Huge strides were undertaken in the mobile advertising industry in 2011. It was the year when mobile began to become priority. Smartphones, tablets and the mobile internet became mainstream among consumers which led to marketers and advertisers increase spends on mobile advertisements. Owing to this huge shift to the mobile platform, mobile application is a trend that was fast adopted by most programmers and developers
Investing in mobile is now being considered as a smart investment mobile ad spend hit $1B in followed by advances in new technology, analytics and a better understanding of consumer behavior. . Every company today seeks to have a mobile presence either through mobile web or a mobile app.
A few of the major mobile advertising trends to look out for in 2012 are:
Mobile advertising and m-commerce will play an important role in consumerism. Mobile application development will focus on new apps and hardware that will make it easier for consumers to buy stuff using their phones. Mobile will play an increasingly important role and retailers are now making sure they can offer the best experience possible.
Mobile ad space is kind of overflowing with a variety of ad vendors and demand-side platforms to choose from. In all probability, this year the big networks will take over the small networks and independent networks will go public. Different sides of the mobile ad spectrum, that is, demand-side platforms, servers and networks will merge. This will result in more clarity for publishers and more sorted out options for advertisers.
Real-time bidding which is a relatively new ad technology, gives advertisers more control and ability to target their audience. Similarly, publishers are provided with more opportunities for monetization by selling ad space through a competitive auction. This advertising trend is now possible in mobile and it is being predicted that it will catch up better in 2012.
The traditional single ad network system will no more serve the purpose for ad publishers. They will have to move onto to adopting ad serving, ad operations and sophisticated reporting platforms to power their mobile advertising. Most biggies will establish in-house ad operations teams that specifically focused on mobile.
The mobile industry will work towards creating standards and driving adoption. This will, up to a large extent help solve perceivable problems associated with the different platforms. Associations like the IAB and the MMA, will create standards that will help ad vendors and publishers create ads that will be effective. Most of the mobile industry will adopt standards by mid-late 2012, which will make it easier for media planners and buyers to allocate and execute successful mobile campaigns.
This year, the mobile ad space will be moving ahead in full speed. The mobile advertising industry will see new ideas and an acceptance that it has an important part to play in the way brands are perceived.
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