July, 15: Snapchat, China, Microsoft, India, Games, Messaging Apps etc.
Weekly Mobile Marketing News Digest by Clickky

1

Marketers in Western Europe Hope Native Advertising Will Forestall the Growing Use of Ad Blockers

July 11, 2016

Spending on native advertising in Europe is surging, as marketers try to combat consumer disapproval of traditional ad formats, such as banners, pop-ups and autoplay videos. Expenditures jumped by a third in 2015 alone. Just 27% of internet users in Europe polled said they trust banner ads, compared with at least 41% in all other regions. The main reason advertisers and marketers are turning to native advertising is because most consumers don’t respond well to traditional digital ad formats, such as banners.

Source

 

2

Infographic: Consumers Don’t Mind Hearing From Brands on Messaging Apps

July 11, 2016

Brands have a real chance to capitalize on messaging apps. Messaging apps now boast more active users than social networks. Over ¾ of boomers are interested in making purchases via Facebook messenger using PayPal. Consumers are ready to receive coupons, notification of store sales, happy hour  notifications etc.

Source

 

3

Data pick of the day: Snapchat audience is getting older

July 12, 2016

Snapchat has long been synonymous with teens and young users among 16-24s. But the latest data from GlobalWebIndex shows that Snapchat now appears to be catching on with older age groups too: well over half of Snapchat’s adult users were from the all-important 16-24 demographic. Q1 2016 was the first time that this fell below 50 per cent and it’s dropped even further in GWI’s latest research to just over four in ten. Simultaneously, the older age groups, and 25-44s in particular, are accounting for an ever-bigger share of its audience.

Source

 

4

81% of China population in tier-1 cities shop online

July 12, 2016

China’s online retail market accounts for roughly 13% of the total retail market. In tier-1 cities, 81% of population shop online; 72% in tier-2 cities; 53% in tier-3 cities according to McKinsey. Chinese online shoppers can be categorized into six types, the frequent women shoppers, the quality-conscience men shoppers, the young shoppers, the middle-age shoppers, the high-income shoppers, and the practical shoppers.

Source

 

5

Microsoft Cuts 1,350 Jobs as Mobile Unit Closes

July 12, 2016

Microsoft has confirmed the closure of its Finnish mobile phone unit, with all 1,350 staff at the unit set to lose their jobs. The cuts are part of Microsoft’s previously announced plans to shed 1,850 jobs from its smartphone business, which it bought from Nokia in 2014.The cuts are set to cost Microsoft around $950m (£730m) in restructuring and impairment charges, with around $200m set to go towards staff severance payments. The sale of the feature phone business to FIH Mobile only brought in $350m for the company.

Source

 

6

In India, app-install advertising is fast becoming key component of marketing plan

July 12, 2016

The Indian app market is one of the fastest growing ones globally. Daily app downloads in the country increased by 16% during the first half of 2016. Total app downloads are projected to grow 92% from 2014 to reach 8bn by 2016 and 20bn by 2020. Gaming apps were among the most popular as downloads had increased from 17% in 2015 to 20% by 2016. Screenshots (46%) were of particular importance for customers when picking out an app from the store.

Source   

 

7

Smartphones are most popular gaming device across 12 markets: Facebook

July 13, 2016

45% of mobile gamers playing while waiting, 44% while commuting or traveling and 21 percent playing at work. 47% of smartphone players are women and 53% are men. Mobile gamers who spend money on games are 2.7 times more likely to stay in-game for a sense of community and belonging compared to mobile non-spenders. These gamers are also 2.9 times more likely to pay for mobile games. Game developer Disruptor Beam ran the campaign across Facebook and Instagram, using boosted posts and mobile app install ads. Between Jan. and March 2016, the game saw 1.3M downloads with a 1.2 times return on ad spend in the first 60 days.

Source

 

8
Mobile drives video ad growth, but 48 per cent of publishers worry about mobile consumption trends
July 13, 2016
Based on the answers of 250 US ad professionals, report finds that video’s dominance is being driven by mobile, growing 47% the year-over. Among those who have run video campaigns on social media, Facebook ranked top for paid posts. Mobile is driving the increase in programmatic ad spend and is set to reach $15bn in the US in 2016. Whilst users spend 25% of their time on mobile, it grabs a mere 12% of ad budgets. On the issue of ad blocking, 46% of publishers found it to be a major threat.
Source

 

9

Yahoo Will Earn 1.5% of Worldwide Digital Ad Dollars This Year

July 15, 2016

This year, eMarketer estimates, Yahoo will earn just 1.5% of net digital ad revenues worldwide, down from 2.1% in 2015. The company is not only losing share of the market, but is also raking in fewer ad dollars in absolute terms, with revenues down 4.7% in 2015 and forecast to drop a further 13.9% this year. On mobile, too, Yahoo is losing share of global revenues, with its share expected to drop from 1.5% in 2015 to 1.3% this year.

Source

 

10

Mobile Clothes Shopping Is Fashionable Among UK Millennials

July 14, 2016

May 2016 data from Criteo illustrated a clear split across age groups when it came to clothes shopping via mobile. Almost half of UK internet users surveyed between the ages of 18 and 24 said they had purchased clothes via their device, while a further 43% of 25- to 34-year-olds said the same. The proportions dropped off dramatically from the age of 45, and even 35- to 44-year-olds weren’t as prolific — just 31% admitted to shopping for clothes via mobile.

Source