Mobile Advertising Trends: A Pre-MWC Webinar

Includes an interview from Gonzague de La Tournelle, CEO of Madvertise

Hosted by Maya LawrenceContent Marketing Manager, Smart AdServer 

Ø  What are the key global and European mobile advertising trends in 2017 and beyond? How quickly will the market grow?

Ø  What can we expect in terms of ad blocking, new formats like video, and web versus in-app opportunities?

Ø  What are some best practices when embracing mobile advertising opportunities?

Agenda

Ø  Mobile will speed up digital transformation and completely change the way we experience digital advertising.

Ø  Mobile and mobile video ad spend is increasing, but mobile web is driving mobile ad growth.

Ø  Relevant and creative ads beat intrusive ones.

Ø  It’s imperative your creatives and content are made for mobile. Think mobile-centric ad formats.

Ø  Use your first-party data to help reduce your dependence on Facebook and Google.

The Big Ideas

In-Feed Native Ad: A Mobile-Centric Format VIEWABILITY RTB SCALABLE

Smart AdServer Deep Dive

Ø  Growth we’ve witnessed in mobile and video advertising.

Ø  Some popular mobile video formats.

Ø  How publishers can survive during an age when Google and Facebook have taken over so much of the digital market.

Ø  What Madvertise did to diversify their inventory on mobile.

Desktop

Mobile and tablet

Our mobile audience is growing Our mobile web audience is growing Mobile is a key issue for publishers

Sources: eMarketer (2015); Forester (2014); eMarketer (2016); Tubemogul (2015)

Mobile apps

 10b page views/month

Mobile RTB business

 18% average monthly increase*

Data from

*Jul – Dec 2016

2/22/17 Desktop

Mobile and tablet

Our video advertising business is exploding

Sources: eMarketer (2015); Forester (2014); eMarketer (2016); Tubemogul (2015)

Smart AdServer Video Revenue

 61% in 2016

Data from

Smart AdServer Video Clients .Nts

 33% in 2016

Go-To Vertical Video Data from

May

-16

Jun-

16

Jul-1

6 A

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6 S

ep-1

6 O

ct-1

6 N

ov-1

6 D

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6

Impressions

  1st quartile: 22%   2nd quartile: 13%   3rd quartile: 11%   Complete: 9%   CTR 50% higher than

traditional horizontal video

Go-To Vertical Video

Very high completion

rates 7% CTR

Weeklong campaign on Adgage

Data from

Newspaper Ad Revenue Drop

Ø  Get unique — unique formats, unique inventory, unique audiences.

Ø  Master your tech stack. You need to keep control and have access to your data.

Ø  Make sure you’re noticeable in the eyes of agencies. Choose a stack that will show you off!

What publishers can do to get a piece of the pie

“Google’s announcement is especially troublesome in Europe, where, thanks to cheap data plans, 25% of media consumption is on mobile. Working with Smart has helped us identify profitable alternative user-friendly formats like native and parallax. We have a latency period before the switch is flipped by Google, but to be successful, we need to be forward-thinking and on the right track. Smart AdServer is getting us there.”

Gonzague de La TournelleCEO at Madvertise

RESULTS: PARALLAX VIDEO

8x

6x

+ 62%

increase in impressions after 5 months*

more impressions after 4 months CONSTANT INCREASE OF IMPRESSIONS

in paid CPM* NO DISTURBANCE OF GLOBAL REVENUE STREAM

*For most successful parallax video format, between August and December

Programmatic Parallax for Mobile Web

CPM

5.46€

Native Parallax for Mobile

Mobile web

In-app

RTB

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