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.
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.
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.”
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.
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.
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.
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.
The top digital video ad question of 2018: Swipe or stay? [Marketing Dive]
Adjust Develops Solution for Latest Form of Ad Fraud [MarTechAdvisor]
Research: Optimism for TV Advertising still high [Advanced Television]