Mobile advertising is nothing new but the pace of innovation has never been greater, benefiting from the convergence of three key areas – native ads, programmatic buying and enhanced targeting, all benefiting both publishers and advertisers alike.
With mobile ad spend ever increasing, there is no sign of things slowing down, having already surpassed desktop spend back in 2016. UK mobile ad spend is due to reach £7bn in 2017!
Interestingly, it is EMEA that is driving the mobile growth this year. Thirty-five per cent growth this year compared with 15 per cent for the same time period in 2016.
Also for the UK native ads accounted for 84 per cent of all impressions served on smartphones programmatically.
See this article for further insights into the current state of mobile programmatic and how this will continue to drive mobile ad spend…
Mobile continues to eat desktop, but advertising spend on the platform hasn’t kept up with the amount of time spent on it. That’s changing. Mobile advertising will account for 63 percent of online spend and 26 percent of total media spend by 2019 — more than all traditional media, except TV, combined, according to Zenith’s latest ad forecast. That counts all display ads delivered to smartphones and tablets, much of which is driven by programmatic advertising, but also includes mobile search and in-app ad spending.