MWC 2019 in Barcelona is at an end, but the hottest topics from the show will be talked about for a long time to come. Our team was on the ground in Barcelona to meet with partners, as well as discuss the future of mobile advertising with visitors to our booth. The conversations we had varied, but there were a few common topics that we heard repeated throughout the four-day event. Here’s what some of our team members had to say:
We just released our latest Global Trends in Mobile Advertising report, which reveals important mobile and in-app programmatic insights from H2 2018.
Smaato has regularly produced this report since 2015, and during this time, we consistently charted mobile’s growth as an advertising medium. The H2 2018 Global Trends in Mobile Advertising report marks a tipping point in which mobile is beginning to overtake all other media to become the most popular media format among advertisers. As advertisers direct more money into mobile and in-app advertising, and consumers continue to adopt smartphones around the world, both demand and supply increased year-over-year.
Mobile advertising passed desktop advertising in 2017 and will never look back. The gap in revenues generated by the two continues to grow, and by 2022 mobile will make up a staggering 75% of all digital ad spending.1
With this enormous shift in mind, it's more important than ever that marketers gain a deep understanding of the different mobile ad formats out there. Here's a look at some of the top-trending mobile ad formats to help you improve campaign performance.
The mobile advertising industry is constantly evolving. For advertisers and publishers, it's important to stay aware of the latest trends and topics that are affecting the industry. To help keep you updated, we've compiled insights from our team of in-app experts on a variety of important topics in the world of mobile advertising.
So you think you know mobile? Now it’s time to prove your programmatic prowess with Smaato’s Mobile Advertising Quiz of the Year!
Despite a small population of just 127 million, Japan is one of the top mobile advertising markets worldwide. The country is not only home to some of the most prominent mobile publishers but also a mobile gaming hub with highly-engaged local gamers. With the consistent growth of mobile ad spending over the years, this island country is certainly the rising sun of the mobile advertising industry.
2018 was a landmark year for digital advertising, as it was the first time that digital ad spending exceeded TV ad spending. Video advertising was a significant reason why the industry achieved this milestone. With users spending more time streaming content on mobile devices, brands are shifting their advertising dollars away from TV to reach users on their mobile phones. It's looking like 2019 will be another big year for video advertising. With that in mind, here are a few major trends to look out for this year.
China is the world’s largest mobile app market by just about every measure. And with China expected to grow to almost 740 million smartphone users by 2019, the country’s power within the mobile industry will only continue to strengthen.1 This means that Singles’ Day — which is the biggest online shopping day within both China and the world — should be on the radar of advertisers all around the globe.
The mobile advertising industry saw significant growth in the first half of 2018. However, the defining factor of H1 2018 for the digital sphere was undoubtedly the General Data Protection Regulation (GDPR). In order to understand just how widely the GDPR impacted mobile advertising, we analyzed the relevant traffic across the Smaato platform in our latest Global Trends in Mobile Advertising report and uncovered the effects this regulation had on mobile ad spending and eCPMs.
In-app consent requirements are about to get a fresh makeover. In January 2017, the European Union (EU) proposed the ePrivacy Regulation to replace the ePrivacy Directive. Experts anticipate its passage in 2019 or 2020 and there will likely be a year-long transition phase before taking effect. Unless amended, the ePrivacy Regulation will impose broader opt-in consent requirements on publishers with EU-based end-users.