Week in review – What happened in mobile advertising this week

Facebook this week made it easier for consumers to stream videos without eating up their data plans. The social media network is currently testing a feature it calls Instant Videos that downloads and caches videos to a user’s phone when a WiFi connection is present. That means users can view them later without tapping their mobile data.

In addition, the company announced some significant revamps for its advertising tools this week. Facebook is boosting transparency for brand advertisers to reveal more information about their ad placements. At the same time, the social network has announced more stringent guidelines on the content those ads can contain.

WhatsApp is currently testing consumer chats with businesses from Facebook adverts. This would point toward parent Facebook finally coming around to monetising its WhatsApp messaging service. For now though, WhatsApp won’t actually be offering any adverts for sale.


The big reveal this week came from Apple after it lifted the lid on its new iPhone X. Just in time, Newzoo took a closer look at the iPhone’s usage history. Apple has sold a whopping 1.2 billion iPhone as of June 2017, with an average 323,000 of the shiny devices being sold each day. But 61% of all iPhone sold are still in use, with the majority (81%) of them being pre-2014 versions.

When it comes to game app monetisation, 70.7% of Android apps now contain adverts compared to 80.4% on iOS, according to Mobbo research. For non-game apps, the percentage of Android apps featuring ads is slightly lower at 63%, and just 25.4% on iOS – that’s less than a third compared to game apps on the mobile operating system.

A majority of the time, consumers who unlock their mobile devices will land on the last app they opened (61%). The homescreen was the first location 39% of the time. That’s according to new research from MobilePosse. Importantly, 15% of all time spent using the Facebook app results from that very first load. That gives the social network a true “unlock advantage”.

Mobile ad expenditure reached $80 billion in 2016 representing 44.6% of all Internet expenditure and 15.2% of total ad spend. By 2019, the format will have grown to $156 billion ahead of desktop’s $94 billion and account for a whopping 62.5% of Internet expenditure and 26.4% of all ad spend in 2019. That’s according to new Zenith Media research.

UK consumers have had enough of interruptive mobile adverts, according to research from brand advertising company Inskin Media. The report found that 28% of respondents deemed pop-up ads as annoying, whilst 26% were more irritated by ad formats that can take over the middle of a phone screen.

Mobile now accounts for half of all digital minutes across 13 markets, and a whopping 75% in Mexico, India and Indonesia. When it comes to measuring the average mobile minutes per visitor, Latin American countries rank at the top, according to comScore.

Publisher direct inventory on mobile carries 65% more brand risk than UK desktop inventory, according to new research from analytics company Integral Ad Science. Programmatic buys were found to have a brand risk increased to nearly 43% of ads.

However, there’s good news for publishers using Instagram. According to findings from Newswhip, overall, top publishers across the platform are producing more video content. Whilst the average engagement for photos increased 46%, that for video posts jumped 53%. That means video engagement growth is now outpacing photos. 

Smartphones are the preferred way to access the Internet among UK adults this year. That’s according to eMarketer’s latest UK media forecast which looks at time spent digital devices. The research firm found that in 2017, adults are spending almost 2 hours a day using their smartphones. That’s more than the time they spend on desktops or laptops. 


PacketZoom launched Mobile IQ, a free mobile analytical tool which lets app developers analyse and troubleshoot app performances in real-time. The feature will be integrated as part of PacketZoom’s Mobile Expresslane platform, which has been built to accelerate mobile apps by up to 3x. 

SpotX, the video advertising serving platform, rolled out a new header bidding suite for video formats. The latest header bidding suite includes a server-side wrapper that lets advertisers boost their demand sources when competing for inventory.