A look at how last week’s news affects mobile publishers
Last week provided good news for the mobile ad industry. Ad spending on the whole is rising, with digital and mobile pushing it forward. After a slight dip in April, May’s Standard Media Index showed that 7 percent gain over May 2016. Digital was up 16 percent, while mobile ad networks were up 20 percent. After posting a 1 percent decline in overall ad spending in April, this bounce back is a positive report for an industry that keeps expanding.
According to the IAB, only five percent of Australians use a mobile ad blocker, down from 6 percent last year. Desktop ad blockers, which are more common Down Under, saw a drop as well. All of this happened while awareness of ad blockers continued to rise, providing an interesting contrast. “As mobile emerges as the channel of choice for many consumers, it will be key to ensure that mobile advertising respects the close relationship that a consumer has with their mobile phones,” said Vijay Solanki, CEO of IAB Australia.
Facebook is preparing to start developing original television shows for its social network. Unlike Netflix or HBO, which depend on subscriptions, Facebook wants to use an ad-supported version to generate even more revenue. It has finalized two shows so far: a reality showed called “Last State Standing” and a comedy called “Loosely Exactly Nicole.” With this platform, Facebook should be able to attract smaller producers and independent studios. This is another move to bring it more of the television ad dollars it’s been slowly taking away for years.
Mobile carriers continue to get faster, which is good news for publishers as mobile users become more video dependent, and new tech like augmented reality means more data is being transmitted. A new report shows that Verizon has the best network thanks to its reliability, while AT&T posted the fastest speeds nationally. T-Mobile also made significant gains, almost closing the gap with Verizon, especially in metro areas. AT&T had average download speeds of 32.6 mbps, while Verizon was at 31.1 and T-Mobile came in at 29.3. Sprint continued to lag behind with 20.5 mbps.