MediAvataar's News Desk

MediAvataar's News Desk

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The Smartech webinar enlightened 150+ modern marketers on the best way to take App Push Notification Delivery rates to ~85% from a low ~65%

Netcore Solutions, a global marketing technology company recently conducted a webinar for mobile & app marketers that highlighted the importance of ‘Push Amplification’ to achieving success with their App Push Notification Strategy.

Also revealed were two key hacks towards boosting delivery rates and CTRs effectively. Smartech ‘Push Amplification’ enables marketers to override the issues with push notification delivery rates, caused mainly due to OS-level restrictions on Android & iOS, and especially on devices by Chinese OEMs. Thus, marketers can focus on increasing their final conversion rates, resulting in an improved marketing ROI.

Pradyut Hande, Senior Growth Marketer & Product Evangelist, Smartech, who conducted the webinar last week explained, “Push Notification campaigns are now central to a mobile marketing strategy. The two key factors for a successful push notification strategy are personalisation and deliverability. Smartech helps with both, as it boosts the Push Notification delivery rates by up to 20% through its ‘Push Amplification’ feature.”

For app marketers today, it is critical to ensure that app users remain active across the entire app-user life cycle. App Push Notifications (APNs) are being increasingly used as an engagement channel to target users that are inactive or not directly active on the app. APNs are a fast-growing channel as it shows better engagement rates than even emails. Its performance can be further improved with the use of Artificial Intelligence, which makes the process of targeting even more precise and predictive.

Data is the back-bone of any marketing campaign, and it is derived from user behaviour across various channels and devices. Analysing this data helps app marketers craft personalised and contextual app push notifications to suit the user’s profile, with send-time and subject-line optimisation, for even greater success.

Two hacks: Personalisation and Deliverability


Content Optimisation: The objective here is to capture the user’s attention right at the very onset of your interaction. You address the user by their name, and also predict what exactly they might be looking for. This is how you increase your chances of conversion through higher open rates and CTRs. An e-commerce fashion portal recently registered a 20% increase in their Push Notification open rates by using content optimisation.

Send Time Optimisation - STO: Targeting users at the time they are most likely to ‘engage’ with you. Smartech uses the user’s historical behavioural & transactional data to recognise patterns that then help you identify the ‘best time’ to send your communication to a particular user. This makes sure that your Push Notification is delivered at the right time, for that elusive ‘top of the mind’ connect.

An Indian Bank recently saw a 25% boost in user engagement by using STO in its Push Notification campaign. For a food delivery app the objective is to track user behaviour and then provide them recommendations pertaining to their choice of restaurants and cuisines, thus contextualising/personalising your Push Notification.


• Mobile marketers have noticed that FCM (Firebase Cloud Messaging) & APNS (Apple Push Notifications) gateways do not guarantee the delivery of push notifications.

• Chinese OEMs also are known to be block push notifications as a part of restricting background processes to optimise battery usage and other functionalities.

As a result, average push notification delivery rates hover around 60-65%, resulting in poor customer engagement and therefore, lower app user retention rates. Marketers can boost these delivery rates by up to 20% with Smartech Push Amplification.

As a result, average push notification delivery rates hover around 60-65%, resulting in poor customer engagement and therefore, lower app user retention rates. Marketers can boost these delivery rates by up to 20% with Smartech Push Amplification.

For more insights, watch this on-demand webinar at

Gorgeous and versatile actress Radhika Aapte who has floored cinegoers with series of stunning performances opened-up about her hitherto little-known food habits in the final episode of TLC’s Midnight Misadventures with Mallika Dua.

Radhika Aapte revealed that she loves Indian food and eats everything she likes. Her favorite food is Chaat and she can have Sev Puri for dinner. Catch the most entertaining episode of the season with Radhika Aapte on 19th November at 20:00 hrs only on TLC.

