Mobile Advertising is a rapidly changing vertical and mobile advertising technology has seen tremendous technological innovation and growth. In this dynamic space of mobile ad-tech, it sometimes becomes difficult to track what’s trending. Some themes are recurring, whereas some are in the process of gaining traction.
Here are the top 10 mobile adtech Opens a new window trends that are currently in vogue:
1. Server Side Header Bidding: Header Bidding is an auction conducted by publishers outside of their primary ad server (in the header of a web page). It allows advertisers to custom-pick impressions.
Browser-side header bidding can slow down the speed of your website as advertisers call the container or wrapper directly. So more the number of partners, more the number of processes on a web page which results in increased ad and page load latency.
â€œBy moving the container off the user’s browser and onto the provider’s server, publishers can make use of tried and tested technologies to minimize complexity, improve ad quality, and optimize the user experience.â€ â€“ Exchange WireOpens a new window .
2. AI and Machine Learning: AI along with machine learning algorithms will fuel the mobile ad-tech industry by determining ad
positioning, predicting ad clicks, user interest, user behavior. Most marketers today are already harnessing the power of customer data to make services more compelling. AI-powered ad-tech is not only improving productivity and revenues but is also changing the way companies interact with customers.
3. Privacy Protection: In the wake of the recent Facebook controversy, audiences today have realized that protection of their data is paramount. Demand for privacy will grow in future. Also, since General Data Protection Regulation (GDPR) will go live in May 2018, it will tremendously impact how marketers deal with data.
4. Fraud Elimination: A Juniper ResearchOpens a new window finds that mobile and online advertisers will lose an estimated $19 billion to fraudulent activities in 2018, that’s equivalent to $51 million per day!
Dale Carr, Founder, and CEO at Leadbolt predicts thatOpens a new window advertisers, attribution companies and mobile ad platforms will partner to counter ad fraud. â€œComprehensive vetting practices and proprietary SDKs fostering direct relationships with publishers, as well as advanced fraud prevention and detection practices, are the new table stakes for 2018â€, he says.
5. AR and VR: AR and VR will take the mobile ad experience from boring to interesting and make it immersive. Though in a nascent stage, such ads have the power to open up creative promotion avenues which enrich and personalize the user experience.
6. Videos, Live Streaming, and Outstreaming: Ad space has become more visual with video watching comprising one third of all online activitiesOpens a new window . Videos are highly engaging, touch an emotional chord and are frequently shared. Video advertising has become a hot favorite for many advertisers. To top that, Live Videos give the audience a sense of being connected, being there in real time.
Outstreaming is an emerging trend and according to Instapage â€“ â€œOutstream video allows publishers to show video ads outside of actual video players, in text line breaks for example, or the corners of a web pageâ€¦ 77% of agencies sayOpens a new window outstream is going to be crucial to client success.â€
7. Programmatic Advertising: â€œProgrammatic is extremely efficient and unparalleled in its ability to pair rich audience data with ad inventory and targeting.â€ saysOpens a new window eMarketer senior analyst Lauren Fisher.
Mobvista CFOOpens a new window , Clement Cao anticipates that use of programmatic advertising will grow in 2018. â€œWe expect this to also help increase the overall demand for mobile advertising, as the use of programmatic should make mobile advertising cheaper and more accessible than ever.â€
8. Messaging and Chatbots: With the rise and success of messaging apps like FB Messenger, Snapchat, Whatsapp, WeChat,
brands have understood the potential of the messaging domain and are embracing bots and chatbot-based marketing. With people spending more time in chat apps, it’s a good time to leverage their popularity and include it in your advertising plan.
9. Service-based Monetization is another trend to watch out for. As ForbesOpens a new window puts it, Service Based Monetization is a way to monetize your app by presenting to users the ads based on the services they seek.
10. Google AMP and ALP: Google had launched Accelerated Mobile Pages(AMP) last year and AMP for ads this year to boost user experience by speeding up mobile web ads, and landing pages. They expect that AMP ads and landing pages will please users and advertisers alike. Enriched user experience will motivate them to click, will increase conversion rates and give a revenue boost to publishers while allowing users to return to their content.
What trends are you capitalizing on for your mobile advertising strategy? Know some more ad-tech trends that we might have missed? Write in on [email protected]Opens a new window