Week in Review – What happened in mobile advertising this week

Anne Freier

In Mobile Advertising. November 17, 2017

Facebook has officially merged its Messenger Day with Facebook Stories and whole thing is called “Stories”. Now, the posts will show up across both apps. But if a user has already seen a story in Facebook, they won’t see it again in Messenger. Facebook said that the transition was part of a move to make sharing Stories easier across both apps.
Twitter has finally rolled out its Premium APIs which let developers tap subscription access to Twitter data at a lower cost. The final product bridges the gap between Twitter’s free and publicly available APIs as well as more costly enterprise APIs that can deliver real-time and historical data.
Adobe this week launched the largest cross-media advertising campaign fulfilled solely through a programmatic platform. The “Experience Business” campaign rolled out across the US, UK and Germany. The campaign was purchased fully programmatically through the Adobe Advertising Cloud.

Sharing your mobile’s location with advertisers used to be seen as creepy. Now, ever more people (55%) are comfortable with allowing their device locations to be shared, according to new research from mobile ad firm Verve. Based on the answers of 2,000 consumers, 73% of respondents said they are already enabling access to their mobile location and one in ten (11%) said that they always allowed apps to do so.
Advertising expenditure during this Christmas season is expected to come close to £6 billion, according to research by the Advertising Association. The increase marks a 37% jump in year-on-year ad spend. Christmas ads are now more highly anticipated than they used to be with 33% of respondents admitting that they were as excited about such an ad as they were about a film release.
A whopping 63% of digital marketers are not making full use of fraud prevention technologies as part of their mobile advertising systems. That’s according to new research from marketing analytics solutions provider Singular and The Singular Fraud Index, which examines the most active fraud prevention techniques of the mobile industry.
It turns out that social media advertising may be rather effective in driving brand impact by boosting brand awareness and association, according to new research by Saїd Business School and Kantar Millward Brown. Mobile display ad effectiveness was found to lift brand metrics by 3.8%, just a little below that of desktop display campaigns.
Shoppers of the Generation Z may be more comfortable when it comes to shopping online, but that creates an entirely new challenge for online retailers. A survey among 2,191 UK adults by YouGov and conducted by Apptus found that 86% of Gen Z shoppers visited online fashion stores compared to those aged 59 years and over.
Indeed, growing up surrounded by digital devices means that today’s 18 to 24-year-olds are anticipating a smooth shopping experience that includes a good amount of personalization.
According to the latest  report from AppsFlyer, the share of non-organic installs of gaming apps grew 3.5% the year over. Much of that growth is being attributed to iOS outperforming Android by 5x (7.5% versus 1.5%). However, it comes at the expense of organic installs. The increase in user acquisition success on iOS is driven by a 15% growth spike in China.
CMOs are making radical changes to their digital marketing budgets and management following a tumultuous year during which issues with brand safety, transparency and advertising fraud have come to light. Now, research by Teads has found that 44% of UK-based CMOs are reviewing their contracts with suppliers and 43% are reviewing agencies.
Tapjoy found that 72% of mobile gamers were intend on downloading at least one new game during the holiday season and 80% also said they would like to spend more time playing games.

Mobile advertising company AdColony is laying off over 20% of its workforce in a shift to focus on programmatic. The company will also be dropping its mediation and ad-serving business in favour of a programmatic focus. On Monday, the company announced that it would close mobile ad tech firm AdMarvel which it acquired back in 2010.
Mobile engagement company Leanplum announced a Series D funding round worth $47 million led by Norwest Venture Partners. Participating investors include Canaan Partners, Kleiner Perkins Caufield & Byers, and Shasta Ventures. As part of the deal, Scott Beechuk, partner at Norwest, will join the board of directors at Leanplum.
AdYouLike, the native advertising platform has partnered with mobile demand side platform (DSP) for video, display and native ads, TabMo. As part of the integration, advertisers will be able to serve more personalized native ads on mobile devices. The move will bring together TabMo’s DSP with supply-side platform AdYouLike, expanding access to inventory.
E-commerce related user acquisition approaches are a bit different from the ones used in game or utility apps. For example, the eCommerce marketer sees ROI majorly on shopping spend per acquired users, rather than CPI (Installation). Throughout the marketing journey, E-commerce marketing pays attention to 4 primary keys on evaluating the advertising efficiency.
Also check out these New and noteworthy mobile advertising product launches from AerServ, AppLift and AdSecure this week.