Money is Where Mobile is: Future of Mobile Adverts

While the internet will eventually outstrip outmoded television to become the paramount global advertising medium in 2017, marketing on desktop computers is conjectured to dwindle in the time ahead.

The advertising agency Zenith predicts the coming years to be icy for the majority of advertising mediums except for the mobile phone. Mobile advertising is the only platform that is estimated to increase its share in the overall market from 15.2% to 26.4% between 2016 and 2019.

Mobile advertising is snowballing faster than all other digital advertising formats worldwide. The advertisers are investing to grab the attention of the mushrooming segment of “mobile-first” users.


New Data reveals that mobile ad spend will transcend $42 billion in 2018, escalating by a five-year compound annual growth rate (CAGR) of 43% since 2013.The graph below depicts the forecast of digital advertising revenue.

As per the report from the Interactive Advertising Bureau, the mobile ad business is booming. The global mobile advertising industry grew over 65 percent last year. It was worth $31.9 billion in 2014, up from $19.3 billion in 2013. And it is expected to grow.

Mobile devices are an inevitable part of consumers’ lives across the globe and the numbers above reflect that this medium holds great power.

Challenges in Mobile Advertising

Mobile advertising accounts for more than half of digital ad spending, and marketers continue to perceive its increased value in the world of advertising. While there are advantages, there are hurdles as well. A notable obstacle in mobile advertising is that most companies have not yet optimized their own assets for mobiles. The bulk of clients expend a huge sum to drive their consumers to their mobile websites and apps. Since these sites and apps are substandard, they frustrate the users and make them leave.

According to AdRoll, 41% of US marketers believe the lack of attribution transparency is also a major challenge. Moreover, more than a third of respondents said that several users or consumers not converting on mobile is also a worry.

There is still a significant disproportion between the amount of time people spend on their smartphones and tablets, which is rising with passing time, and the amount of ad money spent on the medium, which is comparatively scanty.

The gap is expected to abate considerably as the inclination for mobile-optimized ad formats such as interactive rich media and native ads is increasing, the targeting is improving, and more and more advertisers are keen on learning how to effectively use this platform.

Future of Mobile Advertising

When mobile usage was growing in the past few years, there were concerns whether companies like Facebook could successfully monetize this game. Turned out, they could.

Facebook said, 76 percent of its ad revenue came from mobile. Likewise, Twitter imputes mobile for 88 percent of its total ad revenue. Also, Google believes that mobile search advertising is one of the prominent drivers of its overall revenue growth.

As more advertising shifts online, profiting companies, a copious amount of money is being channeled into mobile and social media marketing.

Video advertising is highly likely to proliferate by 21% every year between 2016 and 2019, and social media by approximately 20% during that period.

It is projected that the internet will account for a prodigious 42.2% of global ad spending by 2019 and several companies are expected to come on strong in mobile advertising in the near future as they fine-tune their offerings.

75% Of Russian Mobile Phone Users Are Also Gamers – 18% Make App Purchases

Mobile gaming is very popular in Russia with 59% having smartphones and 17% tablets (all based on iOS or Android)
When it comes to the number of mobile games downloaded, Russia leads in Europe, whilst mobile gaming revenues rank sixth. Indeed, with 80 million smartphone users in 2017, Russia is one of the top players in the European mobile market.
Interestingly, the report highlights that Russian mobile gamers show greater retention on Android for both paid and organic traffic. iOS retention was lower for paid traffic on Day 1.

The survey done via a gaming portal, GameXP with over 11 500 000 users across 17 online games. This means that there are lots more gamers in Russia. Most of the gamers are male and under 30 years, with only a fraction being female. Another interesting fact is that Russian gamers prefer fantasy massively multiplayer online role-playing games (MMORPG), BUT most games don’t have more than 30 hours to spend on gaming.Last but not least, it seems that Russian gamers are at the moment most excited about VR gaming.

Already employed or still studying male under 30 years of age, residing in the country’s regions — such are the basic features to make a short socio-demographic profile of an average Russian online games aficionado. The economically active gamers (including students) hit the record 91% share this year.

At the same time the number of regularly paying users have managed to go uphill reaching 12%, which implies that hardcore audience is not the only one to make in-game purchases.

