As the global advertising market continues to grow, more opportunities exist for publishers and advertisers to reach and interact with their audiences. According to eMarketer, the global digital advertising market currently stands at $198 billion, and is projected to grow to nearly $255 billon in 2018. More specifically, in mobile advertising, PubMatic’s Quarterly Mobile Index (QMI) found that the Europe, Middle East and Africa (EMEA) region saw an 82% increase, year-over-year, in monetized mobile impression volume in Q4 2015 and the Asia-Pacific (APAC) region saw a 524% increase, representing the fastest–growing global opportunity. Publishers and advertisers need a partner that will not only help them capitalize on this opportunity, but protect their most important asset – their relationship with their audiences.
You might not know it, but every time you pick up your smartphone to view content, you’re creating what’s called a “mobile moment.” These moments have piqued brand advertisers’ interests as opportunities to share relevant marketing messages on our tiny screens; but from publishers’ perspective, there is a lot that goes on behind the scenes to achieve these precarious, highly personal interactions.
Industry leading stakeholders have set out to eradicate suspect impressions on a global level throughout the past year, and premium publishers and advertisers have begun to feel the impact of this industry shift to quality. Our Q4 2015 Quarterly Mobile Index (QMI) report, released today, shows that advertisers are directing ad spending towards higher-quality inventory with better targeting capabilities, especially through more transparent mobile private marketplaces (PMPs). As a result, premium publishers are garnering higher prices for their inventory and attracting more mobile ad spending.
By Evan Krauss, VP, Publisher Development
As we reflect on the changes and trends from 2015, it’s clear that it has been a transformative year for the media industry. In addition to the rise in private marketplaces and video capabilities, maturity in mobile took center stage. 2015 saw significant strides for the smartphones and mobile devices we carry everywhere, with U.S. adults spending an average of 2 hours and 54 minutes per day on these devices, according to eMarketer. As we enter 2016, we outlined three major developments from last year that indicate mobile’s continued ascension toward consumer and media dominance:
By Evan Krauss, VP, Publisher Development
It’s unsurprisingly official – we’ve passed the mobile “tipping point,” and there are now more mobile than desktop users worldwide. In the U.S. alone, people spend more than 2.5 hours each day on their mobile device – that’s more than half of the total time they spend online. And they’re spending a growing portion of that time – about 20 minutes – watching video.
The Publisher’s Crystal Ball Part II: 2016 Digital Advertising Industry Predictions
In our first group of predictions, we discussed four trends on how we see consumer behaviors impacting the digital media and advertising industries in 2016. In part II, we’ll discuss what’s ahead in the New Year in terms of the digital advertising industry at large. Specifically, five industry trends are of note and will have a large impact on the path forward in 2016.
The Publisher’s Crystal Ball, Part I: 2016 Consumer Predictions Impacting Digital Media & Advertising
2015 has been a year of incredible growth and change for the digital media and advertising space. From the ever-evolving list of challenges to the growing innovations in technology, publishers have been pushed to find new solutions to advertiser issues and maintain relevance in an increasingly crowded space. As we look forward to 2016, change is the only constant. With that in mind, we’ve put together an overview of our top nine predictions for digital advertising in 2016 – for consumers and for the industry at large. First up, consumer predictions that will impact the digital media industry:
By Evan Krauss, VP Publisher Development, PubMatic
At the recent Ad Revenue Europe conference in London, cross-device marketing was top of mind for publishers. On the panel, “Mobile Video Your Time Has Come,” speakers agreed that the industry needs to stop treating mobile as a separate entity, similar to the way digital media was treated 10 years ago. Consumers are driving the changes, and the media industry needs to keep up.
PubMatic was thrilled to be named the Most Effective Advertising Technology Platform at last week’s Effective Mobile Marketing Awards in London. The awards celebrate mobile excellence in services, products, campaigns and sectors and recognize leading brands, agencies and firms that are driving the transformation and advancement of mobile marketing.
Over the past decade, consumers have fallen in love with their mobile devices, with 46 percent of U.S. smartphone users indicating that they “can’t live without their smartphones” and daily mobile media consumption reaching three hours per day (second behind only TV). For publishers and advertisers, mobile represented a ripe, new opportunity—but developing sustainable mobile advertising businesses had not gone as smoothly as most had hoped, hindered by device fragmentation, bandwidth limitations and other unresolved technology issues.