Author: Anne Freier

Mobile users agree: publishers should charge for content rather than show ads – pop-ups are most disliked mobile ad format

The majority of British mobile owners who also use ad blockers on their devices believe that online publishers should make money by providing paid content rather than showing ads. The finding is part of a survey conducted amongst British mobile adblock users by Free Adblocker Browser. According to the Association of Online Publishers, UK-based publishers stand to lose £2 million per year in advertising revenue due to ad blockers. Meanwhile, the usage of ad blockers continues to grow. Free Adblocker Browser says that its downloads grew 40% in the UK in the last year. UK users were also among the most active countries, spending 40 minutes browsing on their mobile devices each day. Interestingly, usage of ad blockers on mobile devices is higher among male

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Instagram users will now see recommended posts across their feeds

Instagram is upping its audience engagement strategy and will now embed recommended posts as part of its feed. The suggested videos and photos are based on the likes of one’s followers. It’s based on the idea that connected accounts share common interests. Whilst the Facebook subsidiary has previously featured recommended posts, they were exclusive to the Explore section of the app. “Recommended for You” is now clearly marked as an integral part of the home feed in the app. If this sounds a little familiar that is because parent Facebook offers similar recommendations across the news feed. In an effort to boost content discovery, Instagram just recently enabled users to follow hashtags. The addition of recommendations broadens the social network’s content discovery efforts even further

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Consumers spent 12.3% more on app purchases this Christmas

Consumers spent a whopping $196 million on in-app purchases, premium apps as well as subscriptions in the App Store and Google Play Store on December 25, 2017. That’s an increase of 12.3% from the previous year ($174 million) according to new data from Sensor Tower. Games grew 5.2% to $158 million in 2017, compared to 66% for non-game apps to $38 million (up from $24 million in 2016). Though not surprising, it’s an interesting climb for non-game apps and shows that the category is gaining momentum. Indeed, the report notes that entertainment category apps saw some of the strongest growth over the holiday season with consumers spending 98% more in apps such as Netflix and HBO Now compared to 2016. These two apps also represent

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Oath focuses on improving its mobile advertising experience

Oath, the digital content subdivision of Verizon Communications, wants to improve its advertising experiences for its platform users by launching an “innovation council”. As part of the council, Oath has brought together its sales, operations and engineering teams to help innovate and define mobile ad trends. Given that 70% of Oath’s audience is using mobile devices, the company thought it critical to improve the experience for both marketers as well as end users. Among the top four areas Oath plans to focus on and test new ad units in are augmented reality, native ads, utility and social. Within augmented reality, Oath is currently testing new ad units powered by Yahoo Gemini with major home improvement brands Home Depot and Pottery Barn. John DeVine, CRO of

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Over half (54%) of US digital advertising expenditure attributed to mobile

Digital advertising revenue in the US increased to a whopping $40.1 billion for the first half of 2017, representing a 23% increase from 2016. That’s according to the Interactive Advertising Bureau (IAB) Advertising Revenue Report prepared by PwC US. Over half (54%) of digital ad revenues were attributed to mobile resulting in a $21.7 billion expenditure. This represents a 40% growth from $15.5 billion in 2016, surpassing the $8.2 billion back in 2015. The IAB analysis also found that 75% of US small and medium-sized businesses have previously spent money on advertising. Around 80% of them utilized self-service platforms whilst 15% have tapped into programmatic advertising. “Being nimble and accessible are hallmarks of the new digital economy,” said Randall Rothenberg, CEO, IAB. “Now, anyone with

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Mobile rich interstitial adverts show greatest monetization power according to new Appodeal report

With 2018 just around the corner, Appodeal, the in-app advertising company, has just revealed its latest In-App Advertising Performance Index, based on over 60 demand sources and 30,000 apps across five different regional markets. Among the core findings, the report recognizes that rich interstitial ads are now the formats with the greatest monetization power. That’s because of its higher engagement rates due to a combination of high eCPMs and impression rates. In addition, rewarded video ads generated the highest eCPM performances across all regions, despite limited impression rates. Meanwhile, banner ads continued to be the second highest revenue generating format across the regions measured, due to their high impression rates. Video interstitial ads were lower when it comes to eCPM performance. Appodeal also found that

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Facebook rolls out facial recognition to prevent impersonations

