June, 24: Supercell, Ad Blocking, Facebook, Video Ads, Apple, etc.
Weekly Mobile Marketing News Digest by Clickky

1
Tencent Seals Deal to Buy ‘Clash of Clans’ Developer Supercell for $8.6 Billion
June 21, 2016

Tencent Holdings Ltd. and its partners will pay $8.6 billion for the Finnish maker of “Clash of Clans,” a deal that will catapult the Chinese internet company to the top of the white-hot market for games played on smartphones and tablets. Tencent buys an 84.3% stake in Supercell from Japan’s SoftBank Group Corp. The deal values closely held Supercell at $10.2 billion — nearly double its valuation a year ago.
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2
US Ad Blocking to Jump by Double Digits This Year
June 21, 2016
In 2016, 69.8 million Americans will use an ad blocker, a jump of 34.4% over last year. Next year, that figure will grow another 24.0% to 86.6 million people. Ad blocking is more common on desktops and laptops than on smartphones. This year, 63.2 million people will use an ad blocker on their desktop or laptop PC, vs. 20.7 million who will use one on their smartphone. In fact, 90.5% of ad blocking users will block ads on desktops and laptops, while just 29.7% will do so on smartphones. As the use of mobile devices grows, so too will the use of mobile ad blockers. The number of people using smartphone ad blockers will jump 62.3% this year.

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3
Smartphone Data Traffic on the Rise
June 22, 2016
Global smartphone data traffic will grow at an average rate of 50 percent per year until 2021. As smartphone usage continues to increase and mobile content becomes richer and more video-heavy, the amount of data traffic people consume on their smartphones rises sharply.
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4
Immersion unveils first haptic design toolkit for tactile effects in mobile video
June 21, 2016
Immersion, which develops touch feedback technology, today announced a new web environment and the first haptic design toolkit. Called TouchSense Design Cloud, the kit lets designers create tactile effects for mobile video and currently runs in beta. Haptics basically allow consumers to feel buttons on a mobile screen, experience G-forces applied to a car game or feel the percussion of an explosion in a video. 77% of respondents said they preferred the interaction that a haptic-enabled content provided, whilst 85% found themselves more immersed in video when tactile effects had been added. Overall, Click-through rates were up to 440% higher for ads with tactile effects.
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5
Consumer purchase intent is 27% higher for mobile in-article native video adverts
June 21, 2016
Teads, the video ad marketplace, released some new eye tracking insights to highlight how ads within premium editorial content can increase consumer purchasing intent. Teads tested 115 participants in front of various video ads to record reactions and perceptions:

– Users are scrolling 50% more in social feeds. Almost 9 in 10 users view in-article video ads within premium content, compared to just 6 in 10 in social feeds.
– Dwell time is also much better (24%) for video ads that are embedded in premium content than social feeds.
– 80% of consumer engagement with publisher sites was spent reading compared to 65% on social feeds.
– 9 out of 10 users are searching for the skip button when they view skippable pre-roll ads.
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6
Over half of Facebook advertisers now also spending on Instagram
June 20, 2016
In April 2016, 54% of Nanigans’ clients who advertised on Facebook also spent on Instagram.  Instagram’s continued growth as a UA channel for mobile game developers. But it’s not just more companies spending on Instagram. They’re also spending more. Average campaign spend was up 29% between February and April 2016.  

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7
Mobile advertising set to grow more rapidly than previously expected
June 21, 2016
ZenithOptimedia previously forecasted that mobile internet advertising would overtake desktop by 2018. However, the sector has been growing more rapidly than expected. It grew 95% in 2015 and is set to increase another 46% this year, followed by 29% both in 2017 and 2018. Mobile’s global ad spend share currently stands at 10.4% of total spend and will more than double by 2018 to 22.4%. China is set to overtake the US to be the largest mobile ad market in 2017 at an average spend of $32.7bn compared to $30.5bn in the US. The UK is the second-most-advanced mobile ad market. More traditional digital display ad formats such as banners are in decline, losing 3.1% in 2016. Online video however has experienced a surge thanks to high quality content and improvements in mobile viewing experience.

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8
Internet Users in Mexico Will Spend More Time Online in 2016
June 23, 2016
According to AMIPCI research, internet users in Mexico will spend more time online in 2016 than they did in 2015. From 2014 to 2015, the percentage of the population who identified themselves as internet users climbed 8 percentage points, from 51% to 59%. Mobile is the first screen for many users: 77% of those surveyed said they used a smartphone to access the internet in April 2016, higher than the 69% who used a laptop or the 50% who used a desktop.

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9
Apple can now open flagship stores in India thanks to new FDI ruling
June 21, 2016
The Indian government decided to relax its foreign direct investment (FDI) norms, allowing foreign companies in select sectors to establish operations in the country, including single-brand retail. That means Apple can now open its stores across the country without hassle. FactorDaily reported last month that the iPhone maker planned to open 10,000 sq. ft. stores in major cities like New Delhi, Bangalore and Mumbai by the end of 2017.
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10

Half a Billion Smartphones to be Sold in Africa Before End of 2020
June 23, 2016
Smartphone sales in Africa are set to explode over the next five years, with this year expected to see smartphones outselling feature phones on the continent for the first time, and around 500m units expected to be shipped in Africa by the end of 2020. Projections by Statistasuggest that by 2020, over 200m units a year will be sold in Africa, with 150m of those smartphones.

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