August 5, 2019 | by Alexian Chiavegato

Ad Tech Weekly Roundup

A look at how last week’s news affects mobile publishers…

Snapchat’s ‘Instant Create’ Fast-Tracks Ad Creation
Snapchat has introduced a streamlined ad creation flow that allows advertisers to quickly build online ads. The tool leverages Snapchat’s most popular templates and has simplified ad detail options, enabling publishers to take advantage of engaging creative without additional design resources.

The process starts by selecting the ad’s objective (web visits, app installs or app visits), entering the business URL and choosing targeting filters. The tool then pulls images from the URL entered and sizes them automatically (or advertisers can upload images manually).

The “Instant Create” is an easy-to-use tool for creating a quick single-ad campaign with minimal design requirements for SMBs or marketers that lack the budgets and resources. It also offers a way for publishers to try out the Snapchat platform without investing a lot of time or energy in building a comprehensive campaign with multiple ad sets.

Facebook wants to Slide Ads into your DMs, according to Newly Published Patent
Facebook has published a new patent that details how the social media giant could place targeted advertising inside private conversations in Messenger. The patent application suggests a change in the company’s thinking about significantly escalating the amount of advertising in its chat application.

Previously, Facebook has allowed businesses to run ads in its messaging app but has always stopped short of placing ads inside of users’ private conversations. Granted in May of 2019, the application was actually filed in 2015 but was recently made public. It describes ways in which businesses could use location data and the content of conversations to surface targeted ads directly in users’ chats via a “plug-in” .

According to the filing, these so-called plug-ins would also allow the app to surface targeted advertisements based on the text of your conversation or even your location data. The plug-ins would further enable people to use other services inside of Messenger, such as games or ride-hailing services. While Facebook Messenger already incorporates third-party services in its app, it has not previously allowed them to surface ads in private conversations.

Google Extends Same-meaning Close Variants to Phrase Match, Broad Match Modifiers
Google is making some changes that it says will help companies reach more of the right customers with phrase match and broad match modifiers. As expected, Google is further loosening the reins on close variants. It has begun extending same-meaning close variants to its phrase match and broad match modifier. Google is also changing its keyword selection preferences to prevent keywords from competing against each other.

Google says queries evolve and machine learning has advanced to the point where it can fill in previous gaps for advertisers. To further support its reasoning for these changes, Google says 15% of its daily searches are new — and advertisers will miss out on these new queries if matching is too restrictive.
The company says its machine learning systems can infer intent and spare advertisers from creating exhaustive keyword lists in order to get their ads to trigger on relevant queries.

Ad Blocking Growth Is Slowing Down, but Not Going Away
eMarketer has found that fewer than expected users are blocking ads across the US and Western Europe so it has downgraded its estimates of this particular population.

This marks the second year in a row that eMarketer has downgraded its estimates of ad blocking and this includes downgrading estimates for future growth as well. Germany currently has the highest concentration of ad blocking users of the countries polled, with 32.8% of internet users using some form of ad-blocking this year. In the US, roughly one in four internet users will block ads on at least one of their internet-connected devices.

eMarketer now expects this year’s US ad blocking population to reach 73.2 million, down from 75.4 million in 2018. The firm says this still represents an increase of more than 3 million new ad-blocking users this year. Desktop and laptop continue to be where most ad-blocking occurs as It’s harder to block ads on smartphones since most activity takes place within individual apps.

Pinterest Beats Expectations with Q2 Results as Monthly Active User Numbers Pass 300m
Good news for Pinterest as its monthly user’s numbers grew by 30 percent year-on-year and has now passed the 300 million mark. So it’s not surprising that its revenues for Q2 increased by 62 percent to reach $261.2 million, according to Pinterest’s quarterly earnings report. All better than expected numbers.

According to ComScore, more than 5 million ideas are saved each day in the UK, along with 15m monthly unique visitors to Pinterest. In addition, more than 80% of sign-ups are outside of the U.S. There are currently more than 200bn Pins saved on the platform.

Analysts are saying these numbers are especially important in light of its post-IPO stumble, reflected in its first quarterly earnings, and that the platform’s growth has been “remarkable.”