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Category: AdTech

Mobile to Claim 70% of Programmatic Display Market

Programmatic advertising has seen a stellar rise, more than doubling each year for the past two years. This year the share of programmatic will be over half of the total display advertising market. And as display advertising has shifted to mobile very rapidly, programmatic is no exception. In 2015, mobile will account for 44.1% of all US programmatic display, a market currently worth $10 billion. By 2016, mobile is expected to surpass desktop, claiming an estimated 56.2% of all ad expenditure. After experiencing tremendous growth of 243.4% last year, eMarketer predicts ad spend on mobile programmatic display will nearly double this year…

Overcoming the Limitations of Audience Targeting

As the migration from web to mobile persists, advertisers are realizing that the unique environment of mobile is not translatable to what was achieved on desktop. We are finding out that apps are much more transactional than previously estimated with evidence of a push towards messages (information) and video rather than standard advertisement displays, yet both still very dependent on consumer insights from device signals (such as location). All of these shifts place enormous pressure on the level and quality of mobile data being collected. To capture the data, APIs have become pivotal for mobile execution. This is another piece lost in…

Brand Advertisers: How to Hit KPIs on Mobile Programmatic and Mobile Video

Mobile is making headlines as the hottest space in advertising. Just this week, Audi reported 80 percent higher completion rate on a Le Mans racing ad campaign using vertical video creatives.  Ad budgets from many brands, including NBC, AT&T and Target, are steadily shifting towards mobile, and by next year, mobile will consist of over 50% of all digital advertising. However, there are still many challenges when it comes to advertising on this medium. For example, over 80% of time on mobile is spent in apps. This brings challenges for measuring effectiveness of campaigns as apps essentially form data silos. In addition, mobile ads…

Video Ad Impressions Grow 5x Meanwhile Claiming 55% of Publisher Revenue

In the past year, the share of impressions from video ad formats has increased over 5x, from 2.5% of all impressions in Q1 2014 to now just over 12.8% of impressions. Meanwhile, publisher revenue has grown to become over 55% of revenue delivered to publishers. After conquering native display ad monetization, you can expect Facebook and Twitter will perfect video advertising next, leaving other mobile players scrambling to prioritize the correct data to execute effectively. Mobile video ads are positioned well for the introduction of more advanced data either from social or search, as there is little data being leveraged…

Spotlight on Mobile Advertising: The Future of Creatives

The task of placing the right message in front of the right audience is becoming a more pressing need for brands. Reaching the correct people is one thing; what to say is something entirely different. For example, if you are an automobile manufacturer, do you target the audience with a message for a family-style minivan ad or a 2-door fuel-efficient vehicle best suited for commuters? Mobile is a well-situated medium to facilitate a more opportune and accurate ad moment. Core signals within the device create data points determined by a user’s device and environment, which can inform ad creatives for precision targeting.…