Mobile


Four years after its purchase by Facebook, WhatsApp is being tasked with a new challenge: Make money. In the latest episode of “Behind the Numbers,” analyst Rahul Chadha digs into the messaging market and the monetization strategies being put to the test around the world.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, some of the topics we’re talking about include Google’s expected return to China, plus a new kind of tutor.

Google Maps and Waze recently introduced new advertising products, meaning in-map advertising is now easier to buy for a wider variety of marketers.

Lauren Sanborn, director of social media at Schafer Condon Carter, discusses the organic ways brands can use social location features to gain exposure.

Anasofía Sánchez Juárez, director general of operations and country manager for Waze in Mexico, explains why more brands are considering advertising in map and navigation apps.

Think romance is dead? Think again. While dating apps are relatively commonplace, most people are reluctant to use them.

Consumers have become more comfortable sharing location details, but they’re also more choosey about when they share. At the same time, marketers have a better understanding of how to use location data and which data to avoid. eMarketer has curated this Roundup of articles, insights and interviews to help you dig into location intelligence.

Ben Whattam, managing and founding partner of Keko London, explains why luxury brands have to break the mold of traditional marketing.

Even though groceries are still mostly bought in-store, many consumers use digital tools before, during and after a visit to a supermarket. These multiple touchpoints provide opportunities for grocers to engage with shoppers.

Nearly three-quarters of marketers in North America said that knowing how customers spend time in the real world helps inform their future marketing efforts.

Google's Kishore Kanakamedala explains Store Sales Direct, a product that helps advertisers see if their digital campaigns drove store purchases.

How big is the worldwide market for messaging apps and where is the growth strongest? On the latest episode of "Behind the Numbers," we dig into the data and trends with eMarketer's Andrea Szasz and Rahul Chadha.

Peter Lenz, senior geospatial analyst at Dstillery, discuss how advertisers are using data from maps to reveal trends and improve ad targeting.

Some consumers don’t mind handing over personal information, such as their phone number, in exchange for something in return—like a discount. But if they feel they're getting flooded with too many messages from brands, they'll simply unsubscribe.

Ky Tang, senior director of business development at connected car and advertising solution provider Telenav, discusses the possibilities connected cars create for advertisers.

Nearly 40% of US mobile gamers think games are relaxing, which is good news for mobile ad buyers, because many gamers say they tend to be more receptive to ads when they're in a relaxed mood.

Tune and Forrester Consulting polled 300 US mobile marketers in January and found that one-third of them said managing data quality is a real challenge.

App reinstalls aren't limited to emerging markets. Three in 10 app users in North America have also engaged in the practice, according to Tune.

Mobile apps might be getting the lion’s share of attention (and ad dollars) right now, but marketers ignore the mobile web at their own peril.

Nadya Kohl, executive vice president of business development and marketing at location data platform PlaceIQ, explores the shift in the way retailers use location data.