Mary Meeker Predicts Mobile Growth; Programmatic Lags In Media Industry

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Meeker Trends

She’s back! Former Morgan Stanley analyst Mary Meeker, who is now in a similar capacity at venture firm Kleiner Perkins, delivered her annual Internet Trends report at the Code conference. Get the slides. Meeker says that of the $50 billion in total US Internet ad spend in 2014, $13 billion was in mobile with a $25 billion potential opportunity ahead in mobile if growth continues at its current clip.

That’s Entertainment

Continuing with the stats, eMarketer says digital ad spend in the media and entertainment industries will hit a combined $6.2 billion in 2015, jumping 19% YoY. But advertisers in those industries have been slow to adopt programmatic. Programmatic ad spend from the entertainment industry will total $780 million in 2015 – that’s 41% of the overall display ad investment. Meanwhile media brands will spend $620 million programmatically, or 38% of its display spending. However, “Media and entertainment industries have been pretty aggressive with mobile,” said AOL’s director of mobile, Chad Gallagher. “They’ve realized that consumers are on mobile devices more and more, especially at home.” More.

Twitter Bubbles Up Audience Data

A new Twitter tool dubbed “audience insight” will offer brands and users more information on potential audiences, including purchase history, TV viewing and consumer patterns pulled from previous Twitter use. “Based on this information, you can identify the best segments to target within Twitter Ads, along with which creative – such as a Vine or video clip – your audience will find most compelling.” Read the blog post.

German Court: Thumbs-Up To Shakedowns

AdBlock Plus is now two for two in German courts. On Wednesday the company won a suit brought against its Acceptable Ads Initiative (AAI). The AAI is a white list kept by AdBlock Plus that lets the company greenlight publishers that meet its acceptability requirements (and pay a fee) to circumvent ad blocking. The Drum reporter Seb Joseph points out that the policy doesn’t have an anticompetitive market effect “because users choose to install the software and … it is not yet big enough to have a negligible impact on the money they make from ads.” This comes a month after courts ruled against a group of German publishers who tried to ban ad-blocking software plug-ins from their websites. More on the FT (subscription).

Chasing The Ears

TargetSpot will use Nielsen’s PRIZM data to improve audience segmentation for streaming audio ads. Streaming audio consumption suffers from fragmentation, and advertisers are scrambling to follow consumers across the sprawling channels and devices where people do their listening. “By mapping consumer and psychographic data to the household level, PRIZM allows us to create interest-based campaigns at a scale which was previously not possible,” said David Kert, TargetSpot COO. Read the release.

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