Week in Review – What happened in mobile advertising this week

Anne Freier

In Mobile Advertising

November 10, 2017

Snap Inc plans to revamp its messaging app Snapchat following the announcement of $443 million losses for the latest quarter. The company reported revenue of $182 million for the third quarter. It also admitted that the profit loss was due to a drop in advertising prices as well as excess Spectacles inventory.
In addition, Snapchat reportedly acquired advertising start-up company Metamarkets in a move that could boost the Snapchat app maker’s advertising business. Metamarkets offers programmatic advertising tools including performance measurement features.
The company is also going to make it easier for advertisers to track people on mobile and desktop devices who saw an ad on Snapchat and later took action by unveiling a new conversion tracker. The latest addition works even if consumers did not immediately follow a call-to-action.
Facebook came under fire this week after it disclosed two additional advertising measurement errors. Since September 2016, the company has admitted to 12 errors some of which have directly impacted advertiser billing.
The company also announced that it plans to make its sponsored messages on Messenger available to all advertisers in the near future. The expansion means that more marketers will be able to promote their products and services directly to the people whom they have already started a conversation with.
Just in time for the holidays, Twitter has partnered with Brandwatch and Cheddar to provide real-time holiday insights throughout the months of November and December. The #HolidayIsHappening effort allows marketers to discover what’s trending on Twitter and offer actionable insights into the season’s leading topics.

A whopping 71% of advertisers are trying to boost their Instagram marketing efforts, according to new research from XCart. Instagram’s global active monthly users are growing much faster than Facebook’s or YouTube, and have outpaced Twitter, Snapchat and Pinterest already.
An InMobi survey found that despite app marketing being a young discipline, it faces a set of unique challenges. Indeed, 65% of successful respondents said that they had fewer than 4 years of mobile app experiences. Just 14% of them would call themselves experts. In addition, it appears that remarketing has gained some traction with 32% of marketers using some form of remarketing whilst 39% said they would invest in it over the coming 12 months.
At least half of mobile device users are interested in active content discovery, according to new research by Mobile Posse. The survey among 900 mobile phone users sought to uncover why and when exactly people unlock their devices to view content.
A report by Mobvista-owned GameAnalytics has found that, when it comes to the key performance metrics of successful mobile games, the difference between the haves and have-nots remains entrenched and in some cases continues to widen.

A revised guideline for advertisers now counts an ad impression on “count-on-begin-to-render”, which means that impressions are counted later during the ad serving. References to “served” impressions have been omitted from the final guide document. Instead, the latest changes should more accurately define a viewable ad impression.
Ad tech company AppNexus has just rolled out the first programmable demand side platform (DSP). The AppNexus Programmable Platform (APP) employs machine learning to speed up the campaign setup process, management as well as optimization process. APP also includes attribution features that let marketers buy views rather than impressions.
Location data provider, Factual, recently rolled out a brand new mobile software development kit (SDK) for developers to combine their location and other data into mobile apps. Dubbed Engine, Factual says the SDK features boost user engagement and can boost personalised interactions.
Mobile data exchange adsquare today announced that it has partnered with Adobe Advertising Cloud, the software platform, to enable advertisers and agencies access to premium ad inventory across all formats and devices for multichannel campaigns.