Mobile Ad News Weekly – Snapchat turns to India, Pinterest rolls out promoted video ad tool

The Big Players

Snapchat has reconsidered its location tools following initial outrage over the invasiveness of Snap Maps. Now, the app lets users update their location in real-time to share them with their friends via Snap Maps.
Mobile app developers and advertisers are now able to test more ad variations in the Apple App StoreCreative Set provides ad variations for keywords or audiences and lets developers choose from a selection of previews and screenshots.
Google is testing ad placements below the search bar in iOS and Android apps within the Google Feed. The company confirmed tests to VentureBeat, but said it didn’t have any concrete details for Google Feed.
Snapchat has entered into a partnership with Tyroo, the ad tech platform. As part of the deal, Tyroo will operate as a monetisation partner of Snapchat. Tyroo will focus on boosting the messaging app’s ad monetisation infrastructure in India where Snapchat still has a low presence compared to competitors.
Pinterest has launched a promoted video tool that lets advertisers take over the entire mobile screen with their content. Previously, the hobby blogging site has enabled clients to show their ads within smaller spaces on the screen. The site’s content consists predominantly of images and ads fit right into that.

Research

Snap Inc had a difficult time attracting advertisers in 2017 as the company’s financials show. Data from Statista highlights that overall advertisers and brands were just slightly more interested in placing their ads on Snapchat in Q1 2018 compared to the time before the company went public.
Connectivity is becoming an increasingly important topic within marketing departments. According to a survey of 538 participants by Widen, marketers consider digitally connected integrations such as email marketing automation, customer relationship management and file-sharing solutions as the most important.
Japan’s smartphone usage is estimated to increase by 3% in 2018 to 70.8 million – representing 56.1% of the population. The latest forecast by eMarketer predicts that Japan’s attraction to smartphones does however still come in behind other countries in the Asia Pacific region.
The cryptocurrency hype has opened new avenues for malicious apps and mobile app fraudsters. According to a new report by RiskIQ, the digital threat management company, malicious mobile apps have continued to decline. However, the company noted a 43% decline in blacklisted apps during Q1 2018 compared to Q4 2017.

Product Launches and Mergers

Mobile app marketers can now find out more about why smartphone users reinstall apps. Apple has just partnered with mobile ad company Tune to provide data and insights on new and returning app users.
PubMatic, the company that provides automation and programmatic tools for publishers, has just announced a partnership with Publicis Media. Together, the companies are launching a targeted private marketplace (PMP) in Asia Pacific just in time for the Russia World Cup.
Creative Clicks, the data marketing platform for mobile, has now implemented Protected Media’s fraud detection and prevention solution in an effort to clean up its ad inventory. At the same time, it hopes to validate publisher traffic. The move is part of the company’s efforts to guarantee agencies fraud-free ad traffic.

Guides

Find out How to Build an Effective Mobile App Marketing Strategy.