Ad-tech has been going through massive reinvention and mobile is today leading the charge, says Anil Mathews, founder and CEO of ad intelligence platform AdNear. We could say 2014 was the year of mobile advertising but 2015 will be an even more exciting year for the industry.
Here are five things that you’ll see a lot of and will change mobile advertising, again.
Programmatic has been one of the buzzwords of 2014 and the industry is going to widen its usage in 2015. eMarketer expects that US mobile programmatic spend will contribute 55% to the total US programmatic market in 2015, up from 44% in 2014.1 Not only brand advertising will become more programmatic, but also native will become programmatic.
2. First-party data
Data usage for better ad targeting will be seen a lot more in 2015. What will ensure some ad-tech companies get that clear advantage over others is access to and usage of first-party data: First-party data from brands as well as publishers. It differs from third-party data that is a collection of anonymized data from independent data providers.
3. Native Adoption
Native ad formats have been in talk since sometime. It’s become a cliché in the industry. But now with large publishers taking native ad formats seriously, ad exchanges will soon adopt an approach to this. According to Yahoo’s research smartphone users are 2.2 times more likely to agree that ‘If content is engaging then I don’t care it is an advert’.2 So this is inevitable for a win-win.
Some companies have cracked this to an extent but 2015 will see a lot of action around cross-device targeting. This includes targeting across mobiles to desktops to tablets to even an extension of TV and OOH. Understanding users across and around these mediums particularly keeping mobile as the centre point will be seen in 2015. Which means you could be seeing an ad on a billboard that get’s extended to your mobile and later at home you get an offer on the same ad on your desktop.
5. Offline measurement
Measuring engagement to the last mile has always been a challenge. Only the mobile medium has the power to address this. 2015 will see various approaches to measuring offline engagement via mobile advertising. Integrated offerings will make this possible, at-last. And brands could measure clearer offline effectiveness of their mobile ad campaigns.
- Mobile Advertising in 2015: More of Everything Please , Digital Marketing Magazine, 23rd Dec 2014
- Yahoo Brings it Together: Yahoo launches content marketing solution & Yahoo Audience Ads at IAB Digital Upfronts 2014 , Yahoouk.tumblr.com, 14th October, 2014
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
With Google pressing ahead with its plan to deprecate third-party cookies in the near future, it seems many marketers are now looking at contextual advertising as a way to meet consumer expectations in an increasingly privacy-focused world. Despite the newfound popularity of contextual advertising, it is not a new principle. In fact, advertisers have been […]
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]