Week in Review – What happened in mobile advertising this week

Facebook started off the week with some positive news. The social media giant has announced plans to make ads more transparent across its site in order to weed out offensive content and avoid advertiser complaints. Hence, it has rolled out some new features for Audience Network.

Music app Spotify on the other hand has been testing Sponsored Song adverts which are less intrusive than standard banners and allow app users to instantly play and add songs to playlists.


Meanwhile, the rest of the mobile advertising ecosystem seems ready to partner up. There were quite a few announcements of collaborations this week.

Let’s start with Smaato which has now integrated with Google DoubleClick’s Exchange Bidding programme for mobile app developers. That means publishers using DoubleClick can access the Smaato mobile demand content globally.

Location data platform, Factual, partnered up with Adform to expand its global location data access for European advertisers. Factual Places currently reaches 22 countries and 45 million places.

Celtra, the mobile ad company, secured $15 million in funding from WPP and Unilever to help boost creative mobile ad development, management and delivery for the two new stakeholders.


Mobile ad spend predictions dominated the survey and research news on mobyaffiliates this week.

It appears that mobile ad spend grew 47% in 2016 and is set to reach a 25% annual growth rate until 2019, whilst desktop continues to shrink. According to Zenith Media research, mobile ad expenditure reached $79 billion last year, making up 44.5% of total internet spending.

Whilst global mobile ad expenditure grew 14% during Q1 2017, China almost doubled its ad spend reaching 90% compared to 2016. According to Smaato total mobile ad spend in the country is forecast to increase by 39% this year.

YouAppi highlighted that despite many challenges faced by mobile video advertisers such as creative options (44%) and delivery platforms (35%), overall, marketers agree that the format is gaining in importance each year.

Lastly, more good news on the ad blocking front. This time out of Australia, where the IAB has reported that ad block usage actually declined from 27% to 25% between October 2016 and 2017. Mobile ad blocking usage remains insignificant with just 4% of Australians using ad blocking apps.


With mobile impressions from header bidding now 12x higher than in 2016, it’s no wonder that the IAB Tech Lab has invited the public to comment on defining standards for header bids to help adopt the format. You can comment here until 28. July.

Also: Check out Mobrain’s insights on the future of video advertising.