September, 2: Ad blocking, App Store, Google Play, chatbots etc.

Weekly Mobile Marketing News Digest by Clickky


1

Messaging apps are changing mobile ecosystem
August 27, 2016
Messaging apps and chatbots can change the position of mobile apps as dominant commerce platform in mobile industry.  Wechat in China turned into a standalone platform, allowing its users to perform a lot of transactions (booking, reserving, paying) without leaving the app. Chatbots in messaging apps seem more convenient than mobile apps are.
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2
The current state of market demand for CPI in Russia
August 31, 2016
Russia shows a huge potential for mobile marketing. In Q2 CPI for Android was lower than that for iOS. Yet, Android CPI showed positive dynamics over Q2 while iOS cost per install decreased by the end of the quarter. Data about CPI in Russia (Q2 2016) is based on Clickky CPI Index. The research includes statistics about average CPI for different platforms and comparison for iOS and Android for categories Business, Games, Shopping etc.
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3

Facebook is going to take a piece of the pie in programmatic ad sales

August 31, 2016

Facebook is testing mobile and video ads header bidding. The programmatic technology will probably be launched through Audience Network in the nearest future. Facebook’s header bidding will compete with DoubleClick by Google for the market share of  programmatic ad sales. Yet, Google is now busy with Exchange Bidding in Dynamic Allocation (EBDA) that allows 3rd ad exchanges compete with AdX for ad allocation. EBDA is at a testing stage yet.

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4

Japan has over 6 times larger ARPU in Games category than the UK

August 31, 2016

App Annie submitted a report on the indexed ARPU (average revenue per user) for TOP 30 mobile games. The report includes data for China, Japan, South Korea, the USA and the UK. All the countries showed growth in the ARPU over the period Q2, 2016 – Q2, 2016. Japan leads with its indexed ARPU that is over 6 times larger than one in the UK and 2 times larger than one in China. The main driver for revenue in Japan and China are local games.

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5

59% of smartphone owners in Canada use Android

August 31, 2016

The penetration of mobile phone users in Canada estimates 75%. The users spend more than 2 hours daily using mobile devices, 80.7% use them regularly this year.  More than 90% of Canadians in age of 18-44 own smartphones. 59% of population in 2016 use Android compared with 32% of iOS users.

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6

Google adds ‘in-app’ feature to the app search

August 31, 2016

Now Android users can choose ‘in app’ when searching in Google alongside with web, images and shopping. New search feature will help to find content inside the installed apps e.g. colleague in messages and Gmail or song in a music player. It doesn’t need the internet connection because it checks the stored data. Currently the feature is available for Gmail, Spotify and YouTube.  

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7

App Store is going to get rid of the apps that don’t meet quality standards

September 1, 2016

On September, 7 Apple will start the process of removing some apps from App Store. The app will be deleted if it doesn’t meet quality standards e.g it doesn’t perform the intended functions, has no updates for a long time, is ‘problematic and abandoned’. Also Apple informed developers that the name of the new apps will be limited by 50 characters.

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8

Google Play Early Access program is now opened for all Android developers

September 1, 2016

Google Play Early Access Program is now out of beta. All Android developers can nominate their apps and games via Google Play Early Access Interest Form. The program is intended to provide developers objective and useful feedback and validation. According to Google, there are thousands of users that are ready to test Android apps.

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9

EU declared invalid ad blocking actions on a network-level

September 1, 2016

According to new EU regulations, network-level ad blocking is illegal. Earlier mobile operators started to block ads on mobile devices, but EU regulatory estimates that the content may be blocked on a network-level only in case when it breaks the laws or for security reasons. Otherwise, users have a right to see all content, including ads.  Advertising can be blocked individually on a device.

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10
Consumer stats for Apple and Samsung

August 31, 2016
According to Strategy Analytics data, Samsung may win in a global mobile battle, having shipped 77.6m smartphones compared to 40.4m shipped by Apple. Apple has dropped down during the last year, going from 47.5m to 40.4m of sold units. However, Apple still has a high level of customer loyalty: 40% of users would like to buy iPhone compared to 20% of those who are dreaming about Samsung mobile.
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