Russian mobile gamers mainly spend money on and in “core”-type games.

When looking at current global market trends on the mobile gaming industry, what do we know about the Russian market?
We know that Russia ranks currently 11th in the countries by game revenue: mobile game developers have earned a total of $215 million USD in Russia in 2016. The total revenue of the Russian gaming industry was $1,3 billion USD. Games and in-app content have generated $215M USD in Russia last year, across both App Store and Google Play. This amounts to $307 million USD before App Store and Google Play’s commission. The Russian mobile apps turnover accounted for $429M USD before app stores’ commission.

According to an article of a newspaper website, out of 10 mobile games released in Russia, 4 are free, 3 are paid, and 3 have In-App purchases.

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New Reveal Mobile Patent Shows That Location-Based Mobile Data Is Becoming More Accurate

The more accurately a physical location for a mobile device can be determined, the more successfully a mobile ad campaign can be targeted to a specific user’s device.
Now, location-based mobile audience data company, Reveal Mobile, has been issued a US patent for a new technology that uses beacon proximity to find the location of a mobile device. At the same time, the new technology can predict where the device may appear next.
In addition, the new technology provides accurate feedback on adverts and information delivered as a result of proximity to a certain beacon by tracking click-through data from all mobile devices in range of the beacon.
Brian Handly, CEO of Reveal Mobile, explains that it has been a real challenge in mobile advertising to get an idea of where people actually visit in the physical world.
“Our patented beacon recognition technology addresses the need for creating highly accurate physical location identification of mobile devices.”
Advertisers will be able to tap into a device’s historical location data to find out more about locations users will be likely to visit, whilst also viewing dates and times that the device is likely to be at these locations.
With 40% of marketers concerned about the quality of their location data, according to the Mobile Marketing Association, and up to 70% of mobile user location data in the ad-tech ecosystem suffering from bad quality for sufficient targeting, the new patent could potentially offer a viable solution.

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Google Rolls Out Mobile Native Advertising On AdSense

Google has finally rolled out native adverts for mobile advertisers across its AdSense platform and it’s about time. Native adverts have become quite the norm among mobile advertisers as they blend into background content more easily. The new AdSense Native ads are available across three categories including in-feed, in-article and Matched content.

True to their reputation, Google says the format addition offers a better user experience by slotting into content across a site and thereby providing a more attractive solution. Indeed, ads can be easily repurposed from desktop to mobile to tablet and AdSense native ads are easy to use.All the newly launched native advertising formats offer a good solution for publishers as they align with a website’s feed. These ads can be fully customised to match the look and feel of content.

In addition, Google said that eligible publishers were now able to show relevant ads within their Matched content units, which is a content recommendation product launched in 2015. It essentially lets AdSense publishers promote their own content.
According to estimates, native ads could be responsible for 63% in mobile display advertising revenue by 2

The format also tends to drive higher engagement rates compared to other display ads. Indeed, findings by Sharethrough and the IPG Media Lab found that consumers looked at native ads 52% more often than banner ads. Additionally, the format saw a 9% higher lift for brand affinity and 18% lift for purchase intent compared to traditional banners.

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In-Image Advertising: The Next Generation of Programmatic Display?

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Images are becoming the universal language.

Digital imaging or digital image acquisition is the creation of photographic images, such as of a physical scene or of the interior structure of an object. The term is often assumed to imply or include the processing, compression, storage, printing, and display of such images.
It is predicted there will be 7.5 billion people in the world in 2017, and about 5 billion of them will have a mobile phone. With close to 80% having a built-in camera, that’s 4 billion people taking pictures every day. And we’ve seen the proof. 10 percent of photos taken, by humankind, have been produced in the last twelve months. Not only are consumers sharing a mass of images on social media, they are starting to eschew the use of text altogether in preference for images, such as emojis.

Pictures have more power to enrich communication and stimulate response than text. The IAB’s In-Image Advertising Primer notes that articles with relevant photos get 94 percent more views than those without. The brain is able to process visuals 60,000 times faster than text and those visuals can trigger a prevailing emotional response from the recipient. Those are just two of the many reasons why there’s such a predominant focus on images in areas such as brand advertising and news. Images currently comprise around 30 percent of the editorial content within Vibrant’s network of 6,600 premium publishers, and this is expected to grow.
The greater presence and consumption of images online helps to explain why the next generation of digital display ads will be in-image advertising.

