Week in Review – What happened in mobile advertising this week

It’s been a mixed bag in terms of mobile advertising news this week. Though Google undoubtedly revealed the most surprising news.

In a move to help abolish ad blockers and boost the consumer mobile and desktop web experience, the Internet company looks set to launch a filter for its Chrome browser. Being a major advertiser itself, Google has already attracted criticism over the proposal.

However, an eMarketer report this week suggests that ad blockers are losing steam across Europe. Whilst 43 million Internet users in France, Germany and the UK are using ad blockers in 2017, growth projections for 2018 have been lowered. New user adoption of ad blockers will decrease from 8.8% in 2017 to 7.4% in 2018.

In other news, Google has boosted its Artificial Intelligence efforts by rolling out TensorFlow lite for mobile developers. The open source software library for machine learning will boost developer efforts for deep learning models.

Meanwhile, News UK has boosted its mobile vertical videos offering by launching a dedicated creative studio, which will be part of it’s The Bridge division, and feature short-form vertical formats as well as 360 experiences.

Snap Inc appears to be a on a roll – hell bent on recovering from its weak profit projections. This week, it acquired location measurement firm Placed in the hopes of boosting its mobile advertising service by adding location features.


Video and mobile advertising spend are the leading themes among research and studies this week.

A study by ANATOMY revealed that 50% of Millennials view broadcast content exclusively on mobile devices. Major network app usage was also up.

Facebook also revealed a set of new best practices for mobile video adverts in an attempt to boost transparency across the industry. The social media giant found that auto-play videos were viewed an average 16.7 seconds on mobile, but overall session times were down. That’s why the company has promised to launch new measurement and creative tools.

Mobile ads apparently are also playing a much more important role when it comes to discovering digital content and the path to purchase. A Datalicious report commissioned by Facebook highlighted that 52% of conversion were driven by mobile ads. Indeed, mobile presents a better opportunity to reach consumers initially and turn passiveness into action.

Smaato corroborated the success of mobile ads noting that the format had grown 49% during Q1 2017 compared to the previous year across its own platform. In-app expenditure dominated a whopping 91% of all mobile ad spend on Smaato according to the report.