Each week our cross-channel marketing roundup recaps the biggest stories in mobile and beyond. This edition includes Android's next release getting its official name, the effect your app's logo can have on churn, and how marketers should think about augmented reality.
Google Updates Brings Video Previews to Mobile Search (TechCrunch): Given the amount of video content that's now consumed on mobile devices, it makes sense that Google would want to make finding such content even easier. That's what they've done with a new update for mobile search results that allows users to see a six-second silent preview of videos to ensure it's a clip they want to watch. Instead of displaying the first six seconds of a given video, Google's algorithm will actually assess each clip and present the moment it feels best represents the content. Not only will this feature work for videos on YouTube but will also work for the majority of clips on the web.
Android O Gets an Official Name, Release Date (TechCrunch): This week Google unveiled its next Android OS, which will officially be known as Oreo in following with the dessert theme of previous releases. The latest OS will first roll out to Pixel and Nexus 5X/6P devices followed by Pixel C and Nexus Player. Some of the highlights of the update include picture-in-picture, Android Instant Apps, and autofill for apps as well as some security upgrades and, of course, a set of new emojis. On the eve of Android Oreo's release, Android Marshmallow still ranks as the most-used OS, commanding just under one-third of the Android market. Its predecessor, Lollipop, is not far behind as it currently runs on 29% of Android devices.
AMP Ads Get Speed Enhancement (Search Engine Land): With phase one of Google's three phase plan for bringing ads to AMP now completed, the company has announced: "Fast Fetch" for improving ad render times. "With Fast Fetch, ads are requested much earlier in the lifecycle of the page, allowing page rendering and creative selection in the ad server to happen in parallel. Fast Fetch is 850ms faster at the 50th percentile and 2.7s faster at the 90th percentile as compared to Delayed Fetch," according to AMP Project. Although there is no announced date for this upgrade as of yet, the change will first affect eligible ads purchased on DoubleClick and AdSense, as those automatically convert to AMP ad format.
iOS 11 Will Make it Easier to Copy and Share AMP Links (TechCrunch): One downside of Google's Accelerated Mobile Pages is the link structure that places "google.com" before the publisher's URL. As a result, when links were shared, the receiver would not get a proper preview of the link. Now it appears that glitch will be fixed when Apple's iOS 11 is released this fall. According to reports, when users save, copy, or share an AMP link, iOS will automatically strip the AMP preamble and return pages to their original link structure. While this isn't a headline feature of the update by any means, the change does seem to be garnering support so far. In fact Google has requested that browsers handle AMP links in this manner moving forward.
App Install Ad Fraud Estimated at $300 Million Annually (Mobile Marketer): A new report indicates that mobile marketers are currently losing as much as $300 million a year on fraudulent app installs. The study found that 5% of app installs from non-premium ad networks were fake. Furthermore fraud was also found in active user campaigns, as 84% of fake installs still garnered in-app events after downloading. Despite the gloomy news, it appears that ad fraud is declining overall, falling approximately 10% globally in the last year.
The Design of an App Logo Could Make Millennials Delete It (AdAge): According to comScore, the look of your app's logo could actually be leading to churn among younger users. That assessment comes from a report that found that one-fifth of Millennials will delete an application off of their phone if they don't like how the icon looks on their screen. By comparison only 2% of Gen Xers had the same predilection. While this habit may seem strange, comScore analyst Adam Lella explains, "Millennials identify closely with their smartphones, and nearly every aspect of their lives is integrated with it. For that reason, the apps on their phone represent who they are. Even if an app serves a practical need or purpose, many Millennials don't want it on their phone if they don't like the way it looks and represents them."
Snapchat Opens Verified Account Status to Influencers (Digiday): Just as influencer marketing has proven effective for brands and top users, there are also financial reasons why social networks would want such influencers on their platform. That's why it comes as no surprise that Snapchat is wooing influencers by extending verified status beyond just celebrities. The program is known as Official Stories and gives select users greater visibility in search results as well as custom filters and other perks. According to Digiday, Snap plans to roll out the expanded Official Stories to their "top creators" in the coming months, although it's unclear what criteria is required to earn that label. This announcement comes as Snap continues to fend off competition from Instagram Stories, along with skepticism from investors following some disappointing earnings reports.
Five Apps Occupy Most Users' Time on Mobile (Marketing Land): Mobile users are continuing to spend more and more of their time in apps. Overall mobile apps now take up 50% of time users spend with digital media. Moreover the average user spends 90% of their mobile app time within just five apps. Of course which five apps those are depends on a number of factors including the age of the user. A new report finds that YouTube is the most-used app among 18 to 24 year olds while Facebook reigns for older age groups. Snapchat also ranks highly for younger users (placing third for 18 to 24 year olds and sixth for 25 to 34 year olds) while Gmail cracked the top eight for those over 35. Some other applications that ranked for each demographic include Facebook Messenger and Google Maps.
Opinions and Advice:
Preparing for the Impending AR Revolution (Adweek): Last year a little game called Pokemon GO! not only became a worldwide phenomenon but also introduced many layman to the concept of augmented reality. Since then Snapchat and others have continued to show the playful novelty side of the technology, while more useful applications have mostly alluded us. However that's about the change and Facebook and Apple are looking to make big plays in the world of AR. As Christopher Heine writes, these developments should have marketers thinking about how to take advantage.
The Potential Power of the Mobile Lock Screen (Marketing Tech): Are marketers taking the lock screen for granted? After all, the average smartphone user checks their device every 10 minutes, seeing their lock screen each time. This leads Krishan Patel to question whether they may be advertising and marketing potential in the mobile lock screen's future.
Campaign of the Week:
Discover Targeting Millennials on Tinder (Mobile Marketer): What's more attractive than good credit? That's likely the logic behind Discover's latest ad campaign that finds them teaming up with the popular dating app Tinder. This comes after a study by the duo found that only a quarter of respondents were comfortable with discussing their financial habits. Now Tinder's 25 million users will encounter three different ads from Discover featuring personal finance questions as well as a link where users can get their FICO credit score from the company. With the goal of reaching money-conscious Millennials, Discover's partnership with Tinder is a perfect match as more than two-thirds of the app's users are members of that generation.