IAB: Mobile now makes up more than half of digital ad spend | Chatbots, AI come to Oracle Cloud Suite | Twitter share price up due to user growth
April 27, 2017
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IAB: Mobile now makes up more than half of digital ad spend
(Matt Cardy/Getty Images)
Spending on mobile advertising accounted for 51% of the $72.5 billion allocated to US digital advertising last year, the first time mobile has passed the halfway mark, per the IAB Internet Advertising Revenue Report. Mobile ad investment spiked 77% to hit $36.6 billion in 2016, compared with $20.7 billion in 2015.
AdExchanger.com (4/26),  The Wall Street Journal (tiered subscription model) (4/26),  The Drum (Glasgow, Scotland) (4/26),  Reuters (4/26) 
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Marketing Trends
Chatbots, AI come to Oracle Cloud Suite
Oracle has introduced a chatbot platform and artificial intelligence technology for video, mobile and messaging to its Cloud Suite. The tools will enable marketers to create integrated campaigns that could see chatbot conversations followed up with relevant content and offers to individual consumers.
Adweek (4/26) 
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Mobile Focus
Twitter share price up due to user growth
Twitter's monthly active users increased 6% to hit 328 million in the first quarter, and daily active users were up 14% from the same time in 2016, the company reported. Twitter's stock price jumped 10% after the announcement, despite the fact that ad profits were down for the second quarter in a row and the fact that overall profits declined year over year for the first time.
Marketing Land (4/26),  Reuters (4/26) 
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Instagram's growth trajectory on a high with 700M users
Instagram's monthly active users have doubled in the past two years to hit 700 million, with 100 million users added in the past four months, the company reports. The growth has been helped by 200 million daily active users on Instagram Stories, which now boast higher user rates than Snapchat.
TechCrunch (4/26) 
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Company Watch
ComScore frees up basic data
ComScore is dispensing with fees on basic metrics and offering viewability and nonhuman traffic detection for free on both desktop and mobile devices. In addition, the readings will be available to anyone, not just the company's clients, in a bid to attract new business for paid data.
AdExchanger.com (4/26),  The Drum (Glasgow, Scotland) (4/26),  MediaPost Communications (4/26) 
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Brands & Campaigns
Shea Moisture campaign debuts, is pulled on same day
Shortly after releasing the first of a multipart campaign centering on women's confidence discussed through 20 influencers, Sundial's Shea Moisture brand found itself under fire on social media from consumers who accused the brand of leaving out core customers, such as African-American women. The same day, the brand released a conversational apology online and pulled the ads from distribution.
Fast Company online (4/25),  Adweek (4/25) 
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Policy & Research
Survey: Nearly all publishers seeing native ad growth
More than 92% of publishers saw native ad revenue increase in 2016, per an AdsNative survey. Two-thirds of survey respondents allow marketers to target native ads based on user behavior, and 84.6% offer outstream video.
MediaPost Communications (4/26) 
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IAB News
IAB Mobile Symposium: Always-On: Surviving & Thriving in a Mobile World
Join the only industry event that solves the biggest challenges facing mobile today. The IAB Mobile Symposium, a day-long event on June 13 in New York City will address how publishers and marketers are building out their mobile strategies, measuring efficacy, and ensuring their mobile campaigns are fully integrated into the consumer experience. Learn what tools modern marketers are utilizing to succeed in today's mobile world. Learn more at www.iab.com/mobilesymposium.
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IAB Programmatic Symposium | Be Clear Now: Transparency, Brand Safety, and Growth in an Automated Era
Fake news, fraud, measurement chaos, brand safety, and other examples of supply chain failure -- among the biggest issues in our industry -- are consistently laid at the doorstep of programmatic technologies and operations. The one-day IAB Programmatic Symposium, taking place May 17 in New York City, convenes buyers and sellers to address how we can work together to solve these problems and other challenges. Join the dynamic town halls and be part of conversations that set the industry agenda on transparency, brand safety, and growth. Register Early & Save.
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