The latest developments in mobile advertising
Find out 4 of the major trends in mobile advertising (indeed in digital advertising in general) as of October 2014.
The latest developments in mobile advertising (world telemedia) 141017 by Tom Horsey
- DIGITAL ADVERTISING TRENDS: The continued rise of mobile advertising ;Real-time bidding, or “programmatic buying”; Data capture and user profiling. Multi device users ; Content marketing and native advertising.
- THE RISE OF MOBILE ADVERTISING :
-MOBILE ADVERTISING: Global mobile spending was 19.3 billion $ 2012-13 (IAB) ; Google + Facebook control over 57% of mobile advertising in US last year.
-OPERATING SYSTEMS BY GEO.
- REAL TIME BIDDING/PROGRAMMATIC.
-RTB & PROGRAMMATIC BUYING • Consumer visits website. Browser communicates with ad server ; Ad server sends a message to an exchange to provide data about that user (IP address, Location, website). DMP adds additional information ;Potential ad buyers send their bids to the exchange. Highest bid wins. ; Ad is served. 120 millisecond round time.
-RTB & PROGRAMMATIC BUYING • Worldwide programmatic ad spend.
-RTB & PROGRAMMATIC BUYING • More traffic for performance advertisers. • Greater focus on quality and not quantity (advertisers and publishers).
-MOBILE PROGRAMMATIC BUYING • 30% of all mobile ad buys in 2013 ; Forecast at 45% of all mobile ad buys by the end of 2014. ; Entertainment growing as a proportion of mobile RTB buys.
- DATA CAPTURE AND USER PROFILING.
-USER PROFILING / CROSS DEVICE • Personalised surfing: Facebook gives each consumer a different landing page with updates about their friends ;Offline data: Anonymised data from credit card companies about their customers ;American Express even cookie drops users when they log in to check their statements and see where else they go online ; Auctions as data mines: Campaigns run to glean information about users and publishers ;Cross device: Facebook/Google logins.
- CONTENT MARKETING AND NATIVE ADVERTISING.
You can also watch the full video of this speech below.