Facebook is going to use facial recognition technology to allow people to tell others when they have uploaded photos of them, regardless of whether they have been tagged or not. However, users will have to agree to allow the social network to keep a template of their face to start using the tool. Facebook made the announcement as part of a privacy move. The feature is supposed to protect people from having their images shared without consent. This should also prevent impersonations across the network. Meanwhile, critics are concerned that the feature could lead to misuse in the future. In a blog post, the company said: People gave us feedback that they would find it easier to manage face recognition through a simple setting, so

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Year ahead: The top mobile and in-app advertising predictions for 2018

With 2018 just around the corner, we’ve asked some of the mobile advertising industry’s top executives for their predictions for the year ahead. Everything you need to know, from mobile video to programmatic and mCommerce – here are their personal predictions for all that will be hot in mobile in 2018 (in alphabetic order). Appnext – Elad Natanson, Founder and CEO Our industry is in a constant state of change – It is maturing every year and in search of new technologies and understanding of the elusive user behaviour. I think that next year, more companies in our industry will understand that it is much more important to apprehend the users’ timeline throughout the day – What are they doing right now? What are the

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Google Chrome announces date for release of ad blocker

Google Chrome has finally announced a date for the rollout of its native advertising blocker. As part of the Coalition for Better Ads, a group of companies which focuses on improving digital ads for the end user,  the company had promised a native ad blocker to be available in early 2018. Now, it’s given the official data – February 15, 2018. The ad blocker will be available for all compatible operating systems. In addition, the Coalition for Better Ads announced the Better Ads Experience Program earlier this week, which aims to certify web publishers who agree to not use ads deemed “most disruptive ads”. The programme also accredits browser and ad tech firms that assess publisher compliance with the standards. As part of the roll-out,

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No need for tablets – penetration weakens and is predicted to decrease further

According to new research from eMarketer, tablets are losing the popularity battle. It appears that user penetration of the devices may be dropping for the first time, based on the research firm’s worldwide tablet user forecast. In 2017, 32.9% of Internet users worldwide used a tablet devices compared to 33.2% back in 2016. That’s a slight drop, but tablet usage is expected to decline further whilst penetration rates among internet users will decrease to under 31% by 2021. The eMarketer prediction highlights that tablet device usage in developed markets has stabilized with little growth happening. At the same time, tablets aren’t managing to penetrate emerging markets where smartphones are being given preference. Indeed, users in developing nations such as China and India are focusing on

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In-app advertising dominates spending on Smaato platform

In-app advertising continues to grow with expenditure accounting for 96% of global ad spend on the Smaato platform. The findings are part of the Q3 2017 Global Trends in Mobile Advertising Report by mobile publisher and app developer advertising platform Smaato. Based on an analysis of over 1.5 trillion advertising impressions, the report finds that in-app advertising dominates compared to mobile web worldwide. In-app advertising spend is now garnering at least 85% of ad spend across each of the top 20 mobile ad markets globally, driven by smartphone owners increasingly spending 80% of their mobile time in apps. Millennials were some of the core targets of mobile ad spend compared to other generations. Advertisers paid the highest eCPMs for Millennial smartphone users, which captured a 79%

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eCommerce set for considerable growth as majority of B2B decisions foresee offering entire product lines online

eCommerce is predicted to pick up considerably over the coming years, as 88% of B2B decision makers anticipate offering products digitally over the next five years. That’s according to new research from Cloudcraze, the customer-first B2B platform. Some of the top reasons why B2B decision makers believe eCommerce is set for substantial growth include easier acquisition of customers (59%) and easier cross-selling to customers (51%). It comes as little surprise then that 48% of B2B businesses are already selling their full line of products online. Digital offers consumers the important advantage of being able to access services anytime from anywhere. More than half of businesses are already offering self-service access to all their customers, with software companies leading the field. Of the companies which are

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Facebook puts an end to engagement baiting tactics

Facebook is putting an end to engagement baiting practices, following user complaints. These are spammy posts which try to persuade users to comment or like a post on a page or profile. If you’re a Facebook users, you’ve probably seen them before. According to a blog post from the social network, engagement baiting takes “advantage of [the] News Feed algorithm by boosting engagement in order to get greater reach.” That is why Facebook will now demote individual posts from anyone who shares such a post. The social media network recently reviewed a large number of these posts in order to configure a machine learning model that detects various types of engagement baiting. These posts will then be seen less across the News Feed. In addition,

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Facebook ups video adverts across News Feed

Facebook has recently announced some changes to its video advertising policy. The company plans to promote videos more across its News Feed. In addition, it wants to expand original video content creation to compete more effectively with YouTube. That also means, in-video adverts are changing. Facebook is now adding pre-roll mobile video ads, which the social network says will be tested across its dedicated video environments such as the Watch tab. By adding pre-roll video ads, Facebook is making its platform more appealing to video creators which may have focused on YouTube before. In updating its News Feed to feature more videos based on user behavioural data, the social network hopes that users will be able to enjoy more of the videos they like to

