Insights & Events
Looking Local: Mobile Consumption Habits in SEA
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Insights & Events
18 January, 2018
2018 presents an exciting year for the mobile marketing industry. I think we will be seeing big movements in ad fraud mitigation, blockchain standards, and the automation of mediation and optimisation activities.
We will see a new level of creativity in app development and ad formats bought about by a stronger focus on performance, and tech that pushes engagement.
Here are my predictions for 2018.
2017 was an important year for mobile advertising especially when it came to ad fraud. Figures of ad spend wasted on fraud continued to grow, and the impact of fraud became a stronger source of concern for marketing leaders.
This year, we will see more ad tech companies stepping up to take responsibility for the traffic that they supply to advertisers. Advertisers shouldn’t be footing the bill when it comes to ad fraud – networks should be making sure it never gets sold to them.
Mpire was the first network proactively blocking invalid traffic when we launched TrafficGuard® back in 2016. More and more companies in the ad supply chain are recognising they can’t pass this burden on to their advertisers and in 2018 we will see more of them taking steps to address it.
We will continue to see the industry’s interest in blockchain grow throughout 2018.
The first step is industry collaboration for the development of standards and protocols for blockchain in adtech – This is something we are actively involved in with our contributions to IAB’s Blockchain Working Group.
I don’t think 2018 is going to deliver any feasible blockchain solutions for adtech, but by the end of the year we will have made significant headway in establishing the frameworks for successful future implementations.
Networks are investing heavily in automation of mediation and optimisation activities. HasOffer’s acquisition of Optimob at the end of 2017 is a demonstration of this.
We will see an increase in API driven and programmatic supply relationships. Many companies will try to play catch up by learning how to incorporate data into their businesses.
Companies like Mpire that started this process years ago are already bringing better performance to the market. Data and automation are so ingrained in our business, driving our ability to scale campaigns and mitigate ad-fraud.
Ultimately, this is the direction of the whole industry as more companies realise that data and automation are essential to staying competitive in this industry.
In 2018 we will start to see more use cases for augmented reality in apps. One of the most hotly anticipated gaming apps of 2018 is Niantic’s Harry Potter Wizards Unite which will bring together the lessons and successes of original AR efforts, Ingress and Pokemon Go.
Beyond gaming, AR will feature in apps from mobile-first and legacy brands as they leverage tech to drive engagement.
Ad formats are getting more creative and more legacy brands are seeing the value in an engaging app experience. This is causing marketers to consider apps and performance, as a core part of their creative strategy – rather than an afterthought that gets the creative hand-me-downs from more traditionally prioritised marketing activities.
Playable ad units and other creative ad units are symbols of how performance is becoming more significant in the overall marketing strategy.
I am sure we will see some interesting developments throughout the year in these areas, and in countless others. The team at Mpire is looking forward to leading the way and continuing to deliver a new level of performance, scalability, and quality to our awesome clients this year.
Luke Taylor, Chief Technology Officer