Global Mobile Advertising Growth to Shrink on Rise in Programmatic Ads, Says Report
After growth of 18 percent in 2018 over 2017, the global mobile advertising market is expected to slow to a compound annual rate of 13 percent through 2022 due to a rise in programmatic advertising, said a Friday Technavio report.…
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Programmatic ads eliminate the need for middlemen and offer real-time data and insights, which advertisers can use to adjust ads while a campaign is running, said the report. A key market driver is in-app advertising with smartphone users spending more than 80 percent of their phone time on dedicated apps vs. browsers, leading advertisers to focus on in-app ads for their products and services. In-app ads enable developers to generate revenue without having to charge consumers for apps, it noted. In addition to being cost-effective, in-app ads can reach a targeted audience based on the data collected through apps and cache files, offering a better consumer experience than display advertising on the mobile web, said the researcher.