Mobile Advertising Trends: A Pre-MWC Webinar
Includes an interview from Gonzague de La Tournelle, CEO of Madvertise
Hosted by Maya LawrenceContent Marketing Manager, Smart AdServer
Ø What are the key global and European mobile advertising trends in 2017 and beyond? How quickly will the market grow?
Ø What can we expect in terms of ad blocking, new formats like video, and web versus in-app opportunities?
Ø What are some best practices when embracing mobile advertising opportunities?
Agenda
Ø Mobile will speed up digital transformation and completely change the way we experience digital advertising.
Ø Mobile and mobile video ad spend is increasing, but mobile web is driving mobile ad growth.
Ø Relevant and creative ads beat intrusive ones.
Ø It’s imperative your creatives and content are made for mobile. Think mobile-centric ad formats.
Ø Use your first-party data to help reduce your dependence on Facebook and Google.
The Big Ideas
Smart AdServer Deep Dive
Ø Growth we’ve witnessed in mobile and video advertising.
Ø Some popular mobile video formats.
Ø How publishers can survive during an age when Google and Facebook have taken over so much of the digital market.
Ø What Madvertise did to diversify their inventory on mobile.
Desktop
Mobile and tablet
Our mobile audience is growing Our mobile web audience is growing Mobile is a key issue for publishers
Sources: eMarketer (2015); Forester (2014); eMarketer (2016); Tubemogul (2015)
Mobile apps
10b page views/month
Mobile RTB business
18% average monthly increase*
Data from
*Jul – Dec 2016
2/22/17 Desktop
Mobile and tablet
Our video advertising business is exploding
Sources: eMarketer (2015); Forester (2014); eMarketer (2016); Tubemogul (2015)
Smart AdServer Video Revenue
61% in 2016
Data from
Smart AdServer Video Clients .Nts
33% in 2016
Go-To Vertical Video Data from
May
-16
Jun-
16
Jul-1
6 A
ug-1
6 S
ep-1
6 O
ct-1
6 N
ov-1
6 D
ec-1
6
Impressions
1st quartile: 22% 2nd quartile: 13% 3rd quartile: 11% Complete: 9% CTR 50% higher than
traditional horizontal video
Go-To Vertical Video
Very high completion
rates 7% CTR
Weeklong campaign on Adgage
Data from
Ø Get unique — unique formats, unique inventory, unique audiences.
Ø Master your tech stack. You need to keep control and have access to your data.
Ø Make sure you’re noticeable in the eyes of agencies. Choose a stack that will show you off!
What publishers can do to get a piece of the pie
“Google’s announcement is especially troublesome in Europe, where, thanks to cheap data plans, 25% of media consumption is on mobile. Working with Smart has helped us identify profitable alternative user-friendly formats like native and parallax. We have a latency period before the switch is flipped by Google, but to be successful, we need to be forward-thinking and on the right track. Smart AdServer is getting us there.”
Gonzague de La TournelleCEO at Madvertise
RESULTS: PARALLAX VIDEO
8x
6x
+ 62%
increase in impressions after 5 months*
more impressions after 4 months CONSTANT INCREASE OF IMPRESSIONS
in paid CPM* NO DISTURBANCE OF GLOBAL REVENUE STREAM
*For most successful parallax video format, between August and December