Each week our cross-channel marketing roundup recaps the biggest stories in mobile and beyond. This edition includes details on Apple's just-announced iOS 11, AMP and Instant Articles boosting user engagement, and a look at both Snapchat and Instagram from a marketer's perspective.
Video Leads App Install Ad Budgets (MarketingCharts): When it comes to driving app installs, it seems most developers are turning to video in all of its different forms. Not only are 96% of developers surveyed currently employing video app install ads but half of them report spending more than $1 million each month on various types of video ads. More specifically, 25% spent more than a million on full-screen video each month followed by social video at 15.7%. Social display ads were the most popular non-video ads with 11.1%. As mentioned last week, playable ads have been gaining attention from marketers but, as it stands now, only 4.4% of developers are spending more than $1 million a month of these forms of install ads.
Apple Introduces iOS 11 at Worldwide Developers Conference (VentureBeat): This past week Apple hosted their annual Worldwide Developers Conference (WWDC) in San Jose, California. While the company introduced a new OS for the Apple Watch and the iMac Pro, the big news was the upcoming release of iOS 11 and what the update entails. To start, one major rumor was confirmed as Apple announced a new P2P payment feature called Apple Pay Cash. Similar to Venmo, this allows users to send each other money via iMessage and spend their balance by using Apple Pay or transferring it to their bank account. Other additions include a new voice for Siri, a redesigned Control Center, and a new ARKit for developers. Lastly, iOS 11 will bring with it a redesigned App Store intended to improve discoverability. This updated store offers a dedicated games tab and also rebrands the Top Charts section as simply "Apps." iOS 11 is set to be released to consumers this fall.
Don't Know What to Delete? Your iPhone Will Tell You (TechCrunch): Another interesting feature of iOS 11 that Apple didn't really highlight in their keynote is the addition of suggestions meant to help device owners maximize their phone's storage space. Basically, when users visit the Storage in their iPhone settings, it will instruct them on what to do to increase space, be it deleting photos or turning on a feature to auto-archive old messages. Those previewing iOS 11 have also noticed a new option labeled "Offload Unused Apps" that will automatically uninstall applications to make room. At this time it's unclear what parameters this feature would use for determining when apps are deleted.
Study Finds iPhone Users Not Ready to Upgrade Just Yet (eMarketer): One thing not announced at this year's WWDC (not that it was anticipated to be) was the release of a new iPhone. That's probably for the best as a new study finds 45% of U.S. iPhone owners say they aren't ready to trade in their current devices. Furthermore, of those who will be looking to upgrade, only 26% say they'll be gunning for the iPhone 8 — or whatever Apple ends up calling their latest device expected later this year. On a more positive note for Apple, only 2% of those surveyed said they planned to switch to Android when the latest iPhone is unveiled.
Two-Thirds of Marketers Promoted Videos on Facebook Last Year (Marketing Land): A new survey of U.S. marketers found that more of them invested in video advertising on Facebook than YouTube last year. In fact, while two-thirds (67%) reported paying to promote videos on the social network, just over half (51%) did the same on YouTube. Meanwhile Twitter and Instagram videos lagged behind with 25% of marketers using each. However there is good news all around as over 50% of those surveyed say they plan to increase their video investments on Twitter and Instagram in the next 12 months while over 60% plan to raise their Facebook and YouTube buys.
Facebook Rolls Out "Related Article" Ads to All Instant Article Publishers (MediaPost): Following a test among select publishers, Facebook has now officially opened Instant Articles to "Related Article" native ads. In a statement Facebook said that the tests of this new ad feature showed incremental increases in the revenue publishers earned. They added, "Publishers have told us that ads in related articles are an important monetization driver on the mobile web. This test introduces a similarly placed native ad unit in Instant Articles that shows readers relevant and high-quality ads from Facebook advertisers. We look forward to learning how these units work for people, publishers, and advertisers."
AMP and Instant Articles Found to Boost Engagement (Marketing Land): In recent years, Google's Accelerated Mobile Pages (AMP) has frequently been referenced in the same breath as Facebook's Instant Articles. Now Chartbeat has assessed both fast-loading mobile offering to see what can be learned about their speed and how users engage with pages in both mediums. The first big finding was that Instant Articles were significantly faster than AMP pages with the IA pages loading in less than .001 seconds compared to 1.4 seconds for AMP. That said, the median for average mobile web page was 5.4 seconds. Despite the longer load time, AMP sees far more traffic than Instant Articles — three times as much, in fact. Ultimately both mediums were found to increase user engagement by as much as 50%. Additionally the study found mobile conversion rates climbed as page load times fell.
Google Increases "Bug Bounty" Rewards for Hacking Android (VentureBeat): Google wants you to try and hack their Android OS — no, really! After obtaining no successful submissions, the company has increased their "bug bounty" reward for a complete remote exploit chain leading to TrustZone or Verified Boot compromise to $200,000 from $50,000. Additionally the payout for a remote kernel exploit has climbed from $30,000 to $150,000. Although no one has claimed victory and claimed that top prize, the Android Security Rewards program has paid out $1.5 million to those who have discovered past vulnerabilities over the past two years.
Snap Inc. Acquires Location Analytics Company Placed (TechCrunch): Last week found Snapchat reportedly offering discounts to advertisers in a bid to raise revenue but their latest plan to goose growth is apparently to prove the worth of their ad units. Snap Inc. has now acquired Placed, a firm that deals in location-based analytics and measurement. The acquisition will help Snap with their ability to show marketers how their sponsored geofilters bring users into physical stores (a program the company has dubbed Snap to Store). In a post from Placed CEO David Shim, he wrote, "Placed has measured more than $500 million in media spend to store visits, across thousands of campaigns and hundreds of partners, cementing Placed as the leader in location-based attribution. By partnering with Snap, we will do even more... Together, we believe we can drive much better results for advertisers and publishers."
Augmented Reality Set to Boom (VentureBeat): The augmented reality revolution is just getting started. In addition to news that Apple was releasing an ARKit for developers, Digi-Capital now predicts that mobile AR could be a $60 billion business by 2021. That growth is largely expected to be driven by the aforementioned Apple alongside Facebook and others. Of that projected $60 billion, the top sources of revenue are expected to include mobile network data, e-commerce sales, and ad spend.
Opinions and Advice:
Comparing Snapchat and Instagram from a Marketing Perspective (Digiday): It's no real secret that a battle has been brewing between Snapchat and Facebook-owned Instagram for some time now. Sure users now have their preferences between the two, but what about marketers? In this piece Shareen Pathak takes a look at both platforms, their ad formats, and what else marketers need to know about each of these popular mobile apps.
Campaign of the Week:
Disney, Buffalo Wild Wings Test Interaction Video Ads (Adweek): Mobile video ads are already big business but now certain brands are looking to take them to the next level. Recently The Walt Disney Company debuted a custom ad for their film Pirates of the Caribbean: Dead Men Tell No Tales. In keeping with the pirate theme, Disney's ad had users tap certain items on their screen to unlock exclusive clips and content. Similar dining chain Buffalo Wild Wings introduced an ad where users could "capture" a character featured in their current television campaigns using their finger. Both of these promotions were created using AdColony's Aurora HD Video system.