Week in Review – Google makes major changes to advertising on YouTube

The big players

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.

Facebook is trialing a new video experience which lets members of Groups view videos together at the same place and same time. Dubbed Watch Party, the addition works for both live and recorded videos.

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.

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.

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. In addition, changes are also taking affect that could impact creators.

Research

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.

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.

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.

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.

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.

It appears that advertisers are moving away from traditional channels such as TV toward more digital platforms. According to research by MoffettNathanson Researchmobile represented 84% of total digital growth as marketers continue to shift away from desktop.

Product launches

Nielsen has launched a range of new advertising measurement tools for the YouTube mobile app. 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.