The most viewable programmatic format?

Unlike standard banner ads that appear around content, in-image ads appear as nimble overlays placed natively at the base of contextually-relevant static editorial images. As an in-line format, a high viewability would be expected, however, the scale of that performance is remarkable. The formats also regularly attain double the industry standard.

Designed to perform

However, whilst such technical display capabilities are important for advertisers to know when purchasing ads, it’s the impact on consumers that matters most. In-image ads achieve nearly three times the industry average brand lift, according to Nielsen Online Brand Effect. The ads are so effective they generally need just three exposures or less to achieve the maximum brand lift for the ad creative.
The changing online landscape and challenges mean marketers must adopt new ad tactics for programmatic performance. In-Image advertising may be the solution. It’s viewable, it performs and it’s a visual medium that consumers like.


Rising Trends In Digital Advertising : Interactive Videos

Source:This article originally appeared on MarketingDive

In a survey of marketing professionals, video production and content marketing agency Wyzowl found nearly a quarter previously employed interactive video for marketing purposes and 43% plan to use it this year, an upward trend expected to continue as interactive video ads reach beyond the most adventuresome advertisers.
Interactive video is attractive to marketers because of the potential for deeper engagements and, as the enabling technologies improve, the strategy is being embraced for a growing array of actions, including completing a transaction and stepping into the shoes of a character. There are challenges — like the need to pinpoint the right KPIs — and interactive video isn’t likely to replace static video entirely. However, there is a good chance interactive video will eventually account for a big chunk of budgets.
“Interactive video ads are an opportunity for viewers to not just watch, but to engage, click and swipe via a call to action,” said Gregg Rogers, global product marketing manager at creative optimization and data activation platform Sizmek. “It’s not about being passive anymore. It’s about active participation with the video ad, and consumers get to learn more about a product before making a commitment to buying something like an automobile or clothing.”

Engaging experiences

Consumers apparently are deeply engaged. According to data supplied by the video marketing platform Innovid in its 2017 Global Video Benchmarks report, consumers spend an average of 41.3 seconds watching so-called custom interactive ads that contain a variety of interactive elements on top of the time they spend watching 15- or 30-second standard pre-roll ads. Innovid also discovered custom interactive video campaigns generate a 561% lift in total user activity compared to standard pre-roll campaigns.
“You can more than double the engagement time with the consumer by running interactive video,” proclaimed Ronnie Lavi, senior vice president of product at Innovid. “Once you understand that — and you start calculating your cost per second and engagement — your ROI looks totally different.”

The ingredients of interactivity

Explaining the capabilities of interactive video ads, Lavi underscored Innovid’s platform essentially turns video players into web pages and web page functionality can thus be translated to ads to make them compelling. For instance, brands can integrate social media feeds, store locators, additional videos or images and product try-ons into interactive video ads. Real-time discount information, behind-the-scenes footage from movie shoots and maps of local establishments can also be components of interactive video ads.
“A user can play with an ad, win or lose points, and play again if they wish. This goes far beyond any kind of ad experience out there today, and packs a much more powerful punch in the same amount of time as a standard video ad,” said Greenberg.

Tactical thinking

While results are promising for interactive video, brands should avoid diving in without a clear strategy, cautioned Matt Byrom, managing director of Wyzowl.
“If you are trying to achieve leads, that should be the focus point. You might get people to fill out a form at a particular point in the video,” Byrom said.
“If it is to improve knowledge transfer, creating a video that directs people to the information they need as quickly as possible would be the right strategy to employ,” he said. “For an interactive video more than most videos, it’s a good idea to plan out what you want to achieve and how to get there.”
Identifying KPIs at the inception of an interactive video ad effort is critical, Amobee’s Down stressed.
Interactive video ads aren’t typical ads — and shouldn’t be evaluated similarly to static videos, advised Lavi. He noted completion rates may not be as crucial for interactive video ads that drive action as standard ads driving awareness, although Innovid revealed the custom interactive completion rate to be 79.3% versus 77.3% for standard pre-roll.
“We see a big trend starting to utilize video more from a bottom funnel [perspective] and, when you do that, then you should definitely think mobile video first to generate higher click-through rates than desktop,” said Lavi.
Data capture can be a central interactive video ad imperative as the amount and type of data that can be gathered from an interactive video ad is much greater than the amount from a standard ad, per Greenberg.
“In a campaign for a leading audiobook brand, the ad asked users where they prefer listening to audiobooks and which genre they loved best,” Greenberg said. “Just from looking at the in-ad behavioral data the brand was able to identify that the majority of users prefer to listen to fiction in the car on the way to work. That insight then contributed to a follow-up campaign leveraging this data point.”

