In 2017, developers can gain from mobile advertising?

2014 is a crucial year for mobile advertising, more and more brands and agencies began to move, whether it is the creation of standards or other aspects of development, gradually forming in best practice. However, the best time of mobile advertising can be formed even in the next two or three years, will eventually be molded into the mainstay of all media. Author Yoni Argaman, is to help application developers to solve the problem of Inneractive application monetization platform marketing and corporate strategy vice president, he is currently the trend, talk about the next few years we will be in the mobile advertising what.
App centric environment
Our interaction with digital devices has made App the center of our living environment, which is not a personal assumption but a fact. The term "Mobile Majority" has become the most popular word in the past, and the most powerful evidence is that more than 55% of Internet users in the United States were mobile users in 2014. In a mobile environment, the amount of time a user spends in an application increases from 67% a year ago to $86%.
In fact, most publishers have crossed the critical point, and now more than the inventory of mobile advertising inventory than the desktop. However, most of their mobile ad memory is mobile Web, and the primary problem is how to monetize them. As a result, many publishers are now trying to re imagine the user experience in a App centric environment, which breaks down the different use cases and the functionality provided to different applications.
Use case split, or Fred Wilson (Silicon Valley's top venture capitalists and well-known bloggers) referred to as the application constellation to ensure a simple single login and look seamless navigation experience. When it comes to the effectiveness of this model, there are different opinions, but the key issue is that the issuer is preparing for an application centric environment. The focus of this work is the content and user experience, but the monetization of imitation and mobile native advertising is a harbinger of this evolutionary process.
Another important trend is that multi screen (and later things) appear, will only accelerate the transition to the application centric environment, such as TV, wearable and other connections are strong in application driven. This is certainly a very good news for developers, as well as the application of advertising impressions will benefit a lot. We can see that an application of the advertising impression is usually higher than the value of the mobile Web 30% to 50% of the value, because the application of the advertising impression to be more vivid, and can transmit more data.
Programming and open trading
The advent of the era of cross screen, making the user's time and attention began to spread. So advertisers aim at different screens and run different activities according to budget and goals. Future advertising platform also need to adapt to these to build. In the future, the planning, measurement and optimization of the activities on different screens will form a better overall pattern, and more and more participants will capture the part of the advertising technology value chain they need.
In addition to adapt to the era of cross screen, the vast majority of the platform began to switch programming. This year, mobile programming advertising grew by 300%. According to eMarketer data show that next year, mobile advertising will be more than desktop advertising, mobile advertising in the United States accounted for 56% of all programming advertising spending. For me, the meaning of this data is that programming is no longer a normal move. In the early days of the move, the ads based on browser and mobile Web were not yet monetized by large publishers.
When the publisher can finally sell it, they see it as a surplus or no guarantee of inventory, and tied it to a large direct sales package, put it into the direct, automatic channels to go. When the application is completed, most of the publishers have not been able to withstand the direct sales of resources, so the monetization process is also difficult to smooth, non direct, automated channels is a good choice.
Today is the two main types used to describe automated advertising buy mode this vocabulary programming: transaction, automation market contributed to the auction based purchase and sales inventory from multiple channels, and direct programming is the automatic operation of the old marketing process.
The transaction can be divided into neutral open transaction, usually RTB based on the market (mostly) all buyers and sellers are open, and private market participants can provide selective invite advertisers and agents to bid auction advertising inventory. According to eMarketer data show that the private trading market accounts for about 10% of transactions in 2016 will increase to 30%.
The future advertising platform will be open trading, private trading market and direct programming model, the channel conflict is reduced to the minimum, thereby introducing more efficiency and benefits.
Into the era of native advertising and video advertising
Just as the user experience needs to be re conceived in an application centric environment, the same is true of the advertising experience. So far, Facebook and Twitter is a good example of the various companies to crack the code of mobile advertising. In the third quarter of the survey, the mobile business revenues accounted for Facebook and Twitter total revenue of 66% and 85%. These mobile services revenue comes mainly from the correctness of the application of native advertising operations.