Week in review – What happened in mobile advertising this week

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Posted: September 8, 2017

Google has added Trending Searches for its iOS apps following a roll-out across Android last year. However, users aren’t particularly fond of the feature that supposedly shows local searches which are trending.
LinkedIn has launched its own Audience Network this week to make use of all that audience data it has collected over the years. Even outside of LinkedIn, advertisers will still be able to incorporate the LinkedIn demographic data to boost their sponsored content. This could be of particular interest to sites and apps that have similar customers.
Facebook has come under fire this week for misrepresenting its ad audience reach. A senior analyst at Pivotal Research Group noted the discrepancy between Facebook’s Adverts Manager supposed reach and the actual US census data.

Online retailers are increasingly utilising Facebook adverts as part of their advertising strategy, having allocated more mobile budgets (up 80%) to such campaigns on Nanigans. The company found that eCommerce groups using Nanigans ad automation software to boost their direct response ad campaigns on Facebook, increased 48% over the 12 month period between Q2 2016 and Q2 2017.
Email marketing delivery rates were still high in 2016, however, click-through rates fell short, according to the Direct Marketing Association UK (DMA UK). Part of the reason for the decline may be a lock of compelling content that entices consumers to open these emails.
Teens are finding it hard to get through the day without their mobile devices. According to eMarketer estimates, 78.9% of US teens will own a smartphone in 2017. That’s even higher than the US adult population where smartphone penetration is expected to be 77.1%.
Since we’re talking about teenagers: Forrester Research has highlighted that 39% of US teens think YouTube features too many video adverts, followed by Facebook (26%). Nevertheless, teens continue to use the streaming site, with 77% of teenagers are using YouTube daily, compared to 55% using Facebook
This week there were some interesting news from Kantar IMRB for advertisers interested in reaching Indian consumers. It turns out that although 79% of rural Indian consumers owned a mobile phone, TV remains the dominant medium to reach them.
The online advertising market in Australia grew 11.7% by $799 million to $7.6 billion between June 2016 to June 2017, according to PwC and the IAB Australia research. Total mobile ad spending exceeded $2.6 billion during the period, representing a jump of almost 33% by $641 million compared to 2016. Mobile expenditure is predominantly made up of search (46%) and display (54%).

Adsquare, the mobile data exchange, has launched its Data Alliance to provide advertisers with quality accurate data. The Data Alliance aggregates deterministic data from app publishers and third-party partner data.
Headway, the data-driven media buying firm, has expanded into Asia by opening an office in Seoul, Korea. The new office is a continuation of the Headway’s promise to provide multi-channel digital ad capabilities for brands worldwide.
In order to combat the growing threat of malvertising across mobile and app entities, AdSecure this week launched in beta to roll out its ad vertification tools for ad networks and publishers. The company says it ensures malware-free advertising delivery.
Spyke Media has taken a step towards the future and launched a cost-per-bot mobile performance transaction model, which lets advertisers combine their chatbot performance with marketing practices. According to initial trials, the company noted opening rates of around 80%, with click rates of 35% and conversion rates above 10%. He says:
Meanwhile, InMobi has partnered with Indian music streaming app Airtel Wynk Music in a display ad monetisation partnership. Advertisers can now reach 21 million monthly active users via in-app ad experiences.