January 8, 2018 | by Alexian Chiavegato

AdTech Weekly Round Up

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

Facebook says People are OK with Video Ads that Interrupt Content, as long as they are Short
Facebook has released top takeaways from new research on how people respond to video ads in different video environments, ranging from TV to news feeds to social media stories. The tech giant put together five different scenarios to illustrate how long people watch ads for in different formats before they tune out — whether that entails skipping an ad, scrolling ahead, closing whatever app they are using or simply looking at their phones instead of their screens while watching TV. The formats include TV ads, video ads in feeds, skippable and non-skippable video ads and ads in Stories formats like on Instagram and Snapchat. The bottom line? Facebook is urging advertisers to rethink mobile advertising, by pushing out shorter, more attention-grabbing ads in a variety of different creative formats.

Mobile Marketing for Casinos: Where’s it heading in 2018?
Mobile Marketing Watch has advice for the fiercely competitive online casino market. With new developers and operators popping up all of the time, the publication says the ones who want to survive and thrive need to always stay at least one step ahead of the rest. The best approach? Make mobile apps better and slicker than ever before. This will involve making these games super user-friendly and rich in features as well as being as compact as possible. It’s already been a major trend in 2017 and it’s one that many expect will snowball in the year ahead. Plus, because more and more players have been showing a certain resistance to downloading apps onto their mobile devices, you can expect to see more and more offering the chance to play directly on HTML5 and Flash sites as well.

A Publisher’s Guide to GDPR
Ad Exchanger has put out a primer for mobile publishers on what they need to do and know in regards to the looming deadline for compliance with Europe’s General Data Protection Regulation (GDPR). Because of access to first-party consumer data, publishers in particular need to prove to their clients, and their clients’ agencies, that they’re taking the appropriate steps to comply. Everyone in the supply chain could be held accountable if they aren’t compliant by May 25, and stakeholders at every level are in a frenzy to renegotiate contracts that protect themselves. Consent and data leakage are two other areas discussed in the article.

Survey shows Facebook beats YouTube and TV as Best Place to Launch new Ad Campaign
A new Cowen survey of ad buyers shows that Facebook will chip away at Google’s dominance in digital advertising thanks to the growth of Instagram and video ads. Cowen analysts, who surveyed 50 senior ad buyers, said Facebook and Instagram ad budgets will increase in 2018 and 2019, and budgets for Google ads will decline slightly. Though YouTube is still the preferred digital video platform to advertise on, Facebook is encroaching on its top position. In particular, 41 percent of the survey takers considered Facebook video the best place to launch a new ad campaign over TV (25 percent) and YouTube (10 percent). While the digital ad market is expected to have a compound annual growth rate of 13 percent between 2018 and 2023, Google is only expected to increase 11 percent.