YouTube announces two new YouTube Select Lineups in beta for sports advertising. The College Sports Lineup covers college football and basketball via YouTube TV live games and VOD. The Women's Sports Lineup includes 100% live content from college and pro levels, capitalizing on growing viewership.
These lineups help advertisers engage fans during key moments and achieve measurable outcomes. Advertisers should contact their Google team for details.
Meta expands Creator Marketplace globally, adding ads performance badges, creator recommendations, similar creators search, and a redesigned homepage. New tools in Partnership Ads Hub surface organic UGC and affiliate content with performance insights. Facebook introduces Partnership Ads API, expands creator eligibility to professional mode profiles, and simplifies permissions with creator-shared ad codes. Key data includes 19% lower CPAs and 13% higher CTRs for partnership ads, and 76% of Gen Z open to brand content from creators.
Analysis of 2022 World Cup mobile data reveals that the tournament's largest engagement window occurs early, with sports entertainment installs spiking 189% and sports news 204% on November 22. Engagement revolves around national team matches, with significant spikes from non-participating markets like China (+1,294% sports entertainment installs). For 2026, brands must adapt in real-time to shifting attention across matches and regions. Adjust's AI-powered attribution and analytics provide the visibility needed to capitalize on these global events.
The article discusses how mobile marketers can navigate 2023's economic slowdown, privacy changes, and post-COVID cooldown. Key insights include shifting from growth to profitability, prioritizing retention, diversifying channels, and adopting new measurement frameworks (SKAN 4.0, MMM, incrementality). Data shows apps spent $80B on UA in 2022 (5% YoY drop), iOS installs grew 16%, and non-gaming IAP revenue rose 20% while gaming fell 16%. Experts stress agility, LTV focus, and CTV growth.
The article argues that the traditional split between brand and performance marketing is outdated. Consumers experience a fluid journey, so marketers must adopt a 'full-funnel' approach, blending both strategies—'brandformance.' TikTok provides tools for targeting, creative, automation, and measurement to execute this. Key insights include using interest-based targeting, Search Ads, creator content, and incrementality testing. The piece emphasizes that brands like Steve Madden succeeded by combining awareness and conversion tactics, proving that integration drives better ROI than siloed efforts.
TikTok's full-funnel automation, integrating creative, media, and measurement, addresses fragmentation in AI tools. Brands using Smart+ and GMV Max see improved ROAS and CPA. Case studies show Naturium achieved 3.5x ROAS, PHLUR 191% higher ROAS, and Leatherman 97% revenue increase. Symphony and Content Suite enable scalable, authentic content. The key is pairing automation with strategic storytelling.
The 2025 AppDev Awards highlight five mobile games that excelled in areas like collaboration events, social features, minigames, new releases, and long-term evolution. Key insights for ad ops include leveraging strong IP crossovers (e.g., Diablo Immortal x WoW), faction-based social events (Wild Rift x Arcane), high-revenue minigames (Merge Mansion), and sustainable monetization (Pokémon TCG Pocket). Brawl Stars' revival through collaborations, system updates, and live events offers a masterclass in user engagement. These strategies can inform ad targeting, monetization, and retention tactics.
Unity and Discord launch a new Learn course on integrating Discord Social SDK into Unity games. The SDK enables social features like OAuth2 authentication, friends list, rich presence, lobby management, friend invites, and in-game messaging. Games like Marvel Strike Force, Halfbrick Sports, Rust, and 7 Days to Die have successfully implemented it, enhancing player connectivity and engagement. The course provides step-by-step guidance for Unity developers, aiming to boost user acquisition and community building. For ad ops, this integration opens opportunities for social-driven ad targeting and cross-platform campaigns, leveraging Discord's 200M+ monthly active users.
App Store Optimization (ASO) is crucial for increasing organic app downloads and reducing user acquisition costs, especially with IDFA deprecation. ASO involves optimizing metadata (title, description, keywords), visuals (icons, screenshots, videos), and leveraging user reviews. Key differences exist between Apple App Store and Google Play Store (e.g., keyword duplication handling). Regular updates, A/B testing, and seasonality are essential tactics. Top 3 search positions capture most downloads, making ASO a high-ROI strategy.
Local Services Ads (LSAs) for real estate are expanding across all 50 U.S. states, offering richer home listings with pr...
YouTube receives MRC brand safety accreditation for the sixth year, now expanded to include YouTube Shorts. This makes Y...
The Ads Decoded podcast final episode features Google product teams discussing Gemini models for Search and YouTube, plu...
Google Display Ads is transitioning into a unified Demand Gen platform, allowing display advertisers to manage GDN prese...
Google is testing new AI-powered ad formats in Search using Gemini models. Conversational Discovery ads answer specific ...
Asset Studio helps create Google Ads assets from briefs, brand guidelines, and goals. It generates multiple themes, allo...