April 22, 2019 | by Alexian Chiavegato

AdTech Weekly Roundup

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

What the 5G Revolution will do to Mobile Marketing
CMO takes a look at what the next generation 5G technology will mean in the coming years to mobile marketing in Australia. Down under, mobile advertising rose from insignificance to a market consisting of a billion dollars of ads being purchased and now makes up 62 percent of digital display spending.

The growth is primarily attributed to the introduction and growth of 3G and 4G networks and smartphones. 5G is still few years out in Australia but marketing experts there are talking about how 5G will be about “brand experience” and how 5G removes friction through faster or even instant delivery times. The higher bandwith will promulgate virtual reality in high definition and 4K streaming video.

Australia is also looking forward to instantaneous communication within messaging services and will foster a much higher use of images and video files, since they all will be able to transmitted almost immediately. It is also expected that 5G will also result in a richer experience in sampling products, clothing in particular, through the use of “twirling” and other expected advances in presentations and interaction.

Publishers Need to Adapt to Programmatic Future
MediaPost reports on what programmatic trends publishers will have to consider moving forward. It is based on statistics provided by eMarketer which show native advertising soon to be making up two-thirds of the digital display market in the United States.

eMarketer says U.S. advertisers will increase spending on native display ads (or advertorials) by 25 percent in 2019, or a total of $43.9 billion. This surge will most benefit social media companies such as Facebook but eMarketer analyst Nicole Perrin says there is still a good deal of “traditional” display units being traded programmatically, “especially on desktop and mobile websites.

eMarketer is also predicting that nonsocial native ads, the kind generally purchased for mobile phones, will grow their share of the marketplace to 34 percent next year from 26 percent last year. In fact, the US market now leads the world in programmatic advertising with an estimated 83 percent share of all digital media last year.

Snapchat Announces New Ad Network at Partner Summit
Snapchat has announced some new tools based on the evolution of its developer platform which was introduced last summer. The developments coming out of a Snap Partner Summit in Los Angeles.

The Snap Audience Network was the major announcement from the confab. This network will allow ads to be delivered to apps outside of Snapchat. However, exact details of how it will all work were not divulged. But they are recruiting apps to sign up for its signature vertical video ads.

It was also announced that “Stories” will begin appearing on partner apps like Tinder and Houseparty. This means, using Tinder as an example, that daters can share video stories on their profiles. Snapchat also introduced Snap Games at the event. Snap Games will be a mobile gaming hub that will feature commercials and developers will get a piece of the revenue generated by ads.

Study: Only 27% of U.S. Companies Are Compliant With GDPR
It’s been almost a year since the European Union instituted its General Data Protection Regulation and the United States is still well behind the eight-ball in gaining compliance. This is according to a study by PosssibleNow, which provides enterprise consent services.

The study shows that brands in the US are more receptive to achieving consumer consent but still lag in enforcing the particulars of GDPR. According to the study, 64 percent of companies are gathering consent in 2019, compared to only 38 percent last year. But as far as actually being compliant with GDPR, only 27 percent of US companies make that claim.

One of the obstacles to compliance stated in the study is the right to access rules. The requirement that consumers be provided a copy of their processing upon demand is a problem for 44 percent of the companies polled. The other problem is consent management. Thirty three percent says it creates confusion.

‘Trust’ Emerges As New Ad Metric, Becomes Media-Buying Factor
The role of “trust” is getting play as a new consideration in making decisions on allocating ad budget. This is according to a survey of more than 200 ad executives published in MediaPost.

Three out of four say “trust related attributes” are considered when deciding which media get what dollars from a particular budget.

Trust is actually going to be a new subject tracked by a company called Advertising Perceptions. The company believes trust has become a “paramount” issue in advertising and they plan to conduct additional surveys in order to understand exactly how trust manifests in the advertising industry. They will also be looking closely at consumers and the trade in connection to fulfilling corporate social responsibility.