The three main trends of mobile advertising
Robert Woolfrey, managing director of Millennial Media in Southeast Asia, spoke on his company's blog about the three main trends in the mobile advertising market.
Robert Wolfrey
In his article, he wrote mainly about the Asia-Pacific region, but it seems to us that this is not only relevant for him now.
1. Video advertising boom
It can be explained by two points:
Firstly, the high penetration of mobile devices and high-speed mobile Internet, which turns almost any gadget into a portable TV. Modern TV, in turn, is inconceivable without advertising.
Secondly, mobile video advertising allows for much more than the usual video advertising that can be seen on TV or online. According to Robert, "mobile video allows brands to rethink the relationship between the viewer, content, device and, directly, entertainment." It not only talks about the brand, it can be interactive, moreover, the user can earn money with its help.
A great example is the latest Rovio – Retry game, in which you can either pay a collected gold coin or watch an advertisement to save on checkpoints in missions. Since the game is very difficult, the user constantly returns to watching ads.
And a few numbers: according to eMarketer, the effectiveness of mobile video for those over 21 is very high compared to TV and online video. Mobile video advertising generates basic returns at 79%, while for TV this parameter is 49%, and for online it is only 29%.
2. Automation of the purchase and purchase of advertising inventory
One of the key technologies for automated purchase and purchase of advertising is the RTB advertising exchange.
One of its main advantages is that the advertiser does not buy an advertising space (which may not bring the desired exhaust), but specific users selected automatically according to the criteria set by the advertiser (by interests, location, etc.).
This reduces the risks and, in theory, the cost of advertising.
You can read good material about what RTB is on the web here.
3. Tracking the results
Having the right audience does not guarantee that you understand it and, more importantly, you will be able to make money from it.
To understand the habits of users (collecting information about them, their behavioral patterns), a very advanced toolkit is needed today, which will allow you to track user preferences and habits through several devices at once using logs on social networks. Plus, it makes it possible to track the efficiency of ongoing campaigns through certain advertising channels.
A source: http://www.millennialmedia.com
