Lyft recently raised $1.5 Billion to grow their ride sharing business and steal market share from Uber, the incumbent in the space. A key factor in driving rides and revenue is the number of drivers available or “Share of Drivers”. Skydeo surveyed ride sharing apps, analyzed each group of users and the overlap between them. We discuss these results in an Uber at CES in Las Vegas with a driver of both Lyft and Uber.
In a Skydeo AppGraph survey of Lyft Drivers, 65% of Lyft Drivers also used the Uber Driver app. In comparison, just 3.9% of all Uber Drivers also use Lyft Driver.
Lyft certainly has room to grow by stealing market share from Uber Drivers or at least co-existing with those drivers. Uber remains the market leader in terms of gross Uber Drivers and Riders.
The NFL Playoffs were in full swing this weekend so we fired up the Skydeo Insights machine while we watched.
Which NFL team is the most popular with fans? Who is really “America’s Team”? What impact does fan popularity have on team success?
Skydeo used our panel of 850 million unique mobile devices to survey NFL fans from the 2017 season. For the purposes of this analysis, fan market share or popularity is based on the mobile app downloads of each NFL team. How did your team do?
A new survey by McKinsey & Co. shows that many companies are launching data monetization businesses, most of them within the last two years. Most notably, data monetization correlates to industry-leading performance.
Data monetization is becoming a differentiator
Across industries, most respondents agree that the primary objective of their data-and-analytics activities is to generate new revenue. We asked about data monetization as one such way to create revenue, and the results suggest that these efforts are fairly new. Of the 41 percent of respondents whose companies have begun to monetize data, a majority say they began doing so just in the past two years.
Look outside for innovation.
Once companies’ data-and-analytics foundations are in place, they may still find that the most innovative solutions can best be sourced externally, by partnering with others in
the data ecosystem.
Skydeo helps data providers monetize their mobile data through the Skydeo Audience Maker (SAM) and direct relationships with top brands and agencies. Benefits for app publishers include:
New Revenue at 100% Profit without interfering with In App Purchases or existing Advertising/Video revenue
Privacy Compliant – 100% User Opt-In only
Aggregated and Anonymous
Not Competitive – other marketers cannot target your users
Skydeo handles all the technology, sales and marketing to make your data monetization efforts successful.
Google Adwords Remarketing enables advertisers to target app users (Apple IDFA or Android Ad ID lists) and CRM data (email lists) directly via the Adwords interface. Skydeo AppGraph enables advertisers to use custom audience lists (IDFA/AAID) for targeting users directly through Adwords. While technologically the same implementation- using Skydeo custom audiences lets advertisers target prospects not just existing app users or website visitors. For marketers looking to conquest competitors or tailor creatives to specific audience attributes this feature can drive huge performance returns.
How do I target mobile ad ids in Google?
Sign in to AdWords
Click Shared Library.
4. Click Mobile App Users
5. Click upload advertising IDs/IDFAs
6. Select the CSV file containing your custom audience list
File uses the .csv format and is no more than 100MB
Android advertising IDs or iOS IDFAs are listed one per line
7. Name your file.
8. You may need to select an app (choose your own or another).
9. Include a description of the custom audience.
10. Upload the list.
11. Add your “Mobile app users” list to your campaign or start a new campaign.
12. To show ads on the Display Network, add your list to a “Display Network only” campaign.
13. Open the campaign, click the Display Network tab and click + Targeting
14. Choose your campaign and ad group.
15. Click “Add targeting” and select “Interests and remarketing,” then click “Remarketing lists” and select a list.
16. Click Save
Contact Skydeo today to for a custom mobile audience for your data-driven marketing.
Facebook, Twitter and Snapchat have been using the app inventory of mobile devices (or AppGraph) to drive targeting and performance for advertiser campaigns for a while. YouTube has also joined the ranks of top publishers using the AppGraph to drive results.
Diya Jolly, Senior Director of Product Management at YouTube
According to TheDrum: Diya Jolly, director of product management at YouTube and product lead for monetizing the site, detailed the launch of the new tools: Custom Affinity Audiences; Director Mix; Video Ad Sequencing; plus updates to how it works with measurement tools from Nielsen and Oracle.
Custom Affinity Audiences is a targeting tool that lets advertisers segment and target YouTube viewers based on intention signals derived from their search history or the kind of mobile apps they have installed.
Earlier this year, YouTube also eliminated the use of 3rd Party pixels from the platform. For marketers who used cookie-based ad serving or DSPs, the impact was immediate and reduced their cross-device capabilities.
Walled Garden: When YouTube was just a bunch of home videos of kids falling off skateboards, Google made YouTube very open. Now, YouTube is one of the premier platforms for video content distribution so stopping data leakage became a priority. The combination of Custom Affinity Audiences and eliminating 3rd Party pixels clearly demonstrates YouTube is setting itself up as a walled garden where you can target all sorts of data but you can’t take it with you.
Skydeo AppGraph for In App Ad Sales
Imagine you run ad sales or ad operations for a publisher selling video ad units or rewarded video. Maybe you offer advertisers some interesting first party data (like a rainy day segment from a weather app) but chances are the targeting options your company is offering is the same as they were on desktop – placement, volume, some outdated cookie audience metrics from Comscore or Nielsen.
Facebook and YouTube have raised the bar with superior targeting capabilities. Advertisers can reach their competitors’ users directly as well as drive high value, look-alike audiences from affinity insights. Assuming you have the audience and scale, how do you plan to compete without the same type of targeting?
For publishers looking to close more in app opportunities in Q4, Skydeo AppGraph lets you respond intelligently to RFPs and sell/serve ads just like Facebook/YouTube. Whether by single campaign or always on, we can easily integrate with your ad server, DFP or DMP.