Mobile advertising has become an integral part of the digital marketing landscape in recent years, and its significance shows no signs of waning. As of 2017, it accounts for over half of all digital advertising revenue globally, surpassing desktop advertising for the first time. This shift in advertising expenditure is driven by the growing number of mobile users worldwide, as well as the increasing availability of high-speed mobile internet.

The rise of mobile advertising can be traced back to the advent of smartphones and the exponential increase in their usage. In 2017, there are over 4 billion smartphone users worldwide, representing nearly 55% of the global population. Mobile phones have become an indispensable part of our lives, and advertisers have taken notice of this trend.

One compelling statistic that highlights the power of mobile advertising is the average daily time spent on smartphones. In 2016, the average user spent over 2 hours and 15 minutes on their mobile device, a significant increase from just a few years ago. This means that advertisers have a captive audience with ample time to engage with their ads.

To make the most of this opportunity, online advertising services and advertising networks have developed innovative solutions tailored to the mobile advertising landscape. One such solution is mobile in-app advertising, which leverages the popularity of mobile apps to reach consumers. In 2017, mobile apps accounted for 90% of mobile internet usage, presenting a massive potential for advertisers to connect with their target audience.

Another notable trend in the mobile advertising landscape is the rise of video ads. Video ads have proven to be highly engaging and effective in capturing users’ attention. A staggering 52% of smartphone users say they have taken action after seeing a video ad on their mobile device. This presents a tremendous opportunity for advertisers to create compelling video content that resonates with their audience.

In addition to in-app advertising and video ads, mobile advertising platforms are incorporating advanced targeting and personalization capabilities. By harnessing the power of artificial intelligence and data analytics, advertisers can deliver highly relevant and personalized ads to individual mobile users. This not only enhances the user experience but also increases the effectiveness of mobile advertising campaigns.

As we look ahead to the future of mobile advertising in 2017 and beyond, it is clear that it will continue to shape the digital marketing landscape. With the proliferation of smartphones and the increasing reliance on mobile devices, advertisers must adapt and embrace the opportunities presented by mobile advertising. By leveraging innovative solutions, engaging content, and advanced targeting capabilities, online advertising services and advertising networks can help businesses achieve their marketing goals in the mobile-first era. The possibilities are limitless, and the time to act is now.

What is the Current Mobile Advertising Landscape in 2017 and How Can it Benefit Your Online Advertising Service?

The mobile advertising landscape in 2017 refers to the current trends, strategies, and technologies that are shaping the way businesses advertise on mobile devices. In today’s digital age, where smartphones and tablets have become an integral part of our daily lives, mobile advertising has become a crucial component of any successful online advertising service or advertising network.

With the rapid advancement of technology and the increasing popularity of mobile devices, businesses are recognizing the enormous potential of reaching their target audience through mobile advertising. Whether it’s through apps, mobile websites, or social media platforms, mobile advertising offers a unique opportunity to engage with consumers on the go, enabling businesses to deliver their messages in a highly personalized and targeted manner.

One of the key advantages of mobile advertising is its ability to provide advertisers with precise targeting capabilities. With the wealth of data collected from mobile devices, such as location, demographics, and browsing behavior, advertisers can create highly targeted campaigns that reach the right audience at the right time, increasing the effectiveness of their advertising efforts.

In addition to precise targeting, mobile advertising also offers a variety of ad formats to choose from. From banner ads to native ads, interstitials to video ads, there are numerous options available for advertisers to effectively communicate their message and capture the attention of their audience. This versatility allows advertisers to tailor their ad strategies to suit their specific goals and align with the preferences of their target audience.

Furthermore, the rise of mobile apps has opened up new opportunities for businesses to reach their customers. According to recent statistics, mobile users spend most of their time on apps rather than mobile websites. This presents a significant advantage for advertisers, as they can leverage in-app advertising to reach users while they are actively engaged and immersed in a particular app. Whether it’s through interstitials, in-app videos, or rewarded ads, in-app advertising allows businesses to create a seamless and immersive brand experience for their audience.

