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.

Twinkle <span>Product Strategist</span>
Written By
Twinkle Product Strategist

Twinkle is an experienced business and marketing consultant of the mobile app industry. She advocates perfect branding to the latest tech releases. She is passionate about writing well-researched reports to help the app owners and the mobile app industry audience. Also, she has a vibrant touch that goes well in her writing as well.

mobile App marketing

Mobile Apps Branding: Important Things to Remember

4 min read  

Apps act as a brand extension and representation of your business. After creating a fantastic app, you can’t expect it to thrive automatically in market space. You may need branding agency services to access your audience through mobile apps.The current generation is tech-savvy, and most o

mobile App marketing

How To Conduct a Competitive Analysis for App Install Ad Creatives?

4 min read  

There has been an ultra-competitive market in smartphone app usage and this is due to the rise of smartphone users. There are now over 1.5 million mobile apps on Google Play and App Store, which forces app marketers to be strategic in their advertising campaigns. The competition is, considering the

mobile App marketing

How To Make Your Mobile App Successful With Digital Marketing

4 min read  

With 99.99% mobile apps, the goal or vision is profit and profit maximization. Sometimes, your app will be a supportive revenue generating platform but sometimes it can be the only revenue generating activity in certain business models.It is mentioned for you to identify and understand the impor

mobile App marketing

9 Best Ways To Reduce Mobile App Uninstall Rate

4 min read  

Mobile apps are expanding at a very breakneck pace, and the rate at which the apps are getting uninstalled from the device is also quite high. The reason could be anything. From complex login procedures to privacy concerns, everything plays its part.As of date, there are over 3.8 million apps on

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