Author: Anne Freier

Social mobile video gains momentum – advertisers focus on reaching video viewers across social networks

Consumers are now viewing 47.4 minutes of online video daily – an increase of 20% from 2016. Mobile devices are at the forefront of this growth (35%) with average viewing times now at 28.8 minutes daily. Unsurprisingly, the advertising industry has followed this shift. A new report by BI Intelligence examines this shift to video advertising and in particular toward social video advertising more closely. The report found that overall digital video advertising is likely to grow 23% this year to $27.2 billion (up from $22.2 billion in 2016). Much of that growth is being led by social media platforms such as Facebook, Instagram, YouTube and Snapchat. Indeed, the platforms have begun to increasingly focus on video formats including live video feeds, but also more

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Instagram hits new milestone with 2 million mobile advertisers

Instagram has successfully doubled its advertiser base within just six months, the company announced on Monday. According to the imaging app, over two million companies purchased ads over the last month. That is four times as many as only a year ago when Instagram announced that 500,000 advertisers were regularly using the platform. Jim Squires, Head of Instagram Business, explained: “Our community, including businesses, is growing, and we’re excited to see the continued engagement with brands on the platform. Eighty percent of people choose to follow a business they care about on Instagram, further proving that people are looking actively engage with brands in a meaningful way.” Whilst the company is still far off from parent Facebook’s five million advertisers, the imaging app has been steadily

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Digital channels are best for brand responsiveness and driving consumer purchasing decisions

Adapting to consumer feedback on a regular basis is an important factor in evaluating brand performance. According to a recent survey by the Chief Marketing Officer (CMO) Council among 150 brand marketers, 90% believe that a quick responsiveness to consumer feedback, preferences or needs is important, if not critical, to the overall customer experience. However, just 16% feel that their organisations were reacting fast enough, whilst most still failed to adapt product changes or services upon consumer request. According to marketers, some of the main issues that are holding companies back from accelerating their responsiveness include a lack of budget or data and intelligence to make changes, install functional teams that can separate marketing from product and packaging decisions, and vendors who are unable to

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Pinterest expands niche targeting options for digital and mobile advertisers

Pinterest has now made over 5,000 interests and topics available for advertisers to target using its “Taste Graph”. The new list enables brands to reach niche audiences. However, the overall number of niches has been expanded significantly. Originally, Pinterest launched a list of 400 interests advertisers could target against. The latest addition includes many more interesting and fun targets such as “desk yoga” or “mid-century modern”. The expansion comes at a time when marketers want to see more options. By providing these options, Pinterest hopes campaigns will result in better-performing ads. The interests will be part of a drop-down menu in the Pinterest Ads Manager. Advertising buyers are able to click on the entries to view sub-categories of interests. Pinterest expects the 5,000 interests to

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WeChat maker Tencent to bolster its mobile advertising offering in the US

WeChat app maker Tencent has plans to unveil a new advertising platform for US brands and advertisers as the company turns to attract brands outside of China. WeChat currently has 963 million monthly users. Other brands owned by Tencent include the QQ, Qzone and Tencent Video and News apps. Chinese consumers are estimated to be spending 55% of their mobile hours across these properties. According to eMarketer estimates, the WeChat app alone has a penetration rate of 79.1% of smartphone users in the country, making it a prime opportunity for marketers to reach a huge user base. Tencent has been careful to morph its once-messaging app into more of an allrounder. WeChat includes online payment features and ordering functionalities from food to rides. As a

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70% of media companies consider brand safety to be a core issue in digital advertising

Whilst media transparency, including ad spending and agency supply agreements, remains a key issue for many brands, new research suggest that companies have begun to take action after publication of the Association of National Advertisers‘ Media Transparency report. According to the World Federation of Advertisers (WFA), brands have committed to making some major changes to their media governance practices. Transparency still is a core issue for 47% of responding brands whilst 51% said it was becoming more of a priority. Specifically, 41% of respondents conducted a programmatic review, whilst 35% improved their media knowledge via training internally. Another 70% said that brand safety had been significantly promoted as a core issue to address. As such, 54% of brands and media companies have been working with third-party

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Week in review – What happened in mobile advertising this week

This week, Google sparked monopoly fears as it announced it would start to block autoplay video adverts with sound by default by January 2018. Although many consumers will applaud the move given just how annoying such ads can be on mobile devices, there have been fears that it plays right into the hands of an ad giant trying to become a monopoly. Twitter’s Jack Dorsey recently told an audience at Dmexco that the platform would be changing the way it sells ads to brands and revamp campaign visibility. The company’s focus will be on simplifying and differentiating campaigns. Apple’s Safari 11 has sparked a backlash among advertising organizations. Six major advertising trade organisations have released an open letter late last week outlining their concerns over

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Snapchat expands creative partnerships to boost mobile advertising

Snapchat is making it easier for brands to create ads and drive ROI across the social media network by adding around 14 companies to its portfolio of creative partners. The latest additions to the Creative Partner Program include: Adludio, Jebbit, Ceros, Undertone, Famous, Whalar, Flyr, Wirewax, Entrypoint, TreSensa, GameCommerce, CrossInstall, Popwallet, and Slyce. Whalar, for example, pairs up advertisers with creators to create better content, whilst Slyce produces custom coupons and offer codes. In addition, the partners provide a wide range of technical services such as custom games, interactive video, haptic technologies as well as gyroscope. It seems that the move will not only benefit advertisers, but also the end user. Snapchat has traditionally focused on user engagement and the move ensures that the app’s

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Adjust expands Coalition Against Ad Fraud by adding new partners

To combat advertising fraud more effectively, mobile ad attribution and analytics firm, Adjust, has expanded its Coalition Against Ad Fraud (CAAF) by adding new partners and launching a revised set of guidelines. Performance advertising fraud continues to be a growing problem as mobile in-app ad spend is set to reach over $5.6 billion in the US. Adjust rolled out its Fraud Prevention Suite back in February 2016 to help marketers identify and prevent performance mobile ad fraud. New CAAF members include AdAction, AdColony, AppLift, Aarki, Dynalyst, Fyber, i-mobile, InMobi, IronSource, Jampp, Liftoff, Nend, Remerge,  Vungle and YouAppi. They’ll be working together to create a solution to mobile ad fraud. Christian Henschel, CEO of Adjust, explains that the CAAF has received a lot of interest from ad

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Spotify rolls out self-serve advertising platform for mobile audio ads

Music streaming platform Spotify has launched an audio self-serve advertising platform to make it easier for marketers to create and manage their audio ads. The Spotify Ad Studio is currently operating in beta mode in the US. According to a blog post, the solution provides campaign options for both small as well as medium-sized businesses. Audio ads can be created within just a few minutes by sharing the script and choosing a background track. Spotify Ad Studio then produces an audio ad which can be reviewed and modified. Audiences are targetable by age, gender, location, activity, device, but also music taste. Once the ad is ready and an audience has been selected, marketers select their budgets and the duration of the campaign and can track the

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