Technical Challenges:

Interactive video ads are rising as the technological infrastructure that supports them is transitioning. Flash is being abandoned in favor of HTML5. However, it’s not been a completely smooth road to HTML5 adoption. Currently, Sizmek estimates about 85% of its interactive video executions are HTML5-based, a dramatic swing from Q1 of last year, when around 98% were Flash-based.
“During the shift from Flash to HTML5 and in parallel with the increased demand of more engaging video ad opportunities outside of your traditional 30-second spots, publishers and players now need to get up to speed supporting this new tech environment, if they are not there yet,” said Rogers. “Not all players can accept HTML5 VPAID tags. These are some technical challenges that we are seeing.”
In another interactive video dilemma, Byrom mentioned interactivity can be lost in mobile devices as viewers enlarge videos to full screens. The market is still quite early, so the software for creating interactive video is relatively new. There are big advances to come over the next few years. For the viewer, the experience will improve.”
Besides the technical difficulties, cost can be an issue for brands considering interactive video ads. Byrom said the expense of producing them isn’t strikingly higher than standard video, but acknowledged it can be slightly higher due to “work to add interactivity.” CPMs, on the other hand, are substantially higher for interactive video ads. Rogers estimated they can be 5X to 7X higher than CPMs for non-interactive spots.

Future Trends

Asked to peer into advertising crystal balls, interactive video experts predicted over-the-top video and social media will play increasingly larger roles. Already, OTT ads are swelling. Innovid reported a 27% jump in the number of advertisers running spots on OTT from the first half to the second half of last year.
“It’s all about reaching your consumer at the end of the day, and content in the OTT world is very powerful. Once consumers are in that environment, it’s easier than desktop or mobile to pull in that engagement for more click-throughs and video plays to learn more about a product,” said Rogers. “The consumer really walks away with a better understanding about the brand or the product to move them forward in the purchase funnel.”
Social media presents enormous promise for interactive video ads, too.
Despite the vast potential for interactive video ads on OTT, mobile and more, it isn’t overtaking static video, at least not for the foreseeable future. “Interactive video ads are a very good way of telling a story that engages the viewer,” said Greenberg. “It’s unlikely to replace static video because some stories simply don’t need that layer, but it will likely eventually take a big chunk of video budgets.”

Programmatic: Where Does It Go From Here?

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Programmatic marketing is seen as the future of advertising on the web, with Google targeting 60% of digital advertising budgets spent on Programmatic by next year. The only thing standing in the way of this change is that marketers lack of knowledge of the process and reluctance to give up previous ways of purchasing ads in favour of the complex yet extremely effective instant, automated bidding process used in programmatic marketing. A little knowledge can go a long way, so we thought an introduction to the concept of programmatic marketing would be useful for digital marketers.

Many industry leaders are calling programmatic the future of advertising. And there’s definitely data to support that: according to a recent study by invesp, more than ⅔ of US Digital Display ad spending is programmatic, and that number is projected to grow to a whopping 82% 2018, for a total of $37.88 billion (yes, that’s billion with a B).

But where does it go from here? What’s next for programmatic?

Data Importance

Advertising without data is like cooking without using the proper ingredients. Sure, the finished product may be edible, but it won’t necessarily taste good. Just like a delectable home-cooked meal, an effective advertising strategy requires the use of a diverse assortment of elements to make it a success.

When it comes to programmatic marketing, data is the essential ingredient that makes it so effective. It helps marketers hone in on their ideal customers, no matter where they are across the Web. The more high-quality data a business can harness, the better their results will be. Sure, you can still deliver an ad programmatically, but without baking in data-driven insights, the results would be pretty rotten.

