Mobile Advertising for Publishers: News on Spending, Ad Blocking, Execs

Good news and bad news about mobile advertising for publishers; plus, learning more from high-level players

Mobile advertising for publishers is among the most important issues facing the digital magazine business, since it represents such a golden – and growing – opportunity for revenue generation.

Is the window closing? Not yet, but things could get crowded once digital publishers get the formula right.

After all, it can be slippery stream to master: Viewability, tech, tracking, targeting, and, of course, ad blocking all complicate matters when it comes to mobile advertising for publishers.

How to overcome all of that? minOnline gives us a head start with recent coverage.

Mobile Advertising for Publishers: Spending Exceeding Expectations

Mobile advertising for publishers is skyrocketing, but hold on tight – it’s a fast, bumpy ride. minOnline reports:

“Mobile ad spending in the U.S. is projected to reach $43.6 billion this year, which is a 38% increase over last year. This, according to a recent eMarketer report that also suggests digital ad spend will overtake TV’s majority share in 2017. The message: Mobile-first isn’t just industry jargon anymore. Mobile now accounts for more than half of the total digital ad spend – nearly two-thirds, in fact (63.4%). What’s more, it will continue to be a growth catalyst, and by 2020 will account for about 70% of the total spend within digital, and 32.9% of the overall share – the same as TV,” Caysey Welton writes.

“It’s worth mentioning that the same report just two years ago projected digital’s share would expand at a slower rate and wouldn’t pass TV until 2018. It also estimated mobile ad spend would total $26.59 billion in 2015, which is $5 billion less than the $31.59 billion actually spent last year. So it’s not unreasonable to wonder how these figures will change as mobile media continues to proliferate and attract advertiser interest over the next four years.”

The Big Spike in Mobile Ad Blocking

On the other end of the spectrum is the latest data on mobile ad blocking: In short, it’s happening a lot, minOnline reports.

“A staggering 63% of Millennials use ad blocking software, according to a recently commissioned study by Retale.The study polled 500 U.S. adults and some of the results indicate adoption rates are growing quickly. More notable, however, the study also revealed that one in five respondents admit to using ad blockers on their smartphone or tablet. This is a sharp spike compared to previous numbers min reported back in August 2015. “The Cost of Ad Blocking” from PageFair and Adobe found that ad blockers were catching on quickly but had yet to impact mobile devices. In fact, that report suggested mobile ad blocking was adopted by fewer than 2% of respondents,” Jamseon Doris writes.

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“Another interesting find in Retale’s study is that 16% of respondents who aren’t using ad blockers on mobile said “they want to” but don’t think they can with their current device. Domestically, ad blocking has become a major thorn in the sides of publishers and advertisers as the technology grew by 48 percent to reach 45 million active users from Q2 2014 to Q2 2015. With the next frontier clearly being mobile, digital advertising’s future could be in serious jeopardy.”

Straight to the Source: Advertisers on the Record

Talk about an opportunity to learn more about mobile advertising for publishers: minOnline previews an upcoming event with advertisers by profiling panel attendees like Anne Toal, People vice president of Digital Strategy & Business Operations; Melina Ex, Fetch managing director, East Coast; and Marla Theodore, DigitasLBi vice president and media director.

“What do advertisers want? This is not a new question by any means, but it requires more new solutions now than ever before. Mobile media has disrupted an already disruptive online ecosystem and now publishers and advertisers are racing to optimize every available platform. Compounding things are obstacles like ad blocking, viewability standards and fraud,” minOnline writes.

“But make no mistake; this is not a time of doom and gloom. On the contrary, there are numerous opportunities for publishers to connect advertisers with the right audiences. Whether it’s through social, search, native or data-driven programmatic, publishers have the formula to deliver what advertisers want.  Still, there isn’t a one-size-fits-all strategy for publishers, so your best bet is to seek advice from your peers and network directly with buyers and planners. Join us to do just that at our March 15 minsider Breakfast!”

Any tips of your own to share when it comes to mobile advertising for publishers? Let us know in the comments!

To read more about mobile advertising for publishers and other news, visit minOnline.

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