The Wrap Sheet – Mobile Ad Spending, Where Users Read Email and More

The Wrap Sheet – Mobile Ad Spending, Where Users Read Email and More
June 23, 2016 Gerard Fane

A Weekly Look at Trending Mobile Marketing News

In this week’s installment of The Wrap Sheet, a new study shows a significant growth trajectory for mobile ad spending. Mobile is on the rise with the current ad spending nearing a whopping $100 billion. And it is not expected to slow anytime in the future.

Another recent study found that email mobile consumption continues to dominate. Marketers need to rethink email and how it can drive people to the right mobile content.

Also making news this week – Paid search ads within the Apple app store may pose a new barrier for brands trying to gain a share of mobile screen time.

Links to these stories and more below:

Study: Meteoric Rise of Mobile Ads Set to Hit Nearly $100B in 2017

Global marketers are expected to spend $99.3 billion on mobile ads in 2017, overtaking the estimated $97.4 billion that will be invested in desktop advertising, Zenith reports. Mobile advertising will account for 58% of the entire advertising market by 2018.


Report: Most Emails Now Read on Mobile

Mobile devices account for 86% of email opens, per Kahuna. Email on mobile also has a 3% higher open rate compared to desktop.


App Store Ads Make Discovery Tougher for Developers

Apple’s introduction of paid search ads in the App Store will make app discovery even more difficult than it already is and require significant ad expenditures by developers, writes Tapdaq CEO Ted Nash. Nash also outlines some details to look for in the new ad-filled App Store landscape.

(Venture Beat)

Survey Suggests Budgets Lagging For Mobile App Development

More than four in 10 organizations are planning to substantially boost spending on mobile app development this year but overall outlays in the mobile category will account for just 10% of budgets, down 2% from a year before. Gartner analyst Adrian Leow said the result indicates a lack of urgency in mobile that runs counter to the trend among employees to have a wider choices of devices, apps and processes in their work.

(Business Standard)

Google Wants to Tell the World About VR

Google is preparing to bring virtual reality to the masses, but as Vice President of Virtual Reality Clay Bavor says, “approximately zero percent of the world” even knows about the technology yet. “Riding the wave of smartphones is how we’ll get mass adoption,” Bavor adds.

(Wall Street Journal)

Why Virtual Reality is Here to Stay

Virtual reality has staying power and the potential to offer consumers an immersive experience like no other. These are among the conclusions about the emerging technology touted for marketers by Framestore’s Mike McGee and Adam & Eve/DDB’s Karen Boswell at Cannes Lions.

(The Drum)

Instagram Achieves Growth Milestone

Instagram has extended its lead over Twitter among social networks with 500 million active monthly users. The Facebook unit has more than doubled in size in two years and now also claims 300 million daily users, 80% of whom live outside the US.

(USA Today)

Report: Ad Blocking Spreads on Mobile

Nearly a quarter of mobile users globally are using ad blockers, and the software is growing more capable with the ability to block even some in-app ads. “This is the start of something that will grow as more device manufacturers and web browsers follow the example of Apple, Samsung, ASUS and browsers such as Opera,” said PageFair’s Johnny Ryan.


Chatbots, Assistants Seen as Near-Term Future of AI

With tech firms making heavy investments in the field, chatbots and virtual agents are seen as the most likely use of artificial intelligence over the next five years. The poll also pointed to intelligent assistants, such as Amazon’s pioneering Echo device, as the most likely kind of device to emerge in the smart home of the near future.

(Venture Beat)

Twitter Launches Companion App, Engage

With the launch of this new app, Twitter wants you to have more actionable insights from your user participation. Though the app, real time insights will be provided to all users.

(Marketing Land)

Android Uses Beacons to Push Apps and Sites Relevant to User Location

Earlier this week, Google announced a new feature on their Android devices called “Nearby”. This new location-based service will alert the user about apps or web pages that are relevant and personal to each individual user based off where they are.

(Marketing Land)


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