New Advanced Predictive Creative Platform Uses Machine Learning to Build Ads
The use of advanced machine-learning will factor into marketing budgets in 2019, a prediction not lost on the technologists at AdTheorent. This week the company launched their Advanced Predictive Creative (APC) platform, a system that uses models to score and create ad units in real-time.
The APC does this by combining the product shots, logos, messages and calls-to-action known (through data analysis) to have the highest propensity (based on analyses of past performance) to convert.
AdTheorent began working on APC about a year ago and has since exited a “significant period of testing witha major automotive manufacturer,” who used the platform to deploy an awareness campaign for a new hybrid vehicle on mobile devices, in apps and on the Web.
AdTheorent’s in-house creative unit, Studio A/T, worked closely with the unnamed brand to identify, design and deliver various creative elements.
AT&T Launches 5G in 12 Cities While Netgear Offers First Supporting Mobile Hotspot
AT&T’s 5G network launched in 12 cities across the U.S. this week, ushering in a new age of mobile connectivity.
Live in Atlanta, Charlotte, Dallas, Houston, Indianapolis, Jacksonville, Louisville, Oklahoma City, New Orleans, Raleigh, San Antonio, and Waco, the service made its debut just in time for the arrival of Netgear’s Nighthawk 5G Mobile Hotspot, the world’s first consumer 5G device.
The fifth generation of cellular mobile communications, 5G was designed to minimize latency, reduce costs and increase data speed for on-the-go consumers.
Amplifying the already-formidable “PCs in our pockets,” 5G (once rolled out more broadly) is bound to be seen as a blessing for marketers, too, as they’ll finally have a mobile platform robust enough to support richer, next-gen content experiences.
Facebook Testing Search Ads… Again
Directly competing with Google’s AdWords, Facebook has begun testing search ads in its search results and Marketplace.
In pilot with a small set of automotive, retail and e-commerce advertisers, the new units will be displayed on the search results page for mobile users in the U.S. and Canada. They’ll be repurposed News Feed ads featuring a headline, image, copy text and a link in the static image (or carousel format) that can point users to external websites.
Because they’re still evolving, the Network hasn’t shared the exact design, but we’re sure to encounter them in the wild soon. If successful, it seems likely that Facebook would expand the ads to more countries and open anew revenue stream their growth seems to have stymied.
In Q3 2018, Facebook’s revenue grew 33% year-over-year, far slower than the 49% YOY gain it experienced just one year ago.
Facebook Caught, Comes Clean: We Gave Partners Access to Users’ Private Messages
Responding to a rather damning article in The New York Times, Facebook has admitted that it granted a number of its “integration partners” (including Spotify, Netflix and the Royal Bank of Canada) access millions of people's private messages without their consent.
Attempting to defend the latest in a series of blunders that plagued the platform in 2018, Facebook’s Director of Developer Platforms and Programs Konstantinos Papamiltiadis asserted that the decision was made to “help” users connect services with their accounts, and simplify to the process of sending messages within those apps.
According to information uncovered by the Times, however, partners could read, write, and even delete messages the messages of more than 70 million Facebook users a month.
Reconsidering In-App Advertising as Predictions Place Market at $64b by 2020
According to AppsFlyer, a San Francisco-based purveyor of a mobile marketing analytics and attribution platform, the in-app advertising market is expected to reach $64.1b by 2020.
In North America, spend is expected to double, reaching $12.9 billion. While the growth of app installs driven by marketing activities will be “significant” in the coming years, the rate is not likely to match the forecasted rise in media costs, per AppsFlyer’s report.
Their data also shows that global non-organic app installs will grow by 110% into 2020, while North American non-organic installs will increase by 73%.
“With both the ad spend and growth rates of non-organic installs expected to maintain the same ratio through 2020,” said Shani Rosenfelder, the company’s head of content and mobile insights, “marketers will have to be increasingly efficient in their marketing efforts amid rising media costs.”
To seize the competitive edge, she continues, “marketers will need to become more data-savvy” as “fraudsters are (also) vying for billions of dollars in revenue and securing the app economy will demand ongoing monitoring and protection.”