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.

diversified user base, there will be an operating system for every type of consumer.

Mobile Real-Time Bidding (RTB) will foster enhanced audience targeting and personalised ads through 3rd party audience data

Mobile being the most personal medium, gives advertisers the ability to target their ads with a much higher degree of accuracy. Aiding them in this is the explosive growth of Mobile Real-Time Bidding (RTB). With RTB, various targeting parameters about users can be utilized to serve relevant ads based on their advertiser ID. Ad impressions that are enriched by this third-party data through RTB, enable advertisers to bid intelligently on mobile inventory on an impression-by-impression basis, cost effectively and efficiently. With RTB, ad space across various audience segments is also available to marketers for targeting specific user groups providing greater transparency. Exchanges that aggregate this user data serve more relevant ads and hence offer best monetization for publishers. Also, mobile display ad spends are set to grow seven times faster than online advertising models resulting in an overall increase of over 70% in mobile RTB spending. As advertisers, developers, publishers & telcos start collaborating to leverage the audience buying platform, mobile RTB will continue to revolutionize mobile advertising.

Physical context will turbo charge location based advertising

User information will define mobile advertising as their location and other physical context helps advertisers display the right ad to the right user at the right time. Marketers will use context to connect with consumers based on who they are, where they are and what they may actually want at that specific time and place. Physical behavioural context such as driving, walking etc. will help brands engage customers through personalised ads. Mobile advertising will utilize geo-aware and geo-fencing techniques to send different messages to different users based on their position and movement. Location based advertising utilizing real time and historic data can deliver ad campaigns based on insights derived from consumer behaviour and will enable brands to roll out special deals that users can quickly check out.

Appification of localised content will rise rapidly

There will be an increasing number of regional and localised content and apps being developed to cater to the huge untapped non-English natives and consumers who desire local data. This content could be in the form of a particular location or language. As content consumption on mobile devices outpaces other mediums, publishers who did not port their offline content to digital will

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