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BizReport : Advertising archives : November 04, 2015

The top 4 trends to watch in mobile

Heading into the new year, mobile is going to be a big deal. That according to many experts. One weighs in on the 4 mobile trends brands need to watch for in 2016.

by Kristina Knight

First, using traditional display ads as data

"Mobile advertisers are moving away from traditional display as a format and instead using it more as a data platform. Advertisers are injecting data into 320x50 banners to make them more intelligent and effective. The days of the passive 320x50 banner are coming to a close," said Neil Sweeney, President and CEO at JUICE Mobile.

Second, more programmatic

"There is a clear move to programmatic RTB (Real-Time Bidding). Advertisers are using this channel to capture data and achieve efficient scale and frequency," said Sweeney. "At the end of the day basic banners are quickly turning into a reach/frequency play, and will be a component of every mobile strategy, but will not be the channel that differentiates a brand from the rest."

Third, more creativity in mobile ads

"These first two points have led to a trend in rich mobile ad formats. The industry speaks to video as the primary emerging format and they are right, but a focus on creative formats that create the most engagement, like the interstitial, is key. If you are a publisher this is where you should be taking a second look as the supply/demand curve is inverted in the publishers favor here," said Sweeney.

Fourth, look for programmatic direct to emerge

"There is also the emergence of programmatic direct, which is defined as the securing of guaranteed impressions into the future via direct integrations into the ad servers of publishers. We are seeing more advertisers adopt this model to mitigate risks in delivery, cost and quality that they have exposed themselves to in the RTB pipe. The most progressive buyers use the RTB strategy in tandem with a PD strategy to meet their mobile advertising needs," said Sweeney.

Image via Shutterstock

Tags: advertising, advertising trends, Juice Mobile, mobile marketing, mobile trends

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