Posts Tagged "mobile ad"

Mobile display ad spend overtakes PC and tablet for first time, IAB says

Mobile display ad spend overtakes PC and tablet for first time, IAB says

By on Oct 17, 2016 in Blog | 0 comments

The amount spent on mobile display ads overtook that of PC and tablet for the first time ever, according to new research by PwC and the Internet Advertising Bureau (IAB). Mobile display ads raked in £802m of spend, while PC and tablet were behind at £762m, the Digital Adspend report said – signifying rapid growth in time spent on smartphones. Overall, digital advertising spend increased 16.4% in the first half of this year to £4.78.bn, which the report says is the highest first half growth rate in two years. The huge rise in mobile means that the the Advertising Association and Warc forecast it will account for 17.5% of all UK ad spend this year Mobile, however, takes center place as star of the digital advertising show, as total mobile ad spend increased by over 56% in the first half of this year. The report adds that 36p in every £1 spent on digital advertising now goes to mobile. This goes hand-in-hand with recent YouGov consumer data, which shows 82% of smartphone owners check their phones within an hour of waking. Mobile, mobile, mobile… Perhaps driven by the rapid adoption of smartphone use, video ads have seen an increase in spend by 67% to £474m during the first half of 2016, and mobile video spend alone grew 129%. Video currently accounts for a third of all display advertising and over a third of mobile display. It’s not the only area of advertising that’s seen an increase, however, with ad spend on mobile sites growing 43% to £745m. Content and native advertising spend increased 29% and paid search grew 18.1% – bolstered by mobile. “The huge rise in mobile means that the the Advertising Association and Warc forecast it will account for 17.5% of all UK ad spend this year, astonishing for such a relatively new medium but a fair reflection of the importance of mobile in people’s lives,” IAB UK’s Chief Strategy Officer, Tim Elkington told Marketing Tech. “People now spend more time online on their mobile than they do on a computer. Consequently, marketers devote more ad spend to mobile as they increasingly cotton on to the fact that people essentially carry an ad platform with them wherever...

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How ad avoidance will lead to the death of the mobile banner & the evolution of search

How ad avoidance will lead to the death of the mobile banner & the evolution of search

By on Oct 22, 2015 in Blog | 0 comments

Ad avoidance is on the rise, prompting major changes in how brands should engage with mobile audiences in particular, with speakers at today’s Ad:Tech London conference claiming advertisers will have to increase investment in native formats, as well as address their search strategies as a result. Apple recently issued its iOS9 update with ad blocking software integrated into it, and has led to an upsurge in ad blocking (part of the overall ‘ad avoidance’ trend), according to research released this week, although media-buyers are not necessarily frightened by the trend. Mobile ad network Buzz City has released the findings of a Q3 report investigating the most popular methods of avoiding advertising messaging among audiences, with switching TV channels during ad breaks the most popular method (see below). The top five ad avoidance methods are: 30 per cent change channels on the TV or radio to minimise exposure to ads 28 per cent pay to avoid ads by subscribing to Pay TV, or VoD services 26 per cent use browser pop-up blockers when online 26 per cent use ad-blocking software online 24 per cent discard direct mail from advertisers The Buzz City study, based on a poll of 3,000 consumers, also asserted that 22 per cent of mobile web users employ more than one ad-avoidance technique, with the issue also discussed by media-buyers today (13 October) on a panel during Ad:Tech London. Stefan Bardega, ZenithOptimedia, chief digital officer, told attendees that ad blocking is on the rise, adding that people install such software for a number of reasons, including not wanting their family to know what they’re searching for online. Of those 69 per cent don’t want brands to know about their online activity, he added citing the Q2 GlobalWebIndex report. Underneath the bonnet of ad blocking behaviours However, Bardega and fellow panelist Greg Grimmer, Fetch, COO, are not completely frightened by such behaviours, with both of them noting that it will prompt the entire industry to raise its game, especially as audiences shift to mobile devices. Zenith’s Bardega went on to further explain ad avoidance behaviours claiming that 47 per cent of those avoiding online advertising use private browsing sessions, while 40 per cent engage in cookie-clearing. Bardega went...

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Five Things A DSP Should Look For In A Mobile Ad Exchange

Five Things A DSP Should Look For In A Mobile Ad Exchange

By on Nov 26, 2014 in Blog | 0 comments

In a market crowded with options, choosing a mobile ad exchange can be an overwhelming task. Integrating with a mobile ad exchange extracts significant resources from both the DSP and the exchange itself so it’s important to research an exchange’s available features—and determine their value to your organization—before committing that investment. Here are a few things to consider as you prepare to integrate with a mobile ad exchange: 1. Unique Inventory Many exchanges that offer significant volume are simply reselling inventory from other networks and exchanges, offering low converting, low quality impressions that are rarely first-look. The key when choosing an exchange, then, is quality over quantity. Private exchanges are an excellent place to start when vetting exchanges; they tend to attract exclusive, first-look inventory by offering publishers substantial control over their CPM floors, allowing them to whitelist advertisers and demand partners, and providing enhanced ad quality controls. 2. Scale After isolating exchanges with unique inventory, you still have to consider volume. If an exchange can’t offer the volume necessary to meet your customers’ campaign goals, the integration will be a waste of time and resources. Before vetting exchanges, take stock of your campaign goals and available resources to better target your search. Then, seek exchanges whose inventories are varied and plentiful across ad formats, locations, and verticals. 3. High-Converting Formats Not all ad formats are created equal and nowhere is that more true than in the mobile ecosystem.  Banners can offer great scale but tend to be disruptive to the user experience and lend themselves to accidental clicks. In order to achieve your advertisers’ campaign goals, look for exchanges that offer high-converting ad formats such as full-screen interstitials, video and retina ads in all forms. As mobile usage shifts significantly in favor of apps, exchanges that offer higher-converting in-app inventory are preferable to those that deploy solely on the mobile web. Additionally, choose an exchange that offers strong downstream metrics for app installation, purchase, sign-up, download, and any other metric that your organization deems valuable. 4. A True Programmatic Solution Programmatic is the hot topic in the ad tech community. But while many exchanges try to capitalize on its trendiness by claiming to offer programmatic solutions, beware: some...

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