The Drum, in partnership with mobile advertising company Smaato, has written a whitepaper looking at some of the challenges and opportunities around in-app advertising, especially given that many marketers are still struggling to include mobile apps in their marketing strategies.
With commentary from industry experts and insight into how technology has changed and impacted consumer’s habits, particularly across mobile gaming and FMCG brands. As Dan Rosen, COO of M&C Saatchi Performance says in the report: “The most important trend is also the simplest – time spent on mobile when compared with other media channels or experiences. Mobile app continues to be the preferred access point to the consumer’s digital world.”
The paper also explores new opportunities in mobile advertising, where in-app advertising had largely been the preserve of gaming. Smaato’s Mobile Games Playbook finds that while the top categories of ads in gaming apps include media (TV, music, gaming), retail and automotive. “So, while 10% of in-game ads are for other mobile games, the overwhelming majority of in-game advertisers are digital entertainment platforms, retail stores, FMCG brands and auto manufacturers.”
Marketers can find out more about concerns around fraud to gain a better understanding of how to monetise new opportunities in this sector. Learn about in depth at initiatives such as The Trustworthy Accountability Group (TAG) which represents one of the most important advertising industry initiatives in the fight against criminal activity and improvement of transparency in the digital advertising supply chain.
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