Week in review – What happened in mobile advertising this week

Anne Freier | September 29, 2017

Mobile Advertising

As September draws to a close, here are this week’s top news stories on mobile and digital advertising.
WeChat app maker Tencent has plans to unveil a new advertising platform for US brands and advertisers as the company turns to attract brands outside of China. WeChat currently has 963 million monthly users. Other brands owned by Tencent include the QQ, Qzone and Tencent Video and News apps.
Pinterest has now made over 5,000 interests and topics available for advertisers to target using its “Taste Graph”. The new list enables brands to reach niche audiences. However, the overall number of niches has been expanded significantly. Originally, Pinterest launched a list of 400 interests advertisers could target against.
Instagram has successfully doubled its advertiser base within just six months, the company announced on Monday. According to the imaging app, over two million companies purchased ads over the last month. That is four times as many as only a year ago when Instagram announced that 500,000 advertisers were regularly using the platform.
Twitter has expanded its global partnership with cross channel ad network Httpool in India following the appointment of the company as an ad sales partner to boost ad revenue. For Indian brands and advertisers this opens up an opportunity to work with Httpool to utilise the Twitter ad solutions and boost their campaigns.
Snapchat revealed sponsored 3D World Lenses at the Advertising Week New York yesterday. That means brands and advertisers are now able to use the Snapchat camera to bring their products or campaign characters to life, likened to the dancing hot dog memes which has been popular earlier this year.

Whilst media transparency, including ad spending and agency supply agreements, remains a key issue for many brands, new research suggest that companies have begun to take action after publication of the Association of National Advertisers‘ Media Transparency report. Transparency is a key issue for 47% of brands whilst 51% said it was becoming more of a priority, according to research from World Federation of Advertisers (WFA).
Adapting to consumer feedback on a regular basis is an important factor in evaluating brand performance. According to a recent survey by the Chief Marketing Officer (CMO) Council among 150 brand marketers, 90% believe that a quick responsiveness to consumer feedback, preferences or needs is important, if not critical, to the overall customer experience. However, just 16% feel that their organisations were reacting fast enough.
Consumers are now viewing 47.4 minutes of online video daily – an increase of 20% from 2016. Mobile devices are at the forefront of this growth (35%) with average viewing times now at 28.8 minutes daily. Unsurprisingly, the advertising industry has followed this shift. A new report by BI Intelligence examines this shift to video advertising and in particular toward social video advertising more closely.
The average Return on Ad Spend (ROAS) in 2016 for mobile campaigns grew 30% compared to 2015 and almost 50% when compared to 2013. That’s according to new research from identity solutions provider, 4INFO, which just provided its third annual benchmark report based on 248 studies and 138 brands to help advertisers evaluate their ROAS. The average ROAS for advertised items was $2.82, marking a 30% increase compared to 2015.
Despite programmatic ads now representing four out of five US digital display dollars, a whopping 72% of brand advertisers are concerned about brand integrity and controlling their digital display placement when buying programmatically. According to research from the Chief Marketing Officer (CMO) Council, ad tech does have its limitations and brands may be unwillingly posting their ads alongside derogatory or offensive media content, fake news or otherwise inappropriate channels.
Mobile pages have finally caught up, as a majority of news-related pages (78%) are now AMP-enabled. AMP stands for Accelerated Mobile Pages and was launched by Google in order to ensure a smoother mobile experience. According to the latest Searchmetrics study around 26% of media URLs in the top 10 mobile search results are now AMP-related.
Mobile advertising expenditure in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam is forecast to double between 2017 and 2018 to more than $2.2 billion. According to new eMarketer research, mobile will account for 69% of digital ad spend in these markets.

Tipalti, the mobile payment automation solutions provider, has rolled out TipaltiDetect, a new module which is designed to monitor fraud across its accounts payable platform. Detect tracks the activity of all payees and checks for suspicious activity by identifying payees that have previously blocked behaviours or those with multiple accounts.
Mobile games audience platform Chartboost has just launched the Chartboost Exchange which boost programmatic access to its in-app gaming inventory. Advertisers are now able to reach gaming audiences via tech partners Aarki, Index Exchange and Rubicon Project.
Data-driven digital marketing company GlobalWide Media (GWM), has just rolled out a new digital ad solution that helps to turn consumers into brand influencers. RYPL utilizes an audience modeling approach that combines everyday influencer impacts and employs a social graphing tool to provide custom media progammes for a greater viral campaign impact.