August, 19: Google, Twitter, China, India, Africa, CPI, Messengers etc.
Weekly Mobile Marketing News Digest by Clickky

1
Hike raises $175 million to take on WhatsApp in India

August 16, 2016
WhatsApp’s India rival Hike has raised $175 million in funding in a round led by China’s Tencent and Foxconn. Hike serves as a platform for news, games, and shopping coupons on its app in addition to providing text messaging and voice calling services. Hike claims to have over 100 million registered users in the country, which makes it the closest competitor to WhatsApp. Tencent’s WeChat has over 700 M monthly active users but its market share remains limited outside the nation’s boundaries.
Source

 

2
How Much Are Advertisers Ready to Pay for Installs?
August 12, 2016
Clickky’s CPI Index shows the current state of market demand for different countries, two OS (iOS, Android), non-incentive traffic and different categories. Clickky’s CPI Index July ’16 overview shows accumulated data from 128,799 Android and 50,273 iOS ad campaigns. Within each country, there is a great difference in CPI between platforms for some categories. For example, in UAE CPI for Finance is $1,4 for Android and $0,54 for iOS. Click the link below to download pdf.
Source

 

3

Google’s New Video Calling App Duo Goes Live

August 16, 2016

Google announced that it was working on a brand new video calling application called Duo. It allows both Android and iOS users to chat with each other. Duo is tied to user’s phone number so one can call people in the existing contact list without having to maintain a separate one specifically for Duo. Duo that uses new standards like WebRTC is built for more efficient data consumption and could be just the thing to get the billions of people still on 2G to use video calling.

Source

 

4

The Mobile Economy Africa 2016

August 15, 2016

The mobile industry in Africa continues to deliver the required connectivity that enables access to a wide range of services addressing various social and economic issues. In 2015, mobile technologies and services generated around $150 million. At the end of 2015, 46% of the population in Africa subscribed to mobile services, that number is equivalent to more than half a billion people. Egypt, Nigeria and South Africa together accounted for around a third of the region’s total subscription base.

Source

 

5

Twitter now lets advertisers create their own stickers

August 15, 2016

Twitter is now allowing advertisers to offer sponsored stickers which will appear up front in the list of stickers that users can place on their photos. The new ad format kicks off today with a sponsorship from Pepsi. Twitter will allow advertisers to buy either four or eight custom stickers at a time, all of which will appear in the “featured” section that first appears when adding stickers to a photo.

Source

 

6

Is mobile search engine advertising proving successful? [INFOGRAPHIC]

August 15, 2016

According to Invesp, mobile devices now make up for 53% of paid search clicks. Mobile advertising spend is predicted to reach $28.25bn in 2019. Smartphones (64%) are ahead of tablets (36%) when it comes to search spend. 75% of Google mobile search ad revenue came from Apple devices. 88% of mobile search ad clicks were organically driven by ads with Classified and Local (97%) ads the dominant industry followed by Business and Industrial (94%).

Source

 

7

Emerging markets present a great opportunity for mobile and app advertisers. But how do you enter them?

August 16, 2016

Among the four largest emerging markets are BRIC countries (Brazil, Russia, India and China), followed by South Korea, Mexico, Indonesia, Turkey and Saudi Arabia. According to eMarketer, the number of smartphone users in APAC is climbing steadily. ZenithOptimedia confirms the significant growth in mobile ad spending in what it calls Fast-track Asia (China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand and Vietnam).

Source

 

8
For UK Publishers, Mobile Ad Blockers Are a Challenge

August 17, 2016

More than one in five people in UK will use ad blockers this year, and publishers now see that as a big challenge. According to InsightsNow survey about the primary challenges publishers were dealing with on mobile, more than half (55%) said ad blockers were one of the biggest—above quality of consumer experience, as well as quality of content or creative. April 2016 survey revealed that 58% of UK internet users said making ads easy to skip or avoid would improve the experience.

Source

 

9

The scroller proves itself as a powerful mobile advertising format

August 17, 2016

The IAB has now published a Mobile Scroller Ad Concept Research Report to take a closer look at the format. The study found that the scroller worked well, boosting category awareness by 26% and increasing brand awareness to almost 10%. Respondents who viewed the scroller ads were 17% more likely to perceive ads as distinctive. Another 13% said they actually enjoyed the scroller ad. Overall, the format was viewed as less intrusive than banners. 35% also commented positively on the way they ad revealed itself.

Source

 

10

Mobile apps: what works in India and how to build one that could go viral

August 17, 2016

Of the fifty most popular apps in India, more than twenty are utility apps. What makes the success of these apps remarkable and representative of user needs is that the popularity of many of these has come in the absence of large marketing spends. These apps have grown either due to user need or word of mouth, both exceptionally potent drivers of growth and retention, they broadly gratify one of four basic user needs.

Source