It is now an established fact
that ad publishers and companies has been targeting mobile devices as a primary
channel for advertisement and marketing. Among the modes of digital
advertisement, mobile advertising is
poised to be the most effective one. As reported by market research, by 2018, spending
in this ad format would reach the mark of $42 billion. This would be culminated
by a rise of 43% CAGR since 2013. Among the targeted platform, video, social sites
and search are the primary ones for digital ads. With the changing dynamics of
technology and business platforms, app advertising would be among the most
effective marketing platform.
Year 2016 would witness a number
of unique trends in the mobile
advertising market. Integration of proximity sensor technology, geo-location
targeting, wearable technology, utilization of data science and cross device marketing
are expected to dominate the industry. The paradigm has broadened integrating
multiple facets of new technology related to usage of mobile devices. As these
devices has penetrated across massive consumer bases, brands will try to utilize
each facet in the market optimally. The transformation of mobile devices from
just a communication aid to a lifestyle is imperative to these changes in the advertisement
industry.
The prime focus is on proximity
signal that would indicate locations of users around. Beacons from these
signals are more accurate that GPS and is expected to start replacing the old
technology. Sensor data would become prominent in the mobile advertising eco system. Previously, brands were using GPS
technology to indicate location of users. Now the dependency would be on beacon
technology or sensor data. The strategy to target consumers on the basis of geo
location would be convoluted to behavioral aspects. This will help to target
new consumer bases with the help of extended machine learning approaches by
including desktop behaviors into the system.
The next trend would be instigated
through wearable technology. Wearable technology provides a host of self-data that
comprises of emotional and physical signals. This data generated through wearable
wares will find prominence in mobile
advertising. It means, marketers will now leverage more information than
before and the bulk of data will increase exponentially. Hence, the trend would
give a way out to emergence of data science in campaign optimization. Ads can
be blocked by users and it has already done the damage to desktop banners as
well as mobile videos. Now data science would be used to optimize creative
performance. Lastly, digital advertisement would come up beyond the paradigms
of mobile advertisements. Brands would foray into cross device marketing to
reach their audiences.
Introduction of smartphones has bring
a dynamic change in the way of living. This is the basic aspect that has change
marketing methodologies. The market is now volatile with changes and success
would depend on how the industry would corroborate with them.
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