September, 16: Facebook, CPI, AdBlock, Video, AR/VR, etc.
Weekly Mobile Marketing News Digest by Clickky

1
Facebook messenger users can now buy stuff from bots

September 12, 2016
Facebook added a buy button to Facebook messenger and expanded the functionality of bots. Now users can buy something from a bot without leaving an app. Messenger profile is connected with a credit card while payment processing is performed either by Stripe or PayPal. There are also some new monetization opportunities for brands: Facebook ads can now direct people to bots, brands can get personalized in-app web pages.  
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2
CPI in numbers. Current range of Cost-per-install in 15+ countries
September 13, 2016
Clickky revealed a new research of the market demand on cost-per-install base that has been calculated for 20 countries, two OS (iOS, Android), non-incentive traffic and different categories. The overview shows accumulated data from 247,562 Android and 104,068 iOS ad campaigns. Compared to June, the overall trend worldwide is that CPI growth rate is in decline for both OS. CPI for both platforms decreased between $0.01 – $0.56 range over August 2016.
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3
Adblock Plus is going to be monetized by selling ads
September 13, 2016
Adblock Plus Marketplace, which is running in beta now, will allow publishers to choose the ads for themselves and place it on their sites and blogs. On the Marketplace, Adblock Plus will suggest publishers so-called ‘acceptable’ ads  (small and unobtrusive), reduced choice of existed offers and cutted ad revenue (80%). Dimensions, requirements, page location and other features of ‘acceptable’ ads will be described in Adblock Plus’ guidelines.
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4
Time spent on smartphone apps increased from 33% in 2013 to 58% in 2016
September 14, 2016
According to the 2016 U.S. Mobile App Report (via comScore), mobile web usage has shown significant growth since 2013. Compared to 2015, in June 2016 digital media time spent on mobile apps showed 11% increase. US people aged 18-24 lead the rating of users who spent more time on mobile apps. Mobile average monthly audience increased by 81% since April 2014. Most of the users (49%) did not download any app in July 2016.
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5
Spendings on video advertising are expected to grow by rates 20% in 2017
September 14, 2016
eMarketer predicts the 20%+ rise of spending on the video format. 44% of US marketing professionals are confident that video format increases brand awareness. 34% of respondents said that video helps to reach a better targeted audience. But the challenges of video ads still remain. The US marketing professionals noted that among the main disadvantages there are shorter attention spans on mobile (29%), smaller screen size and viewability of ads (28%) and way larger audience (23%).
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6
Android beats iOS in a case of retention rate
September 15, 2016
According to Appboy study, RR Day 1 for Android app estimates 27% compared to 23% for iOS. On day 90 after the app install the retention rate for both platforms is equal and estimates 4%. The main reason for a US user to install an app is to resolve some specific problem a user has experienced (37.3% of respondents). 31% of users can also download an app upon the friend’s recommendation. Some users installed apps because of interesting ads (20.2%).
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7
$1,077 million was invested in VR and AR companies
September 15, 2016
During Q1 2016, 42 virtual/augmented reality companies got investments of $1,077 million, while on previous quarter the amount of investments estimated only $239 million. Since Q1 2015, more than $1.6 billion has been invested across more than 150 deals. The number of mobile virtual reality users worldwide grows constantly. According to some forecasts, there will be 22.5 million VR users by the end of 2016 and 154 million VR users by 2020 (88% of which will be mobile users).
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8
What app developers need to know about iTunes updates
September 13, 2016
Apple resolves a problem of overcrowded AppStore by removing problematic apps. This will make a process of searching and discovering of apps much easier. Apple has also limited the app name by 50 characters from 255 previously available and thus lowered the weight of the search engine results placement. App search ads will come soon together with ‘conquesting ads’. It seems that all updates are launched to put quality above the quantity and strengthen the competition.
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9
Facebook and Twitter joined the First Draft coalition  
September 13, 2016
More than 20 news organisations have recently become partners of a network aimed to fight with fake news. Now Facebook and Twitter have signed up to the First Draft coalition together with Channel 4 News, the Telegraph, the New York Times, Washington post and other. The First Draft coalition is supported by Google News Lab and is aimed to improve reporting from social media and tracking fake news.
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10
Digital spendings dominate the growth in 2017
August 12, 2016
According to Carat data revealed, advertising spend will reach $548.2 billion in 2016 with 4.4% YoY growth. Carat researched 59 markets worldwide and reported a positive growth in Russia (+6.2%), UK (+5.4%) and North America (+5.0%). Latin America (+10%) and Asia Pacific (+3.9%) remain keeping strong advertising forecasts. YoY growth of digital media spending in US is driven mostly by mobile, video and social media spending.  
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