Mobile Ad News Weekly – Facebook and Twitter post ad revenue earnings, Snapchat tests non-skip video ads

The Big Players

Twitter is on a roll – financially. Following the announcement that it was profitable in Q4 2017 for the first time in four years, the company has just released surprisingly positive earnings for Q1 2018. The microblogging site also predicted that it would remain profitable for the rest of the year.

Facebook ad revenues remain unshaken by recent scandals and criticism. Mobile ad revenues now represent a whopping 91% of the company’s ad revenue in Q1 2018. By comparison, in Q1 2017, mobile ad revenue represented 85% of the total.

Adverts from large brands including Adidas, Amazon, Cisco, Facebook and Hilton, to name a few, may have run on white nationalist and Nazi YouTube channels, according to a new investigation by CNN. The companies stated that they were not aware of this.

Facebook has jumped on the playable app ad bandwagon. The social media company is currently testing its own version of the technology. Playable app ads basically allow users to test a gaming app before committing to buy or download it.

Snapchat is planning to test non-skippable adverts across its videos, according to various sources. First reported by Digiday, Snap Inc did confirm that it was currently testing the mobile ad formats.

Research

Chinese adults are going to spend more time on mobile compared to TV for the first time in 2018, according to new estimates from research firm eMarketer. On average, Chinese adults are spending 2.39 hours per day using their mobile devices – representing an increase of 11.1% compared to 2017.

UK ad viewability is at an all-time high since Q2 2014, according to the latest Q1 2018 benchmark report from Meetrics, the ad verification company. During Q1 2018, the proportion of banner ads served to meet minimum viewability standards increased from 56% to 59%.

The majority of marketing officers are still measuring video advertising using traditional metrics such as clicks and impressions, according to a new report by ViralGains, the digital video advertising platform, together with the Chief Marketing Officer (CMO) Council.

Mobile is a major driver of the UK’s digital advertising market, according to the latest Interactive Advertising Bureau (IAB) and PricewaterhouseCooper (PwC) Digital Adspend 2017 report.

New Products

Jim Payne, the ex-CEO and Co-founder of mobile app monetization platform, MoPub, launched a new start-up to enable mobile publishers to sell their inventory programmatically. Dubbed MAX for Mobile Ad eXchange, the new platform launched this week following successful beta testing.

Bidalgo, the advertising creative automation software for app marketers today launched its first self-serve solution that lets app marketers improve their Google Universal App Campaigns (UAC).

Performance marketing platform Vungle just announced a partnership with electronics company Samsung Electronics. As part of the move, Samsung will be incorporating Vungle’s performance marketing platform form in-app video ads into its Galaxy Apps.

Mobile monetisation platform PubNative has partnered up with Fraudlogix, the ad fraud solutions company, to help fight the growing issue of mobile advertising fraud. As mobile advertising continues to grow, fraudsters are developing ever more advanced technologies to steal ad dollars.

Mobile advertising technology firm, WeQ, has officially debuted. Based in Berlin and San Francisco, the start-up focuses on user engagement and acquisition by providing a platform that provides extensive reach globally.

Lenses are among the most popular advertising formats on social app Snapchat with 70 million of Snapchat users now engaging with Lenses daily. Now Lenslist, a company that provides Snapchat Lenses and Facebook camera effects has launched a large catalogue of AR effects for brands to use.

Guides

What are the trends that will shape mobile marketing in 2018? 2017 demonstrated us that technology and usage of smartphones will only continue developing and increasing. It is important to stay a few steps ahead of the industry and for this reason TAB has put together 4 mobile marketing trends which are not only going to evolve in 2018, but have already started.

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