March 12, 2018 | by Alexian Chiavegato

AdTech Weekly Roundup

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

Twitter Tests Integration with Outside Buying Platforms
Twitter intends to be the easiest place for brands and agencies to buy ads in social media, according to advertisers who have been briefed about its plan. Twitter is seeking to embrace programmatic ad technology in a way that its more-closed rivals have avoided, by building pipes to connect its ad inventory with outside buying platforms and agency trading desks. Twitter has acknowledged its programmatic aspirations in a general way, but advertisers say the plan is more sweeping than previously revealed. If the company accomplishes what it has set out to do, Twitter’s ad inventory will be available in a truly programmatic way—with a goal of further fueling a recent rebound in interest from marketers. Other big social media platforms have so far resisted opening their walled gardens to programmatic tech in a bid to keep control—over pricing, over fraud and over data. Twitter may be willing to give up some of that control if it means a return to growth.

European Publishers Grapple with Facebook’s News Feed Changes
Digiday sat down with over 80 European publishing executives to learn more about how publishers are adapting their strategies to Facebook’s news feed algorithm change. The quick takeaways? Only 6 percent of respondents to Digiday’s survey expect Facebook’s algorithm change to significantly affect their audience size; thirty percent won’t make any changes to their existing Facebook strategy; and thirty percent will use other social platforms more and Facebook less.

Report Finds Mobile Marketers Should use Video More
Video emerged as the clear winner in the second annual CMO Mobile Marketing Guide, which highlights opportunities for mobile marketers over the next 12 months. Eighty five percent of marketers plan to increase their investment in video during 2018, up a full 10-percent from 2017. Over three-quarters of respondents to the survey cited video as very or critically important to the customer journey, with marketers saying they use video for acquisition (71 percent), awareness (65 percent), engagement (56 percent), re-engagement (40 percent) and segmentation (31 percent). The use of video across every channel is also on the rise.

How to Spend a Digital Marketing Budget in 2018
Publishers and marketers have surely noticed Facebook’s Mark Zuckerberg coming out and saying the network is shifting focus in a way that will decrease time spent on the network and user engagement. For some, it was business as usual. Marketers understand that the two routes for successful marketing on Facebook — developing extremely good content and paying for ads — are likely to remain untouched. For others, it was a sign it is time for a more diverse social media spending. Putting your finger on the pulse of digital marketers will show that the majority of them — more than nine in ten — will increase their digital marketing budgets. Some will make a large increase, others not as much, but the overall confidence in digital marketing remains high. The top five digital marketing tactics in terms of effectiveness will be social media marketing, content marketing, marketing technology, search engine optimization, and email marketing. Marketing technology, content marketing, SEO, and social media marketing are also among the top five tactics according to the difficulty of execution.

Will the iPhone X Mark the Spot Where Mobile Marketing Changes?
Despite reports that iPhone sales have been sluggish so far, forward-thinking mobile marketers are still talking about Apple and how the iPhone X may be paving the way for new mobile engagements. With Apple’s AirPower wireless charger rumored to be shipping this month, an overlooked detail in the iPhone X launch was Apple’s decision to support Qi, a standard that allows devices to be charged wirelessly. Marketers could harness wireless charging to create unique new value in some marketing segments. Much like consumers who need to sign into a portal to use a coffee shop or retailer’s Wi-Fi, brands might be able to similarly request information in exchange for offering them free wireless charging. Apps could also be created to push notifications to iPhone X users when their device has reached 5% battery life and suggest the nearest place to recharge, among other helpful experiences.