Client and Agency Relationships Will Change

As programmatic advertising becomes more and more popular, expect to see a big shift in client and agency relationships. Because the automation that programmatic advertising offers is so much faster and more efficient than manual media buying, agencies are going to need to rethink their strategy and how they can offer value to their clients. Brands that continue to manually buy ads will quickly fall behind in the programmatic advertising space, so media buying agencies need to find a new way to stay relevant as more companies bring their advertising efforts in-house thanks to advances in programmatic advertising technology.

 Programmatic TV

Advertising insiders have been talking about programmatic TV being the “next big thing” for years, but in 2018 and beyond, it’s looking like that’s actually going to become a reality. A huge part of the delay has been a lack of ad inventory, particularly in prime time, national spots. But ad inventory is already increasing in 2017 with more large, national brands expressing interest, so the rise of programmatic TV should be right around the corner.

Advertising Will Get More Personal

One of the biggest benefits of programmatic advertising is the ability to personalize messaging to each individual user. As programmatic technology becomes more sophisticated, advertisers will be able to hone in even further on their user and tailor their messaging to be more personal and specific. And, trust me, this is a good thing: in a recent survey, 61% of consumers said they felt more positively about a brand when their messaging was personalized. So, the more personalization, the better.

Programmatic is having a big 2017, but it’s set to have an even bigger 2018 and beyond. I, for one, am excited to see where it goes from here. How about you?


Mobile Marketers, Are You Ready for 2021?


This piece was originally featured in

It seems with every passing month the market for mobile apps grows bigger and bigger. In MediaPost’s report on App Annie’s latest stats, consumers are forecasted to spend $139 billion on apps by 2021. The research also shows that consumers are already spending twice as much time in apps than they did two years ago.

The unprecedented growth in mobile shows no signs of slowing, so what are marketers doing to stay ahead of the curve?

It’s easy to become overwhelmed with all the opportunities in the mobile world, but the worst thing you can do is nothing. Start by making mobile a central part of your marketing strategy, so you can be present and interact with consumers on their mobile devices.

Increased mobile usage isn’t always a good thing — it will also signal increased apps (and competition) in the market. The supply of apps grows to meet the demand of consumers, making it harder for apps to stand out because they’re not the only player in the space.

In this landscape, marketing is more important than ever before. And it’s not paid user acquisition that sets the best apps apart from the rest — it’s engagement. With personalized marketing and an optimized in-app experience, leading apps are able to keep users engaged beyond those first few critical days, weeks, and months, earning more revenue per person.

Here are some points.

  • People look at mobile screens more than ever:

IDC research shows a staggering 79% of smartphone users have their phone on or near them each hour of the waking day, except two (where they have presumably misplaced it!). People spend an average of 195 minutes per day using their smartphone. For the first time, marketers have been able to reach consumers 24/7. So you need to be ready to interact with customers when they want you – whether for shopping, service, product information or complaints. Get this right and you can provide the customer experience they long for.

  • Mobile commerce is on the rise :

Shopping has transitioned across devices. Where e-commerce used to be a desktop activity, people are turning to their mobiles. According to HubSpot, mobile commerce will command 24.4% of overall e-commerce profit by the end of 2017. From here, other trends are sprouting. Instagram has just launched ads with “Shop Now” buttons, Pinterest has finally revealed “Buyable Pins”, and Google recently announced that a “Buy” button will soon be available to mobile shoppers. Now it’s down to brands to capitalise on the mobile revenue stream, using mobile-specific advertising, search engine marketing and mobile-friendly web pages to get in front of shoppers when it counts.

  • Shoppers use mobiles in the physical store too:

Don’t underestimate the power of mobile in the physical store too. Three out of four shoppers do product research using the mobile device, according to Marketo. But that doesn’t stop when they enter the store – shoppers continue to use their smartphones to compare products and prices. Retailers need to look at how to integrate mobile into their in-store experience and increase in-store engagement. Hyper-targeted mobile ads and SMS marketing are a good place to start.

