Week in Review – What happened in mobile advertising this week

This week, Snap rolled out Advanced Mode for its self-serve Ad Manager to allow advertisers to create more complex ad campaigns. Snap hopes that the latest additions may motivate brands to spend a bit more cash on campaigns if they are more affectively managed.

In addition, details of Snap Inc’s acquisitions of Zenly and Placed have emerged with a SEC filing confirming that it had paid $213 million for Zenly – the app that lets user map their social networks – and $135 million for Placed, which provides location attribution and measurement features for marketers.

And if you’re thinking that’s it for Snapchat news, you’re wrong. There’s more. Snapchat Spectacles may not become the next big thing or a significant revenue driver for Snap Inc after all. After revealing its Q2 results it has become clear that Spectacles are doing worse than previously thought. Whilst Snap Inc generated $8.3 million in ‘Other’ revenue in Q1, it only generated $5.4 million within the same category in Q2.

But the company continues to focus on its product development has launched a new feature that lets users stitch together their music clips to produce a more viewable concert performance video. Called “Crowd Surf”, the addition is based on artificial intelligence machine learning technology that analyses when multiple people are recording the brand concert. The technology then pieces the song together from different angles without disrupting the song.

In other news, Opera has shut down its Opera Max app. Max was a free VPN app that functioned to compress data before reaching a device to decrease data usage. The app was launched in 2014.

Meanwhile, the director of the Institute of Practitioners in Advertising (IPA), Paul Brainsfair, has prompted Google and Facebook to urgently address the issues concerning advertising safety, viewability and measurements. In a formal letter he asked the duopoly to establish worldwide “gold standards” in digital advertising.

Tencent Holdings announced a 70% increase in income to $2.7 billion for the second quarter. Sales grew 59% to $8.5 billion. The company’s WeChat monthly active user base reached 963 million, which is an increase of 19.5% from 2016. The QQ mobile messenger however dropped by 3.9% in users at the end of Q2.


Research from Verto Analytics has found that Google and Facebook together account for 28% of UK Internet time. The number is testament to the Internet dominance of the two companies as well as their increasing advertising power. According to Verto Analytics, their revenue share may be double of their share of time.

Vpon Big Data Group meanwhile found that ,obile adverts tend to be more dominantly deployed across mobile apps compared to the mobile web in the APAC region. Macau, Hong Kong and Greater China were the only regions with a slightly larger percentage of mobile web ads.

Mobile header bidding impression volumes grew at twice the rate of desktop during the second quarter in 2017, whilst mobile web header bidding eCPMs improved almost 150% during the same period. That’s according to the latest Q2 2017 Quarterly Mobile Index (QMI) report from mobile ad company PubMatic.

India has a massive mobile advertising fraud issue with a fraud rate of 31.9%. When compared to the global average of 15% that’s a rather shocking number. That’s according to new research from TUNE.