Week in Review – programmatic spend increased in 2017 whilst 56% of consumers consider mobile ads boring

The big players

Facebook has revealed that it will be reducing the amount of user data that advertiser can use. The social media network said it plans to do so by halting the use of data from third-party aggregators across Facebook.

Snap may be working on a new feature that allows users control over third-party apps that have access to their Snapchat accounts. First reported by Mashable, the new Snapchat update includes a ‘Connected Apps’ tab that lists all the apps currently connected to Snapchat.

Research

According to a new eMarketer report, programmatic pricing across mobile, mobile app and video as well as desktop increased over the past 12 months. Based on data from demand-side platforms, ad exchanges and networks, the report found that CPMs for 300×250 desktop display ad units had increased around 1% between Q4 2016 to Q4 2017. A variation in CPM rise comes from different platforms reporting different growth.

The threat of malicious mobile apps may be in slow decline, according to a new risk assessment from digital threat management company RiskIQ. Indeed, Q4 2017 saw a decline of 37% in malicious mobile apps led by a drop in inventory by one of the more prolific blacklisted app dealers, AndroidAPKDescargar.

Mobile advertising that is relevant to a consumer’s location or interest is a more powerful way to engage compared to ordinary mobile ads, according to new research by Verve. 56% of respondents thought that most ads they see on their mobile devices were boring. Just 11% considered them helpful.

Marketers are fearing that around 26% of their budgets could be lost to poor strategic planning or incorrect channel selections, according to a new report by Rakuten Marketing, the ad tech company. The survey asked 1,000 respondents from the US, UK, France, Germany and APAC on their marketing strategies for 2018.

Although a majority of consumers are now using artificial intelligence (AI) solutions as part of chatbots or other experiences, not all of them were aware that they had used AI. According to research by PointSource, 62% of consumers had used AI previously. Similarly, 43% of people had interacted with a chatbot, however a quarter (23%) of people were not sure of it.

Advertisers are set to up their spending on online ads in 2018 to 40.2% compared to 37.6% in 2017. That’s according to the latest Zenith Media report, which noted that the 4.6% growth forecast came despite fears of digital budget cuts in 2018.

Video ads present a huge opportunity for engagement with two-fifths of video ad inventory now being viewed to completion. That’s according to the latest Media Quality Report from Integral Ad Science (IAS), the measurement and analytics company.

According to a survey among 214 marketers with programmatic budgets of $100k a year by programmatic agency Infectious Media, almost 90% said they would justify increasing their expenditure if measurement was improved.

Average viewability for display improved just 0.6% during 2017 to an average 50%, according to a new report from the World Federation fo Advertisers(WFA). Meanwhile, viewability on video averaged 60% and improved 4 percentage points compared to 2016. However, at least four out of 10 impressions remain unviewed according to the latest findings.

Product Launches and Industry News

Whilst many mobile game developers are finding it difficult to monetise their apps, mobile game publisher Deemedya has spent 18 months to develop a solution. Called Game of Whales, the app monetisation tool combines artificial intelligence and machine learning to learn player behaviours and predict the in-app offers that are most likely to work for an individual gamer.

Adyoulike, the native advertising platform, has just acquired video tech platform, Pulpix, to shift focus to video. Pulpix uses artificial intelligence and real-time analytics to recommend video content to users.

Mobidea is a mobile affiliate network that has always been at the forefront of the online marketing business. That’s why the platform decided to launch a brand-new vertical.

Mobile advertising company Taptica has beaten revenue and profit expectations after posting significant gains on Monday. Sales grew 68% to $211 million in 2017. Meanwhile, adjusted EBITDA was up to $34.2 million, which was above analyst estimates.

Browserstack, a mobile browser testing platform, just launched App Automate that lets users run automated tests for mobile apps across the BrowserStack Real Device Cloud. App Automate works for both native and hybrid mobile apps across iOS and Android OS.

Partner Posts

Myron is the CEO and Founder of Offerslook. With the mission to make performance marketing easy and smart. Myron started Offerslook – performance marketing platform in 2015. Under his leadership, Offerslook is rewarded as one of The Most Promising SaaS Company in China.

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