Mobile advertising also offers the advantage of real-time tracking and measurement. Through various analytics tools and platforms, advertisers can monitor the performance of their mobile ad campaigns in real-time, allowing them to make data-driven decisions and optimize their advertising strategies for maximum effectiveness. This level of transparency and accountability not only enables advertisers to justify their advertising spend but also provides valuable insights into consumer behavior, helping businesses refine their targeting and messaging.

As the mobile advertising landscape continues to evolve, it is important for online advertising services and advertising networks to stay ahead of the curve and adapt to the latest trends and technologies. By leveraging the power of mobile advertising, businesses can effectively reach their target audience, increase brand awareness, drive engagement, and ultimately, boost their conversions and revenue.

In the next part of this article, we will delve deeper into the various components of the mobile advertising landscape in 2017, including mobile ad formats, targeting strategies, measurement techniques, and emerging trends. Stay tuned to discover how you can harness the power of mobile advertising to take your online advertising service to the next level.

Mobile Advertising Landscape 2017

The year 2017 was a pivotal year for the mobile advertising landscape. Mobile devices continued to dominate the digital space, with a growing number of users relying on their smartphones and tablets for all aspects of their lives. As a result, advertisers and marketers had to adapt to the changing trends and strategies to effectively reach their target audience.

1. Rise of Mobile Advertising

The mobile advertising industry reached new heights in 2017, driven by the increasing use of smartphones and tablets. According to a report by eMarketer, mobile ad spending accounted for more than 50% of the total digital ad spending in 2017, surpassing desktop ad spending for the first time. This shift was fueled by the fact that people now spend more time on their mobile devices compared to any other media channel.

Advertisers quickly recognized the potential of mobile advertising and invested heavily in creating mobile-centric campaigns. They focused on delivering personalized and relevant ads, leveraging the vast amount of data available through mobile apps and websites. This allowed them to target their audience based on demographics, behavior, and interests, resulting in higher engagement and conversion rates.

2. Mobile Video Advertising

In 2017, mobile video advertising emerged as a powerful tool for advertisers to engage with their audience. With the rise of social media platforms like Facebook, Instagram, and Snapchat, video content became increasingly popular among mobile users. According to a survey by eMarketer, mobile video ad spending grew by 56.2% in 2017, reaching $18.89 billion in the U.S alone.

Advertisers capitalized on this trend by creating compelling and interactive video ads that seamlessly integrated with users’ mobile browsing experience. They leveraged features such as autoplay and vertical video to capture users’ attention and deliver brand messages effectively. With the increasing popularity of video streaming platforms like YouTube and Netflix on mobile devices, mobile video advertising is expected to continue its upward trajectory in the coming years.

3. Native Advertising

Native advertising gained traction in 2017, as advertisers sought to create ads that seamlessly blended with the form and function of the mobile apps and websites they appeared on. Rather than being seen as intrusive or disruptive, native ads provided a non-intrusive and user-friendly experience, resulting in higher engagement and ad performance.

According to a study by Business Insider, native ads accounted for 63.2% of all mobile display advertising revenue in 2017, and the trend is expected to continue in the future. Advertisers embraced native advertising by creating content that added value to the user experience, such as sponsored articles, sponsored social media posts, and in-feed ads. By integrating their brand message within relevant and high-quality content, advertisers could effectively connect with their target audience in a subtle yet impactful way.

4. Programmatic Advertising

Programmatic advertising continued to revolutionize the mobile advertising landscape in 2017. With the ability to automate the buying and selling of ad inventory in real-time, programmatic advertising enabled advertisers to target specific audiences and optimize their ad campaigns for maximum results. According to eMarketer, programmatic ad spending on mobile devices reached $32.56 billion in 2017, accounting for 84.9% of all mobile display ad spending in the U.S.

