Week in review – What happened in mobile advertising this week

Anne Freier | September 1, 2017

Mobile Advertising

Let’s begin this week’s review with a major announcement from social media giant Facebook in the war against fake news. The company announced that Pages would no longer be able to advertise through Facebook if they continued to share fake stories. Using a third-party fact checker, the firm prohibits advertising for media outlets spreading such stories repeatedly.
But Facebook is not the only one tackling fake content. Indeed, rival Snapchat this week announced that it is launching an in-house team of fact checkers to ensure posts shared with the community were factually accurate.
This week, more than 500 apps from the Android Play Store which had already been downloaded over 100 million times combined, were found to possibly contain spyware, according to a discovery by mobile cybersecurity company Lookout. Google has since removed or updated the apps.
Speaking of Google, the Internet giant has issued part-refunds to many advertisers who ran ads on sites with fraudulent and bot-infested traffic. The refunds only present 10% of the original spending due to in-between parties retaining the remaining shares. Google promised to look into the issue further.
Messaging app WhatsApp may follow in the footsteps of Facebook’s Messenger app and appears to be trialling verified accounts for businesses. According to FAQs of the app, users are instructed on how they can now communicate with businesses. More to come…
AccuWeather, the weather app, has continued to cause outrage this week after it failed to remove a connection that allows it to share user data with mobile app monetisation company Reveal Mobile. Previously flagged, the company had promised to get rid of its data sharing connection. Subsequent testing detected that the app was still sharing GPS coordinates.
Media company BuzzFeed may have had enough of its native-only advertising strategy and began to roll out display and programmatic offerings across its page and mobile apps. It seems even for publishers it’s hard to ignore just how lucrative those banner ads can be.

UK retailers are responsible for the lion share of digital advertising expenditure in 2018 according to a new report from eMarketer. The research firm found that retail accounts for 14.2% of all digital spending likely due to the rapid rise in eCommerce. Ad investments were up 13.4% this year to £1.55 billion.
If you’re looking for new ways to reach mobile audience, podcast advertising may be your next thing. According to the Podcast Playbook by the IAB, 67% of podcast listeners could recall the name of an actual product they had heard whilst 61% made a purchase following an ad.
Amazon may be on track to follow in the footsteps of Facebook and Google to become the third heavyweight in the digital advertising market. According to WPP, the company made $2.5 billion from digital ads in 2016. eMarketer had put that estimate at $1 billion. By 2020, Morgan Stanley predicts the eCommerce company could even reach $7 billion in revenue.
Publishers may have found themselves looking at how to best reach millennial audiences this week, after a comScore report found that whilst half of digital media user time is spent in mobile apps, 51% of smartphone owners do not download any apps within a month. Millennials, however, were found to still show excitement for new apps with 70% always looking for new ones.

According to research from tech firm Technavio, the global music streaming market is set to grow at a CAGR of 14% until 2021 driven by mobile advertising. This follows a report from Smaato which showed that mobile ad revenue growth by eCPM was highest for the music content genre, with music accounting for 59% of mobile ad revenue in the entertainment apps.
SpotX, the video advertising company, has now been fully acquired by RTL Group. The media group made its initial investment in SpotX back in 2014.
Twitter’s mobile ad exchange MoPub has added an SDK for publishers with viewability measurement support from Integral Ad Science (IAS) and Moat. Through the latest addition, MoPub hopes to help publishers offer their in-app inventory to buyers for improved viewability and measurement metrics.

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