Snapchat and Instagram are beating Facebook in younger user growth

Are Facebook users leaving the platform in favour of Snapchat and Instagram? According to the latest eMarketer forecast, Facebook user growth in the US and UK is likely to slow down, whilst Instagram and Snapchat user growth may pick up. The forecasting company reduced its Facebook usage estimates in the US for users aged 12-17 years and 18-24 years. However, predictions of Snapchat and Instagram usage for the same age groups have remained unchanged. For 2017, Facebook monthly users in the US are expected to grow 2.4% to 173 million people. Although that figure is slightly above previous forecasts, it is largely driven by older social media users. It appears that younger audiences are shifting their social media preferences. Indeed, usage among 12-17 year-olds is

AppLift introduces updated fraud detection solution for app install advertisers

With advertising fraud predicted to waste $16.4 billion in ad dollars in 2017, it is perfect timing for mobile ad tech company AppLift to release a newly expanded version of its fraud prevention suite Fraud Buster. The latest update is said to focus on fighting app install fraud in real-time in order to boost the lifetime value of the user and secure an increased return on ad spend (ROAS). Following a two-year anti-fraud pattern learning and statistical modeling period, the feature now actively listens to traffic across all channels. AppLift says that the Fraud Buster bypasses the usually reactive approaches to fraud detection which tend to be based on historical data. Instead, it incorporates real-time detection and prevention features. Maor Sadra, CRO of AppLift, explains:

Mobile ad expenditure grows 58% YoY in India

Digital advertising expenditure in India is expected to increase 33% to Rs. 9,700 crore at the end of 2017. That’s according to new research from the Internet and Mobile Association of India (IAMAI) and IMRB Kantar, which predict a digital ad market of around Rs. 7,300 crore growing at a rate of 40% compared to 2015. Digital advertising spending in the country makes up around 14% of total ad spend. The report found that eCommerce was leading digital ad expenditure in terms of volume at around Rs. 1,361 crore, followed by fast-moving consumer goods and consumer durables. Meanwhile, video ad spending has seen a significant boost and now accounts for 19% of total digital ad spend. IAMAI predicts the format to continue to grow rapidly until

Drawbridge bolsters cross-device platform to include native capabilities

Identity management company, Drawbridge has just expanded its Cross-Device Platform to include device-agnostic native features powered by TripleLift, the programmatic native ad platform. The new Drawbridge native ad offering includes display, video and mobile web and app environments. Mark Granger, Head of Supply Acquisition at Drawbridge, explains that native now occupies over half of digital display ad spending with mobile numbers being even higher. “Clearly this is a format that our brand and agency customers are accustomed to and are focusing on, and their needs drive our strategy.” The Cross-Device Platform by Drawbridge provides marketers with a one-stop solution to buy ads and measure the success of their campaigns. It has been awarded The Drum for Best Audience Measurement Platform, and a Digiday Signal Award

Be Part of Mobidea’s Sweepstakes Disco Contest and Win $3,000

Mobidea has created a brand-new contest for all its affiliates. The Sweepstakes Disco Contest will reward users who manage to earn a considerable amount of money with sweepstakes offers on the popular affiliate network. This contest starts on August 21st and it will end on September 21st. Affiliates who participate can earn up to $3000. The winner will earn 10% extra Revenue Share, up to $2500. There will also be a randomly selected winner who will earn 10% extra Revenue Share, up to $500. Affiliates can apply using this link. Users must state their Mobidea email address and the nickname they’d like to be known by. The affiliate who manages to generate more revenue on Sweepstakes offers during the contest will be announced as the

Mpire Network Attends Pocket Gamer Connects and Mobile Games Forum

We are super psyched to be exhibiting at both Pocket Gamer Connects and Mobile Games Forum. The first stop is Helsinki for Pocket Gamer Connects on the 19th – 20th of September 2017. With 100+ expert speakers, 500+ companies and 30 hours of content, this event is the biggest mobile games show in Europe. Then Mobile Games Forum kicks off in Seattle on the 24th – 25th of October 2017. This conference focuses on combating the threat of market maturation with tips from those who triumphed where others faltered. These events give you access to the latest detailed market insights, community networking opportunities and growth ideas that will enable your business to climb. Let Mpire share our mobile expertise and discuss how we can support

More travelers are using mobile travel apps to manage their trips [Infographic]

With a growing number of users adopting mobile devices, the travel industry has undergone a major change. Indeed, research by CMO found that 52% of travel is related to mobile browsing. With the increase in smartphone and tablet adoption, the travel app market has begun to flourish. Now, AppLift has published an infographic that explores the latest mobile trends in travel. According to the highlights of the infographic (below), AppLift notes that 44% of travelers want their smartphones with them when they are on vacation in order to organise travel more effectively. Another 72% use it whilst booking restaurants on vacation, whilst 52% browse travel-related queries and 37% use their smartphones to book accommodation. Among US travelers, the number of mobile travel bookers has increased

Google adds preview for video search results on mobile

Google has changed the way video search results are being portrayed on mobile devices. The company will now show six-second clips from queried videos so users can decide if they want to see more. Previews should work for any videos queried that are longer than six seconds. Brand new videos may not be immediately included due to the time that it takes to create a preview. YouTube videos will definitely be included as part of the new preview process, but Google notes that all content from other video hosts should also be getting the clips. The feature will roll out across Android devices first and support mostly English language content. The company said that support for iOS and additional languages will follow swiftly. Previews are

Facebook targets click-baiting using false video content across its News Feed

Facebook plans to make click-baiting a thing of the past. The social media giant has just rolled out some new updates to boost the reliability of information spreading across the popular platform and app. In a blog post, Baraa Hamodi, an engineer at Facebook, wrote: “People want to see accurate information on Facebook, and so do we. When people click on an image in their News Feed featuring a play button, they expect a video to start playing. Spammers often use fake play buttons to trick people into clicking links to low quality websites.” Indeed, the update targets stories, which include fake video play buttons embedded in pictures or videos showing static images without content. Such strategies are usually employed to trick readers into clicking

GroupM updates viewability standards for digital and mobile advertising

GroupM, the media investment company owned by British advertising and PR firm WWP, has recently launched a set of updated viewability standards to define new guidelines for digital and mobile advertisement measurements. The original viewability standards were released in 2014 in the US. Among the GroupM supporters who had called for the roll-out are notable brands such as Campbell Soup, Shell, Subway, Volvo Cars and Unilever. Keith Weed, Chief Marketing and Communications Officer for Unilever, explained: “Unilever and GroupM have been at the forefront of the viewability and transparency conversation. We support GroupM’s ongoing assessment in this space to reflect changes in consumer behaviour and available ad formats, and to ensure full accountability and verification.” Around 50% of digital adverts are currently not viewable presenting

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