  • Evolution of SMS marketing:

SMS marketing is a powerful way to get your message straight into people’s hands, without the clutter of email inboxes or noise of other channels. Text messages not only have at least a 90% average open rate, they can also quite literally stop people in their tracks – an astounding 98% of people will read an SMS message within three minutes of that little beep, according to Nielsen .

Below, the  detail how the forecasts were derived and what mobile marketers can do to prepare for the future.

Where Will Mobile Be In 2021?



According to App Annie’s research, mobile growth is not slowing down anytime soon. Consider these points:

  • Combining Google Play and third-party distributors, consumer spend on Android stores is expected to surpass the iOS App Store this year
  • However, the App Store is positioned to reclaim its lead by 2021 with $60 billion in consumer spend, thanks to its steadily growing revenue per device
  • The five largest mature markets for mobile (USA, China, Japan, South Korea, and UK) are expected to account for 85 percent of total consumer spend in 2021
  • Emerging markets (especially India, Mexico, Brazil, and Indonesia) are expected to drive more app downloads as 3 billion new consumers adopt mobile
  • Global downloads across all app stores will likely increase 20 percent annually to 352 billion in 2021

Even though mobile apps have come a long way since the iPhone’s launch 10 years ago, we still consider it a nascent market with a lot of upside.

Mobile devices haven’t fully penetrated emerging markets, meaning there will be growing opportunities for new user acquisition in years to come. And while most people in mature markets are not new to mobile, we expect mobile teams will do a better job of monetizing their current users. They will have to.

Why? If mature markets will account for 85 percent of consumer spend and they’re already saturated with mobile devices and apps, then it’s business-critical to retain and monetize existing users.

Large and Pop Up ads force consumer to block online ads

This piece was originally featured in marketingsherpa



Everyone today has an opinion about online ads. We wear two hats: we’re online marketers and online browsers who consume voracious amounts of content. So the ad blocking phenomenon, and the debate surrounding it, is incredibly interesting for us as observers. As inbound marketers, we see the need for businesses and content creators to hit their bottom line, but as online content consumers, we also see a lot of annoying ads.Based on the way the landscape is evolving, the future of online advertising is looking more and more tenuous. We wondered: is there a way that content producers and ad publishers can make money without creating a hugely disruptive and annoying ad experience? What kind of advertising do online browsers tolerate today, and why do they use ad blockers to begin with? With even Google considering an ad blocker for Chrome, the idea that newly empowered consumers can choose not to view certain ads is an even more looming concern for marketers and publishers.So, in this Chart of the Week article, we take a look at why consumers block online ads, specifically broken down by different income levels.A survey of  2,400 consumers, sampled to reflect a close match to the U.S. population’s demographics: Why do you block online ads?




Disruptive ads are the top consumer complaint at all income levels

Overall, three out of 10 Americans block online ads because they said, “I dislike large ads that pop up over the entire webpage.”

This was the top reason for every income group as well, peaking at a third (33%) of consumers making $50,000 – $74,900. When we asked consumers about how they prefer to receive ads from companies, online pop-ups were the second-to-least preferred type of ad, while social media ads, online banner ads and search engine ads ranked significantly higher.

More affluent consumers less swayed by value of advertising

The clearest trendline we discovered based on income was to the response “I know the value of advertising but I don’t care,” climbing from 9% of respondents making less than $24,900 to 14% of respondents making $75,000 or more.

This could be because less affluent customers are more likely to appreciate the free content than more affluent customers who consider it a waste of their (more valuable) time. One way you could put this data into action is to emphasize the free value they receive because of your advertising if your ideal customer is in a lower income demographic, but attempt to create premium, advertising-free experiences if your focus is a more affluent demographic.

Disdain for audio autoplay varies by income as well

“Audio AutoPlay of online ads is intrusive” grew from 17% of respondents making less than $24,900 to 24% of consumers making $75,000 to $99,900, before dropping to 16% of consumers making $100,000 or more.

This may be due to consumers’ work experience. The likelihood of working in an office setting could increase as income increases. However, once income climbs above $100,000, those same office workers might have a private office and not be on the floor of an open office floor plan, thus less sensitive to noise.

Whatever the reason, it brings up a more fundamental point when engaging in online advertising: consider not only the content of your advertising but the context in which your prospective customers are interacting with it.