August 6, 2018 | by Alexian Chiavegato

AdTech Weekly Roundup

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

ComScore to Debut first Ad Measurement Product
ComScore Inc. is preparing to launch a new product that measures ad views across platforms like TV and mobile. With the new Campaign Ratings tool, ComScore aims to provide advertisers with a more realistic report of who is watching their ads by measuring viewers who see an ad on any device. The product aims to strip out duplication, meaning that it will count a viewer who might watch a video on their TV and phone only once. As more people eschew traditional cable packages and TV screens to watch their favorite shows through streaming subscriptions and mobile devices, advertisers and media companies are looking for new ways to capture and measure those viewers, pressuring Nielsen and ComScore, the two biggest TV measurement companies, to offer new metrics.

Facebook Gives Local Newspaper Tips on How to Boost Subscriptions
A recently launched Facebook program to help local publishers gain subscribers is proving to be a bright spot in the social-media giant’s often uneasy relationship with the news industry. Since March, Facebook has held training sessions with executives from 14 midsize newspapers from around the U.S. to develop strategies for bringing in more paying customers via Facebook and beyond. It also gave each participating publisher $200,000 in grant money to put those strategies into play. The program has been met with praise from the executives who have attended. The pilot group included the Seattle Times, the Boston Globe, the Omaha World-Herald and the Denver Post. The initial program ran for 12 weeks, with three in-person gatherings in New York, in Austin, Texas, and at Facebook headquarters in Menlo Park, Calif., as well as weekly webinars and weekly individual training sessions with each publisher.

Mobile Audiences Soar as Publishers, Advertisers Race to Keep Up
The June 2018 Brand Audience Report from Magazine Media 360° has been released, showing some astonishing mobile numbers. Mobile’s audience increased by 25% or 123 million viewers. Video also saw a predictable increase with a double-digit climb of 15.3%. Coincidentally, web, which includes desktop and laptop audiences, saw a decline of 12.3% or 23 million. However, the strong mobile numbers more than made up for the dip in audience seen across web. Mobile content and advertising, however, haven’t kept up with the rise in usage. As for advertising, eMarketer reports that by 2019, nearly 80% of programmatic ad spend will go to mobile ads. To date, as Adweek notes, programmatic has lagged behind when it comes to mobile, with the focus mainly on in-feed and banner ads. But given the difficulty digital publishers and advertisers face when finding ways to survive outside the duopoly, the importance of better mobile-based advertising becomes all the more critical.

Facebook Updates its Ad Measurement Arsenal with New and Revised Video Metrics
This week, Facebook said it’s making a bunch of modifications to the way it measures video in the news feed, with the goal of giving advertisers a better sense of how users engage with video on the platform. The changes, which were mostly based on advertiser feedback, will roll out in Ads Manager and through the Facebook Ads API within the next few weeks. First, Facebook is tweaking its 3-second video view and 10-second video view so that they no longer count repeated viewing. On Facebook, as opposed to YouTube, for example, it’s possible for users to pause, rewind and re-watch video ads, including pre-roll and mid-roll. If one person watched the same video ad multiple times, it used to get included in the overall watch time count, which advertisers felt didn’t give a true measure of consumption. Starting soon, rewinds will no longer be counted. Next, Facebook is introducing a metric that separates video plays from ad impressions.

Brits are Making Less Mobile Calls for First Time Ever but Using Their Phones More
78 percent of people in the UK now own smartphones, as the number of mobile calls we make falls for the first time with people turning to platforms like WhatsApp and Messenger more than ever. This need for constant connection to devices means that Brits now check their smartphones every 12 minutes while they are awake, on average, and 40 percent even look at their phones within five minutes of waking up – a figure that climbs to 65 percent among those aged under 35. On top of this, 37 percent of adults check their phones five minutes before laying their head down for the night, rising again for under 35s to 60 percent. Elsewhere, the proportion of people using their mobile phones to access the internet has increased from 20 percent nearly a decade ago to 72 percent this year. And the average time spent going online on smartphones is two hours 28 minutes a day – rising to three hours and 14 minutes in the 18 to 24 age bracket. Our reliance on smartphones is even more evident in that 72 percent of Brits say their smartphone is their most important device for accessing the internet, 71 percent never turn off their phone, and 78 percent say they couldn’t live without their handheld devices.