Week in Review – What happened in mobile advertising this week

August tends to be one of the quieter months in advertising. However, there seems to be no stopping the mobile ad sector with lots of news and new research coming out this week.

We’ll start with Facebook Audience Network, which this week, promised to minimize the fat thumbs issue – i.e. users accidentally clicking on ads on their mobile devices. The company said it would install an algorithm that no longer counts such clicks if a user reverts from a page within 2 seconds. Ads would then also not be charged for.

Snap Inc just reported earnings on Thursday. Though revenue was up at $182 million for Q2, the company reported losses of $400 million and shares dropped 14% subsequently. Snap said it was positive that its self-serve ad platform could turn things around.


In the meantime research from CivicService suggests that millennials aren’t as interested in hanging out on Snapchat and instead are abandoning the app for Instagram. However, teens may still prefer Snapchat according to research from Piper Jaffray and The Associated Press-NORC Center for Public Affairs Research.

It turns out that gender-positive and empowering ads are now preferred over sexualised ad content according to Facebook IQ research. 48% of respondents admitted to feeling more loyal if a brand promoted gender equality.

Gamers are more content with the ad-funded free app model than app developers may think. Facebook Audience Network and 2CV Research have debunked common in-app advertising myths, as advertising in gaming is set to grow 97% between 2014 to 2019.


Mobile ad company Adbrain promised to revise its consumer opt-out procedures are the Online Interest-Based Advertising Accountability Program by the Better Business Bureau (BBB) watchdog warned the company that its options were “incomplete and cumbersome”.

Kargo has officially made the move to New Zealand. The mobile brand advertiser announced the launch of a new regional office headed by Tim Richards who will be based in Auckland.

Facebook killed off an app you’ve probably never heard off this week. Lifestage had been designed for teenagers as a Snapchat rival, but the app never really took off and the social media giant finally decided to abandon it.

Taptica, the mobile ad platform, acquired Tremor Video’s DSP this week in a deal worth $50 million. The company said it will keep Taptica’s DSP operational as an independent division led by Lauren Wiener, Tremor Video’s President of buyer platforms.

Mobile analytics company, Tune, had to turn off its deep-linking for ad campaign measurements by Facebook after the social media giant changed its policy. The change will affect media advertisers which have been tracking their measurements using deep links.

Vungle, the mobile in-app video advertising firm, has released its SDK for the Amazon Fire tablet. Given the fast adoption of the device (1,200% over 12 months), there may be some good opportunities for advertisers here.

Meanwhile YouTube has launched a messenger functionality that makes it easier to share videos with friends and family.