A look at how last week’s news affects mobile publishers…
2017 was the Year Digital Ad Spending Finally Beat TV
According to Magna, the research arm of media buying firm IPG Mediabrands, digital ad spending has done the inevitable—it has finally beat TV ad spending. Specifically, digital ad spending reached $209 billion worldwide, 41 percent of the market in 2017, while TV brought in $178 billion or 35 percent of the market. Keep in mind that TV ads are not cratering. TV ad spending is still flat or slowly growing, depending on the year. And in most cases big TV advertisers have yet to move much of their budget over to digital, even though Recode said Facebook and Google are working hard to make that happen. Next year, Magna expects digital ad spending to grow by 13 percent to $237 billion, while TV ads will grow 2.5 percent to $183 billion, thanks in part to one-off events like the Olympics and the U.S. mid-term elections. By 2020, Magna said digital ads will make up 50 percent of all ad spending.
Mobile Advertising Market to Observe High Growth by 2022
Persistence Market Research put out its thoughts on the future of mobile advertising. It says the proliferation of social media, affordable smartphones and rapidly improving 4G LTE network infrastructure in emerging economies have all directly benefited the mobile advertising market. The research firm pointed out how millions of customers in developing countries are coming online for the time on smartphones, driving the advertising shift from one this is desktop oriented to one that is mobile-centric or even mobile only. The mobile advertising market is anticipated to witness an exponential CAGR of 18,.8% from 2017 to 2022.
Ad-tech Consolidation Poised to Accelerate under GDRP
Europe’s General Data Protection Regulation (GDPR), which goes into effect May 25, will require publishers to obtain explicit consent for the ways they use consumers’ data. It covers not only companies based in Europe but any publisher or vendor that does business there. AdAge says requirements might not be satisfied by the sort of little-read “check this box” user agreements that are commonplace today. Instead, readers will likely be greeted with an overlay stating that the publisher uses data to keep content free — and listing every company the publisher works with to gather that data. Such lists can easily include hundreds of names. Soliciting consent for each company one by one isn’t practical, but it may very well be necessary. Even if publishers are allowed to gather one blanket sign-off from consumers, displaying a lengthy list of companies gathering visitors’ data may lead to higher bounce rates, especially on small mobile screens.
Brands are Learning How to Master Push Notifications like Publishers
Publishers and social platforms like the New York Times, the Washington Post and Twitter have mastered mobile push notifications, often devoting teams to crafting the brief breaking news messages that get pushed out to millions of users who have downloaded their app. Adweek now says brands are starting to take a page from publishers’ playbooks. According to IBM, push notifications sent during Thanksgiving and Black Friday weekend increased 128 percent year-over-year while email and SMS marketing was only up 7 percent. Additional stats from Branding Brand and Leanplum back up why brands are bullish on push notifications: Marketers sent 2.7 times as many push notifications on Black Friday to push out sales alerts and consumers interacted with those notifications 2.6 times more than typical push notifications.
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