A look at how last week’s news affects mobile publishers…
Apple Expands Test to Sell Ads in Apple News
Apple is expanding the number of publishers that can serve ads into their Apple News articles using Google’s DoubleClick for Publishers after testing the option last year, according to five publisher and industry executives. An Apple spokesperson declined to comment on the record. The DFP move lets publishers take the direct-ads sold on their own sites and plug them into Apple’s app. The DFP integration could help Apple’s relationship with publishers at a time when they’re looking to other platforms including Flipboard and LinkedIn to diversify their traffic sources. The size of the Apple News audience continues to grow — reaching 60.2 million people in the U.S. on mobile in February 2018, per comScore.
Adobe Takes Aim at a More Joined-Up Ecosystem for Marketers
An upgrade to Adobe’s Advertising Cloud platform was announced this week at the firm’s annual summit. Advertising Cloud Creative will function as a self-serve platform for marketers, providing them with dynamic creative optimization and offering control over basic design elements including advertising copy and assets. Creative can be dragged and dropped into different ad formats, automatically rendering to the correct sizes, with Adobe’s AI framework Sensei helping to intelligently select the most impactful parts of an image. Marketers can also customize and personalize creative within Advertising Cloud, eliminating the need to involve designers with more basic tasks. Advertising Cloud wasn’t the only part of Adobe’s ecosystem to benefit from Creative Cloud integration. Marketing Cloud and Adobe Sensei itself will all gain additional resources from the firm’s suite of creative tools, including access to a huge database of stock images, increased personalization tools and the ability to edit creative without having to leave the program.
Location-based Mobile Ads Drive Double the Engagement of Generic
New research shows that consumers are twice as likely to engage with mobile ads that utilize location data then they would with generic ads. Two-thousand UK adults surveyed also found that mobile ads related to user hobbies and interests perform much better than generic mobile ads. Of those surveyed who have engaged with mobile ads, 33% said they would engage with one that was related to something or somewhere they planned for the future. The rewards are clearly there for marketers who make effective use of data to inform their mobile creative campaigns. The analysis of this study backs up previously reported research that ads that aren’t optimized for mobile devices are the biggest annoyance to consumers when it comes to mobile advertising. 78% of those surveyed said that the ads they tend to see on mobiles are too small to read or contain too much text.
Australian Advertisers Continue Flight to Digital
There are predictions of a bumper year for Australian digital advertising revenue. In 2018, internet advertising is expected to reach $8.69 billion and take up 54 per cent of the ad market. This is up from 51 per cent in 2017, according to Zenith Advertising Expenditure Forecasts report for 2018. The report expects an additional $600 million flowing into online coffers since 2017 and, globally, online advertising will surpass 40 per cent of market share for the first time. The total advertising spend expected for Australia has increased by 2.6 per cent to $16 billion.
Study of Digital Ad Prices Finds Rising CPMs
eMarketer has put out a new study based on an analysis of nearly two dozen platforms’ ad prices and reports that programmatic ad prices have risen meaningfully over the past 12 months. The study, which focused on programmatically purchased ads across the open internet (as opposed to so-called walled gardens such as Facebook), found that prices are up across all the major categories: desktop, mobile, mobile app and video. The report is based on data and insights from demand-side platforms, data aggregators, ad exchanges and ad networks, and supply-side platforms. eMarketer notes the study is not aimed at identifying a specific benchmark but is more of an illustration of trends; a snapshot in time illustrating the major factors that influenced prices in Q4 2017.