mobile App marketing

PubMatic Research Finds Mobile Advertising Propelling With 5G Fueling Video Ads

PubMatic releases Q1 2019 QMI report, highlighting key insights into mobile advertising trends

 Mobile Advertising Propelling With 5G Fueling Video Ads

The marketing budget of almost every company is spread across a wide array of media, but one of the most crucial areas of concern remain is digital ad spending, which covers the spending on displays, videos, media, paid search, and more.

The first Quarterly Mobile Index (QMI) of 2019 by PubMatic, a premium digital technology company, includes key trends, providing both advertisers and publishers with insights around mobile advertising, leading to smarter programmatic strategies and future mobile opportunities. 

In the US, digital ad spends recently passed $100 billion due to dominant increases in mobile advertising and video ad spend. As mobile advertising continues to evolve, it’s imperative for advertisers and publishers to both understand and prepare for these changes.

PubMatic’s Q1 2019 QMI report reveals the top four trends to watch:

  • Due to Video, Mobile Ad Spend Accelerates – The promise of 5G has the potential to bring powerful and interactive content and experiences, changing the way and speed at which video is consumed. 
  • Mobile In-App Header Bidding Still Needs Time to Grow - Despite recent popularity and publishers’ pressure to optimize mobile in-app header bidding, lack of knowledge has led to new obstacles in adoption.
  • Safety Practices Take Center Stage as Fraud Rises – The majority of additional programmatic display dollars over the next year will go to private setups like PMPs.   
  • The Opportunity for Growth in APAC is Massive – Marketers in APAC are becoming more knowledgeable in programmatic strategies, illuminating the need to adapt to automated ad strategies in other parts of the world.

Going forward, the consumption across mobile devices is expected to overtake television, as video viewing habits continue to impact the fight for attention. This has led marketers to spend $29 billion globally on mobile video advertising.

The appearance of 5G makes focusing on mobile all the more important, as the expectations arise that consumers, advertisers, and publishers will see a dramatic change in how video is consumed. This will lead to more seamless, complex video ad experiences for mobile users. 

Paulina Klimenko, SVP, Corporate Development, and GM, Mobile at PubMatic explained,

He further added,

Despite mobile advertising’s massive growth, spend within Android apps is down 17% year-over-year, while iOS has seen an increase of 68%. Most recently, Google blacklisted 6 apps from a major app developer for large-scale fraud, reflecting a trend of ad fraud schemes targeting GooglePlay apps.

To avoid fraudulent apps and unreal traffic impressions, marketers’ tactics have shifted inventory to in-app PMPs. 

Programmatic, the automated buying and selling of digital media,  is an intrinsic aspect of the advertising industry in North America and Europe, but there’s still room for growth in the Asia-Pacific (APAC) region.

As mobile connectivity and mobile phone users have grown in APAC, the region’s advertisers and agencies are seeing the benefits in targeting mobile-first consumers through automated buying, though at roughly different paces.

With about 359 million new mobile users expected to join in the next half-decade, there is a need of the hour to follow automated ad buying techniques.

Arpit <span> Business Development Head </span>
Written By
Arpit Business Development Head

He is responsible for marketing programs, brand management, and corporate sponsorships. He thrives on challenges, particularly those that expand the company’s reach. Next to work, Shadow, his dog, immensely contributes to his happiness.

Want To Hire The Best Service Provider?
MobileAppDaily will help you explore the best service providers depending on your vision, budget, project requirements and industry. Get in touch and create a list of best-suited companies for your needs.
mobile App marketing

Common Mobile App Budgeting Mistakes That You Can Avoid

4 min read  

With the number of smartphone users worldwide almost touching 2.5 billion, there is an unprecedented jump in the mobile apps also. After realizing the true potential of mobile apps in branding and reaching out to customers, many of the business houses have extended their investment in mobile app dev

mobile App marketing

How to Boost Apps Installs Using Google Ads

4 min read  

After the tornado of developing an app is done, now comes the hard part and that is to garner maximum downloads. Being an app owner or an app developer, you need to ensure install of your app. In short, marketing your app is a different monster entirely and using Google Ads to propel the app presenc

mobile App marketing

3 Ways Apple Makes Money From The iPhone

4 min read  

In its quarterly financial briefings, Apple has confirmed the iPhone sales figures are falling. While the company is still making a huge amount of money from sales of the device (it makes $31 billion of revenue), it is 17% lower than the same period in the year before.Fewer people are buying iPh

mobile App marketing

Significance of User Retention and Strategies to Improve it

4 min read  

User Retention is a very significant factor that can be sometimes a little tricky to follow up.What Do You Need to do With User Retention?If you own a business related to no particular industry you still need to measure and then improve your User Retention rate.This statement is valid fo

MAD Originals
MAD Originals

Cut to the chase content that’s credible, insightful & actionable.

Get the latest mashup of the App Industry Exclusively Inboxed

  • PRODUCTS
  • SERVICES
  • BOTH
Join our expansive network, build connections and expand your brand presence.