November 26, 2018 | by Alexian Chiavegato

AdTech Weekly Roundup

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

‘Tis The Season for Short-Form Video Campaigns
Holiday shopping isn’t what it used to be, due to the surge in online retail and smartphone use. With phones always in hand, consumers expect brands will make it easier for them to discover, interact with and purchase the products or services they desire. Accordingly, competition for attention on digital is fierce.

This year, short-form video will differentiate successful campaigns from stagnant ones because attention spans are shorter, and consumers have grown partial to these formats.

The benefit of short-form video is twofold: it’s much easier to create, and it doesn’t overestimate the attention span of your viewer. Plus, it can help boost brand awareness, brand loyalty and conversions. Given this, it’s hard not to justify using it in your holiday campaigns.

Google Announces New Political Ads Policy Ahead of EU Elections
Google has revealed plans to roll out new policies for political advertising in Europe ahead of European Union elections due scheduled for May 2019. The policies aim to provide more transparency, requiring advertisers to submit applications and receive verification before they can pay for and run political ads.

The announcement comes following over a year of increased scrutiny regarding how digital advertisers treat political messages, and concerns about how misinformation campaigns run online have been used to influence elections. In September, Google joined Facebook, Twitter and other adtech firms to agree to a code of conduct in Europe, pledging to fight the spread of fake news. As part of this code, both Google and Facebook committed to deploying transparency tools for political ads in Europe, having initially rolled them out in the US in time for the recent midterm elections.

Instagram Cracks Down on Fake Followers: Firm Launches AI Tools to Spot ‘Inauthentic Activity’
Instagram is taking action against services that sell fake followers, likes and comments.

In a recent blog post, the social media giant said it was rolling out new machine learning tools designed to spot and remove these kinds of ‘inauthentic activity.’ Users have long been able to take advantage of third-party apps that promise big boosts in their follower count, among other benefits.

Instagram will begin removing inauthentic likes, follows and comments from accounts that use third-party apps to boost their popularity,’ the Facebook-owned firm added. Accounts that use these third-party services will receive an in-app message telling them Instagram has scrubbed the fake likes, follows and comments. They’ll also be instructed to change their password, as many users are required to share their credentials with the third-party services that sell fake engagement and followers.

5G Rollout Could Mean Share Decline for Top Mobile Brands
If history repeats itself, the advent of 5G smartphones might be one of the worst things to happen to current market leaders like Apple, Samsung and Huawei.

In the cell-phone business, analysts for Strategic Analytics say, it’s out with the old and in with the new. Major technological leaps–like 4G to 5G–leave the old market leaders struggling to compete.

SA’s new report to clients predicts “It is highly likely that the current top three smartphone vendors globally [Samsung, Huawei, Apple] will see their share decline” as 5G is introduced. To back that up, the report says, “With each new generation, we have seen major changes in design language and use cases. Generation-led design changes have disrupted the status quo on numerous occasions.”

Remember Nokia? It “peaked in 2G and lost 1/3 of its share in 3G and disappeared in the 4G world,” SA notes ominously. The same with Motorola, creator of the flip phone. That cellphone brand, the report says, lost 80% of its global market share from the time 2G phones peaked to when 3G phones did.

David Kerr, who wrote the report with input from three other analysts at SA, says “although it is not inevitable, the weight of history does suggest a significant risk for one of the top three to five [brands] to be displaced,” when 5G phones come to market some time in 2019.