Mobile Ad News Weekly – Snapchat isn’t adding enough new users, Twitter to let publisher sell pre-roll video ads

The Big Players

Snap Inc revealed that the Snapchat app had added just four million new users in Q1 2018 – half of those expected for the quarter. In addition, the company highlighted that growth and revenues could be slower during Q2 sending shares in Snap Inc tumbling by 17%.
Pinterest, the hobby and micro-blogging site, last week announced a series of changes to its platform. The updates are supposed to make the platform easier to use for anyone, and specifically those with disabilities.
Snapchat has officially (re)launched its Story Ads for the Discover section of the app. Story Ads will now be served programmatically via the app’s self-serve platform – the Ads Manager.
Twitter is apparently considering the option to let publishers sell pre-roll video ads embedded in videos shared on the micro-blogging site. According to a person close to the company, the new format option is still in development.
YouTube is introducing a new advertising category that specifically targets people who watch very little traditional TV. Instead, viewers who watch YouTube on TV or other channels can now be targeted through the ‘light TV viewers’ category in AdWords.


Worldwide smartphone demand has fallen 2% to 347 million units in Q1 2018, according to a new report from GfK, the German market research institute. Demand slumped in China, where it was down 6% compared to the previous year. Meanwhile, North American demand sharply followed at a drop of 5% year-on-year.
As local television station businesses are forecast to increase their revenue by 5.6% to $27.7 billion in 2018, location-targeted mobile advertising opportunities are exploding. According to new research from BIA Advisory Services, over-the-air ad revenue may jump 5.8% to $18.2 billion this year.
Media consumption in the UK has reached a plateau, according to new research from eMarketer. Although people are going to continue to engage with media in 2018, overall consumption is not growing significantly this year.
The average consumer will be spending 9.73 hours in 2018 using media daily, up from 9.68 hours in 2017, according to a new report from GroupM, the media investment arm of WPP. In addition, time spent with online media will overtake time spent with linear TV for the first time, according to the company.

Product launches and Mergers

Oath, the mobile and digital advertising arm owned by Verizon Communications, has just announced a partnership with Samsung Galaxy to deliver content through the Bixby Home service.
Mobile engagement platform, Leanplum, has announced additional funding from Waterwood Group, the Beijing-based private equity firm, bringing its total to $52 million. Leanplum plans to use the funds to accelerate growth in China and the wider APAC region.
AppLift, the mobile advertising technology company, today launched AppLift Studio, which allows mobile app advertisers to develop creatives with playable ad performance.
Marketo, Inc.,the company that provides engagement marketing software, has just acquired Bizible, a marketing performance management software, for an undisclosed sum. The deal was announced at the Marketing Nation Summit.
CrossInstall, the programmatic interactive mobile advertising company, has launched a Creatives as a Service (CaaS) unit which produces playable ad units for major networks such as Facebook, Google UAC, Snap and others.

Interesting Reads

Mobile technology is changing the way we engage in business – it has invaded our offices with smart assistants, task management, collaboration capabilities and communication between remote teams and customers. Now, corporate events are the next frontier for mobile apps. Whether you’re unveiling a new product at CES or hosting your own expo, interconnectivity can and should be an integral part of your next big business event.