Mobile Ad News Weekly – rewarded ads boost app engagement, mobile surpasses TV and more

Anne Freier | April 20, 2018

Mobile Advertising


The big players

Facebook Stories has added an augmented reality (AR) doodle feature which the company officially calls “3D drawing”. The tool allows users to draw 3D pictures onto photos or videos. When they move around, the drawn images stay in place.
Despite user privacy and data issues, Facebook plans to focus in on facial recognition technologies again. The technology assigns a uniquely calculated number to each user’s face. The calculation depends on an analysis of the pictures the user is tagged in.
Snapchat continues to expand its Lenses and this week rolled out a Shoppable augmented reality (AR) feature that lets brands and advertisers display and sell their products via the app’s Lenses.
The days of opening a website and a video playing out loudly are over, if you plan to swap to the latest Google Chrome update. The update now prevents sound from videos from auto-playing, leaving the user to decide if they wish to turn it on.


Nine in ten businesses say that search and social advertising strategies are somewhat successful in trying to achieve their top priorities. Of them, 38% find such strategies to be very successful, according to a report from Ascend2.
Native ads now account for over half of all digital display expenditure in the US, according to a forecast from eMarketer. In 2018, $32.9 billion will be allocated to native digital display ads in the US. That’s an increase of 31% compared to 2017. By 2019, the research company expects spending to reach $41.14, slowing growth slightly to 25.1%.
In 2018, iPhone users in the US spent 23% more on in-app and app purchases compared to 2017. According to new data from Sensor Tower, the average amount spent per iPhone jumped to $58 in 2017, up 27.26% from 2016.
Two-thirds (62%) of business-to-business (B2B) marketers believe that video is quickly becoming a core tool for creators. According to a survey of 202 B2B UK marketers conducted by LinkedIn, the majority considered video to be the most important format, followed by email, social media and infographics.
Mobile app users who complete more rewarded ads are also more engaged, according to Tapjoy, the mobile and app advertising platform. In addition to engagement, retention and in-app spend are also higher.
When it comes to reaching the right person at the right time, mobile appears to be the new standard in advertising. According to Advertiser Perceptions 2018 Mobile Intelligence Report, 64% of advertisers increased their mobile spend over the past 12 months.
Half of marketers consider it an ethical responsibility by technology companies to ensure transparency for clients and consumers, according to a new survey by advertising tech company Iotec first reported by Mobile Marketing Magazine.
Mobile has surpassed TV as an advertising medium in the US at a share of 33.9% of total US ad spend, according to the latest forecast from research firm eMarketer.

Products & Launches

Mobile ad platform Mintegral has launched a huge bonus program aimed at app developers and publishers who want to grow their APAC audience and start to monetise their apps with local advertising.
AppOnboard, the mobile tech company for app developers, has raised $15 million to create “full-fidelity” mobile playable demos as well as games in an effort to boost app downloads. The demos are designed to let people experience an app before committing to download it.
appScatter Group, the business-to-business (‘B2B’) Software as a Service (‘SaaS’) platform that lets clients distribute and manage their apps across various app stores, has just announced a partnership with mobile monetisation platform, ironSource. The move means that ironSource will be incorporating appScatter’s platform for its app developer base.
Mobrandthe mobile ad tech company, announced the launch of OfferTest – a system that allows users to make sure that their campaigns are redirecting correctly to the app store. The company believes this technology to be a true ally in the fight against click waste and offer instability.
Mobile ad platform, MadHouse, has launched a mobile advertising platform called TravelMad aimed specifically at local travel industry marketers targeting Chinese travellers.


Mobile consumption in APAC is much higher than other regions in terms of growth, percentage consumption and quantity of users, making it a huge opportunity for mobile app advertisers. Click here to discover the tech-forces and consumption habits that are shaping mobile apps and mobile app advertising in APAC.
Here are five essential insights Mobvista learnt and which every game company needs to know when planning to launch in China. More tips and know-how available in our recently published free guide: How to Launch Mobile Games in China.