Week in Review – What happened in mobile advertising this week

Potentially bad news for Facebook this week, as a new function in Apple’s Safari browser can disable Facebook’s tracking of sites which embed its engagement buttons (e.g. the “like” button). It’s not yet clear if Facebook will notice any major effects on its mobile ad business, but many advertisers are furious about Apple’s Intelligent Tracking Prevention.
Meanwhile, Snapchat is getting its act together. The company is rolling out a scheme to entice start-up businesses to advertise on the social media platform. Dubbed Snap Accelerate, the initiative has been designed to help mobile companies boost their marketing reach.
Twitter is also picking up speed as the network announced plans to expand its streaming partnerships and entice advertisers to create video ads to share on the social media network.
On the consumer front, Facebook this week launched an option for users to cross-post their Stories from Instagram to their Facebook Stories. The launch should help people avoid having to manually copy their Stories.
At the same time, Snapchat unveiled Context Cards, which add contextual information to photos that are geo-tagged. Similar to review boards such as Yelp, Context Cards add to the marketing experience on Snapchat as they provide local businesses with an opportunity to boost their presence.
Google has acquired Relay Media in order to boost its Accelerated Mobile Pages (AMP) project. Relay Media was founded in 2015 by an ex-Google employee with the goal of converting web content to the AMP format.

Software Development Kits (SDKs) may pose a threat to mobile users’ privacy. According to SafeDK which tested more than 190,000 free Android apps in the Google Play top charts against 1,000 third-party SDKs, the average Android app uses 17.9 mobile SDKs. Effectively that means consumers are entrusting their data to not just the developers of the apps, but also 18 other platforms.
Surprising research from AdColony this week: Mobile users are predominantly in a good mood when engaging with in-app adverts, according to a survey of 1,500 consumers. The research reveals that overall 75% of consumers were in a good mood whilst viewing in-app ads.
Mobile device usage and in particular multitasking actions are driving media consumption in the US according to a new report from eMarketer. The research firm estimates that individuals in the country will spend roughly 12 hours per day consuming media in 2017.
Whilst marketers may be keen to trade mobile ads 100% programmatically, they’re concerned about high fraud levels and a lack of transparency. According to a survey by Iotec, 62% of respondents plan to increase their programmatic ad spend over the coming 12 months.
Mobile video plays have seen the smallest growth in several quarters, according to Ooyala. Although the share of mobile video plays increased to 56.7%, the 0.4% growth in the quarter represents the smallest gain in a long time for the format. The report also included an examination of mobile video advertising trends. As pre-roll impressions have shortened, impressions on mobile increased to 29% from 20% on smartphones and 13% on tablets.
For 41% of marketers, the development of a unified cross-channel customer experience is at the top of their list, followed by improving their programmatic ad capabilities. That’s according to new research from PlaceIQ.
Interactive video adverts are boosting the amount of time consumers spend with a brand by 47% compared to non-interactive ads. That’s according to new research by Tremor Video DSP.
It seems teens are all about Snapchat. According to a survey of around 6,100 teens in the US, nearly half (47%) of them prefer Snapchat over other social media platforms. The Piper Jaffray survey was conducted in autumn 2017 among predominantly 16-year-olds.

AerServ, this week, launched a native advertising platform for in-app mobile video and banner ads. AerNative lets publishers and app developers use AerServ’s mobile native platform to tailor their mobile ads for apps and websites.

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