Week in Review – What happened in mobile advertising this week

Let’s start with a very interesting study posted by eMarketer this week. It seems that Facebook may be losing steam to Snapchat and Instagram when it comes to younger users. According to the forecast, Facebook usage among teens is expected to drop 3.4% to 14.5 million this year. Meanwhile, Snapchat usage is likely to increase a whopping 25.8% to 79.2 million users a month.

This week, Google announced new publishing tools that the company hopes will boost subscriptions for news publishers. The features include ‘first click free’ which lets readers check out the article before subscribing, and online payments as well as new targeting tools for publishers.

In addition, the company has changed the way that video search results are showing up on mobile devices. The company is currently rolling out six-second clips from video searches so that users can instantly check if it is the correct clip they are looking for.

Facebook is continuing its war on click-baiting with the roll out of a new update that can enhance information reliability. The latest update targets stories which include fake video play buttons that lead users to an external site when clicked. The social media site down-ranks such posts.

Meanwhile, media investment firm GroupM, has launched new viewability standards to define guidelines for digital and mobile ad measurements. The move follows a call by brands such as Campbell Soup to update the guidelines originally launched back in 2014.


If you’re going away this summer/autumn, this may be of interest: Research by AppLift this week has highlighted how reliant travelers are on their smartphones. Indeed, 44% of them want their smartphone with them whilst on vacation. Another 72% use it whilst booking restaurants on vacation, whilst 52% browse travel-related queries and 37% use their smartphones to book accommodation.

Digital ad expenditure in India is expected to grow 33% to Rs. 9,700 crore by the end of 2017, according to a study by the Internet and Mobile Association of India (IAMAI) and IMRB Kantar. Digital ad expenditure in the country now accounts for 14% of total ad spend. Interestingly, video spending has also picked up significantly (19%).

Sadly advertising fraud continues to be a hot topic, but it’s worth getting it out in the open for all mobile ad ecosystem players to unite and actively address it. According to DataVisor research, over 5% of app installs from non-premium ad networks are fraudulent. That ends up costing mobile marketers around $300 million every year.

Zorka Mobi and adjust research has lifted the lid on the state of Russia’s mobile gaming economy. Interestingly, though 75% of Russian mobile phone users are also gamers just 3% of them actually play regularly.


AppLift rolled out an expanded version of its Fraud Buster suite which focuses on app install fraud in real-time. With ad fraud predicted to generate $16.4 billion in wasted ad dollars this year, the move may come at the perfect time.

A proud moment for AdColony as it noted that its Aurora HD Video platform performed up to seven times better than the industry benchmark. The company has been testing the video platform by running three separate brand campaigns and noted that 43% of people had viewed and engaged with the ads.

Meanwhile, mobile ad platform InMobi has rolled out a new mobile ad offering in Indonesia. The company also announced that it planned to invest $50 million into the country expansion over the coming five years.

Drawbridge, this week, bolstered its Cross-Device platform by including native features by TripleLift, the programmatic ad platform. The latest native ad tools by Drawbridge include display, video and mobile web and app environments.