When traditional digital advertising formats such as video and banner ads first became available within mobile apps, they were seen as game-changers. Giving users the capacity to interact directly with ads via clickthrough and, crucially, giving advertisers the capacity to measure those...

In physics, the Observer Effect theory tells us that observing a phenomenon necessarily and inevitably causes that phenomenon to change. This most commonly refers to instruments of measurement interfering with the results of an experiment. In advertising, the ways that we have come to measure...

Introduction The value of native advertising lies in its adaptation of tradition. These ads bring the strengths of traditional (and more impactful) advertising formats to game worlds populated exclusively by standard digital formats. Billboards, posters and shop window displays have captured our...

Benjamin Disraeli (British Prime Minister 1874–1880) is said to have coined the phrase “There are three kinds of lies: lies, damned lies, and statistics.” Improper use and understanding of statistics can lead to poor marketing decisions. An example of this is Simpson’s Paradox, a phenomenon in...

Results from AdInMo’s survey of Digital Natives’ attitudes on mobile game advertising in free-to-play games   Our company, AdInMo, recently conducted a survey which asked a sample of 150 Millenials (19–35 years old) and Gen Zs (≤18 years old) living in the US and UK a number of questions...

We read headlines about Millennials and Generation Z (Gen Zs) daily, but many people are still not clear about the exact definitions of of these terms. Before shedding light on these groups, let’s take a brief glance at some generations prior to Millennials and Gen Zs, as well as an important...