The recent Global Mobile Programmatic Trends Report for Q1 2016, suggests that mobile is now aligning with the most established advertising channels. With mobile programmatic now a fully fledged digital channel and a highly successful force in its own right, some say that part of the revenue growth.
Marketers and mobile game developers are increasingly using data to better monetise their apps, via in-app purchases and advertising. If you are a game developer there’s strong scope for adding as much user data to your inventory as possible, to maximise your yield.
Gaming monetisation is considered by some as a dirty practice; but, with the gaming category accounting for the highest share (23%) of the billions of downloaded apps, the fact can’t be ignored that gaming is a powerful business, with extremely rich sets of data. Noelia Amoedo, CEO, Mediasmart and.
The rapid evolution of programmatic ad tech has created platforms that can now use first and third party data and artificial intelligence to deliver very sophisticated predictive targeting – enhancing the media buying process to allow marketers to quickly target very specific audiences.
There’s been a surprising degree of misunderstanding about privacy and tracking of users on mobile recently, from advertisers and consumers alike.
Mobile viewability continues to spark debate as mobile media buying becomes increasingly programmatic and both media buyers and sellers clamour for guarantees and standards. Either side are companies claiming viewability on mobile is not an issue and those who strongly argue it is, and data has.
Certain market sectors now acknowledge that a ‘mobile first’ strategy is essential to their commercial futures. We’ve come a long way since the days when Uber was one of a handful of mobile-first businesses, and household names, such as Argos, are now committed to entirely mobile focused business.
The rise of the native ad remains one of the hottest topics in digital media and there is growing acknowledgement of its ability to build trust and engagement with current and prospective customers.
Media buying has been dramatically transformed by programmatic practices. Current technologies allow marketers to engage directly with their target audience in a more efficient way than ever. However, some professionals still see programmatic as a kind of threat that will replace human knowledge.
The mobile app market is reported to be valued in excess of €17.5 billion, according to the latest report by the European Commission, ‘Sizing EU App Economy’. The report also highlights the sector as one of the fields with the highest potential for growth and development.
