Week in Review – YouTube launches new Trueview pricing, HQ Trivia shows how event-based mobile ads work

The big players

YouTube has launched a new option for advertisers to buy video ads that viewers can skip after 5 seconds. Google has launched TrueView for Reach which follows a cost per thousand views pricing model.

Snapchat has launched a couple of new features this week, including Mentions and group video chats. The new group video tool lets users engage in video conversation with up to 16 other friends. For those popular kids with even more friends, Snap offers voice calls that can be picked up among 32 users.

Software company Adobe has announced an initiative to help guide marketers in using its creative software as part of its upcoming Adobe Summit. Called the ‘Experience League’, the effort is a core theme for this year’s summit.

HQ Trivia, the live trivia app that lets users play for real money from their mobile devices, has just turned on the advertising pipeline. Until now, the app which lets users play against each other in answering multiple choice questions to share a cash prize at the end, had been ad-free.

Pinterest continues to grow the number of businesses it is now connecting with consumers on the platform. It just announced a milestone of 1.5 million small businesses reaching consumers on the site each month as part of its one-year anniversary of Pinterest Propel, the ad programme that offers support and creative strategies for advertisers.

Research

Mobile gamers are happiest when they are engaging in role-playing games, according to a recent survey among 1,000 mobile users globally by mobile in-app advertising company AdColony. A whopping 88% of respondents said they were in a happy mood when roleplaying as part of a mobile game, compared to 70% of those engaging in non-gaming apps.

Mobile app advertisers were subjected to 30% more fraud throughout Q1 2018, according to the latest State of Mobile Fraud report by AppsFlyer, the mobile ad company. Based on 10 billion installs of 6,000 apps, the report found that financial exposure to fraud during the first quarter of 2018 reached $700-$800 million globally.

Social network ad spending in the UK is set to overtake TV ad expenditure by 2020, according to the latest data from research firm eMarketer. In 2018, 25% of all UK digital ad expenditure is going to social networks. The boost is led by marketers increasing their spend across platforms such as Facebook, Twitter and Snapchat to more than £3 billion.

The cost of acquiring finance app users is considerably higher than for other app types. Liftoff says it costs $6.58 to acquire a finance app user compared to $3.56 for other app types. At the same time install rates are almost one third.

Product launches

Following the successful launch of its US business, mobile data exchange Adsquare has set its sights on the Asia Pacific (APAC) region. Today, the company announced that it will be focusing on expanding its operations in Singapore. Adsquare now has offices in New York, London, Madrid, Paris and Berlin.

TabMo, the mobile creative demand side platform (DSP), this week launched its ‘Branding to Store’ mobile ad solution that combines mobile ad creative automation with real-time ROI measurement for campaigns.

TripleLift, the native ad platform, just launched a new programmatic branded content solution – ContentDial. The feature informs and scales data-based content strategies for brands and advertisers that are working with multiple publishers and across various social networks.

Interviews

“I think we should turn around and look at another direction. No doubt, ad formats are important. But the key question is: how to advertise? Data-driven and user-focused advertising is the answer. We should keep in mind, that user remains the center of the advertising ecosystem, not publishers or brands.” Check out the full interview with Anastasia Pasechnik, Head of Web Native Department at Epom Market.

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