This year’s Mobile World Congress was not as packed with announcements than years — but that doesn’t mean mobile is losing its crown.
According to the IAB’s digital ad spend report, cellular display grew 56% in H1 2016 and now accounts for over half of digital screen advertising, and eMarketer forecasts mobile ad spend will top #8.99 billion by 2020. There’s no sign of the dominance as advertisers and brands devote more of their budgets falling of mobile with percent of advertisers expected to increase ad spend in 2017.
When looking forward to 2017 how will mobile advertising alter?
Firstly the formats of video for mobile as we know as advertisers ideal videos are seen them will alter radically. This means mobile ads seen in square and vertical formats (which make higher user participation) will become the norm. We’re also going to see a rise in even ads and 360 degree video ads that incorporate the device itself — signature and vibration. Teads is building this haptic technologies to mobile advertisements via a partnership with Immersion, which will add an ad and vibration featuring a cocktail being shaken, to enlarge engagement.
We will also see advertisements incorporating features like video, interactivity, shoppable and real-time editing, allowing advertising through cellular to turn into a far more immersive experience.
As more attention turns to mobile marketing, competition from the space will be fierce. For that reason, it’s vital to make certain these advertisements are targeted at the correct and relevant audiences in the very best and memorable. Because we see the purchasing process evolve to be much more democratic, more precise and faster buyers are already more sophisticated than .
The challenge for mobile translating it to one that is true to a advertising and will soon take this advancement. This needs to come on mobile devices from an an increase in programmatic inventory, supplying more brand safe surroundings that advertisers can trust. Together with video technology, this enables brands to have personal interactions with consumers through, at scale.
The ad blocking debate rages on, confronted by viewability challenges
Ad blocking was a hot topic at this year’s Mobile World Congress. This year operator has been the first to declare it is going to let its clients the choice of blocking advertisements if they feel they’re being bombarded and O2 followed suit. Britain’s second largest mobile operator said it was contemplating giving its users “more control” to reduce the number of advertisements they see in their mobile devices, in a move which may encourage ad-blocking.
If advertisement blocking has shown us anything, it is that we should honor users by offering them the choice about not or whether an ad is not viewed by them, that will motivate them not install ad blockers if they’ve installed it or to remove them. Based on research with Research Today and Teads, the number motivation to put in an ad blocker is “ads are intrusive”. This will remove the need for them to put in an ad blocker if we give customers the option whether to find the advertisement or not by allowing them to skip an ad.
We need to make sure the user experience isn’t lost in the melee as advertisers and agencies concentrate on making advertising effecctive. On mobile, this becomes an even greater challenge as adverts are more immediate and personal.
Premium publishers come into their own
Premium publishers have started to use this 1 thing that they have that others can’t get to without them — their first party information in their audience. Publishers hold a whole lot of advice and understand their tastes and interests throughout the webpages they use. The ability to utilize this information will allow brands and advertisers to target more accurately in their campaigns. This becomes hard and especially important as users are now using multiple devices and publishers need a cross device ID to connect the devices.
Publishers have under-utilised data that was firstparty in the past to a lack of experience and technology to leverage the information. However, as they see Facebook and Google have a lead here, they have stepped up their attempts here.
One thing Google and Facebook has that premium publishers fights with is both scale and in particular international scale. Where their next move must be made by publishers, that is — they must combine. We see in various countries publishers are currently putting up co-ops to work together and pool their data and their inventory into one thing. Since there are too many cooks in the kitchen, this is a great measure but these struggle. 1 solution is to allow one company that is individual lead the home and operate it. This avoids in-fighting and politics.
It is clear that the smartphone is reaching with the iPhone hitting its tenth birthday in 2017. While its cemented its place with a device, in our lives, we must be careful not to exploit this with advertising. We could ensure the growth of mobile for several years to come, by being respectful with advertisements.
