Mobile advertising: the five most important trends for 2017

What are the most important trends in mobile advertising?Two years ago, the use of mobile devices worldwide surpassed the use of computers for the first time. Since then, the gap has been growing inexorably. One in two people now reach for their smartphone the first thing they do when they wake up. In terms of advertising expenditure, 2017 will be the first time that mobile overtakes the stationary internet. However, this turnaround is not only heralding a new era in terms of sales. The technical possibilities also offer far more potential when interacting with a smartphone than when browsing on a computer and therefore new ways for brands to engage with their customers. The most important trends:1. Programmatic conquers mobile native advertising"On the one hand, more and more companies are jumping on the programmatic bandwagon. On the other hand, the field of application of programmatic methods such as real-time bidding is also expanding. Mobile programmatic native ads are conquering the screens in users' hands. They attract the reader's attention without being distracting. The main challenge for the advertising industry now is to drive forward the rapid technical adaptation of standards, which must go hand in hand with the willingness of budget holders to integrate the topic of 'programmatic' into the marketing mix in future."Robert Wildner, VP Media Operations2. big data becomes smart data"Target group segmentation based on smart data will become increasingly important and bring more benefits for all parties involved. Publishers will deliver better content in their ad slots, advertisers will reach their customers more precisely and customers themselves will enjoy a user experience that is tailored to them. However, truly meaningful data does not result from mass alone. Above all, it is important to enrich it, analyze it and combine it with other sources, such as environmental, location, behavioral or sensor-related data."Dora Lakatos, VP Global Business Development3. virtual and real worlds intermingle"Pokemon Go has shown what traction a successful combination of augmented reality and the offline world can have. The VR and AR revolution makes it possible to get the best out of mobile advertising. It is location-based, active, interactive and social all in one. Whether poke-stops or coupons as you pass by: In-game ads with a local connection bring users back into 'real' stores."Philipp Neuberger, COO 4. native advertising formats are becoming more diverse"Whether stationary or mobile: ad blindness on the consumer side is becoming an ever greater challenge. Publishers therefore need to use new advertising formats that offer added value, are geared towards user behavior, are unobtrusive and still have an impact. The perspective should change: Away from the device, towards the person behind the device. Native ads have therefore now firmly established themselves as an alternative and will continue their triumphant advance with new formats. Budgets for both mobile native video ads and playable ads will increase in 2017."Conno Christou, co-founder of Avocarrot by Ampiri5. messengers win the race for users"Snapchat, WeChat & Co. will overtake email and even social networks like Facebook in the race for the most user activity. When it comes to gaining the attention and loyalty of millennials, they will also establish their position as the first port of call for brands. This will also have a lasting impact on mobile marketing. Chat bots, for example, will take on a prominent role as a marketing channel."Jaeson Hildebrand, SVP of Client Services and Business Development