Advertisers leveraged programmatic advertising to reach their target audience at scale and deliver highly personalized ads based on real-time data analysis. The use of artificial intelligence and machine learning algorithms allowed advertisers to optimize their campaigns, resulting in improved targeting, reduced costs, and higher ROI. Programmatic advertising is expected to continue driving the growth of the mobile advertising industry in the coming years.

5. Mobile Ad Fraud

While the mobile advertising landscape witnessed significant growth in 2017, it also faced challenges in the form of ad fraud. Ad fraud refers to fraudulent activities that aim to generate revenue through illegitimate means, such as fake clicks or impressions. According to a study by Pixalate, ad fraud rates reached 35% in mobile in 2017.

To combat ad fraud, advertisers and ad networks implemented stricter verification processes, such as analyzing traffic patterns, conducting device and location checks, and implementing fraud detection algorithms. Additionally, industry initiatives and collaborations aimed to create standardized measurement and verification standards to tackle ad fraud more effectively.

Conclusion

With the exponential growth of mobile devices and user engagement, the mobile advertising landscape in 2017 witnessed significant advancements and challenges. Advertisers and marketers embraced new trends such as mobile video advertising, native advertising, and programmatic advertising to captivate their target audience and drive better results. However, the industry had to combat the rising threat of ad fraud to ensure the effectiveness and integrity of mobile advertising campaigns. As we move forward, it is crucial for advertisers to stay informed about the latest trends and technologies in the mobile advertising landscape to continue reaching their audience effectively.

Key Takeaways – Mobile Advertising Landscape 2017

As an online advertising service or advertising network, it is crucial to stay updated on the latest trends and insights in the mobile advertising landscape. This article on the Mobile Advertising Landscape 2017 provides valuable information that can help your business make informed decisions and stay ahead of the competition. Below are the top 10 key takeaways from the article:

1. The growth of mobile advertising: Mobile ad spending continues to rise, with projections estimating it to reach new heights by 2020. This indicates the tremendous potential for businesses to leverage mobile advertising for reaching their target audience.
2. Mobile video ad popularity: Video ads on mobile devices are gaining significant traction, as users increasingly consume online content on their smartphones. Advertisers should consider incorporating video ads into their mobile advertising strategies to engage users effectively.
3. Importance of data-driven targeting: Data-driven targeting is becoming more critical in mobile advertising. Advertisers should leverage user data and analytics to personalize ads and target the right audience segments, leading to improved ad performance and higher conversion rates.
4. Mobile ad formats: Marketers should explore various mobile ad formats, such as native ads, interstitial ads, rewarded video ads, and augmented reality ads, to diversify their campaigns and optimize user engagement.
5. Mobile app install campaigns: Mobile app install campaigns remain highly effective for app publishers, but it is essential to optimize for quality installs rather than just quantity. Targeting relevant users and incentivizing installations can lead to increased user retention and monetization.
6. Rise of programmatic advertising: Programmatic advertising has gained significant traction in the mobile space, enabling advertisers to automate ad buying and targeting processes. Utilizing programmatic platforms can enhance efficiency, targeting capabilities, and overall campaign performance.
7. The impact of ad blockers: Ad blockers pose a challenge to mobile advertising, as users seek to eliminate intrusive or irrelevant ads. Advertisers should focus on delivering non-disruptive and relevant ads to improve user experience and mitigate the impact of ad blockers.
8. Mobile ad fraud: Mobile ad fraud remains a concern for advertisers, with fraudulent activities costing the industry billions of dollars. Implementing rigorous fraud prevention measures, such as ad verification and monitoring, is crucial to protect ad budgets and maintain ad campaign integrity.
9. Integration of social media advertising: Social media platforms are increasingly becoming an integral part of mobile advertising strategies. Advertisers should leverage the targeting capabilities and user engagement opportunities provided by platforms like Facebook, Instagram, and Snapchat to amplify their reach and improve ad effectiveness.
10. Importance of mobile-first approach: In today’s mobile-dominated world, advertisers need to prioritize a mobile-first approach. Ensuring that ad creatives, landing pages, and overall user experience are optimized for mobile devices is key to driving successful mobile advertising campaigns.

