September, 23: Allo, Chinese market, Facebook, Mobile Video, etc.

Weekly Mobile Marketing News Digest by Clickky

1

US mobile users spend in apps up to 86% of their smartphone time
September 20, 2016
According to eMarketer, the mobile web surfing in US accounts only 14.3% of average daily time spent with the smartphones. US mobile users spend up to 2 hours per day using apps compared to 19 minutes using mobile web. The major drivers of mobile apps are news, video, productivity apps, social media and messaging apps. Americans are expected to spend about 15 minutes a day consuming video. The messaging apps usage rose 146.4% versus last year.
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New Social Media updates for better app promotion
September 22, 2016
In January 2016 there were 2.307 billion active social media users worldwide. Social media platforms launch the updates, improve and enhance advertising tools and features in order to help industries to attract loyal paying users. Infographics shows latest updates that Facebook, LinkedIn and Twitter rolled out for better mobile marketing.
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3

Facebook launches extended features of the dynamic mobile ads for retail

September 20, 2016

Dynamic ads for the brick-and-mortar retail now include information about the local availability, product summaries, different actions (buying online, bookmarking, etc.) and similar products. Social Network is now testing these features for retailers with major advertising agencies. Facebook also integrates a new solution called The Shop Visits to improve the geo-targeting options. It will be rolled out the next month.

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4

Major trends of Chinese mobile market

September 22, 2016

Chinese online market is oligopoly: Baidu, Alibaba and Tencent (BAT) together take 73% of the market and the majority of the traffic. Publishers are trying to enter other markets, and the main target seems to be North America because of large CPM rates. Chinese publishers focus mostly on the utility apps since the content-based apps require at least the language adoption. However, there is a tendency to move into Games category.

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5

Smartphones take up to 50% of paid search clicks

September 22, 2016

48.9% of Google paid clicks were made using smartphones. Its share increased by 20% since 2015 while the desktop paid clicks share decreased by 15%. Now mobile is the leading channel to provide search clicks. Tablets also showed a gradual decline from 14.9% in Q1 2015 to 11.5% in Q2 2016. eMarketer forecasts US mobile search spending to grow by 43.1% by the end of 2016 while the desktop search spending in US will be reduced by 11.4%.

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6

Google released a messaging app Allo
September 21, 2016
Google launched its messaging app Allo announced as “smart” due to built-in AI assistant. The Google Assistant in Allo uses emoji, responds the simple questions about restaurants nearby and narrows the search according to keywords (e.g. “vegetarian” or “top rated”) if needed. AI assistant needs no special commands and works in groups messages. Allo allows users to add stickers, resize messages, draw on photos (for Android users), suggests smart replies and incognito mode.
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7

Digital video users in the USA do not watch pre-roll ads

September 21, 2016

52% of US digital video users skip the ad when presented with a pre-roll video ad. 20% of them close the video at all. Respondents also mentioned that they can do something offline (15%) or online (9%) until the ad is over.  Some users (12%) prefer to mute the 15 and 30-second video ads. The survey was conducted among 1,115 US digital video viewers who watched video content 60+ minutes per week. Meanwhile the advertisers consider video as the main source of quality leads.

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8

Google launches the Accelerated Mobile Pages support for non-news sites

September 20, 2016

On September, 20 Google brought the Accelerated Mobile Pages (AMP) support for non-news sites into the regular search. AMP makes pages to load 4 times faster compared to the non-AMP pages. Accelerated Mobile Pages enables the publishers to create the mobile adaptive content and to load it instantly. Sites with AMP versions will be labeled with the small icons similar to AMP pages in Top Stories. Now there are more than 600 m AMP pages from over 0.7 m domains.

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9

Apple and Google enable automatical video play

September 21, 2016

Google and Apple launched some tweaks for Chrome and Safari that enable the video content play automatically while the audio remains muted. This could give a way more opportunities both for publishers and advertisers whereas some ad agencies refuse to pay for the muted ads. The new tweaks are able to cause some trouble for the mobile web users when increase the amount of internet data consumption and also charges for that data.  

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10

Mobile is a driver of programmatic growth in France

September 20, 2016
According to eMarketer report, a share of mobile in programmatic ad spend will reach 53.7% in 2017. In 2018, mobile will take more than 68% of all programmatic ad spending. Within mobile advertisers that use RTB the open exchanges dominate. Among the difficulties the mobile advertisers in France face there are complexity of data analysis, measurement of cross-device transactions and contribution of  each channel.
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