Author: Anne Freier

Mobile advertising expenditure to reach $121.1 billion in 2018

Worldwide advertising spend is predicted to grow 3.6% in 2018, up from 3.1% in 2017. According to new research by the Dentsu Aegis Network based on data across 59 markets, digital media is set to increase 12.6% to $220.3 billion this year. This represents a slow-down from 17% in 2017. Meanwhile, mobile ad spending is set to reach $121.1 billion in 2018. Desktop continues a downward trajectory at -1.5% since 2016 compared to 8.2% in mobile gains since 2016. In terms of advertising format, paid search leads digital ad spending with a 40% share. Voice-activated devices in particular are helping spur this growth. Video and social are also boosting digital advertising growth at 24.5% and 23.5% respectively. These formats are largely driven by greater mobile

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Click fraud: Auto-redirects are costing advertisers $1.3 billion a year

According to a new report, auto-redirects are costing advertisers and publishers $210 million each year and another $920 million by enabling click fraud. The study, run by GeoEdge, found that hidden redirects are directly linked to click fraud. Auto-redirects now make up almost half (48%) of all malvertising. The US accounts for the largest number of auto-redirects (48%), with the majority of them occurring on mobile devices (72%), followed by desktops (27%). Part of the problem on mobile devices is that users are accustomed to clicking warnings which may pop up on their mobile devices. Malvertisers can take advantage of this by redirecting to pages that resemble popular sites such as Google. More sophisticated schemes are making use of this lookalike effect to make users

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Mobile gamers are cool with in-app advertising

A majority of mobile gamers (71%) are happy to accept in-game advertising as long as this enables them to play the games for free, according to new research by Facebook. With mobile game in-app ad revenue expected to reach a whopping $51.4 billion in 2020, these findings offer an interesting insight into how gamers feel about ads. Based on a survey of 6,000 mobile games, 400 developers and 100 advertisers in China, Germany, Japan, South Korea, the UK and the US between December 2016 and May 2017, the study noted that gamers were playing games 3.6x longer than spending time in the next largest app category. Consumers seem to have become accustomed to the value exchange in which free mobile games operate. Indeed, 57% of

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Google to review top YouTube videos for major advertisers

Google plans to review top-tier YouTube videos which it bundles together for major advertisers. The move comes in an effort to reassure brands that their branded content will remain safe. Bloomberg reported that according to people close to the matter, the vetting process will apply to videos which are part of Google Preferred. The latter lists sets of popular YouTube channels that are sold to marketers at premium prices. Google has faced significant complaints from advertisers about offensive content posts. In 2017, many high profile advertisers decided to pull ads from YouTube following the revelations. Since then, the company has employed thousands of staff to help screen content and developed an algorithm to detect inappropriate videos. A spokesperson for Alphabet Inc explained: “We built Google

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Snapchat should be banned in schools – says UK Children’s Commissioner

The UK Children’s Commissioner, Anne Longfield, has warned that parents should not be allowing their kids to use Snapchat. According to Longfield, the app had “addictive elements”. In an interview with radio station LBC, Longfield explained that a greater number of schools across the country were already banning the app. What makes Snapchat potentially so addictive is its streak feature. A Snapchat streak is essentially a message on the app that is being sent back and forth between two people over several days. The app offers emoji rewards for longer streaks. For example, streaks that last 100 days are receiving the “100” emoji. Some teens really get into it and spend a large amount of time to keep streaks going. In addition, many of them

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