Sharing a fond memory associated with food in conversation with Mallika Dua, Radhika mentioned, “Before getting married to Benedict, I went out on a date at my favorite Vietnamese restaurant in London with him and ordered a pancake. I was so involved in food and didn’t realize that the sauce and stuffing was all over my hands and I was not eating in a very sophisticated way. But he loved the way I was involved in food and fell in love with my careless way of eating. It’s been 7 years and we really go to this restaurant whenever we are in London.”

In this entertaining series Shalishka developed new recipes; mixed never before mixed ingredients followed by cooking; gossip, healthy conversations and a good face stuffing session over comfort food with celebrities like Vicky Kaushal, Rajkummar Rao, Rapper Badshah, Huma Qureshi, Sanya Malhotra, Vishal Dadlani, Kaneez, Sumukhi, Bhuvan Bam, Tanmay Bhatt and leads to its finale episode with Radhika Aapte.

Watch finale episode with Radhika Aapte as a guest on Midnight Misadventures with Mallika Dua on 19th November at 8 PM only on TLC and its official YouTube page RISE BY TLC

Programmatic adspend to grow 19% next year, reaching US$84bn

65% of all money spent on advertising in digital media in 2019 will be traded programmatically, according to Zenith’s Programmatic Marketing Forecasts, published today. Advertisers will spend US$84bn programmatically next year, up from US$70bn this year, which represents 62% of digital media expenditure. We predict that in 2020 advertisers will spend US$98bn on programmatic advertising, representing 68% of their expenditure on digital media advertising. By digital media we mean all forms of paid-for advertising within online content, including online video and social media, but excluding paid search and classified advertising.

The breadth of ad formats available through programmatic trading is improving, with more mobile, video and audio formats coming online all the time, though brands and agencies need to do more to push publishers to improve the quality of their inventory, which needs at minimum to be safe and viewable.

Growth in programmatic advertising is slowing as it cements its position as the most important method of digital trading. We estimate that programmatic adspend will grow 24% in 2018, down from 32% growth in 2017, and forecast 19% growth in 2019, followed by 17% growth in 2020.

Technology is making programmatic advertising work harder for brands,”

In dollar terms, the biggest programmatic market is the US, where we expect US$40.6bn to be spent programmatically in 2018 – 58% of the total. China is in a distant second place, spending US$7.9bn on programmatic advertising this year, followed by the UK, with US$5.6bn of programmatic adspend.

The US is also the market that has most embraced programmatic advertising, trading 83% of all digital media programmatically this year. Canada is in second place, trading 82% of digital media programmatically, followed by the UK, with 76%, and Denmark, with 75%. By 2020, programmatic advertising will account for more than 80% of digital media in all four markets. Canada will have almost completed the transition to pure programmatic trading, spending 99% of digital media programmatically that year.

We expect all markets to follow Canada and use programmatic trading for all digital media transactions eventually. Indeed, it’s only a matter of time before programmatic trading becomes the default method of trading for all media. However, the transition is taking slightly longer than we expected – last year we forecast that 64% of digital media would be programmatic in 2018, and 67% would be programmatic in 2019, so we have pulled back both forecasts by two percentage points. The introduction of privacy legislation such as the EU’s GDPR has had some chilling effect by making certain data previously used in programmatic transactions unavailable, and making other data more costly to process. But we think the main reason for the slowdown in spending on programmatic media is that advertisers are investing more in infrastructure and data to make their programmatic activity more effective.

To make the most of their programmatic campaigns, advertisers have to reorganise internally to give programmatic trading the high-level support and understanding it needs. Agencies can only extract maximum effectiveness from their programmatic strategy in a proper partnership with their clients. And a programmatic strategy can only ever be as effective as the data used to execute it.

“Programmatic trading improves efficiency and effectiveness, and is gaining a dominant share of digital media transactions,” said Benoit Cacheux, Zenith’s Global Head of Digital and Innovation. “The scale of operational restructuring to make the most of it is both extensive and expensive, though, and advertisers are spending more carefully while they invest in infrastructure and data and review the quality of media. All programmatic advertisers need a strategy for acquiring the best and most comprehensive data available, and to treat this data as a vital corporate asset.”

