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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
  1. 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.
  2. 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.
    -OPERATING SYSTEMS BY GEO.
  3. 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.
  4. 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.
  5. CONTENT MARKETING AND NATIVE ADVERTISING.

You can also watch the full video of this speech below.

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Advertising and Marketingmarketing mobilemobile marketingOnline advertisingRTBsmartphonesvideo advertising

[email protected] • 17 noviembre, 2014


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