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BizReport : Mobile Marketing : August 22, 2016

What to expect from mobile through Q1 2017

While the mobile marketplace is changing quickly, one expert believes this is a great time to get involved with mobile. Here's why.

by Kristina Knight

Kristina: What can we expect from mobile for the rest of 2016?

Galia Reichenstein, CEOO & Head of Sales, Taptica: There's more money flowing into mobile on a monthly basis this year, so that trend should continue, and it should accelerate around Q4 because mobile is now synonymous with holiday shopping. Some of that money will go toward influencer marketing and video. But all advertisers are really focused on reengagement with mobile because it maximizes the money that's already been spent.

Kristina: What about Q1 of 2017 - what can we expect then?

Galia: We're going to see three big developments in mobile next year.
• First, social is only going to get bigger and become more important. The social tools Facebook has rolled out have given marketers a lot of insight into brand development, and so it makes sense that brands will increasingly look to mobile and social to engage with consumers.
• Second, the discussion around ad fraud and viewability will cause more brands to put a greater emphasis on native advertising, especially on mobile because that's where the audiences are.
• Finally, we're going to see some real breakthroughs in mobile payments. There are a lot of good products on the market now, but those products will become better and easier to use as time goes on because the user base will generate more data to help the developers refine their products. And obviously, as more consumers turn their phones into wallets, we'll see advertisers dedicate more of their spend to mobile.

Tags: mobile marketing, mobile payments, mobile trends, Taptica

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