Author: Anne Freier

Mobile presents 84% of digital growth in 2017

It appears that advertisers are moving away from traditional channels such as TV toward more digital platforms. According to research by MoffettNathanson Research, mobile represented 84% of total digital growth as marketers continue to shift away from desktop. Google and Facebook were leading in digital as they are responsible for 74% of the market’s overall growth during the first half of 2017. For 2018, the research company expects a surge in advertising expenditure of 7% during the Olympics as well as US elections. The company also noted an overall slowdown of overall ad spending during 2017. This is likely to continue during 2018. Indeed, MoffetNathanson adjusted its own ad spend prediction from 3.4% down to 2.5% during the second half of 2017. However, digital continues

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Nielsen expands ad tool range for YouTube mobile app measurements

Nielsen has launched a range of new advertising measurement tools for the YouTube mobile app. The features are now available as part of the company’s Digital Ad Ratings service in France, Germany and the UK. The added service expands upon the company’s current YouTube ad measurement service for the mobile web and desktop version of the popular video platform. Advertising clients are gaining access to a variety of demographics including age and gender of YouTube mobile app users. The ad measurements also integrate and offer consistency with mobile publishers in Digital Ad Ratings. This makes it easier for ad buyers and sellers to generate comparable overviews of their campaign insights. Nielsen hopes that the feature will allow publishers and advertisers to gain a better understanding

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Google makes further changes to YouTube channels in bid to reassure advertisers

Google has announced yet more changes to its advertising network on YouTube. The company plans to subject the most popular YouTube channels to review by humans in an effort to avoid additional content scandals such as the one involving Logan Paul. Content will be reviewed by members of staff in order to ensure that they meet Google’s advertising guidelines. The company hopes that this would ensure less offensive content production for creators looking to run ads on their content. At the same time, the move calms advertisers and brands considering YouTube advertising. In addition, advertisers are now able to select “Google Preferred” YouTube channels, which will be manually reviewed. Ads will only be placed on videos that are certified to meet Google’s “ad-friendly” guidelines. The

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Find out who’s speaking at the Mobile Growth Summit 2018 and about what

Now in its fourth year, the Mobile Growth Fellowship, a mobile industry-wide network of user acquisition and growth leaders, has just announced its agenda and line-up of speakers for the Mobile Growth Summit 2018. The event takes place from February 7-8 in San Francisco. It will be joined by over 1,000 attendees as well as 100 industry speakers who will share their insights nad predictions on the mobile app business in 2018. Since its launch, the event has seen a growth of 30% year-on-year. This year, keynote speakers include Lee Jones, the Head of Global App Advertising Sales & Strategy at Google. He’ll be discussing “Maximizing User Value and How Google’s Universal App Campaigns Can Help.” Additional speakers include experts from Facebook, Zynga, Dropbox, Glu

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App activity session growth was flat last year

2017 was a year of stagnation in mobile app innovation. That’s according to data analysed by mobile advertising company Flurry. The company found that overall app activity session growth was a mere 6% last year. Overall, the 6% is down from 11% in 2016. Despite the overall weaker growth, users are now spending five hours per day using their smartphones. According to Flurry, the shopping app category increased by 54% signaling a shift toward mCommerce. Users are growing ever more comfortable making purchases using their smartphone devices and this shows in their in-app digital purchasing habits. Meanwhile, digital wallets such as Samsung Pay and Apple Pay are picking up. The Entertainment app category came in second at a 43% growth year-on-year. Lifestyle noted some of

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Smartphones are the most popular second screens when watching TV

Smartphones are the most popular devices people are using whilst watching TV, according to research publishing by video ad company YuMe. The study, commissioned with Nielsen, highlights just how much smart TV ownership has grown over the last few years. Indeed, smart TV ownership almost doubled since 2013. The average household now owns three CTC devices. These are now more common than tablets. Whilst 60% of households own a CTC device, 57% own a tablet. The survey among 2,410 adults in the US also found that smartphone usage as a second screen had risen from 49% in 2013 to 51% by 2017. Among the most common activities on smartphones are messaging activities (77%), followed by using the Internet (66%). However watching videos and listening to

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Mobile advertising expenditure to reach $121.1 billion in 2018