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Adspruce launches new Swipe to Engage mobile ad format

Mobile advertising company AdSpruce has just rolled out a new mobile advertising format that aims to boost user engagement significantly more than other ad types. The Swipe to Engage format lets consumers physically interact with a brand through an incentive to swipe to see content that follows. AdSpruce says that the ad type was created with interactivity and creativity in mind. Brands could use it to allow consumers to start mobile videos, for example. In line with the Holidays, the ad type could also be used to let users unwrap products on screen. The company adds that it has already run several successful Swipe to Engage campaigns leading to memorable ad experiences. “Engagement is king on the mobile web. Our Swipe-to-Engage ad type adds a

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Mobile advertising firm Bamboo receives prestigious App Growth Award

Transparent and high-performing growth channels are in demand this year, as one advertising network’s recent award winnings show. Mobile advertising company Bamboo, which focuses on paid social, has just been named “App Marketing Agency of the Year” in the 2017 App Growth Awards. This brings a successful year for Bamboo to a close following receipt of the “Top App Marketing Agency” award by mobyaffiliates, The App Growth Awards winners were selected by industry experts and announced at the App Promotion Summit in Berlin. They are aimed at celebrating the progress within the global app marketing ecosystem. James Cooper, Chairman, App Promotion Summit, said: “It’s our mission to help the app industry grow. The App Growth Awards are the first of their kind, and we’re thrilled to have

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Keeping It Clean – Fyber ramps up initiative to improve video platform and marketplace

Video supply side platform and RTB exchange, Fyber, has announced that it would take serious action to improve the quality of its marketplace and become a cleaner supply-focused video platform. The company also appointed more dedicated resources for its inventory qualification projects at the start of Q3 in order to make the platform ever more transparent. It’s all part of Fyber’s ‘Keeping it Clean’ initiative. Ross Barasch, VP Demand at Fyber RTB, explains that each ad request that comes through the Fyber platform is now qualified and the company has been excluding non-direct traffic sources from its marketplace. “It’s a significant milestone now that we’ve decreased the non-direct traffic sources to zero. As a result, we’re now sending our demand partners 100% direct traffic. In addition, we’ve

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Almost 600 million people are using Instagram by the end of 2017

By the end of 2017, an estimated 594 million people will be using Instagram, according to a new forecast by research firm eMarketer. Instagram is predicted to reach 928 million users by 2021. Whilst the Facebook subsidiary and popular photo app already claims 800 million users, eMarketer’s report accounts for duplicate accounts, business profiles as well as fake profiles. Instagram’s largest market is the US where an estimated 86 million people will use the app in 2017 on a regular basis. Cindy Liu, forecasting analyst at eMarketer, explains: “Instagram’s exponential growth in popularity over the past two years is a direct result of new product updates and features including Instagram Stories, live video, geostickers and face filters that have kept its user base active and

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Malicious apps on the rise: number of blacklisted apps across mobile app stores increases

Apps outside of app stores and Google Play Store apps present the greatest risk for malicious content, according to a new report from digital threat management firm RiskIQ. The Mobile Threat Landscape Report examined 120 mobile app stores and over two billion daily scanned resources and noted an overall increase in blacklisted apps in Q3 compared to Q2. In addition, imitation and Trojan apps are increasingly making an entrance on app stores. According to the data, the leading developer for blacklisted apps is Nyi Subang Larang in Q3, which presents exclusively in the Play Store. Overall, Google managed to decrease the number of malicious apps in its store to 4% compared to 8% in Q2. Meanwhile, the AndroidAPKDescargar doubled its number of malicious apps to

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Criteo forecast suffers under Apple’s iOS cookie prevention policy

It seems that Apple’s iOS overhaul may have had a big effect on some advertisers. Digital ad company Criteo’s shares dropped significantly following a recent revenue forecast, after the company acknowledged that it had underestimated the impact of Apple’s new iPhone iOS update on its business.   The latest version of Apple’s iOS includes Intelligent Tracking Prevention, which restricts advertisers from collecting user data. Companies such as Criteo tend to collect user data in order to target ads to the relevant audiences.   Originally, Criteo expected the new iOS to have a 9% to 13% net-negative impact on its revenue next year. However, the company recently updated its forecast and now estimates the impact to be 22%. Whilst competitors such as Google have already announced

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