Each week our cross-channel marketing roundup recaps the biggest stories in mobile and beyond. This edition includes a comparison between how in-app and mobile web ads perform, mobile traveling bookings climbing, and how early adopters are finding e-commerce success thanks to Google's AMP.

Mobile News:

Mobile Broadband Subscriptions Set to Double by 2022  (Recode): Over the next five years the number of mobile broadband subscriptions — the cellular connections used to connect smartphone, tablets and other devices to the Internet — is expected to nearly double. According to a new report there were 4.6 billion mobile broadband subscriptions in Q1 2017 but that figure is set to reach 8.3 billion by 2022. Furthermore, while subscriptions in North America are currently dominated by LTE (70%), 5G is anticipated to make up a quarter of all mobile internet subscriptions by 2022 as well.

In-App and Mobile Web Ads Found to Perform Near Equally (eMarketer): A recently released study by the Interaction Advertising Bureau (IAB) found that users react quite similarly to both mobile web and in-app ads. For example 47% of worldwide users took some form of action after seeing an in-app ad compared to 45% for those viewed on mobile websites. Incidentally, the two mediums were actually tied at 43% in North America. In terms of recollection, 90% of users were able to recall mobile web ads days later while 86% recalled in-app ads.

Twitter to Safari View Controller in App Latest Update for iOS (Marketing Land): This past week Twitter released an update for their mobile app, which mostly tweaked a few cosmetics, including switching from square avatars to circular ones. However one less instantly noticeable but perhaps more impactful change is that Twitter's iOS app now uses Safari View Controller to load links clicked in tweets. One benefit of this update is that Twitter's in-app browser will offer the same settings user's have set up in Safari. For example they'll be able to use autofill on forms or may automatically be logged in when visiting paywall sites.

Apple Cracking Down on Clone Apps and Other Spam (TechCrunch): Among the changes that Apple is making to their App Store with the release of iOS 11 is a new guideline aimed at fighting cloned apps. Rule 4.2.6 states, “Apps created from a commercialized template or app generation service will be rejected.” It's unclear how hard lined Apple will be on this policy as that might technically exclude apps built with various app services. When TechCrunch inquired about this rule change, Apple declined to comment.

Travel Bookings Increasingly Moving to Mobile (eMarketer): Not only are more travelers booking flights, hotels, rental cars, and more online but they're also increasingly doing so via their smartphones. According to eMarketer 40% of the $189 billion in digital travel sales this year can be attributed to mobile devices. That $75.85 billion is up 16.7% from 2016. Moreover mobile's share of digital travel booking is expected to increase in the coming years, reaching a near-even split with desktop in 2021.

One-Fifth of Mobile Users Generate Vast Majority of Ad Revenue (VentureBeat): Just as you've probably heard it said that the top 1% of Americans own 99% of the country's total wealth, a new report finds that just 20% of mobile users are responsible for 80% of total mobile ad revenue. Similar to another stat related to in-app purchase revenue, it was discovered that a small group of mobile gamers drive a majority of ad revenue as they frequently few ad spots to obtain rewards in various applications. These users have been dubbed "ad whales." As a result the study suggests it would behoove app developers to consider ad-based models.

Facebook Updates Creative Hub with More Mobile Ad Creations Tools (Fast Company): One year after first introducing their Creative Hub at the Cannes Lions Festival of Creativity, Facebook used the same venue to introduce new tools aimed at allowing marketers to create and test mobile ads. In addition to new video metrics that give marketers insight into how to optimize for mobile, they can also now create and deliver ads directly from Creative Hub. Speaking about the new features, Facebook's director of product marketing Graham Mudd said, "The new tools allow a creative agency to test a campaign or work, then once it decides it’s good to go, allows it to bundle it up and pass it to the media agency who puts the budget behind it and executes the buy."

Opinions and Advice:

The Conversion Power of AMP (Search Engine Land): While many might still see Google's AMP project just as a format for fast-loading articles, some early adopters are now pushing the envelope and testing the platform's power. In fact e-commerce site Event Tickets Center, which has been using AMP to create their landing pages and beyond, reports seeing a promising rise in conversions versus their previous responsive design. Ginny Marvin takes a closer look at Event Tickets Center's story and how AMP could be the future of e-commerce.

Behind Apple's Big Move into AR (CNET): At the company's recent Worldwide Developers Conference, Apple CEO Tim Cook unveiled ARKit, allowing developers to add augmented reality features into their apps more easily. Although they're far from the first to explore the world of AR (fitting perfectly into the company's "It's not about being first, it's about being the best" approach), Apple's embrace of it could be a breakthrough for the medium. As a result, Sean Hollister suggests Apple may have jumped ahead of Facebook, Google, Microsoft and others in the new AR arms race.

Campaign of the Week:

Pepsi's Mobile Video Ad Utilize Multiple Screens (Mobile Marketer): Soft drink big shot Pepsi Cola is putting a new twist on vertical video with their latest mobile ad campaign in Egypt. Featuring three clips placed into Facebook's Carousel offering, the video encourages users to join up with two others to play all three videos in sync. When this is done, the ad shows four friends as they learn to interact more with each other than with their phones. The clip is part of Pepi's “Let’s Get Together” promotion and was released to coincide with the Ramadan. Adweek has footage of the full clip assembled with all three screens.

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