Week in review – What happened in mobile advertising this week

Facebook has an audience reach problem. A new report from the Video Advertising Bureau suggests that the discrepancy may be even more prevalent. According to the VAB, Facebook’s advertising reach actually outpaces US Census data for every single state in the US from 3% to a whopping 42%.

Shazam, the mobile app for music discovery, was criticised this week for failing to live up to the hype after a filing revealed that the company’s revenues only increased 14% to £40.3m in 2016. The increase followed a decrease in 2015.

Hershey’s launched a Pac-Man style game on Snapchat to promote its Reese’s Peanut Butter Cups in time for the holiday season this week. The chocolate brand has been advertising Snapcodes via promoted tweets and says the game aims to reach a younger chocolate-loving audience. Users simply scan the code to get going.

Instagram has launched a new feature that enables its users to find out more about what followers really think about them. Polling stickers can be used to ask followers to share their opinions and engage more often with a post or video. Polls can be placed on both videos as well as photos.

Snap Inc. CEO Evan Spiegel revealed that the company sold 150,000 units of its Spectacles glasses. Although much hyped, the product evidently fell short of expectations. However, Spiegel confirmed that the sunglasses had outperformed the company’s goal to sell 100,000 pairs. It had been Snap’s first attempt at hardware.


According to a survey by App Annie among 800 app developers and marketers, 65% of respondents believe that the state of the app economy is in an upward trajectory. The positive mood has a big effect on ad spend with 63% of respondents expecting their ad budgets to increase and 23% of them believing that they may increase by “a lot”.

eMarketer lowered its ad revenue outlook for social media platform Snapchat suggesting that revenues will total $774.1 million in 2017. Overall, growth will be slower than expected though, which is why the research firm’s original forecast of $900 million back in March this year has been revised.

According to new research from Mindshare UK, part of WPP, based on the responses from 1,000 smartphone owners in the UK, 37% of consumers now use their mobile devices to research products whilst they shop, up from 28% in 2015. A majority of consumers (65%) say that they see themselves using mobile devices in the future to improve their in-store experience.

eMarketer estimates that 71.5% of the US population are going to perform online searches at least once a month this year, amounting to 85% of Internet users. Almost three in five consumers are also using their mobile devices to perform online searches in 2017.

Mobile advertising is gaining in popularity in India and ad expenditure for the format is expected to increase by 85%, according to a new forecast by eMarketer. Overall digital ad spend is likely to increase to $1.21 billion.


IronSource launched Augmented Reality (AR) adverts for games this week. The ads are being created completely in-house by the company’s Playhouse Studio, which designs ads based on games in order to drive improved audience engagement.

Online retailers are now able to sell through Instagram with BigCommerce, the eCommerce platform. The company just launched a new integration which will enable BigCommerce merchants to access shopping features through the imaging app to enable consumers to browse products, but more importantly allow them to shop through the posts.

TripleLift partnered with mobile DSP TabMo to boost its mobile native products. For TripleLift the partnership provides an extension of its service to provide quality mobile native inventory programmatically.

Bamboo this week revealed the five major ways app creators and advertisers are being impacted by the new App Store and what should be done now to keep up. Most notably, we’re observing how the redesign of the nine-year-old App Store is impacting how users browse and discover apps, as well as how developers and marketers promote apps.

Also make sure you check out our new research on top mobile analytics tools representing 27 companies. The research covers major mobile advertising and app analytics companies and provides information about each company such as its type, pricing, demo availability and documentation.