By keeping these key takeaways in mind, your online advertising service or advertising network can adapt to the ever-evolving mobile advertising landscape and maximize the effectiveness of your campaigns. Stay informed, experiment with new strategies, and strive to provide a seamless mobile advertising experience for your clients and their target audience.

FAQs about Mobile Advertising in 2017

1. What is mobile advertising?

Mobile advertising refers to the process of promoting products or services to mobile device users through digital advertising channels such as mobile apps, mobile websites, and social media platforms.

2. Why is mobile advertising important?

Mobile advertising is important because it allows advertisers to reach a large and constantly growing audience of mobile device users. With the increasing popularity of smartphones and tablets, mobile advertising provides a highly effective way to connect with potential customers.

3. What are the advantages of mobile advertising?

– Mobile advertising provides precise targeting options, allowing advertisers to reach specific demographics and target audiences based on location, behavior, and other criteria.
– Mobile ads can be easily personalized and customized to deliver relevant and engaging content.
– Mobile advertising offers various ad formats, including banners, interstitials, videos, native ads, and more.

4. What are the different types of mobile ads?

The different types of mobile ads include:

• Banner ads: Displayed at the top or bottom of a mobile screen.
• Interstitial ads: Full-screen ads that appear between content.
• Video ads: Playable video advertisements.
• Native ads: Ads that blend with the design and layout of the app or website.

5. How do advertisers target mobile users?

Advertisers can target mobile users based on various criteria, including:

• Location: Target users in specific geographic areas.
• Demographics: Target users based on age, gender, income, etc.
• Behavior: Target users who exhibit specific online behaviors or interests.
• Device: Target users based on the type of mobile device they use.

6. What is programmatic mobile advertising?

Programmatic mobile advertising refers to the automated buying and selling of mobile ad inventory through real-time bidding (RTB) platforms. It uses data and algorithms to streamline the ad buying process, making it more efficient and cost-effective for advertisers.

7. How can advertisers measure the effectiveness of mobile advertising?

Advertisers can measure the effectiveness of mobile advertising through various metrics, including:

• Click-through rate (CTR): The percentage of users who click on an ad.
• Conversion rate: The percentage of users who complete a desired action, such as making a purchase or signing up.
• Return on investment (ROI): The revenue generated compared to the cost of advertising.
• Engagement: The level of user interaction with an ad, such as video views or time spent on a landing page.

8. What is the impact of ad-blocking on mobile advertising?

Ad-blocking refers to the use of software or browser extensions that prevent ads from being displayed. It can impact mobile advertising by reducing ad impressions, potentially affecting advertising revenue for publishers and limiting the reach of advertisers.

9. How can advertisers overcome ad-blocking on mobile devices?

Advertisers can overcome ad-blocking on mobile devices by utilizing native advertising formats that are less likely to be blocked, creating non-intrusive and relevant ads, and providing value to users through engaging content that they are less likely to block. Additionally, partnering with ad networks that have ad-blocking bypass solutions can help overcome this challenge.

10. What are the key trends in mobile advertising for 2017?

Some key trends in mobile advertising for 2017 include:

• Increased focus on video ads and immersive ad experiences.
• Growth of programmatic mobile advertising.
• Integration of artificial intelligence and machine learning technologies.
• Expanded use of location-based targeting and personalized advertising.

11. What are the challenges in mobile advertising?

Some challenges in mobile advertising include:

• Ad viewability: Ensuring that mobile ads are actually seen by users.
• Ad fraud: Preventing fraudulent activities such as ad clicks from bots or non-human traffic.
• App clutter: Competing for attention in a crowded app space.
• User privacy concerns: Balancing personalized advertising with user privacy expectations.

