August, 26: Microsoft, Facebook, Google, Instagram etc.
Weekly Mobile Marketing News Digest by Clickky

1
Will Microsoft bring more AI into Cortana?

August 23, 2016
Microsoft has acquired Genee – the AI startup that performs virtual assistance. Genee had been founded by Ben Cheung and Charles Lee who now become a part of Microsoft team. There is a possibility that Genee technology will be incorporated into Microsoft’s personal assistant Cortana (was presented at 2014). The sum of the transaction hasn’t been revealed.
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2

77.7% of Germans watch video online to learn

August 22, 2016

According to eMarketer, Germans now use smartphones rather than desktop computers to watch video. Main reasons are: to get the information (77,7%), to entertain (50,5%), to relax (44,8%). Native video has been performing much better: 46% of respondents clicked on a video below the article they had been reading compared to 8,3% who clicked due to ads. 41,6% of respondents spent 10 minutes and less while viewing digital video.

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3

Facebook creates its own downloadable desktop gaming platform

August 22, 2016

The Facebook platform makes it possible for app developers to offer their iOS and Android games on desktop. The downloadable desktop gaming platform will be able to support more complex games that need more computing power. Developers can already access the platform created together with the Unity game development platform. Limited alpha version allows developers to create and export apps to Facebook’s desktop app and website.

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4

Mobile app-install tools drive revenue to Google, Facebook and Apple

August 22, 2016

Universal App Campaigns (UAC), launched by Google, resulted in 3 billion app downloads. Google plans to include iOS into UAC. Facebook’s tool named App Event Optimization provides best targeting and maximises long-term app value. Paid Search, announced by Apple, helps developers to make their apps stand out. App-install ads generated 25% of total ad revenue in US at 2015 and are expected to exceed  $7+ billion by 2020.

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5

Google announced the upcoming fight against intrusive interstitials in mobile web

August 23, 2016

In January, 2017 Google will start knocking down the sites that place intrusive interstitials. The interstitial is considered intrusive if it prevents user access to the content: the pop-up hides the main content, interstitial needs dismission to gain content and while using a layout ‘where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold’.

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6

25% of ads on Instagram is now video advertising

August 22, 2016

Sensor Tower represents trends in mobile social media advertising according to the “Ad Intelligence Data Digest” report. One fourth of all Instagram ads are now video. Furthermore, the video got longer – from 15 to 25 seconds (+67%). The leading advertiser on Instagram is HBO NOW, on Facebook – Mobile Strike, on Pinterest – Etsy. Compared to Instagram and Facebook with games as TOP advertisers, on Pinterest games are absent.

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7

Facebook expands the functional of Slideshow video ads

August 23, 2016

Facebook released new tools and features to Slideshow. Expanded functionality now lets users add text and music, create slideshow, refer to integrated stock image library, create video out of Pages Photo Library and screenshots, and turn video back into slideshow. These features will help advertisers in emerging markets to make their ads more effective for users with slow connection speed and also target their ads to 2G.

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8

Brand mobile advertising is expected to grow

August 24, 2016

According to Mobile First Insights, the most popular app categories by impressions in June 2016 were News & Information, Games and Social Networks. Food & Drink, Business and Education are in the bottom of the list. The largest investments to performance-based mobile ads (24% of all ads expenditures) are held by Technology industry.

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9

Brazil is ranked first with 34% app sessions on Flurry platform among LatAm countries

August 25, 2016

According to data published by Flurry, Brazil leads in mobile app usage, counting 34% of all Latin America app sessions. 21% of app sessions have occurred in Mexico, Argentina takes 3rd place with 8%. According to eMarketer Brazil is the largest mobile market in Latin America with 33,8% of all smartphone users living there. Data provided in 2015 estimates that Utilities and Productivity take 44% share of time spent using mobile web.

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10
How millennials use smartphones and social media?

August 17, 2016
27% of millennials mostly use smartphones to spend their time online. 15% of millennials surveyed also used smartphone to make purchases online. 9% of respondents used smartwatch multiple times per week to make purchases. Facebook and Youtube are the most popular social networks for respondents in age of 18-34 (41% and 35% respectively).
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