Week in Review – MWC and majority of mobile advertisers plan to increase video expenditure

Anne Freier

In Mobile Advertising. March 2, 2018

The big players

Consumers nowadays expect a fast and seamless digital experience on the mobile web. That is why, Google has just released a new tool that could help businesses and retailers learn more about their mobile sites to help improve them for consumers.
Despite a continued backlash following the Snapchat redesign, downloads of the app actually went up just one week after the redesign launched. According to new data from Sensor Tower, Snapchat app installs increased 55% week-on-week in the US across both the Apple and Android app stores.
Twitter has urged the public to help the platform find and evaluate healthier interactions on the platform. The idea emerged after speaking with non-profit research company Cortico, which set out ways to measure such conversations based on four indicators: shared attention, reality, variety of opinion and receptivity.
Major US mobile phone carriers including AT&T, Verizon, Sprint and T-Mobile have come together to launched a mobile authentication platform that aims to boost mobile security. Dubbed the Mobile Authentication Taskforce, the platform has been launched to help protect consumers and businesses against theft of identify, but also fraud, fraudulent purchases and data theft.


On February 26th in Barcelona, Spain will greet hundreds and thousands mobile advertising professionals from all corners of the world at Mobile World Congress 2018. The next 4 days will be fully packed with keynotes, sessions and countless number of personal face-to-face meetings. The mobile advertising community is always well represented at the event as the key mobile ad and app marketing players come to buy and sell installs and traffic, meet with clients and socialise at the many parties and drinks events.
Whilst the Mobile World Congress (MWC) 2018 is in full swing we thought we’d share some important mobile advertising market facts from eMarketer. According to the research company, a whopping 4.56 billion people are using mobile phones in 2018. That’s 61% of the population.
Verizon-owned advertising technology company Oath has just launched its range of mobile ad formats internationally to mark the start of the Mobile World Congress (MWC). The company presented augmented reality (AI), full-screen native and interactive ad units at the event.


Smartphone sales worldwide may be in decline according to new Gartner data. The research firm noted a drop in global smartphone sales of 5.6% during Q4 2017, making it the first year-on-year decline since Gartner started tracking sales in 2004.
Native advertising has become an important player in mobile advertising over the last few years. However, many advertisers and publishers still don’t know which types of native ads are the best for them. To solve this question, programmatic native ad platform my6sense has taken a closer look at billions of in-feed and in-ad native ad units on the my6sense programmatic native ad platform which were served over the last six months
Indian consumers are now spending 37% more time using their Internet on their smartphones than watching TV, according to new research from Singapore-based mobile advertising company InMobi. The report found that Indians spent an average 4.5 hours a day accessing the Internet from their mobile devices. Meanwhile, TV time was 3.50 hours a day.
A majority of marketers (85%) plan to increase their video ad investments in 2018, according to research by mobile advertising platform, YouAppi. According to the CMO Mobile Marketing Guide, video marketing plans increased 10% from 2017.
App developers continue to have to deal with tough retention challenges, according to the latest benchmark report by Adjust, the mobile app measurement company based in Berlin. Based on the data tracked from 11,000 apps in 2017, the report highlights app market insights and user engagement and retention details.
Connecting with consumers to create memorable experiences is an important part of the mobile and digital marketing experience. Yet, almost one third of consumers (32%) did not have a positive memorable experience with a brand in 2017, according to new research by InMoment, the customer experience intelligence company.

Product launches

Sprinklr, the social media marketing platform, has officially announced its integration with Viber, the cross-platform instant messaging app. Together, they hope to offer brands a way to reach Viber’s over 900 million users.
Appodeal, the ad mediation platform, has launched its first in-app header bidding technology. Called Parallel Bidding, the platform aims to find the highest paying ads in real-time across all the demand sources. It is based on programmatic mediation that helps both publishers and advertisers achieve their goals.


Mobile Posse, the platform for creating frictionless content experiences on smartphones, is creating more significant ad revenue streams for mobile carriers by eliminating the unnecessary steps smartphone users have to undergo to find and enjoy content through device-centric solutions. We’ve spoken to SVP of Marketing & Business Development at Mobile Posse, Greg Wester, to find out more.