Worldwide advertising spend is predicted to grow 3.6% in 2018, up from 3.1% in 2017. According to new research by the Dentsu Aegis Network based on data across 59 markets, digital media is set to increase 12.6% to $220.3 billion this year. This represents a slow-down from 17% in 2017. Meanwhile, mobile ad spending is set to reach $121.1 billion in 2018. Desktop continues a downward trajectory at -1.5% since 2016 compared to 8.2% in mobile gains since 2016. In terms of advertising format, paid search leads digital ad spending with a 40% share. Voice-activated devices in particular are helping spur this growth. Video and social are also boosting digital advertising growth at 24.5% and 23.5% respectively. These formats are largely driven by greater mobile

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Click fraud: Auto-redirects are costing advertisers and publishers $1.3 billion a year

According to a new report, auto-redirects are costing advertisers and publishers $210 million each year and another $920 million by enabling click fraud. The study, run by GeoEdge, found that hidden redirects are directly linked to click fraud. Auto-redirects now make up almost half (48%) of all malvertising. The US accounts for the largest number of auto-redirects (48%), with the majority of them occurring on mobile devices (72%), followed by desktops (27%). Part of the problem on mobile devices is that users are accustomed to clicking warnings which may pop up on their mobile devices. Malvertisers can take advantage of this by redirecting to pages that resemble popular sites such as Google. More sophisticated schemes are making use of this lookalike effect to make users

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Mobile gamers are cool with in-app advertising

A majority of mobile gamers (71%) are happy to accept in-game advertising as long as this enables them to play the games for free, according to new research by Facebook. With mobile game in-app ad revenue expected to reach a whopping $51.4 billion in 2020, these findings offer an interesting insight into how gamers feel about ads. Based on a survey of 6,000 mobile games, 400 developers and 100 advertisers in China, Germany, Japan, South Korea, the UK and the US between December 2016 and May 2017, the study noted that gamers were playing games 3.6x longer than spending time in the next largest app category. Consumers seem to have become accustomed to the value exchange in which free mobile games operate. Indeed, 57% of

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Google to review top YouTube videos for major advertisers

Google plans to review top-tier YouTube videos which it bundles together for major advertisers. The move comes in an effort to reassure brands that their branded content will remain safe. Bloomberg reported that according to people close to the matter, the vetting process will apply to videos which are part of Google Preferred. The latter lists sets of popular YouTube channels that are sold to marketers at premium prices. Google has faced significant complaints from advertisers about offensive content posts. In 2017, many high profile advertisers decided to pull ads from YouTube following the revelations. Since then, the company has employed thousands of staff to help screen content and developed an algorithm to detect inappropriate videos. A spokesperson for Alphabet Inc explained: “We built Google

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Snapchat should be banned in schools – says UK Children’s Commissioner

The UK Children’s Commissioner, Anne Longfield, has warned that parents should not be allowing their kids to use Snapchat. According to Longfield, the app had “addictive elements”. In an interview with radio station LBC, Longfield explained that a greater number of schools across the country were already banning the app. What makes Snapchat potentially so addictive is its streak feature. A Snapchat streak is essentially a message on the app that is being sent back and forth between two people over several days. The app offers emoji rewards for longer streaks. For example, streaks that last 100 days are receiving the “100” emoji. Some teens really get into it and spend a large amount of time to keep streaks going. In addition, many of them

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Facebook announces major overhaul to News Feed angering publishers and advertisers

Facebook announced a significant overhaul to its platform that seeks to boost social interaction. Following feedback from users that business posts were crowding out social moments, the social media network has decided to return to its roots. Therefore, the company will be changing its News Feed layout to feature fewer branded or media posts. Content should instead focus on promoting meaningful interactions with friends and family. Mark Zuckerberg announced in a blog post that the changes would be made over the coming months. He also explained why media content had taken a dominant role across many users’ feeds. “It’s easy to understand how we got here. Video and other public content have exploded on Facebook in the past couple of years. Since there’s more public

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Week in review – Snapchat is having a bad week

The big players Snap Inc seems to be expanding after it launched an office in China last month. The company is now working out its advertising strategy for the East Asian market. Snapchat, however, is still banned in China. Snap Inc has a problem. According to new information, the app is much more of a communications messenger and many of its features are still going unused. However, the most worrying trend of the report is that just 20% of Snapchat users consumed publishers’ content from Discover. Snapchat’s big app redesign has led to user outrage as many have resorted to leaving negative reviews on app stores. According to data by Sensor Tower, 83% of reviews concerning the update were negative. A mere 17% of reviews

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Majority of US shoppers make mobile purchases because it saves time

A majority of US shoppers are researching the products they are interested in online before purchasing them in-store. According to research from the eCommerce Foundation, 88% of US shoppers looked up products online before buying them in-store. Meanwhile, 72% of shoppers planned purchases on Amazon during the holiday season compared to 60% buying in-store. Although Internet shoppers are becoming less picky when it comes to devices, the majority of them still prefer desktops to make a buy online. Mobile devices are being predominantly used when users already know what they wish to buy. A majority of mobile shoppers (76%) use their smartphones to make purchases because it saves time. Meanwhile, 67% find shopping using mobile devices more difficult as it requires navigation around smaller pages.

