Advertising Technology Blog

TikTok introduces Effect House Branded Effects, enabling brands to collaborate with creators for custom AR effects, enhancing storytelling and engagement through interactive, targeted campaigns.

Riot Games' mobile titles (Wild Rift, Legends of Runeterra, TFT) surpassed $100M in player spending. Wild Rift leads with $64.7M, followed by TFT ($27.5M) and Runeterra ($16.2M). Q2 2021 revenue hit $36.5M, up 50% from Q1. US accounts for 26% of spending, South Korea 22%, Brazil 6.5%. Google Play drives 59.4% of revenue. Downloads: Brazil 10%, South Korea 9.6%, US 8.3%. Riot plans to expand mobile, including Valorant.

TikTok led non-gaming app downloads in June 2021 with over 65M installs, followed by Facebook at 52M. China and India were top countries for each app respectively.

Top iPhone apps have grown nearly 4x in size over 5 years. Gmail increased 1,797% while Messenger stayed lean. Game sizes also tripled. Developers face trade-offs between consolidation and condensing to manage storage demands.

Mobile shopping apps drive 3x higher conversion than mobile web. Granular measurement, deep linking, fraud protection, and re-engagement are key. Personalization and privacy compliance balance is crucial for success.

Instagram launches Reels ads globally, allowing businesses to reach wider audiences with full-screen, vertical ads up to 30 seconds. Users can engage with and share ads, appearing in the Reels tab, Explore, and feed.

Retail media networks (RMNs) offer brands access to motivated shoppers and first-party data for precise targeting. Top RMNs include Amazon (dominant, with 89% US ad spend), Walmart (omnichannel, linking app to stores), Walgreens (leveraging loyalty data), Instacart (CPG-focused with high-quality data), Home Depot (strong online traffic, 2x ROAS), and eBay (cookieless targeting with eAAT). Maximizing ROAS involves understanding RMN evolution and leveraging data.

App Clips are lightweight iOS app extensions under 15MB for instant actions like ordering or paying without full installation. They reduce friction, use QR/NFC triggers, and support Apple Pay and Sign in with Apple.

Apple enforced ATT in April 2021, ushering a privacy-centric era. Predictive analytics predicts user LTV without IDFA, using early engagement signals. This reduces reliance on user identity, enabling effective targeting while respecting privacy.

In the U.S., the top 100 mobile games accounted for 64.4% of player spending in 2020, down from 2017 but revenue grew 35% YoY to $14.4B due to COVID-19. Lower tiers saw faster growth, increasing their share. Globally, top 100 games held 53.5% of spending, up slightly from 2019 but down from 2017. Top 10 worldwide grew 34% to $13.7B, with 17.2% share. The market is expanding for all tiers, especially outside the top 100 in the U.S.

Retail media advertising targets consumers near the point of sale, both in-store and online. As e-commerce grows, brands pay to promote products in marketplaces like Amazon. These ads use first-party data for targeted campaigns, offering high attribution. Building an in-house retail media network is resource-intensive, so partnering with platforms like Moloco's Retail Media Platform can unlock revenue with minimal risk.

Twitch mobile app saw 22M installs in Q1 2021, up 62% YoY, driven by pandemic. US leads with 17.6M installs in 2020. India grew 588%.

Facebook ads are paid content reviewed by automated systems and teams. Advertisers must follow Advertising Policies and Community Standards. Users can report ads, and the Ad Library provides transparency.

Facebook changes due to iOS 14.5 include restricted measurement, limited campaigns (9 per app, 8 web events per domain), and need for SDK updates. Advertisers must act to avoid disruption.

Ads on TikTok are perceived as more inspiring, trendsetting, and enjoyable than on other platforms. Kantar study shows 72% find ads inspiring, 67% attention-grabbing, and 72% prefer TopView format. TikTok ads achieve 10% higher receptivity.

Genshin Impact surpassed $1 billion in player spending in under six months on mobile, making it the fastest title to reach this milestone.

Personalized ads help small businesses target cost-effectively, as shown by Facebook's survey of 2,270 businesses and Kings Barbers Club's growth from 1 to 14 locations using targeted Facebook ads.

Video Scheduler lets Creators and Business Accounts schedule posts up to 10 days ahead on desktop. Edit, upload, toggle schedule, set time. Scheduled posts visible on web and app.

Global consumer app spending to reach $270B by 2025, driven by 19.5% CAGR. App Store leads with 21% CAGR, non-game apps to surpass games by 2024. Europe shows strong growth.

Telegram led non-gaming app downloads in Jan 2021 with 63M installs, 3.8x more than Jan 2020. TikTok followed with 62M. India and Indonesia were top markets for Telegram.