Marketers look for alternatives to the tech oligopoly | Survey: More are ditching wired broadband for smartphones | Google shows off its visual ads at Cannes
June 14, 2019
MMA SmartBrief
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Top Story
Marketers look for alternatives to the tech oligopoly
A new survey shows that 46% of companies with an annual budget of at least $50 million spend 60% or more of their ad budgets on Google, Amazon and Facebook, a trio that Factual and Lawless Research call "the oligopoly". Roughly two-thirds said they are worried that the oligopoly could limit their options and are looking for alternatives, although the other platforms they named most are all owned by the three tech giants.
Search Engine Land (6/13) 
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How is marketing changing in 2019?
Digital-first marketing strategies are obsolete. To succeed in 2019, marketers need to adopt a data-first mindset that takes in the entire customer journey. Learn how top brands are already doing so. Get the ebook.
Consumer Engagement
Survey: More are ditching wired broadband for smartphones
The number of people who primarily connect to the internet via their smartphones has nearly doubled since 2013, the Pew Research Center reports, with the trend especially acute among respondents aged 18 to 29. Pew says 37% use phones as their primary connection link, a figure that climbs to 58% among the younger demographic, with 23% of all responders saying they don't need a wired broadband link because of their phones.
USA Today (6/13) 
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Marketing & Sector Solutions
Google shows off its visual ads at Cannes
Google shows off its visual ads at Cannes
(Alain Jocard/AFP/Getty Images)
YouTube has been out front at previous Cannes festivals, but this year parent company Google is taking the spotlight and highlighting features such as Showcase Shopping and Discovery Ads. Google will emphasize its analytics tools and machine-learning capabilities in what one strategist describes as a challenge to Amazon.
The Drum (free registration) (6/14) 
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Pandora's Studio Resonate makes music with advertisers
Pandora's Studio Resonate makes music with advertisers
Advertisers can now use Studio Resonate from Pandora to develop audio marketing and sonic logos. Ashley HomeStore is one of the pilot partners, and the new audio consultancy arrives as an increasing number of people are expected to own smart speakers and listen to podcasts.
Marketing Dive (6/13) 
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Industry By the Numbers
Giants reportedly back Facebook cryptocurrency
Companies including Mastercard, PayPal, Visa and Uber have agreed to invest in Facebook's cryptocurrency, sources say. Each company will invest about $10 million in a consortium that manages the coin, which will be backed by a portfolio of government-issued currencies to ensure stability, the sources say.
MarketWatch (6/13),  CoinDesk (UK) (6/14) 
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Making It Work
Google testing ad extension to keep track of sites' traffic
Google is testing a new ad extension to track weekly traffic on websites. The company has declined to comment or supply details, and it's uncertain whether the feature will work outside of brand searches.
Search Engine Land (6/13) 
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Huawei trademarking its new Hongmeng OS
Huawei has applied for trademarks for Hongmeng, its new operating system that will replace Android. The new OS is expected to be ready in a few months as the Chinese tech giant finds ways to work around the US ban of its technology.
Telecompaper (Netherlands) (6/14) 
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MMA News
MMA Launches Mobile Programmatic Video Guide
What are the differences between in-app and mobile web ad inventory? How can creative formats be leveraged to make the most of the mobile environment? And how might video playback experiences in mobile affect KPIs? The Guide also includes a glossary of the terms you'll need to know and a crowdsourced spreadsheet designed to help advertisers understand features and functionality of different SDKs. Download the Report now!
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SMARTIES: Get Recognized for Your Best Work
Today's marketers are creating ideas that are transforming and inspiring the mobile marketing industry. Are you one of them? If you've made advances for your brand through mobile programs that generated meaningful impact to your business and its bottom line, then you should send your best work to our annual SMARTIES awards and get recognized for your efforts. Share your story now!
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