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Snapchat infuriates users with app redesign

Snapchat’s big app redesign has led to user outrage as many have resorted to leaving negative reviews on app stores. According to data by Sensor Tower, 83% of reviews concerning the update were negative. A mere 17% of reviews reached five stars, favouring the redesign of the popular teen messaging app. The problem most users are having with the update are the Stories which are now placed between private messages. Stories can include ads which is only adding fuel to the fire for most users. In addition, Stories from followers are now randomly scattered across the inbox, whilst those from non-followers have been placed on the side into a different section of the app. The main keywords of the negative reviews included “new update”, “Stories”

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Mobile payments are only slowing growing in the UK

With just over 22% of UK smartphone owners using their phones to pay for goods in 2018, mobile payments are still far off from widespread adoption. However, they are becoming more popular, according to new research from eMarketer. The research company expects proximity mobile payments to grow to a user share of 28.8% in 2021. Nine million people in the UK are expected to use their mobile devices at point of sale this year. China has the overall largest mobile proximity payments market worldwide. 77.5% of smartphone users in the country are using mobile payments this year. In Europe, Denmark (38.9%) leads in mobile payment penetration, followed by Sweden (33.9%), Norway (23.3%) and then the UK. The main reason why the UK is lagging behind

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Amazon announces Transparent Ad Marketplace for cloud-based header bidding

Amazon Publisher Services has officially unveiled a new advertising product that provides a cloud-based, server-side header bidding solution for digital advertisers and app developers. The Transparent Ad Marketplace (TAM) has now been activated in the UK, Germany, Italy, France and Spain. It has been active in the US since December 2016. Some of its core advantages, according to Amazon, are fast loading times as well as simplified navigational features. Set in the cloud, bidders can compete for inventory through a one-time integration. Publishers can also activate outside supply side platforms without needing to adapt their code. As part of its core structure, TAM limits header bids to a single client advertising call. The auction and ad selection both happen inside the cloud. “When we started

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InMobi bolsters mobile header bidding solution through acquisition of AerServ

Mobile advertising network, InMobi, has officially acquired mobile video monetization firm AerServ for $90 million. InMobi plans to create a header bidding solution for mobile apps through the acquisition. The move brings together the two companies’ programmatic exchanges to develop a fairer dynamic for the in-app ecosystem. Publishers have long desired enhanced control features across in-app platforms. In a statement, the company said: “With the addition of AerServ, InMobi effectively emerges as a new gold standard for mobile marketing and advertising in North America and across the globe, including key markets such as China and broader APAC.” Josh Speyer, Chief Executive Officer at AerServ, explained: “We’re excited to join forces with InMobi and grow the mobile advertising and programmatic industry together. Our decision to embark

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Snapchat users aren’t consuming enough publisher content

Snap Inc has a problem. According to new information, the app is much more of a communications messenger and many of its features are still going unused. The Daily Beast analysed five months of daily active user data of the app, which revealed that in-app features such as Snapchat’s Maps, Discover, Memories, Lenses, Audio and Stories aren’t being used all that much. Instead, Snapchat is much more of a chat app. The company recently announced a large redesign of the app, which may address some of these shortcomings. Overall, users were sending personal snaps to friends more often than they posted Stories. In August 2017, users were 64% more likely to send a Snap to friends than post a Story. An average of 34 messages

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Go2mobi reveals Total Control Api for custom mobile programmatic features

Mobile programmatic ad platform, Go2mobi, has revealed the Go2mobi Total Control API. The API lets app developers create custom programmatic features. Users who are looking to develop streamlined workflows or standalone DSP platforms can do so all from within the Total Control API. The platform also provides access to all of the company’s advertising features, including targeting, optimization, deep dive reporting, accelerated development as well as efficient workflows. For interested developers, the company has launched a chart that allows them to compare the features against competitor demand side platform services. The Total Control API provides a real-time bidding infrastructure that can process over a million queries per second. For advertisers, this means that they can automate their campaign creation and optimization, but also track and visualize

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