Key trends in mobile advertising

Dec 26 2013, 13:41 IST
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SummaryAs mobile advertising continues to evolve, predicts the key trends that will drive the industry next year.

As mobile advertising continues to evolve, predicts the key trends that will drive the industry next year-

Native advertising will lead to richer user engagement

Native advertising on mobile will undergo a lot of customization as marketers will closely emulate and leverage the characteristics of the mobile environment i.e. an app or a site wherein the content is featured. Advertisers will also demand deeper understanding of the mobile platform to create marketing strategies that drive relevant engagements. We will see native mobile ads being more mainstream as these ads, with the right content and context, will be designed to merge seamlessly with the app to not interrupt the user experience. This will ensure that users perceive mobile ads as a rich, engaging experience, as it will reduce the stark transition between content and ads. As the mobile consumer base grows, brands will begin paying more attention to creating content and will apply learnings from other media (print advertorials, branded content) to the mobile medium.

Brands will scout for advertising solutions to leverage Wearable Technology as a new consumer touch point

The advent of new technology like wearable computing devices such as Google Glass and smart watches, will spur marketing efforts as brands will try to keep up with engaging mobile users, with a cross-device consumer targeting strategy. Consumers are living in a cross device world as they switch between a PC, mobile or tablet to complete an activity. Advertisers are taking notice of this user behaviour and will look to adopt marketing strategies that best reflect multi-screen consumer behaviour. By this, they can tailor their ads for each device, making use of the distinctive features of that particular device. With wearable tech, brands can connect more closely with their customers and they will scramble to devise a consumer centric strategy for these users.

OEMs/Device Manufacturers will look at new OS platforms as strategic alternatives to build a sustainable competitive advantage

With Google taking control of Android to curb fragmentation & Microsoft acquiring Nokia, big OEMs will look for strategic alternatives including pushing for new OS platforms. The year will see a consolidation of operating systems and the devices that they run on. Meanwhile, manufacturers are pushing the development and production of several new mobile operating systems such as Tizen, Ubuntu and Sailfish. Other manufacturers like Xiaomis MIUI have their own closed Android spin-offs, some of which should go live in 2014. With such a

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