A look at how last week’s news affects mobile publishers
Facebook released its 2017 first-quarter earnings report last week, and unsurprisingly mobile is still a big part of what makes the company so successful. Mobile advertising now accounts for 85 percent or $6.7 billion of ad revenue for the social media giant. As the company continues to climb (toward 2 billion users), so do their profits, which reached $3.06 billion last quarter, representing a 76 percent year-over-year increase.
A new study from Horizon Media looks at the way users think and feel about their mobile devices, providing valuable information to advertisers. Horizon placed the “need states” along a spectrum ranging from “Inward” to “Outward,” with Inward users experiencing a more immersive experience, like watching video or listening to music, and Outward users enhancing experiences through their devices, like looking up reviews for nearby restaurants. They found that age was one defining factor, with younger audiences tending to be more Inward, and adults more Outward. Make sure to spend some time with this study before creating your next campaign!
Internet users in the APAC region are almost exclusively experiencing the web from mobile devices. Advertisers are catching on to this trend, and taking advantage by using strategies like location-based advertising that works well in this market. “Advertisers are tapping into that [mobile] offering, as a result we are seeing a lot of advertisers taking risks in the market when it comes to mobile, as well as a lot more vendors being introduced to the market,” said Nicole Liebmann, head of mobile, APAC & South Africa, Exponential.
The online advertising giant is removing restrictions on 300×250 sized display ad units. Previously, Google would not allow these types of ads to show above the fold on a mobile web page. They’ve done this with several caveats, including the stipulation that ads must be placed “in a user-friendly way,” and not “annoy, distract, or result in ad performance issues.” This provides publishers with another option when placing display ads on their sites.
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