Week in Review – What happened in mobile advertising this week

It’s been an interesting week for mobile advertising, and particularly photo communication app Snapchat. Here’s what happened.

 

Snap Inc. reported a loss of $2.2 billion crushing shareholder expectations and missing analyst targets of $158 million in revenues ($150 million).

However, the company quickly tried to recover by launching Sponsored World Lenses which advertisers can use to produce 2D and 3D photo and video filters for users.

It came as a bit of a blow then when Sensor Tower revealed that Snapchat downloads had plummeted 16% in April 2017 and another 28% during the first 10 days in May.


And Instagram isn’t making life any easier for Snap Inc. as it copied yet another creative user tool from Snapchat. The Facebook-owned app maker added Face Filters for users to play around with.

However, it seems Instagram is sick of being labeled a copy cat and is also trialling a unique feature right now. Location Stories are location stickers which could potentially be used by advertisers to boost event images and details of their venues.


Whilst Opera Software revenues took a plunge, down 17% to $107 million, largely due to lower mobile ad revenues from mobile venture AdColony, Asian mobile ad tech firm Mobvista celebrated a 155% revenue increase to $296 million.


Among some of the interesting reports and studies this week, Tapjoy found that re-engaging app users early on after app download can boost app retention by 4x. However, developers are advised to focus on mobile rewarded ad formats.

A whopping 70% of marketers are now utilising search and social channels to advertise, according to Marin Software research. 43% of marketers are boosting their mobile budgets this year.

57% of Chinese ad spending will go towards the Internet in 2017, according to GroupM. Mobile internet users accounted for 95% of total Internet usage in 2016.

Mobile header bidding and private marketplaces are signaling a shift for mobile advertisers towards higher quality inventory. PubMatic found that global mobile web impressions monetised via header bidding technology jumped a whopping 4,800% in Q1 2017 compared to Q1 2016.