Mobile ad news weekly – are mobile adverts becoming too intrusive?

The big players

Facebook now requires advertisers trying to purchase political adverts on hotly debated topics to verify their identity as well as location. The company is jumping ahead of the upcoming implementation of the Honest Ads Act which has been proposed by the government to regulate social media advertising and avoid fake news as well as election interference.

Despite the Cambridge Analytica scandal and subsequent uproar, Facebook’s advertising business may not be taking a significant hit. Indeed, the company’s shares increased 2.7% on Thursday following a session between reporters and Zuckerberg, who said that a #DeleteFacebook campaign and advertisers leaving the platform may not have had a significant impact.

Instagram has rolled out two new Stories features in an effort to boost engagement among its users. The new Focus camera format lets users take more artistic photos and videos. Meanwhile, users can now tag each other using the @ sign.

Mobile video advertising company, AdColony, last week axed some additional executive position in order to help scale the business. At least five roles within product management, growth and publishing were cut in the US, according to reports from Adexchanger.

Following the Snapchat redesign and update, the app faced a lot of backlash from users. For marketing executives and ad managers, the redesign has had entirely different consequences. According to Select All, media sources have reported slowing traffic across the app, with numbers significantly lower than before the redesign.

Research

Brands and advertisers are actively working to make the consumer experience more personal. However, according to a new report from InMoment, the customer experience intelligence company, personalisation can quickly turn ‘creepy’. A survey of 2,000 consumers and 1,000 brands highlights that 75% of consumers find most forms of personalisation at least somewhat ‘unpleasant’ or ‘uneasy’.

Instead of improving the advertising experience, ads are now perceived to be more intrusive. According to a survey among 1,000 Internet users in the UK, US, Argentina, Australia and Belgium, Kantar Millward Brown found that compared to three years ago, 81% of respondents perceive ads to appear in more places. 74% said that they saw more ads whilst 69% found them to be more intrusive.

Native advertising already accounts for more than 50% of all digital display expenditure in the US. Now, eMarketer expects that marketers in North America will be allocating $32.9 billion to native digital display ads, representing an increase of 31% from 2017.

Product Launches and other news

Mobile and digital advertising, tech and engagement platforms, mParticleAppsFlyerBraze (formerly Appboy), and Amplitude, have come together to form the OpenGDPR – a framework for complying with GDPR mandated data subject rights.

Cooperation among media groups to tackle current issues in mobile and digital marketing appears to be in full swing. Now, the American Association of Advertising Agencies has partnered with a number of media agency executives to address and ensure brand safety as part of a coalition.

S4M, the mobile native advertising technology company, has launched a new data partnership to boost foot traffic measurement options for its drive-to-store campaigns. Together with mobile ad company, adsquare, FUSIO (S4M’s platform) users can now receive updates each hour on store visits that have been generated by a mobile campaign.

Software company, Ooyala, recently launched its new Ooyala Flex Media Platform, a video production and delivery platform that makes it simpler to streamline processes including video content management, curation, publishing, analyses and monetisation.

Headway, the leading data-driven media buying company for marketers worldwide, announced partnership with Pixalate, the leader in ad fraud protection and data intelligence, to ensure its video inventory is free of ad fraud and fully viewable.

Ogury, the mobile data company, has acquired Adincube, the mediation solution for mobile publishers. Through the integration, Ogury hopes to solidify its position as a publisher solution that can accelerate commercial growth. The company uses automation to monetise apps.

PubMatic, the publisher sell-side platform (SSP) just announced a partnership with Sizmek, the mobile buy-side advertising platform, to provide a global supply path optimisation (SPO).

It’s not too late to apply:

Ever more charities are joining the mobile revolution and have launched their own apps to engage supporters. Now, Yodel Mobile, the mobile marketing agency, has announced plans to support a selected charity mobile app by offering a free support service. In a much welcome move, the agency pledged to provide free support to one charity for an entire 12 months through its team of mobile and app marketing experts.