May 14, 2018 | Weekly Round Up | by Christopher Hendrickson

AdTech Weekly Roundup

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

Publishers Find Presumed Ally in Apple News
Apple has always been something of an outlier when it comes to publishing and advertising dollars. It has shown little-to-no interest in advertising over the years, focusing more heavily on software and hardware innovations. Now, Apple News’ new incarnation is offering a point of light to publishers struggling to find and keep a loyal audience — and translate that audience into revenue. According to Business Insider, publishers are seeing surprising amounts of traffic coming from stories featured in the revamped Apple News app. Meredith reports a 327% overall growth in viewed pages and a 122% yearly growth in unique visitors coming from Apple News. The story cites two sources, one claiming 17% of Apple News’ audience visits every day and another sharing that some stories generate half their traffic from the service.  One of the bigger perks: Apple News lets publishers monetize the work they publish. While the service doesn’t allow publishers or advertisers to track people or send targeted ads based on collected data, Apple News does allow publishers to use DFP, Google’s ad technology.

In an Ever-Changing Digital World, Marketers Find Stability Tracking Mobile Trends
Thanks to smartphones, consumers are carving out new and sometimes surprising behavior patterns. Along the way, they’re putting brands to the test. Marketing strategies have historically relied on some very basic assumptions of consumer behavior. For example, a person in a car will most likely be facing forward—toward a billboard. At a grocery store checkout, idle shoppers browse impulse buys. And on that train platform, rail advertising posters or the daily paper served as reliable points of winning attention. Marketing has never been easy, but because the mix was defined from a fixed set of ingredients, choice—and therefore risk—was limited. That’s all changed now that smartphone screens have captured our attention, but that doesn’t mean everyone is fluent in new behavior patterns. Marketing is a large ship that doesn’t make fast turns, and simply targeting mobile consumers doesn’t address fundamental shifts in behavior. To influence in the modern landscape, brands need to embrace some basic new truths.

Digital Ad Market Soars to $88 Billion; Facebook and Google Contribute 90% of Growth
The global digital advertising market grew 21% to $88 billion in 2017, according to the IAB Internet Advertising Revenue Report released Thursday and conducted by PwC. But because Facebook and Google account for 90% of that growth, according to Pivotal Research analyst Brian Wieser, others shouldn’t benchmark their own growth rates against the industry average. While Facebook and Google may contribute to most of the revenue growth, the IAB reported that the top 10 companies on its list contributed 68-75% of overall revenue. Only three companies in the top 10 in 2008 remain on the list today. However, the IAB and PwC couldn’t reveal who those members were in order to maintain the confidentiality of those who submitted information for the report. Additionally, search advertising ceded market share to video advertising.

Pinterest Integrates into Hootsuite
Pinterest has formed a partnership with social media management platform Hootsuite which will see the social network natively integrated into Hootsuite. With the integration, all of Hootsuite customers are now able to schedule and publish visual content on Pinterest boards. In addition, those with Hootsuite Impact will be able to measure Pinterest account growth and analyses the performance of their pins. On top of the newly-added Pinterest, Hootsuite enables its customers to post content on Facebook, Twitter, Instagram, LinkedIn, YouTube, Google+, and WordPress.

YouTube Removes Hundreds of Videos Encouraging Plagiarism
YouTube has removed hundreds of videos promoting a way for students to cheat at school after a BBC investigation found that creators had been paid to advertise the service. Last week, a BBC investigation revealed that over 250 YouTube channels had been promoting Ukrainian essay-writing service EduBirdie. It was found that more than 1,400 videos with a total of over 700m views had contained ads selling the education cheating service to students. The EduBirdie site says its service is useful for “research into the subject, generating initial input for further reasoning and citations… paraphrasing in accordance with major educational standards as well as tailored to your college/university guidelines for plagiarism/paraphase”.It’s important to note that essay-writing services like this are not illegal, but students caught using them can face serious sanctions from their educational establishment and ads promoting the services are against YouTube’s policies.