the first time mobile has passed the halfway mark, per the IAB Internet Advertising Revenue Report. Mobile ad investment spiked 77% to hit $36.6 billion in 2016, compared to $20.7 billion in 2015.
AdExchanger.com (4/26),  The Wall Street Journal (tiered subscription model) (4/26),  The Drum (Glasgow, Scotland) (4/26),  Reuters (4/26) 
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Making It Work
Google adding a dimension to VR camera
Google's latest Jump camera for virtual reality is adding one camera to the previous 16 to capture video from below as well as 360 degrees horizontally. The $17,000 device will be manufactured by China's Yi Technology and is due to launch this summer.
VentureBeat (4/24) 
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MMA News
Are you concerned about Walled Gardens and Data Quality?
As part of the next phase of the Marketing Attribution Think Tank, the critical attribution industry initiative to help marketers select and apply MTA solutions with confidence, the MMA is pleased to announce the formation of two working groups to dig even deeper into the issues identified as priorities by the majority of marketers: Walled Gardens and Data Quality and Accuracy. These groups, comprised of a select group of brand marketers who will meet regularly, will be the frontline in developing standards and a code of conduct to bring increased transparency, accuracy and data verification to crucial metrics brands rely on for allocation of media dollars and other business decisions. To participate, please opt-in to our group, and join us at our kick-off session in NYC.

Register for Walled Gardens Working Group and Kick-Off session (May 2, in New York City) here.

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New MMA webinar: Digital Sensory Storytelling -- Beyond Media
Our senses have an undeniable influence on our perceptions. Brands have long known this -- and are looking at what they can do next to engage with consumers. How can marketers best leverage the human senses? New technologies -- mobile, haptic video, 360 video and VR -- are giving rise to the next advertising industry frontier: digital sensory storytelling. These opportunities enable advertisers to create deeper experiences with their brand, engage at a personal level and in doing so, create greater brand affinity.

Join the MMA and Immersion for a webinar to discuss the impact the senses can have on awareness, perception, intent and action, and learn how you can make the best use of this exciting new technology.

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