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The IAB Mobile Steering Group’s viewpoint. Mobile spend has rocketed in recent years in the UK, growing by 51.6% between H1 2015 and H1 2016 (IAB / PwC H1 Digital Adspend Study). There's no doubt that brands are getting excited about mobile, but with the rise of AI, VR, AR, chatbots, wearable tech and voice activated devices, what does the future of mobile look like? Hear from the IAB Mobile Steering Group all about their favourite developments in the mobile space, what actually might work in...

The new Twitter Lite service is aimed towards those living and working in areas with unreliable mobile data networks. Users will be able to access Twitter Lite on a standard web browser without having to download the app. However, the user experience will be virtually identical, which means people struggling with patchy and intermittent network coverage will no longer have to miss out on viewing and posting online. This could also help to drive growth of the organisation in emerging markets...

Big Data was a term that got thrown around a lot a few years ago and up until fairly recently, it was the ultimate buzzword for the digital marketer. Essentially it was the holy grail to deepening our understanding of customers – their behaviour, their interests, their interaction and equally their lack of interaction. After all, first party data is a brand’s biggest weapon in their marketing arsenal, so quite rightly interrogating their Big Data to understand who their customers are and what...

Facebook has announced it is launching a free version of its Workplace tool. Workplace was designed as an alternative to business collaboration tools such as Slack and launched in October last year. However, Facebook now plans to offer a pared back version with similar functionality. This will be entitled Workplace Standard, with the original retitled Workplace Premium. Facebook hopes this will be a good solution for those firms that do not require the full service or have limited funds...

On Device Research and Celtra reveal that only a third of mobile ads adhere to creative best practice. S4M, a mobile ad tech platform, conducted an extensive study on 92 mobile programmatic campaigns between July 2016 and February 2017 in the US, Europe, and APAC. See the research here On Device Research, the mobile ad effectiveness research experts, last week released a report containing ten guidelines for mobile creative best practice, drawing on insight from its norms database of over 200...

Snapchat is launching a new tool to help brands target app install ads to users that are most likely to install them. An in-house machine learning algorithm is being used to ensure the ads are as well targeted to people as possible, Business Insider reports. In a statement, director of monetisation product at Snap Inc. Peter Sellis, said: "We've been listening closely to direct-response advertisers and are excited to announce the ability to bid for installs in our auction. "This is a new, cost...

See the research here Driven by advertisers’ need to tap into people’s rising use of mobile to watch content, digital advertising grew at its fastest rate for nine years – by 17.3pc to £10.3 billion in 2016 – according to the Internet Advertising Bureau UK / PwC Digital Adspend report. The last time annual growth was higher was 2007 (38pc). As almost half (48pc) of UK internet time is now spent on smartphones, mobile ad spend rose 50.8pc to £3.87bn. Mobile now accounts for 38% of all digital ad...

The IAB and UKOM publish figures every 6 months on how long people actively spend online each day, to bring clarity to the market by removing any confusion around the conflicting sources claiming to measure time online. UKOM, the official cross-industry standards body that measures online audiences using approved comScore data, revealed that the average Briton spent 48% of their online time on smartphones, 38% on desktop / laptops and 14% on tablets. Methodology change for 2016: 18+ number used...

A snapshot of online behaviour, focusing on device usage and online video. Key Findings The average household now owns 7.9 devices 2 in 5 plan to buy a new device in the next 12 months Short clips were the most common type of online video watched in the last 6 months Almost a third of 18-24 year olds have watched a film on their smartphone in the last 6 months 52% watch more films and tv programmes on their smartphone than a year ago 49% claim banking / finance would be the area of their life...

These are the top-line findings from the IAB / PwC Digital Adspend Study, which includes online, mobile and tablet revenues, for full year 2016 The UK digital advertising market continues to show exceptional growth, by £1.217 Billion, or 17.3% on a like for like basis, from 2016. This tracking study, dating back to 1997, presents the official industry measure and acts as the barometer for the health of the market.

The IAB’s latest digital advertising spend figures which include online, mobile and tablet, showing details of full year 2016. Digital Adspend grew to £10.3 billion in 2016, up 17.3% on a like for like basis Mobile now accounts for over half of all display advertising Video was the fastest growing format at 56% on a like-for-like basis since 2015 Social media display grew 38% to £1.7 billion

Facebook has introduced new enhancements to its payments service designed to improve its functionality. The social network has offered a person-to-person payments service within its Messenger app for nearly two years, the Drum reports. However, it has until now lacked a feature that enables financial transactions involving more than two people to be resolved easily. With the added functionality, each participant in a chat log can either contribute a select sum, or bills can be divided equally...

First published in The Drum "Every once in a while, a revolutionary product comes along and changes everything." These were the opening words of the late, great Steve Jobs when he launched the iPhone at MacWorld in January 2007. But it has to be said, mobile advertising didn’t exactly catch on in a flash (or in HTML5 for that matter.) In fact – as CEO of the Internet Advertising Bureau – I must have heard the words, “…so, when’s the year of mobile, then?” every month for seven years, until...

Announced today, 13 April, the training module has been written specifically for the IPA’s Eff Test by the IAB to help the industry develop a forensic approach to evaluating campaigns across the broad church of digital. It outlines the critical measurement and effectiveness issues such as attribution modelling, cross-screen tracking, third party measurement and validation, and how to overcome the challenges of mobile measurement. It also discusses current topics including ad blocking and online...

The IAB has submitted a response to the Information Commissioner’s Office (ICO) consultation on its draft General Data Protection Regulation (GDPR) consent guidance. The draft guidance sets out the ICO’s recommended approach to compliance and what counts as valid consent under the GDPR, which will apply in the UK from May 2018.

Instagram has continued its strong start to 2017 by revealing that over 200 million people are now using Instagram Direct on a daily basis. Interest in the feature, which borrows heavily from Snapchat, has risen since the beginning of 2017, when Instagram opened it up to advertisers. The Drum notes Instagram now has 50 million more daily active Stories users than at the turn of the year. The increasing popularity has brought with it the need to introduce new features, and Instagram has rolled...

We recently held our annual ‘Mobile Conference’, and my mind is still a-wonder with all of the exciting sessions attempting to answer the question on everybody’s lips: what is next in the world of mobile? It is a great question; is it custom 360 video at scale I hear you ask? Or perhaps creating a farming community who crowdsource and share information via SMS across the developing world, or maybe it is beer brewed by artificial intelligence (AI)? Other sessions from the conference’s stellar...

Ok, I’m just going to come right out with it. Ready? Prospecting. There, I’ve done it. Have you all shivered and repeated the word in fearful tones like the hyenas repeating Mufasa in The Lion King? If you go to any marketing conference, you’ll find it’s something we, as an industry don’t really do anymore. You’ll encounter plenty of presentations explaining just how, once customers log in, we do a brilliant job of customising the web page and building a single customer view etc. You may even...