November 13, 2018 | by Alexian Chiavegato

AdTech Weekly Roundup

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

Gartner report: Martech tops CMO expenditure
Marketing technology accounts for 30 per cent of the average modern marketing function’s budget, the largest single area of investment for CMOs, with a third going to services and support, according to fresh research from Gartner. The analyst firm’s latest CMO Spend Survey 2018-2019 found martech spend was up 9 per cent year-on-year, making it the single biggest area of investment for marketers across resources and programs. It’s also coming at the expense of in-house labor, which fell 3 per cent year-on-year to 24 per cent in comparison. Agencies and paid media tied at 23 per cent each, also both down 2 per cent on 2017 figures. In a complementary study, Gartner found email marketing, Web content management and digital marketing analytics are top of the tech purchase list. Nearly three in 10 marketers are also investing in social analytics or lead management platforms, and 28 per cent are deploying advanced analytics and data science tools. What the report also revealed was more than one-third of this investment is going towards external services or IT cross charges.

Snapchat Unveils a Measurement Integration with Comscore for Shows on Discover
Content partners and advertisers for shows on Snapchat Discover finally have access to third-party data following a measurement integration with Comscore. A spokesperson for Snap Inc. said the company teamed up with Comscore due to a combination of requests for third-party data by publishing partners and advertisers as well as an internal company goal of providing more transparency. The integration will begin with data from October, which will be released early this month. Traffic from Snapchat Publisher Stories and shows on Discover will be added to the publisher traffic that is already included in Comscore Mobile Metrix and Media Metrix Multi-Platform data. Snap Inc. and Comscore teamed up on a secure daily transfer of data on Discover use, saying that Comscore can now offer data from Snapchat Discover partners alongside data from other platforms. Comscore said the new traffic-sharing integration will provide a more holistic view of audience scale by adding data on audiences viewing publishers’ content on Snapchat Discover to data on traffic from platforms owned by the publishers.

UK Advertising Grows for the 20th Quarter in a Row
UK ad spend grew for the 20th consecutive quarter, rising 6.4 per cent year-on-year (YoY) to reach £5.6bn in Q2 2018, while overall ad spend for the first half of the year grew 7.2 per cent YoY to £11.4bn. 2018’s second quarter and first half represented the strongest since 2014, according to the latest expenditure report from the Advertising Association and Warc, and has seen the full-year outlooks for both 2018 and 2019 upgraded to +6.3 per cent and +4.9 per cent respectively. This means 2018 is expected to finish with a total ad spend of over £23.5bn. Overall market growth is being driven mainly by increased spend on online advertising. Spend on the internet is continuing to grow rapidly and expected to grow 13.3 per cent this year – equaling more than £13bn spent online alone. Within this, mobile accounted for over half of search spend for the first time in Q2 2018, while online video saw £500m invested for the three-month period. The TV market also exceeded expectations in the second quarter of 2018 – spend rising 1.9 per cent to £1.2bn. 89 per cent of this went toward spot advertising, which rose for the third consecutive quarter in achieving a growth rate of 1.4 per cent.

What’s the Frequency? Advertisers Deal with Conflicting Data
It might be hard to believe based on what you see, but some marketers are trying not to inundate people with the same ads over and over. But this so-called “frequency capping”—a strategy growing in popularity—is easier said than done. How much is too much? It depends whom you ask. Research suggests the optimal number varies by medium, category, objective and type of ad. Then, even if you have a number in mind, tools to enforce that cap are inconsistent. Individual brands, however, are giving it a shot. Procter & Gamble, for one, says it tries not to show its digital ads to people more than three times a month. Facebook research, done in conjunction with Oracle and based on tracking sales response to ads for packaged-goods products, finds the ideal average exposure frequency is one to two impressions weekly over at least 10 weeks for a campaign. A joint study led by the University of Tampa and published in the October Journal of Advertising Research, found people tend to have an initial emotional connection when they see an ad one or two times, a more reasoned or cognitive response when they’ve seen it three to 10 times, and then a deeper emotional connection after more than 10 viewings, particularly if the creative is good. In other words, universal rules of thumb are hard to come by. Maybe marketers just need more thumbs.

Google Introduces API to Let Android Developers Force In-App Updates
Google has introduced an API that will enable Android developers to lock people out of apps in order to take care of necessary updates. With the In-app Updates API, developers will have two options when it comes to updates. The first is a full-screen option, which blocks the user from using the app until the update has been downloaded and installed. This experience has been designed by Google for the most urgent updates – such as bug and security fixes. The second option is labelled as a ‘flexible update’. With this update version, developers are able to allow their users to continuing using their app while the update is downloaded around their usage. Both of the update types will have a fully customizable flow for developers to make the downloads fit into the app experience. Google has begun testing the API with early access partners before it launches the API to all developers ‘soon’.