Over the past few months our Internet Statistics Compendium has seen some increasingly detailed mobile advertising data hit its pages, thanks in part to some free-to-download research over at Kenshoo and IHS.
For today’s post I want to reflect on some of these trends and relate them to some of my own recent experiences of mobile ads – particularly the ever-surprising world of in-app advertising.
Just when you think things can’t get any worse for the publishing industry, somebody goes and hammers another nail in its coffin.
Well, it’s not quite as dramatic as that. But recent news from mobile network provider Three certainly got the ad industry talking over the weekend.
The network has announced that it will roll out ad blocking technology on its network after initially trialling it in Italy.
66% of marketers believe location-based advertising is the ‘most exciting’ mobile opportunity for 2016, according to a recent IAB UK study I quoted in our digital marketing stats round-up.
This is a huge endorsement from the marketing community, but how many people really use this channel to its full potential?
For those still relatively new to the term, or for anyone wanting to refresh their knowledge, I’ve created this location-based advertising guide for you.
As 2015 draws to a close, it’s a good time to reflect on “what worked” with mobile advertising this year and to summarize the successful strategies you should be looking at in 2016.
The number of people blocking ads online is increasingly becoming a headache for the publishers that rely on them for revenue.
With ad blocking apps recently becoming the best-selling software in the App Store after the technology giant announced it would allow them on its latest operating system update iOS9, the concerns about mobile ad blocking in particular are growing even larger.
Advertisers stressed out by ad fraud have a new source of concern to contend with: Rogue apps that could be running nearly a billion dollars worth of ads that aren’t seen.
According to online ad fraud detection firm Forensiq, thousands of iOS, Android and Windows Mobile apps are running ads that aren’t being displayed to users.
Twitter, LinkedIn and Yelp saw shares of their stock take big tumbles last week.
The week prior, Facebook reported earnings that fell short of analyst expectations for revenue.
Is social media hitting a speed bump, and if so, should marketers be alarmed?
We’re in the midst of a great migration to portable devices and the opportunity for marketers is immense.
It will be much tougher to cultivate a relationship with users than it was on the web, but if handled properly we’ll find the perfect balance between the ultimate user experience and advertisers’ agenda.
One thing marketers can all agree on: advertising makes the digital world go ’round. What’s less a settled matter is how, exactly.
Rich media mobile ads are up to four times as effective as standard banner ads in terms of clickthrough rate, according to a new report from Opera Mediaworks.
The study also found that in-app mobile ads are an average of 1.7x more effective than ads on the mobile web.
Rich media ads achieved a CTR of 1.53% when displayed in an app and 1.12% on the mobile web. In comparison, standard banner ads achieved CTRs of 0.39% and 0.32% respectively.
Agencies and advertisers looking to buy mobile inventory are rapidly shifting away from ‘blind’ networks towards programmatic buys via Mobile DSPs demand-side platforms.
These include the fragmented nature of the mobile ecosystem compared to desktop, and people moving between app and web on their phone means that they can be treated as two separate individual.
So, what questions should you ask of the shiny suited salesman when they come knocking on the door offering use of their DSP?
Online advertisers are generally seeing more sales coming through from desktops and laptops than mobile phones. But that’s not to say mobile clicks are not valuable.
Instead, advertisers need to use alternative ways to measure the contribution of mobile devices to overall paid search programme goals.
Consumer goods advertisers primarily use mobile advertising for brand awareness rather than driving site traffic or increased footfall in-store, according to new research from Millennial Media.
Almost half (46%) of consumer goods advertisers stated that their main campaign goal was brand awareness compared to an overall average of 14% among all industries.
Site traffic (29%) and ‘sustained in-market presence’ (11%) were the second and third most-common campaign goals for consumer goods companies, while just 5% aimed to increase foot traffic.
Much of what we do on mobile devices is location-based and a recent study found that 43% of Google searches have local intent, so it’s interesting to note that relatively few mobile advertising dollars are spent with the aim of luring customers in-store.