Apple search ads cheaper than Facebook
In the first month since launch, Apple's search ads have produced a much cheaper CPI than Facebook and others, analysis by mobile analytics firm Singular has found. In an analysis of mobile ad spending on 402 apps that purchased search ads this month, Apple's search ads outperformed channels like Facebook, AdWords and AppLovin in terms of average conversion rate (installs/impressions) and ROI, Singular claimed. Apple search ads were 67% cheaper than the average CPI across other ad channels, although search ads' CPI is trending upwards, growing 25% each week since they launched in October.
Andy Lark departs Xero
One of Australia’s most well known marketeers, Andy Lark, has departed accounting software business Xero, after it was revealed that the company was restructuring its management roles. The business announced the shifts to its management team via the ASX, outlining the function of the chief marketing and revenue officer will be replaced by a chief marketing officer who will focus on global brand and marketing communications. This shift saw Lark take the opportunity to “pursue new ventures.” It is not yet clear what his next steps will be.
The Royals win City of Melbourne
Creative shop, The Royals, have been selected to work on the City of Melbourne’s seasonal campaigns for Summer and Winter 2017. The Summer instalment will launch in January. The campaigns will target inner-city dwellers, families and city workers, and promote the city as a top-of-mind destination for unique experiences to encourage Melbournians to visit more often. A strong focus will be to highlight events, locations and attractions that can only be found in the city.
eHarmony tests out its algorithm in live dating experiment
Dating site eHarmony is wearing its heart on its sleeve and is preparing to put its algorithm to the test with a live experiment. The social experiment is part of the brand's evolution as it competes with dating apps such as Tinder and Happn, and follows the launch of a TV campaign last month. On 29 November, it will host speed dating with a twist, bringing in its 'matching scientist; Jonathan Beber, from LA to host the event. It intends to prove that its algorithm can predict who will click, and match people who are compatible for a long-term relationship. The results will inform a report due to be published in 2017.
Fairfax launches mag to strengthen events offering
Fairfax Media has launched Spectrum Magazine, a new bi-annual magazine that will highlight its events offering on Australia’s performing and visual arts calendar. Launching 4 November, the magazine will be inserted in The Sydney Morning Herald and The Age, and on 5 November in AFR Weekend. Spectrum Magazine debuts as a 36-page, semi-gloss publication that covers upcoming cultural events in Melbourne, Sydney and around the nation. It will include everything from classical music to major theatre and opera productions, and stories from Australians nominating what they are most looking forward to in 2017.
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