February 26, 2018 | by Christopher Hendrickson

AdTech Weekly Roundup

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

What to Expect from the Biggest Mobile Show on Earth
Mobile World Congress (MWC) is the biggest mobile event in the world with over 100,000 people attending the show in Barcelona, Spain last year and this year’s event is expected to be even bigger when it kicks off this week. There will be plenty of new smartphone launches and there will be a lot of interest generated for 5G technology and artificial intelligence (AI). Plenty of buzz is also expected around augmented reality to intensify on several fronts: apps, mobile games, digital marketing, m-commerce (mobile commerce), and social media.

If you would like to meet us at the conference, you can book a meeting with us here.

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Google Debuts Adsense “Auto Ads” for Publishers
Google has offered web publishers an optional update to its AdSense system that it says uses machine learning to choose the best ads to display and the best places to put them—even areas where there were no ads before.

The company is calling this new option “Auto Ads” and it allows publishers to place one piece of code just once to all of its pages and Google takes care of the rest. Publishers will not need to remove their existing, manually-placed ads to use I as Auto ads won’t interfere with those, the company said. Google’s AdSense already serves ads that it calculates will perform well based on factors like publishers’ content and audiences. The Auto ad feature layers in machine learning to improve results and find unused ad space where new ads can go, according to Google. The move underscores a broader shift within Google to include artificial intelligence in nearly everything it does.

Mobile Dominates Digital Ad Campaigns in the Philippines
A newly released report by a performance management company showed that mobile advertising dominated digital ad campaigns in the Philippines, while at the same time, on-target mobile ad performance outpaced digital ads served via desktop and total digital in 2017. The Nielsen Digital Ad Ratings Benchmarks report, which assessed more than 3,000 digital campaigns since its launch in Southeast Asia in 2015, found that in the first half of 2017 more than nine in 10 (91%) digital ad campaigns leveraged mobile, and mobile achieved higher on-target success than total digital and desktop benchmarks for all reported age benchmarks in the Philippines. Digital ads targeting the 18-to-49 year old age bracket reached their intended audience 81% of the time for mobile, while 77% and 59% for total digital and desktop respectively.

Africa: Mobile Marketing a Growth Boost for SMEs
South African small and medium enterprises (SMEs) have been encouraged to make the most of mobile marketing to reach wider audiences. This follows predictions by the Global System for Mobile (GSM) Communications that an estimated 66 percent of the world’s population of 7.6 billion people will own a mobile phone in 2018. According to the Banking Association of South Africa (BASA), this has implications for the way under-pressure SMEs reach their customers. SMEs provide employment to about 60 percent of the South African labor force and their total economic output accounts for roughly 34 percent of Gross Domestic Product (GDP). However, 70 percent to 80 percent of small businesses fail within five years owing to runaway expenses and lack of access to technology.

13 Strategies for Marketing to Generation Z
Members of what’s known as Generation Z represent a powerful consumer base and is the next group of consumers that can help your business grow its revenue, as long as you take note of them now and prepare your marketing strategies to cater to their needs. Generation Z will account for 40% of all consumers by 2020, according to statistics compiled by Fast Company. Born after 1995, this new generation rivals the ever-popular millennials and consists of a new breed of customers that need careful consideration when marketing to them. This article from Forbes contains best strategies to consider when marketing to tech-centric Generation Z.