Week in Review – What happened in mobile advertising this week

Apple started off the week by launching its Business Chat messaging platform to rival Facebook Messenger and WeChat. Truth be told, the iMessage platform looks like it could become a big customer service tool for brands, retailers and service businesses.
In addition, the company made quite a significant change to its App Store regulations to enable app developers to add voluntary tipping. Naturally, Apple will get a cut – 30% to be exact, but the move offers some great opportunities for content makers and live video platforms in particular.
Meanwhile, teen-favourite Snapchat is rumoured to be launching a second version of its Spectactles – the glasses that allow users to take snapshots and videos which are then sent to be posted by the app. The new edition could feature augmented reality functions if the speculations are to be believed.
Parent Snap Inc has also featured in the news this week, because the company is now making it even easier for smaller businesses to advertise on Snapchat. The company is set to launch Snap Publisher in July, which allows advertisers to create video ads in just two minutes.

Among the leading surveys and reports this week, Kantar Media revealed that ad blockers may have little to do with consumers not liking mobile ads. Instead, it’s all come down to the overall mobile experience. 59% of consumers agree that digital ads are changing for the better.
A study by the IAB this week, revealed that 63% of smartphone owners use their devices at least once every 30 minutes – and those figures are even higher for South America. But the real surprise of the study is that 90% of smartphone owners actually recall seeing mobile adverts.
Free and rewarded. Those are the key takeaways from Tapjoy’s findings this week. According to a survey of US consumers, over half of them said they preferred freemium app models and 80% of them want opt-in mobile adverts that include reward options. Gamers are particularly keen on those.

In business and product news, Verizon has finally closed the acquisition of Yahoo’s Internet assets. Those include its ad businesses BrightRoll and Gemini. Verizon now plans to combine all its assets (including its AOL Advertising arm) under one hood called Oath.
If you’re looking for guidance on how to transition ahead of Google’s planned search indexing changes, which will see mobile web content ranked higher than that from other devices, Merkle has prepared some valuable insights on that.
For more news and the latest product announcement, check out our blog.

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