Week in Review – What happened in mobile advertising this week

Anne Freier | November 3, 2017

Mobile Advertising

Surprise, surprise – Facebook had yet another successful quarter with advertising revenues at $10.1 billion, up 49% from $6.82 billion in 2016. Mobile advertising generated 88% of the company’s ad revenue for Q3 2017 – up from 84% in 2016. Facebook also reported 2.06 billion monthly active users – an increase of 3.19% since the previous quarter (2.006 billion). Meanwhile, daily active users shot up 3.8% quarter-on-quarter to 1.37 billion users.
In addition, the company rejected claims that it may be using its mobile app to spy on user conversations through smartphone microphones in order to deliver adverts to individuals based on their exchanges, this week. Facebook has previously been accused of spying, but has always denied the accusations.
Bad news for Twitter, as almost 50% of marketers are not finding the micro-blogging site particularly useful for brands. That’s according to new research by Hopper HQ, the automated Instagram scheduler, which surveyed 2,000 UK marketers on their views about social media advertising and engagement.
Alphabet published its Q3 2017 results late last week, beating investor expectations with strong results. Shares jumped 5% following the news. Sales across the company’s ad portfolio grew to $19.72 billion, driven by mobile search ads, YouTube ads and desktop search.
YouTube is currently working to update the way its advertising algorithms are working in order to make it easier for advertisers to monitor how their videos are performing. The initiative follows a series of complaints from creators across the video streaming site.
Snapchat recently launched its self-serve advertising platform to allow a wider range of marketers of different budgets to tap into its advertising offers. Now, Peak Labs, the company that makes apps for adults, has reported some initial success using Snap Inc.’s app-install adverts.

Amazon is now leading when it comes to digital revenue generation in the US. Although not traditionally considered as a digital advertising firm, eMarketer predicts that the eCommerce company’s advertising revenues will total $1.65 billion in 2017.
According to Apptopia research, featured apps performed better than featured gaming apps in terms of downloads. At the same time, weekday features tend to perform better than weekend ones. And unsurprisingly, free apps and games tend to be downloaded more than paid apps.
Consumer measurement company, Verto Analytics, revealed which consumer behaviour trends are shaping 2017. Among one of the many findings, more than 149 million US adults are predicted to engage with multitasking sessions by 2018.
A majority of Millennials would choose their phone over their wallets if forced to leave one or the other at home. That’s according to a new survey by LivePerson among 18 to 34-year-olds across the US, UK, France, Germany, Japan and Australia.
Half of UK consumers consider branded posts on social media to be irrelevant. That’s according to a new survey by Kantar TNS among 70,000 people across 56 countries as well as 104 in-depth interviews. According to the results, there’s a strong divide between consumers being either suspicious in developed nations versus consumers in emerging markets being more accepting.
US iPhone users are predicted to spend around $88 per annum on premium apps and in-app purchases by 2019. According to new data from Sensor Tower, the revenue coming from devices is estimated to be 86% higher than in 2016.
The Interactive Advertising Bureau (IAB) Europe this week published a new Transparency Guide to ensure improved transparency for digital and mobile ads across data, cost and inventory sources.

Leadbolt, the high performance mobile advertising platform, has just added mobile playable ads as part of its suite of mobile ad format solutions. Leadbolt conducted a series of trials with key partners to ensure optimised performance, flow, quality and track-ability.
Digital predictive advertising company AdTheorent has recently launched a new Cost Per Incremental Visit (CPIV) pricing model for adverts. The company says that the new model came from a desire to optimize and improve incremental visits to physical store and service locations, i.e. visits which occurred following a campaign.

App marketers and developers are waking up to China’s mobile-first economy, targeting emerging audiences that adapt readily and easily to apps from gaming and e-commerce to utility and lifestyle. Find out more in this new guide from Appcoach.
Before you tune out for the weekend, make sure you check out our new research on top mobile ad servers that presents 20 companies. The research covers top mobile ad servers and provides information about each such as key features, ad formats and platforms supported.