Mobile Advertising in 2017: Things to watch out for and not to do again

2017-01-23

written by Agatha dela Cuesta

Mobile advertising spending is projected to grow twice this 2017 as it was a couple of years ago. The global market is seen to spend $143.54 billion this year compared to the $71.75 billion spending back in 2015. The growth will continue to rise by the year 2020 with an estimated amount of $247.36 billion. So as a mobile advertiser, what does this figure tell us? It tells us to level up our game and make sure the market spends their money on your mobile ad. How? You may ask. Let’s break down the list of the trends to watch out for and recurring past mistakes not to do again in mobile advertising this 2017.
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Photo source:  statista.com

Trends to watch out for

  • PROGRAMMATIC ADVERTISING

According to Zenith media’s Programmatic Marketing Forecasts, programmatic advertising is expected to grow by 31% in 2017 with mobile programmatic ad spending at $39 billion at the closing of 2016 and will continue to rise, reaching $64 billion by the year 2018.

  • CHINA’S MOBILE AD SPEND

Mobile ad spending in China will significantly grow, amounting to $92.1 billion this 2017. Mobile internet spending has gradually risen for the past three years while print ads spending has seen to be struggling and falling behind.

  • AD BLOCKS

Ad blocking will still be a growing concern for advertisers, publishers and marketers this 2017. According to PageFair’s 2016 Mobile Adblocking Report released last November, at least 309 million people (16% of the world’s 1.9 billion smartphone users) are blocking ads on the mobile web.

  • CYBERATTACKS BY AD BOTS

As automation takes over, researchers say that we can still see the continuous growth of cyber extortion, hacktivism and mobile malware, along with a shift to an offensive cyber security posture for governments and corporations. Make your cybersecurity a top priority for your company.

  • AD FRAUD PREVENTION

Ad fraud is a big problem that many marketers face. Publishers have the bad image known to be the ones causing the fraud. However, in 2017, we can expect advertisers and traffic sources to collaborate in order to counter this second largest form of organized crime, next to cocaine.

  • MESSAGING APPS MONETIZATION

Social media is no longer just limited to SNS. Tons of messaging apps have sprouted and are available for free download. The app may be free but we should expect these messaging tools to be up to something in terms of app monetization.

Mistakes not to do again

Forgetting about your ad rank. Mobile visibility. You need to be mindful of your ad ranking by taking note of your Maximum Cost-Per-Click (CPC) Bid and the Quality Score of your ad. Multiply those two and you will get your ad ranking. The game is on, you need to be on position 1 or 2 of the Search Engine Result Page (SERP) or else you will lose the ad battle since it is highly unlikely for the mobile users to scroll down. For 2017, boost that ranking.

Mobile web advertising over in-app advertising. Mobile apps. If you are still having problems boosting that ad ranking, then forget about it and focus on in-app advertising instead. Mobile users spend a significant time online using mobile apps rather than to web browsers. With only 23 percent of user’s online time spent on web browsing, you can ditch that ad strategy and allocate more budget on in-app (77%) advertising.

Fitting desktop ads to mobile. Ad format. Creating a single format ad and trying to use it in another platform, such as desktop to mobile, is another mistake that should not be done in 2017. Data showed that in a global scale, desktops users have been outnumbered by mobile device users. So in creating an ad, why not try mobile-first ad format. Not only is it cost-effective but also it is guaranteed to have more consumers. Another thing to try out is to build flexible format ads. A proven way to get consumer engagement is an open platform with added functionalities and accommodates any type of market.

Targeting the wrong audience. Right consumers. Let’s say you have a good ad ranking, your own application, you have in-app advertisements, also your ad is in a flexible format, sounds too good to be true. However, one of the most important question to ask yourself, are you targeting the right audience? Many companies are still in rut practice of advertising to the wrong consumer that result in all advertising effort being wasted. The reason? These companies have not employed any Data Management Platform (DMP), a tool used to store and analyze huge amount of data for better understanding of customer information. DMP is a very handy tool that you will have to invest in this 2017 if you do not want to be among rusty companies failing on their marketing efforts.

Ditching the result measurement. Data measurement. Was your campaign successful? Were you able to collect insightful data? What do you do with this large amount data on hand? In the past, marketers tend not to answer these questions, just leave it be, and only get back to it if and only if the boss asked for the campaign report. You must know by now how vital it that you track the metrics not only during the campaign period but also afterwards. By this, you will be able to come up with ideas on how to retarget audience. Demand Side Platforms (DSP) are systems of tools ready to help you store and manage your inventories and real-time exchanges. It is a very useful platform to utilize this 2017.

By opting to follow the trends and learning from mistakes, your mobile ad is already two steps closer to success this 2017. The third step is by partnering with Moinstall, it’s a step you definitely do not want to miss. Know more about Moinstall by visiting our page: www.moinstall.com.

About Moinstall

Moinstall’s Virtual Advertising Network (V-AND) is a superior technical infrastructure that allows for integration with virtually any set up in any part of the world for both advertisers and publishers. It is also allows for both publishers and advertisers to connect directly.

About Etoron
Etoron is a digital ad system solution provider. We aim to support publishers and advertisers in every part of their business, from systems to operations, in this post-traffic era. We are using cloud, data and AI technology to save individuals from manual operation, to provide advertisers high efficient marketing solution and programmatic advertising platform, and to help advertisers optimize the performance of their brand and promotion results. We provide complex business solutions to digital media, including an independent, high performance ad server and platform that can handle 10 billion requests per day. Established in 2014, Etoron Technologies Inc. founded its headquarter in Vancouver, Canada then expanded its branches and IDC nodes to North America, South America, Europe, South East Asia and China. At present, more than fifty professionals and hundreds of partners from all over the world gathered at Etoron to provide high quality service to clients 24/7. We make your global business soar higher than you can imagine.
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