August, 12: Facebook, CPI, F2P Games, iOS, Instagram etc.
Weekly Mobile Marketing News Digest by Clickky

1
Facebook ‘blocks’ adblockers

August 10, 2016
Facebook introduced a technology by which the advertisements on the platform would bypass the adblockers on desktop browsers making it harder for people to avoid seeing them. It investigated the main reasons why the people worldwide use adblockers: avoiding disruptive ads (69%) and ads that slow down their browsing experience (58%). “So Facebook thinks if its can make its ads non-interruptive, fast, and secure, people would not mind,” the report said.
Source

 

2
Snapchat has apparently upped the number of ads it’s showing between Stories already
August 10, 2016
Snapchat promised that it would be “careful” about how many ads Snapchatters would see, capping the maximum number of skippable video spots displayed between friends to three promotions per-day. According to Ad Week, however, this number has been steadily, and quietly, increasing in the two months since the move was first announced. Additionally, every user on the platform is served the same number of ads regardless of how much content they watch in the Stories section.
Source

 

3

Ever softer: Trends in the soft launch strategy of F2P mobile games

August 10, 2016

Some of the changes to soft launch strategy merely reflect the increasingly global nature of the mobile games industry. Canada is the #1 soft launch country: it was used as a test territory in 72% of the games we studied. Australia was used by 56% of games, with New Zealand at 39%. What is significant, however, is the position of the Philippines as the third most popular territory at 44%. The reasons are clear; it’s part of the fast-growing southeast Asian region, but one that, thanks to its long association with the US, has strong English language penetration.

Source

 

4

Publishers turn to video to offset organic reach drop on Facebook

August 10, 2016

News Feed updates announced by Facebook have made the greatest potential impact on brands and publishers which saw their reach per post on Facebook drop by a whopping 42% between January and May. Some publishers have found a reprieve of sorts from Facebook’s News Feed updates in the form of video content. But video is not a panacea because of increasing numbers of video the publishers will post, difficult and costly production of compelling video content etc.

Source

 

5

The State of Chinese Social Media in 2016: What You Need to Know

August 2, 2016

China’s social landscape is involved in innovations in video, engagement and payment that have evolved differently and faster than anything in the West. Here are five changes and developments that we think brands, agencies and tech players should understand for 2016: the BATS, the core of China’s digital and social landscape, have grown ever more powerful; E-commerce categories and platforms pop up fast; Video continues to rise and branch out; Q&A has been reinvigorated; there’s a rising subcategory of internet influencers.

Source

 

6

[Q2 Insights] Apps Are the New Main Screen for Sports

August 10, 2016

According to ironSource, sports became the second fastest growing category for the first time ever, due to both the large number of major sporting events this quarter as well as the recent shift towards live video streaming on mobile. Publishers are taking advantage of the general shift in media consumption by offering their users live game coverage. In addition to catapulting the sports category, the slew of recent sporting events have also precipitated the growth of sports games subcategory.

Source

 

7

Has Instagram copied Snapchat’s feature and what does it mean for mobile advertisers?

August 11, 2016

Instagram launched Instagram Stories: users share moments in a slideshow format; photos and videos will disappear after 24 hours. It may be useful for those who had previously considered Snapchat, but didn’t want to build an entirely new followers base. Tapping into Facebook’s advertising setting, Instagram certainly offers some great opportunities for brands to share their Stories with their followers.

Source

 

8

The AppsFlyer Performance Index. Global & Regional Benchmarks (H1, 2016)

August 9, 2016

AppsFlyer revealed a rating of the leading ad networks, publishers and media sources that drive mobile apps with the quality traffic and loyal users. AppsFlyer’s Performance Index H1 2016 edition covers 4+ billion installs worldwide, 1000+ of media sources and includes global and regional data by platform. Each comparison was calculated on a regional basis (APAC, North America, Europe, Latin America, and globally), and per days 1, 7, and 30 post install. Clickky makes TOP 20 in AppsFlyer’s Performance Index in a case of Retention for non-gaming apps (iOS).

Source

 

9

Mobile location data matters – but just how much exactly and what can advertisers do to optimise their targeted ads?

August 11, 2016

Location advertising tactics now include location-based ad targeting, geo-behavioural targeting of ads, analysing consumer insight and online to offline measurement. According to BIA/Kelsey research, 38% of US advertising dollars are being spent on location-targeted mobile ads this year reaching $11.3bn. Spend is set to increase to 43% by 2020. Click-through rates for mobile display ads that were geo-targeted were generally higher than the industry benchmark irrespective of industry.

Source

 

10

IDFA zeroing in iOS 10 will change mobile advertising

August 8, 2016

Apple introduced in iOS 10: the “zeroing” of advertising IDs (IDFAs) for users that have opted out of ad tracking. The zeroing of IDFAs could present a huge problem for mobile advertisers. The inventory on some ad networks is only matchable by IDFA; this means that it’ll be very hard, or even impossible, to track “conversions” (or ad clicks that lead to installs) on those networks. And without being able to track conversions, advertisers can’t calculate ROI across the campaigns they have running on various networks.

Source