This year’s Mobile World Congress was arguably less packed with announcements than previous years – but this doesn’t mean mobile is losing its crown in the eyes of marketers.
According to the IAB’s digital ad spend report, mobile display grew 56% in H1 2016 and now accounts for over half of digital display advertising, and eMarketer predicts mobile ad spend will top £8.99 billion by 2020. With 47% percent of advertisers expected to increase mobile ad spend in 2017, there’s no sign of mobile’s dominance slipping as brands and advertisers allocate more of their budgets to mobile.
Firstly the formats of video for mobile as we know them will change drastically, as advertisers perfect how videos are viewed. This means mobile ads viewed in square and vertical formats (which generate higher user engagement) will become the norm. We are also going to see a rise in 360 degree video ads and even ads that incorporate the mobile device itself – touch and vibration. Teads is already building this haptic technology into mobile ads through a partnership with Immersion, which will add vibration to an ad featuring a cocktail being shaken, to expand engagement beyond the screen.
We’ll also see mobile ads incorporating more features such as enhanced video, interactivity, shoppable and dynamic real time editing, allowing advertising through mobile to become a far more immersive experience.
As more focus turns to mobile advertising, competition in the space will be fierce. For that reason, it is important to make sure these ads are targeted at the right and most relevant audiences in the most effective and memorable. Buyers are already more sophisticated than ever in the programmatic ecosystem as we see the buying process evolve to be faster, more accurate and more democratic.
The challenge for mobile will be taking this progress and translating it into true one to one advertising. This needs to come from an increase in premium programmatic inventory on mobile devices, providing more brand safe environments that advertisers can trust. Combined with dynamic video technology, this will allow brands to have very personal interactions with consumers through, at scale.
By Todd Tran