Week in Review – mobile ad sales predictions, UK programmatic and lots of app advertising surveys

Anne Freier

In Mobile Advertising. December 15, 2017

Instagram is currently testing a standalone app for private messages similar to Facebook’s Messenger. Called “Direct”, trials of the iOS and Android app launched in Chile, Israel, Italy, Portugal, Turkey, and Uruguay.
Meanwhile, Facebook’s Messenger has added the ability for gamers to live-stream their plays and video chat with other gamers whilst playing.
Following a row of criticism over how it pays taxes, Facebook has decided to record its advertising revenues locally instead of in its Dublin international headquarters. The changes will be implemented throughout 2018 and should be completed by mid-2019.

Mobile advertising sales are expected to grow by 13% in 2018 to $237 billion, representing a slight slow-down of growth compared to 17% in 2017. That’s according to the latest forecast from Magna. Meanwhile, offline ad sales are predicted to drop by 0.5% to $298 billion.
UK advertisers are expected to have boosted programmatic trading by 23.5% to £3.39 billion by the end of 2017, according to a new forecast by research firm eMarketer. The prediction shows that the UK continues to be a market leader when it comes to programmatic and may be set for strong growth over the coming years.
According to a new predictive report by Signal, the brand identity company, brands are going to reinvent themselves as identity companies in 2018. Brands are predicted to become more aggressive when it comes to acquiring and building identity assets. The quality of the data assets will ultimately also determine the winners and losers.
PocketGamer and Mobvista found that app developers and publishers were broadly optimistic about 2018. But the volume of new games – and therefore competition for time, eyeballs and wallets – was also their biggest concern.
A majority of app users (71%) expect apps to load within just three seconds with 63% abandoning an app that takes longer than five seconds to load. That’s according to new research from PacketZoom, the in-app mobile networking technology provider.
Influencer marketing is proving an attractive and effective way to drive sales. Over half (51%) of young UK adults have bought an item or service based on influencer marketing or promotion in the last year, according to research from affiliate network Affilinet.
Over half (58%) of video plays are now happening on mobile devices, according to Ooyala’s Q3 2017 Global Video Index. Overall, video was playing on smartphones four times more than on tablets. The growth in mobile video represents a 11.9% jump year-on-year whilst plays have grown a whopping 4,064% since Q3 2011.
Mobile is fast becoming an important channel for enterprise marketers with 70% of them planning to increase their mobile ad budgets over the coming year. However, just 19% of them have a systematic fraud prevention system in place. That’s according to a survey by Forrester Consulting, commissioned by AppsFlyer, among 250 marketers whose companies are spending at least $1 million on digital advertising.
Video continues to be a top choice for app install marketers and now accounts for 57% of all related expenditure, according to AdColony’s latest App Install Marketing Survey.

Tapjoy, the mobile advertising and app marketing platform, launched a set of new features for its ad offerwall, including Custom Exchange Rates and Permanent Currency Sales.
Pocket Media, the mobile media agency, announced the launch of a new office in Tel Aviv, Israel. The move follows office openings in Singapore and New York and is in line with the company’s plans to expand its programmatic video capabilities.
Time Inc subsidiary MNI Targeted Media Inc. launched a brand new attribution insights platform following client feedback. The DataMatch platform is based on the company’s in-house technology stack, The Omnipoint System, as well as mobile and offline data integrations. It offers clients access to end-to-end profiles of individual users within audiences.
Bidalgo, the ad creative automation software for app marketers, and mobile attribution and marketing analytics provider AppsFlyer, have launched a Full-Funnel Attribution solution for Apple Search Ads.
Also, don’t forget to check out our notes from the App Promotion Summit 2017 in Berlin this year.