September, 9: Google, Snapchat, ad blocking, China, etc.
Weekly Mobile Marketing News Digest by Clickky

1

Google launches a new advertising program for clothes retailers
September 6, 2016
Now Google users can buy clothes right from the search results. Google’s new advertising program is called ‘Shop the look’ and is set to empower ads and searching toolbar by adding purchasing links to search results. The quantity of mobile users is expected to grow and the more they use mobile web instead of apps, the more revenue Google gets.
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2

Stories are predicted to beat Discovery feature as main Snapchat revenue source

September 8, 2016

Now Discovery feature brings Snapchat 43% of revenue, but in 2017 Stories may lead as main revenue source (37.8%). Now Snapchat reaches 31.6 of social network users in the USA and keeps only 2.3% of the US ad market. In 2015, 98% of Snapchat ad revenue came from USA and this ratio is foreseen to drop to 75% by 2018.

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3

Mobile payments in US are expected to show 80% of CAGR by 2020

September 6, 2016

A new research by Business Intelligence reveals that the mobile in-store payment volume in US will reach $503 billion by 2020. Mobile wallets show high adoption rate among millennials — about 45% of US population aged 18-34 use wallets compared to 26% at the age of 35+.  About 67% of them are Android users and 56% are iOS users. The main barrier to use mobile wallets is a security concern.

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4

China and Japan lead the growth of  game industry

September 5, 2016

42% of mobile games global revenue is made by China and Japan while USA contributes only 20%. Google Play beats App Store on downloads volume but App Store still leads as revenue driver. Speaking of the game genre, Build/Battle (Strategy) delivers the highest revenue in the West. RPGs are of the same success in the East and West becoming the largest genre worldwide. However, the growth rate of RPGs decreases compared to the Puzzle genre that grows substantially. Location-based games now take 10% of global market due to Pokemon Go.

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5

81% of UK publishers plan to invest more in mobile advertising campaigns

September 6, 2016

AOL surveyed 600+ publishers on their intentions and expectations. In the next 12 months publishers in UK are going to increase the investments into mobile campaigns. 53% of surveyed publishers plan to sell their inventory programmatically and 20% believe in video to become the main revenue driver. Respondents consider faster ad loads as the biggest opportunity (48%). Ad blockers remain as main mobile challenge for 55% of publishers. Up to 50% of traffic comes from partner distribution for most publishers (63%).

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6

Mobile shipment stats in China

September 6, 2016

Kantar Worldpanel ComTech reports that iOS market share in China showed 4.4% drop down  for 3 months and made 14.3% in July. On the contrary, Android showed its largest rate with 85% of market share (+5.6% for three months). Tamsin Timpson (a strategic insight director at Kantar Worldpanel ComTech Asia) says that iOS may rise during the next months after the latest iPhone release. There is no data for Samsung, but the report reveals market share for Huawei (27.6%) and Xiaomi (18.5%).

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7

Facebook video ads of 30-60 seconds have the highest completion rate

September 6, 2016

According to Kinetic Social data, 44% of Facebook video ads had 100% completion rate if its length estimated 30-60 seconds. 27% of such video ads had been watched only by one quarter. Completion rate highly depends on the ad length. 2+ minutes video ads got the second-best completion rate (31%). Up to 30-second video ads showed the lowest viewability — only 26% watched them until the end.

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8

Mobile apps now estimate 59% of all digital media time

September 5, 2016

According to ComScore data, 68% of digital time now belongs to mobile. Share of total digital time spent on desktop is now 32%. Smartphone apps usage showed 6% growth since last year and now estimates 50%. Totally, users spend 59% of their digital time in apps on smartphones and tablets. However, desktop still remains the main source of conversions.

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9

More than 60% of mobile web traffic are impacted by ad blocking

September 8, 2016

Mobile traffic is now estimates 30.9% of global traffic and ad blocking influences 62.9% of it. Desktop drives almost twice as more traffic as mobile does (50.6%), but only 21% of sites are blocked compared to 62.9% sites blocked on mobile web. Norway shows the largest worldwide content blocking rate of 51%, SEA shows the lowest one — 26%. Business Intelligence research reveals that display, video, social and search ad units in web browsers are the most popular content types to block.

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10

Pokémon Go is expected to reach $1 billion in revenue by the end of 2016

August 31, 2016

Pokémon Go became the fastest mobile game in history when reached milestone of $500 million in consumer spending in 63 days. App Annie forecasts it will reach $1 billion in revenue by the end of this year across AppStore and Google Play worldwide. Partnerships became new revenue sources for Niantic Labs (Pokémon Go creator). Earlier Niantic Labs announced partnership with McDonald’s Japan and SoftBank.

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