When Will Mobile Reach Its Full Potential?

darentrousdellsellsiderThe Sell Sider” is a column written for the sell side of the digital media community.

Today’s column is written by Daren Trousdell, CEO at OneUp Sports.

The mobile media market is quickly maturing and finally getting the dollars and respect some have expected all along. Recently, eMarketer predicted that mobile ad revenue would soar to $64.3 billion by the end of 2015. That number will grow to nearly $160 billion by 2018, accounting for 63% of the digital spending. Now that’s scale.

Some major brands have done some excellent work in mobile. For example, I recently came across a Ford native placement from a mobile tech publisher with content surrounding the Consumer Electronics Show. It was a simple, native mobile placement that was so elegant and captivating that it made me think: Will mobile finally realize its full potential this year?

If it does, I expect several things will happen. Publishers, get ready.

Programmatic Effectiveness 

Allocating dollars into mobile ad networks and programmatic has accomplished many campaigns’ reach goals. However, the trade-off has been campaign effectiveness and, in some cases, fraud.

But with the shift to mobile, publishers and networks will continue to find ways to go beyond banner ads with more creative formats, content and non-intrusive native placements. This will give advertisers limitless potential to engage with consumers.

Brands’ Newest Canvas: Wearables

Wearables, such as the Apple iWatch, are still an extension of our phones’ capabilities, but they will command growing interest from brands and agencies that are eager to find new ways to integrate and serve ads.

The real-time, event-relevant benefits could unlock new potential ad formats that would be tied to moments, not interruptions. If executed well and not abused, this could become one of the most compelling mobile ad formats in play.

More Video, More Success

Mobile video ads have grown like crazy. A recent Business Insider Intelligence report estimated that mobile video ads will grow from about $1 billion today to nearly $5 billion in 2018. It also predicted that mobile video ads would grow five times faster than desktop video.

That’s eye-opening data that should make every brand put their video ad strategies in place now for future efficiency and effectiveness.

Mobile Experiences Will Improve

Larger screens, more powerful processing and app developers will continue to improve and expand the overall mobile experience. The benefactors: consumers, who will enjoy experiences that matter, and the brands that underwrite and use mobile to reach them.

For all of these growth estimates to materialize, there is a ton of work and support required from all aspects of the industry. However, the consumer is clearly pushing the industry forward. Publishers and mobile developers have an incredibly bright future ahead with the expansion of the industry and major interest from brands.

Follow Daren Trousdell (@dtrous), OneUp Sports (@oneupgames) and AdExchanger (@adexchanger) on Twitter.

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