12. How can mobile advertising be integrated with other marketing channels?

Mobile advertising can be integrated with other marketing channels through strategies such as:

• Omni-channel campaigns: Coordinating mobile ads with offline and online advertising efforts for consistent messaging across channels.
• Mobile retargeting: Using mobile advertising to reach users who have previously engaged with a brand through other channels.
• Mobile social media integration: Creating ads that encourage interaction on social media platforms.

13. What are some best practices for mobile advertising?

Some best practices for mobile advertising include:

• Optimizing ads for mobile devices: Ensuring that ads are visually appealing and functional on various screen sizes.
• Testing and optimizing: Continuously monitoring and optimizing ads for better performance and higher engagement rates.
• Delivering relevant content: Personalizing ads based on user data and preferences.
• Tracking and analyzing metrics: Using analytics tools to measure the effectiveness of ads and make data-driven decisions.

14. How can advertisers avoid mobile ad fatigue?

To avoid mobile ad fatigue, advertisers should:

• Use frequency capping: Limit the number of times an ad is shown to a user within a specific time period.
• Rotate ad creatives: Keep ads fresh and avoid repetitive exposure to the same ad.
• Employ user segmentation: Target different user segments with different ads to avoid oversaturation.
• Deliver diverse ad formats: Utilize a variety of ad formats to maintain user interest.

15. How can I get started with mobile advertising?

To get started with mobile advertising, you can:

• Research and select mobile advertising networks or platforms that align with your target audience and advertising goals.
• Create engaging and visually appealing ad creatives.
• Define your target audience and set up targeting criteria.
• Set a budget and allocate funds for your mobile advertising campaign.
• Monitor and analyze the performance of your ads to optimize for better results.

Conclusion

In conclusion, Mobile Advertising Landscape 2017 has provided valuable insights into the rapidly evolving mobile advertising industry. We have explored the key trends, challenges, and opportunities that advertisers and advertising networks need to be aware of in order to stay competitive in this dynamic landscape.

The first key point highlighted in this report is the continuing growth of mobile advertising. With the increasing prevalence of smartphones and the shift towards mobile-first consumption, advertisers cannot ignore the immense potential of reaching their target audience through mobile devices. Moreover, the rise of mobile video advertising is opening up new avenues for engaging users and driving higher conversions.

Secondly, the report emphasizes the importance of personalized and native advertising experiences. Users are becoming increasingly selective in engaging with advertisements, and mobile platforms offer an opportunity for advertisers to deliver highly targeted and relevant content. By leveraging user data and advanced targeting capabilities, advertisers can create personalized campaigns that resonate with their audience and drive higher engagement.

Another significant insight is the importance of measuring and analyzing the effectiveness of mobile advertising campaigns. With the complex mobile ecosystem and various ad formats, it is essential to track key performance indicators and optimize campaigns in real-time. Advertisers should leverage advanced analytics tools and partner with advertising networks that provide robust reporting capabilities to ensure they are maximizing their return on investment.

Additionally, the report highlights the growing concerns over ad fraud and ad blocking. Advertisers need to be vigilant and implement stringent measures to combat fraudulent activities and ensure their ads are reaching genuine users. Furthermore, the rise of ad-blocking technologies underscores the need for advertisers to adopt non-intrusive and native ad formats that align with users’ preferences and do not disrupt their mobile experience.

Lastly, the report emphasizes the need for advertisers to stay up-to-date with the latest mobile advertising innovations and platforms. From augmented reality to location-based targeting, there are numerous emerging technologies that can enhance the effectiveness of mobile ad campaigns. Advertisers should invest in research and development to stay ahead of the curve and leverage these innovations to deliver impactful and memorable mobile ad experiences.

In conclusion, Mobile Advertising Landscape 2017 provides a comprehensive overview of the current state of mobile advertising and the key factors shaping its future. As an online advertising service or advertising network, it is crucial to take into account the insights and trends highlighted in this report to effectively navigate the mobile advertising landscape and deliver optimal results for clients. By embracing personalization, leveraging advanced analytics, combating fraud, and adopting innovative ad formats, advertisers can seize the opportunities presented by mobile advertising and drive their business growth.