Mobile Video Monthly #38 – November 2023

The holiday season has begun and everyone is staying busy. YouTube is developing an ad-buying platform for Shorts. Simultaneously, TikTok introduced Creative Cards. On a regulatory front, the European Union has a strong stance against targeted advertising on Facebook and Instagram, prompting the launch of subscription services as an alternative revenue stream for Meta. Join us as we explore these latest developments that are shaping the future of social media and online advertising.

YouTube is working on an ad-buying platform for Shorts

While YouTube is still aggressively fighting ad blockers and pushing people to subscribe to YouTube Premium instead, they are also apparently working on an ad-buying platform dedicated to Shorts. Currently, you cannot select Shorts especially if you want to advertise on YouTube, Google will automatically crop or resize ad content for Shorts.

YouTube Shorts, which generate more than 70 billion views per day, have experienced significant growth and a very interesting ad placement, especially in mobile apps and games. The alpha testing phase continued for several months, involving a select group of tech providers and brands. The motivation behind this move by YouTube is to address buyer frustration stemming from the current inability to separate Shorts from other video ad buys. Advertisers participating in the program have access to measurement metrics such as reach, frequency, and view rates.

TikTok launches Creative Cards

Feeling lacking in creativity? TikTok recently launched a new Creative Cards tool. This series consists of more than 100 digital prompts designed to encourage creativity and improve the quality of promotional clips. These prompts cover various aspects such as community growth, “edutainment,” creator tools, trends, and storytelling tips.

You can navigate through the cards to find inspiration and discover what works best on the platform. If you need answers, you can find them there.

Set up like a card game, you can shuffle all the available cards and pick another one if the one you got isn’t helpful enough. TikTok emphasizes that this tool helps maintain the freshness of content, prevents it from becoming stale, and can be especially useful for promoting seasonal products and gift ideas. You can access all Creative Cards through the TikTok platform by signing up with an email.

The EU banned targeted ads on Facebook and Instagram so they launched a subscription

The data regulator of the European Union prohibits Facebook and Instagram from using personal data for targeted advertising unless users give express consent. In anticipation of a potential drop in revenue, Meta introduced paid subscriptions to offer users an ad-free service.

Users can pay 9.99 € / month for ad-free use of Facebook and Instagram on their computer, or 12.99 € / month on the phone. The company believes that offering subscriptions for use without tracking will address the concerns of regulators.

The EU has not yet officially commented on the matter to say whether it accepts, or not, paid subscription as a legitimate solution to its concerns.

Splitmetrics acquires AppRadar

Splitmetrics acquired AppRader in a seven-figure deal in November. The two companies will merge to expand their offering.

“App Radar has a variety of very powerful tools that fully support our own. By combining these services we can offer a market-leading end-to-end solution that will drive incredible growth for our customers,” said Max Kamenkov, CEO and co-founder of SplitMetrics.

This isn’t the only industry acquisition of the month, AppsFlyer has acquired gaming and apps data analytics firm devtodev.

Month numbers

That’s what we’re talking about this month

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