March 5, 2018 | by Alexian Chiavegato

AdTech Weekly Roundup

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

Facebook Ending the Explore Feed Test
Facebook has announced it is ending a trial of a second news feed. The Explore Feed was a trial response to consistent feedback Facebook received from people over the past year who said they want to see more from friends and family in News Feed. The idea was to create a version of Facebook with two different News Feeds: one as a dedicated place with posts from friends and family and another as a dedicated place for posts from Pages. In a six-country test started in October 2017, the company learned that people actually don’t want two separate feeds. In surveys, users told Facebook they were less satisfied with the posts they were seeing, and having two separate feeds didn’t actually help them connect more with friends and family.

Four Things Learned at World Mobile Congress
AdAge provides a wrap-up of the recently concluded World Mobile Congress, the wireless mobile industry’s largest annual event that was held in Barcelona. If there was a single conclusion to be drawn, it’s that the smartphone makers, carriers, and networks in attendance have roughly 5,000 reasons to be excited about 5G, or fifth-generation wireless system technology. The article also updates the possibilities regarding the Internet of Things (IoT), artificial intelligence, and virtual reality.

Majority of Mobile Marketers Plan to Increase Video Spend in 2018
According to a new report, most mobile marketers are planning to increase investments in video this year. The CMO Mobile Marketing Guide shows that 85 percent of digital marketers plan to increase their video investment for mobile marketing efforts in 2018, up 10 percent over last year. More than three-quarters of those surveyed said that video was very important to the customer journey with 71 percent planning to use it for acquisition and 65 percent for awareness. The survey, completed by 425 global digital marketers, was conducted by Dimensional Research in February. Marketers plan to increase use of video nearly across the board. Social media leads the pack, with 61 percent of marketers saying they plan to use video in social this year — up from 48 percent last year. More than half (56 percent) plan to promote in-app video, 45 percent are planning brand video advertising and 42 percent plan to run video on mobile web — all up from a year ago. However, planned participation in rewarded video dipped slightly from 31 percent to 29 percent year over year.

Get Back to Basics: New Forrester Report Lays Out Priorities for Mobile Marketers
A new Forrester report entitled “The 2018 Mobile and New Technology Priorities for Marketers: Why Marketers Must Keep Their Mobile Basics” found that emerging technology such as chatbots, intelligent agents (IAs), artificial intelligence (AI) and the Internet of Things (IoT) is keeping marketers from leveraging as much as they could from mobile. The upshot is mobile marketers are increasingly dazzled by an influx of new technology to the extent that it may be hampering their intended mobile strategies. According to Forrester data, 53 percent of marketers aren’t using mobile advertising to transform their customer experience and of those that are, 58 percent say that their mobile services are nearly identical to their desktop services.

Search Engines Sent More Traffic to Publishers than Social Media in 2017
According to data from content amplification platform Shareaholic, search engines sent more traffic to global publishers than social platforms did in 2017. The company found that search drove 34.8% of site visits in 2017, compared with 25.6% for social. This represents a market shift, as social had sent websites more visits since 2014. Shareaholic sourced the data from over 400 million users and 250,000 mobile and desktop visits of the websites that utilize the company’s suite of publisher tools. Search engines, namely Google, have begun to display more links to social media content directly in their search results, and this contributed to search overtaking social referral traffic. As search engines index more news shared on social media in their search results, users don’t need to go to social platforms as much to discover publisher content. This has driven down social platforms’ publisher referral traffic.