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Turning Super Bowl Ads Into Mobile Campaigns

Super Bowl commercials still live on TV, but there’s an increasing need for brands to make sure these campaigns can live on mobile as well. Facebook recently wrote about some ways to best position ads for mobile consumption, most importantly with vertical/mobile-first storyboarding. Mobile-first is far from a new concept. But for the Super Bowl, it’s only now being tapped as a consumption method. This year’s game will see plenty of ads geared toward mobile  — and that trend’s only set to continue for future Super Bowls.

Included here is your weekly digital and mobile advertising news round-up. See anything we might have missed. Drop us a line.

How to Turn a Super Bowl Ad Into a Campaign for the Mobile Era [AdWeek]

Storyboarding for mobile—vertical, square or both—is key. Think about how you will cater to viewers watching without sound. What artwork, titles or supers would be best? Are there any expressive stickers or native Instagram Story creative tools you can use to stand out? Are you planning to do something with the Instagram swipe-up functionality?

Don’t Fear Ad Blockers if You Have the Right Ads [MediaPost]

Chrome’s ad blocker isn’t a death knell for advertising. Rather, it’s a spark for creativity going forward. Brands that want to embrace the challenge of new formats and innovative interfaces will be the ones rewarded in this new order. No, ad blockers will never be a friend to the industry. But by sparking the industry out of complacency and into a renewed era of creativity and innovation-based studios? Perhaps it’s worth thanking this specific ad blocker someday.

Why Mobile Video Ads, Already Surging, Could Get a New Boost Next Month [Adweek]

Innovid has added video partners like Fyber, InMobi and MoPub to make its offering more widely available. “With VAST, app developers and in-app video specialists can pre-cache video ads, which creates a seamless experience for users and delivers smooth, buffer-free video ads instantaneously,” says Anne Frisbie, senior VP of global brands and programmatic at InMobi. “It also allows advertisers to engage users and provides them with a more efficient way to measure viewability for ads.”

Adblock Plus: Google’s New Chrome Ad Blocker Will Only Block 17% of Online Ads [Business Insider]

There’s also adblocking politics at play. Chrome’s filter determines which annoying ads to block according to standards set by the Coalition of Better Ads, a recently established independent body whose members comprise big publishers like News Corp, agency groups such as Omnicom, and tech players such as Google and Facebook. You might wonder why Google, which relies heavily on ads to make money, would delve into adblocking at all — but industry experts told Business Insider it’s about maintaining control over the ecosystem.

Marketers Think YouTube, Facebook Are Most Effective Video Ad Platforms (Surprise!) [eMarketer]

Instagram, LinkedIn and Twitter were middle-of-the-pack finishers when it came to effectiveness. But one interesting result was that Snapchat was in last place for usage. Nearly 90% of respondents said they’d never used Snapchat’s video advertising features.

Advertisers See Cost For Mobile Clicks Rise Steadily [MediaPost]

The mobile share of search budget continued to steadily increase 1% per quarter in 2017, reaching 53% in fourth-quarter 2017 — up from 49% in the year-ago quarter for Marin Software clients, according to data released Thursday.

People will use nearly 100GB of data each month by 2025 [Mobile Marketing News]

“This new research shows a monumental shift in how people will use mobile phones in the next seven years – not just as communication devices, but as connectivity hubs,” said Kim Faura, CCO at GiffGaff. “For millions of people, using a mobile phone for music and video streaming is more important than its traditional use for calls and texts. With the launch of 5G, we will finally have the bandwidth to deliver speeds even faster than home broadband.

Grading YouTube’s Latest Brand-Safety Safeguards [AdExchanger]

Despite YouTube’s announcement in August that AI can be better than humans at detecting extremist content, it is now releasing 100% human-verified videos across the Google Preferred ad product in a push to get more advertisers to buy premium inventory. It took a slew of bad news stories and advertiser losses for YouTube to start making brand-safety changes. The recent updates are aimed at improving brand safety on its premium ad products, which generate the most revenue.

Mobile Drives Ad Search [MediaPost]

According to Forrester research on search marketing trends, as presented by Mobile Marketer, Mobile phones will drive most of the expansion in paid search ad spending, contributing an estimated 69% of the $19 billion in growth by 2022. As mobile’s role in search continues to grow, marketers must have a mobile-first SEO strategy in place that address the smaller screens on phones, concludes the report. In 2018, this is likely to become less of an option and more of a must-have, concludes the report.

The 5 Biggest Misconceptions About Connected TV Advertising [VideoInk]

If you run a display ad, you can expect to see metrics about who saw the ad, for how long and whether there was interaction. With TV, the standard measurement has been self-reported data from viewers to Nielsen. But some startups like Verance, Alphonso and Sorensen are tackling the measurement issue using various techniques (including listening to audio) to determine if an ad has run. GroupM is also providing real-time metrics for CTV viewing.

SKIM THIS 

‘In one fell swoop:’ 75 percent of advertisers say they’ve been endangered by risky content [Digiday]

The top digital video ad question of 2018: Swipe or stay? [Marketing Dive]

Facebook news feed changes shift publisher audience development priorities [Digiday]

Adjust Develops Solution for Latest Form of Ad Fraud [MarTechAdvisor]

Study: Brand safety affects 75% of companies, yet only 26% take action [Marketing Dive]

Research: Optimism for TV Advertising still high [Advanced Television]

Why the future of advertising depends on a cross-industry alliance [The Drum]