February 19, 2018 | by Alexian Chiavegato

AdTech Weekly Roundup

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

Google “Doubling Down” on News, Publisher Traffic Explodes
The vast majority of traffic growth publishers are seeing from platforms is now coming from Google AMP (Accelerated Mobile Pages) or fast-loading mobile article pages on Google Search and Google News, according to new data from Chartbeat. As Facebook pulls back from publisher traffic referrals in the News Feed, a top Google executive says Google is “doubling down” on news, specifically using Google AMP. According to the Charbeat data, mobile is driving almost all traffic growth for publishers from platforms, and has been since at least early 2017. And traffic to publishers using AMP specifically is up 100% since 2017. Google has been working for months to make changes to AMP that would make it a more engaging product that could compete with other news distributors, primarily Snapchat. Earlier this week, Google announced that it’s working with nearly a dozen web publishers to create Snapchat-like “Stories,” strings or video and photos, within AMP.

Singular: Snapchat and Twitter Show Better Returns for Mobile Marketers
There are some surprises in Singular’s second annual index of the best return-on-investment (ROI) for mobile ads. Snapchat showed up in a big way on the index, as marketers increased their mobile ad spending on the social network and got solid results. Twitter also showed growth on both iOS and Android among non-gaming marketers. Singular also found that after not showing up in the rankings in 2016, Snapchat moved to No. 6 for the highest ROI for the non-gaming category and fifteenth-highest ROI across all media. Twitter delivered the second-highest ROI across both Android and iOS in the non-gaming category. Apple Search Ads moved into the top five, as Apple captured a larger share of digital marketing budgets, rising from No. 23 (2016) to No. 6 (2017) in the list of highest-volume media sources.

Using Common Short Codes for Mobile App Marketing
App Developer Magazine reports on a compelling way for app developers to advertise their apps in the context of the real world. Common Short Codes are an overlooked yet relatively easy way for app developers to get consumers to download an app based on their current, real-world surroundings. Common Short Codes bring integrity and context to a brand’s marketing efforts and can be an effective strategy for maintaining ongoing, long-term engagement with consumers. For instance, say a consumer is waiting in line at a popular burger restaurant to purchase her favorite meal. A savvy burger restaurant marketer would know this consumer is likely using her smartphone while she waits in line. They could place an in-store advertisement using a Common Short Code, telling customers to text a five or six-digit code to download the restaurant chain’s app and the link is instantly delivered to their smartphone via an SMS message. This simple onsite marketing is an easy way to attract new app downloads and create additional brand loyalty and promotional opportunities.

Snap Opens Up its Marketing API to All-comers
Snapchat has opened its Marketing API to any developer who’d like to access the platform. It is now open for any agency, brand, or tech partner to integrate, no matter the size, scope, or scale of the software being built. Launched in October 2016, the Marketing API has previously only been available to a handful of established technology companies in the Snapchat Partners program, who have used it to develop tools that satisfy the needs of the world’s largest advertisers. The Marketing API enables developers, agencies and advertisers to easily layer on proprietary data sets to enhance targeting, creative, and measurement.

More than a Third of Brits will Exercise their Right to be Forgotten when GDPR Arrives
Thirty four percent of UK adults plan to use their right to be forgotten once the General Data Protection Regulation (GDPR) kicks in on 25 May, according to a survey of 1,000 Brits carried out by media agency The7stars. The research also found that only 19 percent of respondents are confident that their data is used in the best way by business, while 58 percent will use GDPR to question how much data these businesses have on them. Perhaps more worryingly, only 27 percent of respondents said they have an understanding of what GDPR is how it affects them. This fact was further highlighted by 75 percent stating that they believe the government should make it clear what GDPR is before it is implemented. Despite the lack of knowledge about GDPR, 58 per cent of respondents think the regulation is a positive step, and 32 per cent said they would trust brands more with their data as a result of its implementation.