As we approach the end of another year, mobile seems to be facing as many challenges as opportunities. Along with maturing growth and mounting competition on all fronts, few challenges loom as large as ad fraud. Once a problem reserved for desktop marketers, mobile ad fraud has become a huge deal, according to a new survey of top marketers by Forrester. In fact, more than a third of enterprise marketers estimate that at least 40% of their budgets are now exposed to fraud both on mobile web and mobile apps.
What do you want first, app developers? The good news, or the bad? The good news is that consumers can't get enough video on their phones, and, as such, there's room for more apps. The bad news? In a word: competition.
Precisely when did we shift from the age of the desktop to the Mobile Age? I've heard a thousand answers to this question. During a recent chat, Nick Law, R/GA's vice chairman and Global Chief Creative Officer, said it happened around 2012, when Facebook made a hard turn toward mobile. "I think you can trace the switch to mobile to when [Facebook CEO Mark] Zuckerberg insisted on it, and Facebook went from a desktop application to a mobile application in like a year," Law submitted.
From Facebook to phone-makers to publishers to app developers, the entire mobile industry is essentially dedicated to one goal: getting people to stare at their phones for a long as humanly possible. Yet, as new research suggests, people are at least trying to exert some control over their behavior. For example, about half (47%) of U.S. consumers now report making a conscious effort to reduce or limit their smartphone usage -- mostly by keeping their gadgets out of sight, or disabling various attention-seeking features.
What does Tencent know that we don't? Over the past quarter -- as investors continued to unload Snap's stock, and analysts thought up colorful language to trash the company -- we now know that the Chinese tech giant gobbled up a roughly 12% stake in Snap. The news came to light on Wednesday in a quarterly filing with the Securities and Exchange Commission.
You wouldn't know it by looking at Facebook's latest earnings report, but retailers are pouring money into mobile video ads on the platform. Yes, among Nanigans' ad clients, spending on those types of units was up a whopping 40% from the third quarter of 2016 to the third quarter of this year.
Let's give a round of applause to brands like Best Buy, Patagonia, and Kohl's, which are really getting mobile right. As outlined in by L2's latest Intelligence report, these guys are matching strong investments in content and commerce with aggressive mobile marketing initiatives.
What is our current obsession with mobile gadgets doing to young children? No one knows -- but that doesn't seem to be discouraging parents from exposing their kids to higher and higher doses of mobile media.
Compared to the first half of 2016, downloads of shopping apps increased by 20% during the first half of 2017, according to fresh findings from App Annie. Among other implications, we can expect to see some massive m-commerce numbers this coming holiday season.
At least on a national level, good news has recently been in short supply. And, from the First Amendment to the Second, folks have more cause for disagreement, with more platforms on which to butt heads than ever before. It should come as no surprise, then, that people aren't in the best mood when using social apps like Facebook and Twitter.