Page 10 - Mobile World Daily - Day 2

NEWS

Q&A r Samsung unseats monthly device users from across
Apple for mobile the globe.
Evan Sharp, ad impressions
Co-founder, Pinterest The report also examines the
By Ronan Shields Devices using Google's Android type of ad formats used by media
Content Evolution for the OS generated 61 per cent of owners selling inventory via the
Multi Form Factor Future Samsung overtook Apple as the impressions on the network during network, and found they are
single-biggest manufacturer the period, while those using increasingly using "rich media"
Hall 4 – Conference Village – Auditorium 5 generating ad impressions on Apple's iOS accounted for 34 per (those with multi-media
Tuesday, 3 March, 14.00-15.30 the Millennial Media network last cent. Meanwhile, Blackberry's capabilities, such as animations),
year, with devices such as the share of ad impressions on the which typically generate higher
The beta version of Pinterest’s first advertising product ‘Promoted Pins’ has Galaxy S generating 35 per cent of network fell to 4 per cent from 7 per revenue compared to "standard", or
been launched. What are your expectations of this product? clicks, compared to the iPhone cent in 2013, as Microsoft Windows static, banner ads.
In May 2014, we launched our first paid advertising campaigns in the US manufacturer's 33 per cent. Phone's percentage share remained
through our Promoted Pins beta program with leading brands, such as Kraft flat at 1 per cent during the period. Millennial Media's figures reveal
and Target. A year previously, Apple's iOS that 81 per cent of publishers used
The results have been strong: advertisers achieved 30 per cent earned media (free devices generated the most ad The statistics were revealed as "rich media" banner ads in 2014,
impressions), and 5 per cent more in the month following the end of the campaign. impressions (36 per cent) on the part of Millennial Media's Mobile compared to 68 per cent the year
As a result, we opened up the brands’ CPM product to all US advertisers on 1 network, with Samsung in second Mix report, which analyses data beforehand, while those using "rich
January. spot on 29 per cent. generated from over 600 million media interstitial" formats (ads that
We’re committed to ensuring that Promoted Pins are tasteful, transparent and play while a page is loading on a
relevant, and will be improved over time based on Pinner feedback. device) increased from 25 per cent
in 2013 to 35 per cent last year.
What are the uses of the ‘Guided Search’ feature? Meanwhile, the number of
Last year, we took the next step in helping people discover the best and most publishers using video ad formats
relevant Pins with Guided Search. increased to 29 per cent, from 23
Guided Search is a visual, mobile and exploratory search that guides you from per cent the year beforehand.
one idea to inspiring Pins with endless possibilities.
It makes it easy to search the more than 30 billion Pins on Pinterest that have Free internet key in times
been hand-picked by Pinners across more than 750 million boards. Guided of crisis, says Facebook exec
Search lets you explore all the possible answers.
By Ken Wieland healthcare and education, we want NGO leaders that were on the front
Can you tell us about your firm’s plans to open up user data to help target to use our resources to leverage the lines, so we came up with a three
advertisements? An open and robust internet, power of connectivity for those who part plan,” said Weasler.
We currently allow advertisers to target people who have expressed an interest in accessed for free, can play a need it most,” he added. “Facebook
a topic by searching or visiting a category feed, such as home decor. As part of pivotal role in times of believes that the benefits of This involved a donation button
our focus this year, we will be offering additional targeting options to advertisers. humanitarian crisis. It’s a view technology should be shared by all.” on Facebook newsfeed to collect
For example, in the future an advertiser could target "outdoor enthusiasts" strongly held by Chris Weasler, funds for the relief effort, a
which is an aggregate group of users based on their interest in outdoor Facebook’s director of global Through its internet.org initiative, partnership with UNICEF to
activities. We will not share individual user data with advertisers. These options connectivity. Facebook is working to connect the provide health information to
will be based on aggregate anonymous data. near 60 per cent of the world not people living in the Ebola region –
“The Ebola crisis in West Africa is yet connected. The internet.org app, to help them diagnose and respond
What future developments for Pinterest are you most excited about? an example of a place where a crisis which allows users to access basic to any Ebola conditions – and a
We’re excited about making Pins more useful and actionable so people can save, may have been exacerbated by the internet services, including multipartner effort dubbed the
discover and do. The most recent example is App Pins, which we announced with lack of good connectivity,” he told healthcare information, is already Ebola Response Connectivity
Apple to make it possible to install apps without leaving Pinterest. Mobile World Daily ahead of his available in six emerging markets. Initiative (ERCI) to provide
App Pins are a new type of Rich Pin and the first truly actionable pin. presentation at this week’s connectivity solutions.
While we can’t share specific future product plans, we’re looking forward to conference session on ‘Connected Facebook has been active, too, in
continually offer ways for Pinners to discover content on Pinterest from any Citizens, Managing Crisis’. tackling Ebola. “We recognised that “In total, the partnership will
location and any device. connectivity was a critically deliver and implement sustainable
“Since the internet is an enabler important tool for the brave nurses, connectivity solutions in 100 critical
for so many basic needs like doctors, health professionals and treatment locations,” said Weasler.

Malaysia’s YTL combines internet approach is perhaps more important
and cloud to close digital divide than throwing points solutions and
see which one sticks”.
By Joseph Waring what we have done at the Mobile are important, Dr Yeoh said YTL
World Congress,” said YTL group prefers to take a broader approach Many may think that by virtue of
Malaysia’s YTL, which has managing director Francis Yeoh where the entire end-to-end being in the telecommunications
built out a nationwide 4G Sock Ping (pictured). experience is crafted and optimised sector, YTL by definition is a
network to help close the with the stakeholders in mind. technology business, he said. “But
country’s digital divide, has also Dr Yeoh spoke to Mobile World I’ve learnt that in the end, all
created what it says is the world’s Daily ahead of his participation on a For example, with its 4G network, businesses are about people. So we
first national education cloud that is panel session Tuesday on ‘Health & he said the company can offer never take for granted any large-
deployed in all 10,080 primary and Education for Connected Citizens’ anytime, anywhere learning. “But scale transformation effort — we
secondary schools in coordination at 16:00 in Auditorium 3. we have put in extra measures to must always consider change
with the government’s education create an VLAN-over-4G management. Simply put, we must
transformation blueprint. He said he is encouraged to see architecture to protect the children help our stakeholders see for
US President Obama's ConnectED while they are connected. And we themselves the reason for change
“Coupled with our national 4G initiative and similar connected built a cloud-based learning and be inspired and motivated to
footprint and our understanding of learning initiatives taken by platform, called Frog VLE (virtual embrace the change because it is
the synergies between mobile countries such as Finland and South learning environment), to create an fundamentally good for them.”
internet and cloud-based services, Korea. He noted that Malaysia is intuitive experience for students,
we have been able to accomplish lucky to have a “progressive teachers and parents.” Looking ahead, he said YTL aims
something no one else has been able government that is bold enough” to to deliver better and more cost-
to achieve, and I’m excited to share drive this on a national scale. In other words, “we believe that effective 4G services and devices.
taking a holistic platform level “But we won’t stop there. We believe
While applications and content that our larger calling is to use
mobile internet as a force of good to
touch all walks of lives in Malaysia
and beyond.”

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