The year 2017 is the era of mobile advertising. Digital agencies will grow their ad space based on size and complexity, creating opportunities for market players and challenges for advertisers. We will be noticed more growth in ad placements within mobile phone and mobile messaging apps, but fake ad traffic generation by advertisers will be burned by bots to regain trust among digital advertising.
Presenting the top five trends that will shape the mobile advertising landscape in the year 2017.
Bots will attract some cash — A recent study shows that 60% of Google’s ad revenue comes from mobile ads, which is a huge leap from the previous year which was about 44% in the year 2015. By end of year 2018, nearly two-thirds of Google’s net ad revenues worldwide will come from mobile ad placements. But the powerful surge in mobile traffic will also make more room for fake views and clicks. As a result, mobile ad fraud will become more dominant in 2017.
Invention of messaging applications — WhatsApp, Kik, Facebook mobile messenger and WeChat are live examples of how there is an exceptional growth in messaging apps. These apps show a positive sign of social media monetization, which brings hope for paid media on messaging apps next year.
Alliance to prohibit ad fraud — Moving away from verification tools that are about finding fraud and shutting it down, there will be more initiatives to communicate what’s working and what’s not, so that advertisers and traffic sources can work together to clean up traffic instead of blocking it. By pinpointing specific impressions, categorizing the problem, and providing actionable data in real time, publishers can work with mediators to become part of the solution instead of being labeled as the problem.
Cyber attacks from ad bots — Inception of fake clicks by mobile apps is used to steal credit cards. The tools that are used to protect financial institutions are being used by bots to breach security. Cyber-security and anti-fraud organizations are now coming in collaboration to protect attacks done by bots.
China’s leading the mobile ad space— No doubt US is the most valuable ad market and continues to grow at a healthy clip, but in the previous few years China showed a large expansion and will continue to show growth. According to Zenith Optimedia’s latest Advertising Expenditure Forecasts, China’s ad market has not been significantly affected by the country’s stock market chaos and is expected to grow almost twice as fast as the global growth rate.
Online sales get affected by mobile ads — Data suggests that consumers don’t well receive online advertising. Of the 3,200 internet users surveyed in a recent study, 92 percent said that they’d consider using an ad blocker, and 62 percent stated that they are annoyed by pre-roll ads. In 2017, finding ways to use more interesting and less intrusive media will become a higher priority to avoid alienating viewers.
Increased Ad blocking is a sure concern — Twenty-eight percent of U.S. Internet users use ad-blocking software, according to Adobe. That’s bad news for marketers, advertisers, and publishers alike, who lose money when browsers prevent ads from reaching the ad server. Big networks such as Google and Facebook will pressure mobile operators not to block ads. Some mobile networks have already pulled back from ad blocking as a result of their influence.
Custom advertising continues to dominate digital display ads — In 2014, just a little under 50 percent of display advertising was purchased either programmatically or through an API. This year, just two years later, approximately 67 percent of digital ad displays are projected to be programmatically bought out. Programmatic TV will become a more viable option by automating ad buying for increased cost efficiency and by providing more granular targeting due to a data-driven approach. However, based on the threat of fake traffic eroding effectiveness for online ads, fraud could become a hurdle for TV advertising going digital.
Usability will be vital — While vast advertisement serving merchants are progressively adding usefulness to give a one-stop shop to secure their stages, showcase players will push the other way to have an open stage that can suit best of breed arrangements. With such a dynamic market, there is a requirement for specialty players who can react rapidly and can ceaselessly enhance their answers in view of new prerequisites, something that bigger, slower players are more averse to do.
Although the new year will bring more canvasses for online ads, there will be more opportunities for abuse. Helping eliminate unwanted, irrelevant, and fake traffic will be a high priority for 2017 to improve the user experience and increase ad effectiveness.