Week in Review – What happened in mobile advertising this week

Anne Freier

In Mobile Advertising

October 20, 2017

Adobe wants to make it easier for marketers to manage their digital ad campaigns when they’re on the go. The company recently launched the Adobe Advertising Cloud mobile app, which allows advertisers to oversee their cross-channel ad campaign by bundling the features they need to ensure a smoother performance.
LinkedIn may have finally found a way to make money. The company is going to sell video adverts which users can view in their feed. The ads will auto-play with no sound. Currently in closed beta testing, the video ads are only available to a few select advertisers. Although testing is restricted to just a few hundred companies right now, this could expand in the future.
Facebook this week acquired tbh, the social polling app which focuses on rewarding users who answer polls anonymously. To date, tbh has reached five million downloads and the app has around 2.5 million daily active users. The app focuses on positivity and lets friends ask nice questions about each other. The people who gave the answer remain anonymous. Tbh hopes to improve the mental health of predominantly teenagers this way.
Instagram is updating its call-to-action bars for clickable ads to adopt a more blended look. The redesigned ad bars will blend in better with an ad’s content to make the feed feel more natural. Whilst the blue bars were an obvious sign that the image was an ad, the dynamic colouring almost disguises an ads identity. Hence, Instagram users may not notice if a photo or video is an advert.
The Internet Advertising Bureau (IAB) UK has launched a new initiative to address some of the main issues facing the digital and mobile advertising industry. Called the “IAB Gold Standard”, the initiative consists of three recommendations for media owners.
WhatsApp has introduced a new feature that lets app users share their location in real-time with family and friends. Although it may sound a little creepy at first, the company assured that the feature was encrypted for added security and privacy. The user remains in full control over who can see their location or not. Facebook has already launched a similar feature on Facebook Messenger.
It seems that YouTube is becoming faster at detecting and omitting violent videos from its app and site. The company began rolling out anti-terrorism measures in June to detect and remove offensive content. In order to do so, it partnered up with experts to identify such contents and rolled out tougher video policies.
Pinterest has officially opened up its search ads to all businesses. The format can now be found in its Ads Manager. Search Ads make it easier for businesses to target consumers who are looking for specific products on Pinterest. Indeed, exact phrases and keywords can be matched to reach an intended use, but irrelevant words may also be excluded to narrow down search results.

A majority of developers (61%) would recommend the freemium app model to monetise a mobile app, according to a survey of 102 app developers by Clutch, the research and review platform. Freemium means that apps can be downloaded for free, but often include in-app purchases and upgrades that help developers generate revenue.
By 2018, 66% of people living in 52 countries will own a smartphone – up 3% from 2017. That’s according to new research from Zenith Media. Zenith also estimates that 53% of all Internet ad spend will allocated to mobile in 2017, increasing to 59% by 2018 and 62% in 2019. By 2019, mobile ad spend will total $156 billion and account for 26% of ad spend across all media.
According to the latest Internet Advertising Bureau UK and PwC report, expenditure for video adverts has increased 46% the year over. The boost is largely driven by popularity for the format. In 2017, UK advertisers spent £699 million on video ads. Meanwhile, banner ads increased a mere 2% to £685 million.
A new report by OnAudience highlights the extend of ad blockers and their usage. The report reveals that ad blocked page views have increased across all measured countries worldwide, anywhere from 1% in the UK to 232% in Brazil between 2015 to 2016. Merely in Albania, India, Slovenia and Portugal ad blocked page views decreased 16%, 10%, 6% and 4% respectively during the time frame.
Fraudulent apps have returned to the Google Play Store; this time, as live wallpaper apps which have already been downloaded a total 1.1 million times. That’s according to new data from fraud protection software Anura by eZanga, which can identify bots, malware and human fraud. Anura monitors the app store regularly and found that since August 28th, three developers with Gmail accounts had uploaded more than 43 zombie apps.

Unity, which merges advertising and automated influencer matching, has officially launched out of beta bringing its influencer marketing platform to small and medium businesses. Unity also announced that it raised $1 million from investors including Jonathan Berent, Director of Global Customer Experience at Google. The company will be using the funds to continue to develop its technology with an emphasis on features that will smooth out the influencer marketing process.
Ivan Carrillo, a key shareholder and managing partner at Kimia this week shared his insights on affiliate marketing with us. He has been with the company for over 5 years and oversees the traffic supply department including direct publishers, affiliates and internal media buying teams.
Tapjoy, the mobile app advertising platform, launched a brand new mobile ad format this week. Called Interactive End Cards, the format is part of the company’s its Interplay Advertising Suite. Interactive End Cards have been created to turn traditional video ads into more interactive, rich media ad experiences to engage consumers with branded stories.