Advanced technologies and new platforms are changing the mobile advertising landscape. Here we identified 4 major paradigm shifts.
Advertisers are moving away from standard targeting and instead trying to understand what mindset people are in when they are viewing an ad and what impact the ad left on them.
The focus of targeting shifts towards moment-based. It takes into account a combination of multiple factors in a moment to determine when a consumer will be most receptive. For example, location is typically first come to mind for local advertisers when set up campaigns. But other contextual data such as the weather or event triggered data can further identify what may resonate with the end recipients and to make an ad more relevant.
More and more advertisers are shifting their budgets from standard banner ads to native, this include sponsored content or paid social ads which are immune to ad blocker technology. Native ads offers a less disruptive reading experience to mobile users, particularly on a small screen. It also provides more engaging content that people would spend more time reading them. Hence resulting in higher retention rate and click-through rates.
The format is currently one of the fastest growing types of ad revenue, which will take up 63.6% of all global mobile display advertising by 2020 according to IHS research. The shift to native advertising represents a major opportunity for news media publishers.
Programmatic advertising has fundamentally changed how mobile ads are being served. It involves the use of software to predict and purchase digital advertising inventory automatically via a real-time auction process that only takes milliseconds.
As opposed to traditional ads, the benefit of programmatic advertising results in more efficient audience-targeting and the ability to scale large ad campaigns. The use of real-time buying data allows marketers to reach the right customer, at the right time and even in the right place.
Technology has created self-service platforms that empower advertisers to manage the entire process of ad campaign management and making it convenient for publishers to manage their advertising space inventory.
Self-service platform offers great advantages as to enable advertisers to have more control over how dollars are spent, and to have greater efficiency in buying process such as choosing which publishers and channels they buy from.
But when moving from managed-service to self-service, many advertisers might not have considered whether they have sufficient in-house resources or the level of expertise to run any detailed analytics to drive optimization. Ideally, advertisers can find an optimal balance of outsourced and in-house media buying strategies depending on their needs and objectives.