Week in Review – What happened in mobile advertising this week

As summer gets into full swing, social media networks are working hard to make photo and video experiences even more fun and creative. Presumably, the summer holidays are an excellent time for most teens and students to catch up on sharing every second of free time in video or photo visuals.

Let’s start with Snapchat which rolled out custom geofilters for its users this week. They’re particularly useful when celebrating special occasions and do come with analytics. But don’t let your wedding be ruined by numbers now!

That’s not all. The company also finally added link sharing to its app. With Paperclips, users can now attach site links to a Snap and share them with their friends. That’s a move which will delight many of the app’s users.

Meanwhile, competitor Facebook appears to be testing its own group video chat app a la Houseparty. Dubbed Bonfire, the app could be launched some time in the near future. Instagram is also fishing for more engagement as it rolled out new Stories features including replies using video and photos.

Facebook also turned its promise to help combat fake news into reality this week by launching a mechanism that pushes click-baiting style posts further down in a news feed.


Remember mobile vertical video formats? Mobile media firm PadSquad revealed that the format grew 1200% across its platform, outperforming traditional video ads with completion rates of 389%.

However, the world of mobile advertising is rapidly changing and the latest victim is AdColony which cut 100 jobs this week in order to focus on programmatic instead of mobile banner ads.


Good news for Facebook as research from eMarketer revealed that the social network is reaching 32.6% of users India, with 183 million of Indians using the app regularly in 2017. That’s roughly 70% of social media users and 42.6% of internet users in the country.

However, don’t go advertising on Facebook before considering this study from Google which warns that many mobile sites are still far too bloated and ultimately risk being abandoned. Indeed, for 70% of the pages Google analysed, visual content took between 7-10 seconds to load. To put this into perspective, consumers demand page load speeds of 2-3 seconds.

mCommerce looks set to become a game changer when it comes to mobile app business growth. According to App Annie, mCommerce is growing at a 38% CAGR and will increase from $344 to $946 per mobile device user until 2021. Indeed, the APAC region is set to reach $3.2 trillion in mobile commerce revenue over the next four years.

Some interesting news for advertisers interested in reaching mobile audiences via audio this week, as the IAB has presented findings that podcast advertising revenue is set to reach $220 million this year in the US. That’s an increase of 85% and demonstrates the potential of the format.


The wealth of apps available across App Stores presents immense opportunities for the end user and growing challenges for app developers to reach them. If you want to find out how to acquire more mobile users but spend less money on it, check out this interesting partner post by Bitter Strawberry we featured this week.