With more than half of 2017 already behind us we don’t need to be prophets to know that mobile content consumption is going to overtake desktop, because it already has. And I don’t need to tell you that most of your mobile web users arrive at your site directly via social networks or web searches. The majority of your web traffic is coming for a one-off snap at your content before they surf away again.
As a publisher, you don’t have much time to monetize that traffic when it turns up at your site. Minimal mobile ad real estate and various mobile ad viewability issues only add to the ad delivery challenges for publishers and advertisers. You don’t have any room to fall behind on the most advanced tech trends for online ads. We’ve gathered the top ad tech trend which are currently ruling the industry, keep ahead of the rest with our top recommendations for the rest of 2017:
Header bidding technology
Header bidding technology is a better way for publishers to fill impressions on their site for both desktop and mobile ad delivery. Google and Facebook have been dominating the previous waterfall system which awarded the highest bidder first refusal, cornering 80% of the market. Marketers and publishers alike were unhappy with the lack of competition and have led a pushback against Google’s recent Doubleclick for Publishers (DFP) advertising system in parts of Europe. Along with that has come the rise of Header bidding technology, which embeds html tags from every demand partner in the header.
These tags gather advertising bids from multiple partners simultaneously. Good news for publishers, who can choose the best bid for each impression separately in real time to drastically reduce the number of missed impressions. It’s also good news for advertisers who can now compete with Google and Facebook. The only ones not happy about this are the Google and Facebook duopoly, but you can’t please everybody.
Controlling Ad fraud
2017 is the year that we take our heads out the sand and acknowledge the extent of ad fraud. The Association of National Advertisers estimates that they’ve lost over $7 billion to ad fraud in the last three years. Loads of new app models claim to offer a real service but are really screens that buy huge numbers of visitors just to serve them ads. So this year publishers are tackling it more seriously. There’s no quick solution apart from checking, blocking, tracking and checking again, but startups are trying to find a better way to deal with it.
Better ad viewability is our business! As mobile web usage for content consumption is booming, new and old problems continue to surface, such as different screen sizes, load speed, limited ad sizes, number of ads that can be presented per page, and erratic user behavior that results in unstable engagement with website content and ads. All these issues have a direct and immediate impact on ad viewability, affecting the publisher’s revenue, internal cost and brand. Our latest Viewability blog post does a great job in giving the whole viewability spiel. Ad viewability is one if not THE hottest topics in ad tech industry this year.
Programmatic advertising has been around and popular for a while for delivering targeted ads to interested users. It hasn’t taken off on TV platforms yet, but that’s set to change this year. Programmatic TV simply takes automated ad delivery that adjusts algorithms thousands of times a second in real time to populate screen space with the most relevant ads for each user, and serves it up for TV.
Programmatic TV ads serve up native video ads on the big screen, but use data and automation to target audiences with the most relevant ads possible. Various roadblocks have made programmatic TV slow to take off, but its huge potential audience is an exciting opportunity for mobile advertisers. This year media buyers, publishers and TV networks have made great strides towards the precision and automation needed for successful programmatic TV ads.
Video advertising ads format and apps
Millennials love Snapchat, which is well designed for native video ads. Mobile advertisers are making the most of vertical video advertising possibilities that perform really well on Snapchat, Amazon and also platforms like Periscope. Advertisers are predicted to spend more than $6 billion on video ads by the end of 2017. YouTube Live and Facebook Live video are also being maximized for mobile video ads. Short video ads with strong story lines perform really well on mobile apps, and new VR and AR techniques are creeping into mobile video ads as well, combining two strong ad tech trends.
Big data is so 2016. The mobile ads tech trend for 2017 uses smart data. Smart data takes rich user information and analyzes it to segment audiences and target them with really hyper relevant ads. Users can be tracked cross-device too, so that the same suitable ads are delivered everywhere. No more annoying irrelevant ads for hair dye sent to bald men. Today’s digital ad delivery combines information about location, environment, user profiling and shopping habits to give mobile ad marketers the power to send ad content that users will appreciate to the right place, at the right time.
Just like you and me, users are becoming more and more impatient with ads that disrupt their viewing and browsing experience. Native advertising is a far bigger trend as desktop and mobile ad viewability are being compromised by ‘consumer ad blindness’. Users might see regular ads, but they don’t actually register because they are so used to ignoring them.
Native video ads and ‘playable’ ads are particularly fast rising stars because they deliver valuable content which users don’t perceive as interrupting their online experience.
Native ads have risen in popularity because they offer large benefits to both publishers and users. Read more about formats and benefits.
We’re a long way from living in a virtual world, but virtual reality advertising is bursting into vibrant life. It was the annoying trend of Pokemon Go that showed mobile ad marketers just how much potential there is in augmented reality advertising. AR and VR offer the opportunity to push content in short bursts very successfully. It might be augmented reality playable ads like Pokemon Go or delivering tasters and a discount coupon via push notifications when someone walks past a store. AR and VR ads can grab users’ attention and entice them to click and view mobile ads.
The digital advertising industry is growing and evolving at an exponential rate. If you want to be a part of it, you’ve got to pay close attention to innovative technologies and trends.
We at Browsi know that for publishers it’s crucial to keep up with the never ending changes, and to strive to understand users in order to always improve their experience and equally as important, to generate new advertising opportunities.
Browsi is always up to date with the latest ad tech trends and offers a unique solution for mobile web publishers, providing them with the ability to automatically improve mobile ad viewability in each and every mobile web article.