The most valuable data is first-party data, either explicitly provided by consumers or gained by tracking their activity on owned websites. It is also becoming more common to use second-party data, by forming data sharing partnerships, between – for example – brands and online retailers. Third-party data is widely available but does not give advertisers a competitive advantages, since all advertising can use it to target the same segments. Advertisers should continually vet and interrogate third-party data to ensure they are truly adding incremental reach. By combining all this data with their own CRM systems, advertisers can model consumer behaviour, and the more advanced are using machine learning to predict it. Data and new technology is enabling brands to move from tracking cookies to communicating with individuals.

“Technology is making programmatic advertising work harder for brands,” said Jonathan Barnard, Zenith’s Head of Forecasting and Director of Global Intelligence. “Artificial intelligence promises to unlock new understanding of customers as people, as well as improving the optimisation of the trading process.”


Thomson Reuters announced that Michael Friedenberg will join the company as president of Reuters news and media operations, effective December 3.

Editorial content will continue to be led by editor-in-chief Stephen J. Adler, who will report to Friedenberg.

“Michael’s understanding of the challenges facing our media customers and proven track record driving profitable growth will add significant strength to our team as we work to further monetize trusted, mission-critical news for our customers,” said Jim Smith, president and chief executive officer of Thomson Reuters.

“This is a once-in-a-lifetime opportunity to lead the world’s number one international news organization,” said Friedenberg. “Reuters has always held a special place in my life as the go-to for news and information. This moment to meld art and science within the Reuters business model is incredibly exciting. I am very much looking forward to being part of the team that continues to transform and modernize Reuters business model and global footprint,” he added.

“I am excited to join forces with Michael as we continue to strengthen Reuters as a business and a news provider. I’m especially looking forward to dedicating more of my time to leading our talented and intrepid journalists, who every day rise to the challenge of covering news with speed, accuracy and fairness under often difficult and dangerous circumstances,” said Adler. “Trusted news is more important than ever, and I am confident Michael will help us fulfill our vision of being the world’s most trusted and influential news organization.”

Friedenberg previously served as global CEO of IDG Communications, a media, data and services firm, leading the company across 147 countries. He will be based in New York.

Sunday, 18 November 2018 00:00

Our Work With Facebook

It was hard to miss, but this week the New York Times published a story about our work with Facebook. One big thing missing from that and subsequent reports is the nature of the work Definers actually did for Facebook on a day-to-day basis.

To be clear: Definers was not hired by Facebook as an opposition research firm. That might be the sexy story for media outlets because several of us have spent years doing research and communications for high-stakes political campaigns, but that was not the scope of work we had for Facebook.

In fact, Definers’ main services for Facebook were basic media monitoring and public relations around public policy issues facing the company. We ran a large-scale news alert service keeping hundreds of Facebook staff informed on news stories about the company and its policy challenges.

Our public relations professionals worked with Facebook and the media to help the company roll-out policy announcements regarding platform changes, policy initiatives, and company news. This included work on advertising and hate speech policies, addressing bias on the platform, and their efforts to crack down on inauthentic behavior on the platform.

On all these efforts we worked closely and transparently with dozens of tech reporters on Facebook’s behalf. Our hiring was public, and first reported by Axios in October 2017. Our relationship was no secret.

A fraction of our work with Facebook included providing research and background information about critics – both on the left and the right. This practice, standard across many industries, is based on researching public records and databases available to anyone. When we do research, each item includes a link to the source material – a standard way to ensure information is communicated in facts, not innuendo.

Two other points of clarification: Definers is not a “Republican firm.” It’s true many of us come from backgrounds in GOP politics, but the work we do is non-partisan and ranges across the political spectrum. Secondly, Definers does not lobby. We do communications.

As we have said, Definers is proud of the work we have done for Facebook, but it is important that our actual scope of work be reflected accurately.


Source:Definers Public Affairs

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