Week in Review – What happened in mobile advertising this week

This week, three of the largest technology and advertising companies announced revenue results. Some of them did better than others. Here’s a little summary.
Google Alphabet announced earnings at the start of the week, boosting its ad revenue by 18% to $22.7 billion. Total revenue increased 21%, largely driven by a combination of mobile and video ads, AI and its cloud products.
Facebook also presented positive results with overall revenues increasing 44.8% to $9.32 billion during the second quarter of 2017. Mobile ad revenue made up 87% of the company’s total revenue. A focus on video and Instagram seems to be paying off for the social media giant. Furthermore, it acquired Source3 this week to boost the safety of content and increase content partnerships.
Meanwhile, rival Twitter isn’t doing so well. The company reported a revenue loss of 5% to $574 million with advertising revenues down 8%. Monthly average user figures remained fairly stagnant, which just adds fuel to the fire.

It’s been a big week for research.
Let’s start with the UK, where  ad expenditure grew more slowly during the first quarter of the year at 1.3%. According to the Advertising Association/WARC report, mobile formats performed well at a 36.2% increase compared to the previous year.
38% of mobile advertisers are having a difficult time contextualising insights about their audiences, according to research from Verve on the benefits and issues of location targeting.
The number of mobile messaging app users will grow 15.5% worldwide, according to the latest eMarketer forecast. Indeed, 1.82 billion mobile device owners will use apps such as Facebook Messenger or WeChat in 2017.
But messaging services aren’t the only ones seeing a boost. eMarketer also revealed that social media networks were now being accessed by 71% of Internet users worldwide. That’s a 8.2% increase over 2016. These are good news for mobile advertisers, as both social media and messaging apps begin to expand their mobile format options.
Here’s some interesting research for advertisers having trouble to decide on campaign imagery. According to Shutterstock, men tend to view digital ads 0.4 seconds longer than women, and images featuring kids are being looked at longer by parents.

In the meantime, Google continues to fight advertising fraud with the help of the IAB Tech Lab. It has been revealed that the company recently ran secret tests to spot “spoofing” – an ad fraud term used to describe ad sellers offering ad space that’s not actually available.
ironSource are also operating at the forefront of the ad fraud battle and this week rolled out an Active Protect programme which blocks fraudulent traffic in real-time and produces reports for advertisers to claim back credits if fraudulent traffic was detected.

In other company news, Liftoff, Drawbridge and MobAir all announced expansions into the APAC region – heating up the regional mobile advertising market.
Mobile app Shazam launched brand “takeovers”, which allow advertisers to takeover the app’s entire screen for a day.
The Mobile Marketing Association Germany announced an expansion of its partnerships by adding Snap Inc, AdColony, adjust, AppsFlyer and upday to its roster.

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