Mobile Advertising Trends: Instagram, Marketers, Programmatic

This week’s mobile advertising trends reflect the mercurial nature of this digital platform for publishers

Monitoring mobile advertising trends is a must for publishers aiming to monetize a platform that promises riches but has thus far eluded a precise formula for success. With such a new opportunity, publishers must roll with the cross-device advertising punches while continuing to experiment. Digital magazines face technological, viewability, and audience development questions when it comes to generating steady multi-platform revenue. We can’t say we’ve got all of the answers, but, then again, neither can anyone else …

… with the possible exception of Instagram, of course.

MediaPost covers the latest news out of the massively popular image-sharing social network; plus, a new programmatic tool and mobile advertising from buyers’ perspective.

Instagram Cashes in on Mobile Advertising Trends

Instagram is raking in the mobile ad dollars to the tune of an expected $2.81 billion by 2017, according to an eMarketer study reported on by MediaPost.

“Now that Instagram is opening up, there is a lot of pent-up demand. The rollout of new features over the next several months means that by the end of 2015, Instagram will have a host of new ad products for advertisers large and small,” eMarketer Principal Analyst Debra Aho Williamson writes in the report.

“In particular, Instagram advertisers will be able to use a full slate of Facebook targeting tools, including the popular Custom Audiences feature. That will be a key drawing card.”

BuySellAds Releases Programmatic Direct Tool for Publishers

Supply-side platform BuySellAds is launching a self-serve programmatic direct ad platform for publishers, MediaPost reports, allowing first-party data to be purchased by advertisers.

This could emerge as a nice matchmaking mechanism for niche publishers and advertisers, as it’s geared at marketers with budgets below $20,000.

According to eMarketer, programmatic direct will account for 42% of American programmatic by 2016, accounting for $8.57 billion, MediaPost reports.

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What Do Mobile Advertising Trends Mean to Buyers?

Mobile advertising platform xAd surveyed more than 500 ad agency executives and marketers from North America, Asia-Pacific, Latin America, and Europe about mobile advertising trends, and 50%-plus responded that mobile is a significant priority – but less than a quarter listed it as a “top priority,” MediaPost reports.

One big issue is handling the flood of data available – a problem that publishers face, as well.

“While most marketers are using location-based advertising, the top strategy they employ is audience targeting, rather than proximity targeting. Marketers are starting to capitalize on the wealth of data flooding in from mobile devices and using more nuanced approaches to understand the intent and interests of consumers in a specific location,” Ben Frederick writes.

“The ability to measure the effectiveness of ads appears to be a limiting factor in the growth of mobile. Three in 10 marketers surveyed said one of their top concerns in mobile was the ability to measure success, which may hold back some of their spending. … Consumer context is becoming more and more accurate every day, and globally, marketers are just starting to understand how to capitalize on all this data.”

Which mobile advertising trends are you staying on top of? Let us know in the comments!

To read more about mobile advertising trends in the news, visit MediaPost.


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