Mobile advertising is the same changing as fashion: some trends come and gone in a second, others return after a while and some are just appearing and evaluating.
Businesses should obligatory include mobile into their strategies as if remember Bill Gates’ words:
If you are not on mobile, you are not in business.
The advertising tendencies are changing so fast that even experienced marketers can lose some puzzles from the picture. You certainly dig out something interesting from time to time, but your picture of the world can be torn or incomplete. Luckily, we always keep up with the times and will share with you the list of latest mobile ad technology trends. Take a cup of your favorite drink and enjoy reading.
Smart mobile campaigns. Yes, we are talking about programmatic. Machine learning altogether with neural networks can now predict users’ behavior, their reaction to the product and the most suitable variant of thousands of ads.
Growth of mobile fraud and its prevention. It is said to admit, but smart fraud is a result of smart ad campaigns. A decade ago SMS fraud was very popular, while now its new form is CPI (Cost Per Install). There are thousands of variants from creating a fraud app that will drive up the installations and bots doing the same with clicks and display up to the whole “smartphone farms” that successfully imitate all necessary activity the Advertiser will eagerly pay for without any hesitation.
Mobile dynamic remarketing. It has come to us from desktop devices and works in the same style: it memorizes such data as catalog review, its flypage, adding to the cart, purchase and so on. The user can see the same or similar goods in the applications later. CTR here is higher, the reason is very simple: a visitor is relaxed, as he is familiar with this product because it was almost bought before.
New ad formats. It may sound surprising, but even small smartphone screens can become a serious playground for experiments:
- Instagram stories that look casual and imitate users’ content;
- Facebook Canvas where a common banner turns out into a colorful interactive canvas after being clicked.
Growth of mobile video consumption. However, there is a tricky point: the number of videos watched has raised, but their length is shorter. It means that people want to get more, but spend less time on it.
Extra short videos will conquer the world, their timing is 3-6 seconds. It is enough to send your message and attract your potential customers.
Advanced online and offline analytics. We already have such an indicator as PVL – Place Visits Lift. It describes which offline points were visited by users after watching the ads online. According to some surveys, it is typical for users to look for information in the online mobile playground, but make a purchase in the real world. The tools that will help to track the effectivity of mobile advertising for offline life will be highly in demand.