Week in Review – Black Friday has arrived, but will the predictions hold true?

Anne Freier | November 24, 2017

Mobile Advertising

With Black Friday dominating some of the research reports this week, here’s an overview of the latest studies featured this week.
With Black Friday approaching fast, mobile engagement platform, Leanplum has partnered with retail app platform, Branding Brand, to take a closer look at the impact of mobile on the upcoming shopping event. Based on the responses of 1,000 US holiday shoppers, 65% of them plan to purchase goods on Black Friday using their mobile devices with 35% using dedicated apps.
Black Friday is set to be a busy time for retailers this year, with 54% of Londoners, 47% of shoppers in the North East and 46% of those in the West Midlands looking to make purchases. According to research from PriceSpy, a price and product comparison website, eCommerce seems to be a key trend this year with 40% of respondents in the UK looking to shop online to avoid the crowds.
UK consumers are predicted to spend £2.6 billion on shopping this Black Friday, up 8% from the £2.4 billion spent in 2016. That’s according to new research from VoucherCodes and the Centre for Retail Research (CRR). A whopping 21 million consumers are expected to be spending £1.8 million per minute online and in-store.
Facebook has launched dynamic and lead adverts for automotive brands to improve retargeting and the creation of target audiences. The new formats are available through Facebook and Instagram, but Facebook also plans to add them to its Audience Network shortly.
Facebook is obviously hard at work pushing its engagement strategy and has just launched a Creator app that allows social media influencers to develop more creative intros, outros, and custom emojis for their live broadcasts. The new Live Creative Kit also includes an inbox for comments from both Facebook and subsidiaries Instagram and Messenger.
Mobile marketing measurement company TUNE has partnered with Google in a joint effort to address click injection advertising fraud on Android. Click injection concerns ad fraud where a bot or malware on a mobile device attempts to steal attribution credit and ad dollars for app installs.

Generation Z smartphone owners are more likely to engage with content from brands which they already follow compared to new or unknown brands. That’s according to new research from agency Jaywing and YouGov, which questioned 1,000 UK 16 to 21-year-olds on their social media and brand priorities.
According to new research led by Sandra Matz from the Columbia Business School, modifying adverts to psychological traits based on social media likes is effective in driving purchases and clicks.
Over half of online video creators believe that Instagram will be the next big video platform in the next three years. The vast majority (90%) of online video providers are already present on YouTube and 57% are also distributing their content via Facebook as well as their own websites (51%). Meanwhile, Instagram is projected to see some of the highest growth, increasing from 36% of video content distribution in 2016 to 47% this year.
A whopping 85% of UK businesses plan to make an investment in artificial intelligence (AI) as well as the Internet of Things (IoT) by 2020, according to a survey by Deloitte which forms part of the company’s new Digital Disruption Index. The first edition combines the responses of 51 organisation that share a combined market value of £229bn.
Research by Quartz has found that Android devices continue to send location data to Google regardless of whether a user has disabled the location services for apps and has not even inserted a SIM card. In addition, Quartz noted that location data was being sent even if devices had been reset to their factory settings.

Bildago the app marketing solutions provider, has partnered with Google to become a Premier Partner for Mobile Advertising. The partnership will allow app marketers to tap into UAC, Google’s machine learning tech that can help marketers target audiences based on certain demographics across Google Play and other Google properties.
Mobile app monetization company, Tappx, has just announced that it opened an office in Beijing, China. The company also appointed Bob Wang as China Country Manager. For Tappx, the move expands its global operations – with offices in Spain, India, the UK and China.
Mobile app networking technology PacketZoom announced that it has raised $5 million in a Series A funding round led by Baseline Ventures, and with participation from First Round Capital, Tandem Capital and Arafura Ventures.
App install fraud has now reached levels of 7.8% worldwide, leading to fluctuating media prices due to fraudulent impressions within an ad network. Mobile attribution hasn’t been able to protect advertisers, which is why Curate Mobile, the mobile growth platform, has launched a new feature for mobile advertising clients to tackle the issue of questionable traffic.

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