In time for upfront season, the companies will approach advertisers together to offer marketers a single point of access to reach 100% of U.S. smartphone users across more than 80 premium media companies.
Big media companies like NBCUniversal, Time Warner, Walt Disney and 21st Century Fox can fight for a healthy cut of the action as money shifts to digital platforms. They will have to embrace that shift, not resist it, and be willing to create edgy business models, not just edgy programming.
They claim proposed privacy rules could hurt their ability to compete with the likes of Facebook and Google. The regulatory push comes at a time when Verizon and AT&T are working aggressively to sell ads that accompany their growing array of video products.
The IAB and PwC found U.S. digital ad revenue reached $60 billion in 2015. Mobile in particular saw a big boost, growing 66% from $13 billion in 2014 to $21 billion in 2015.
Think making money on mobile advertising is hard now? Joshua Benton reports that it’s going to be much more difficult when a significant share of your audience is blocking all your ads — all with a simple download from the App Store.
The tipping point for mobile is coming fast. So says Ezra Palmer, chief content officer for eMarketer. “Advertisers have been slow to adjust to the rapid uptick of mobile,” Palmer says. “We expect the spending to shift over very shortly.” eMarketer’s data shows consumers are watching less TV, but spending more time with video in other places, most notably on their mobile devices.
Mobile advertising is increasing at a shockingly fast pace. This year, it will make up nearly half of all digital spending, up from just under 25% two years ago. And by 2019, it will account for 72% of online dollars. It will also make up more than 28% of overall ad spending.
Google’s acquisition of InMobi for $1 billion would solidify its position as the top player in mobile application ad installations and advertising. The combination of the two companies, reportedly in talks, would turn Google into a powerhouse, leaving Facebook in the dust.
Hershey Co. is the latest food marketer to jump on the digital ad bandwagon, with plans to triple spending on the medium. Plans include dedicating 40% of the digital spending to mobile. The boost would put the marketer’s digital spend at about 20% of all media spending.
Surprise: Mobile is growing, but the majority still use computers to surf YouTube or view entire shows, finds a new study. Also growing: Streaming via smart TVs.
The “when” depends on which research you adhere to, but by nearly all accounts, digital advertising is going to overtake TV in the next five years. Forrester Research today prognosticated that interactive spending will achieve a 12% compound annual growth rate and total $103 billion by 2019. Compared to digital, television will grow at a slower rate and rise to $85.8 billion during the same time, Forrester said.
Mobile advertising is taking off around the world, fueled by the growth of smartphone adoption and more affordable data plans. Ad spending nearly doubled last year, and it will continue the big gains this year, though there are some major shifts coming to the medium.
In what it claims is a TV audience targeting first, AT&T will let advertisers plan and buy TV shows based on the composition of wireless users who watch them. The data, which is one of two new audience segments being announced today as part of AT&T AdWorks’ “TV Blueprint” system, will allow brands to target shows based on how many viewers they have with specific wireless devices, operating systems and data usage plans.
Mobile advertising is set to take off in a major way over the coming months, and by year’s end it will be the No. 3 form of advertising, surpassing print, radio and out of home. That’s pretty impressive for a format that did not even exist a few years ago. That prediction comes from eMarketer, the online advertising tracking firm, which predicts that mobile ad spending in the U.S. will shoot up by 83% this year, to $17.73 billion.
Advertisers can now deliver ads to mobile devices — as well as tablets and laptops — that are complementary and simultaneous with ads on broadcast TV, courtesy of Xaxis Sync, a new service from Xaxis, a programmatic media and tech platform.
Advertising delivered through social media or on mobile phones needs to abide by the same requirements that apply to newspaper and television messages, the Federal Trade Commission says.
Consumers are maturing in their smartphone usage, and while it may be a critical turning point for mobile advertising, those ads must move beyond the simple banner. “Ads with code that can change and adapt in a particular situation” will be key, digital veteran Bill Gross told attendees at the ILM West conference on Tuesday.
Last year mobile advertising surged by nearly 150 percent, going from $600 million to $1.6 billion, according to the Interactive Advertising Bureau. This year it will likely shoot past the $2 billion mark. Krishna Subramanian, chief marketing officer at Velti, talks about Apple’s growing share of impressions, the iPad 3’s performance and why navigation apps are in lower demand by advertisers.
A new J.P. Morgan report predicts U.S. mobile ad spending will roughly double to $1.2 billion this year, fueled by growing mobile usage. That forecast is in line with an eMarketer projection that U.S. mobile advertising will reach $1.1 billion in 2011. The Internet Advertising Bureau estimates that mobile ad dollars totaled in the range of $550 million to $650 million last year.
Ad technology firm Medialets has debuted a new self-serve software suite promising to streamline the process of building rich media mobile ads in as little as 15 minutes. Beyond ad creation, the system dubbed Medialets Muse also includes a project management component to launch campaigns faster and more easily.
Yahoo released research supporting why traditional media buyers might want to pull time on broadcast TV to allocate budgets to mobile advertising.