Even newspaper ads aren’t declining as fast as desktop ads | Mashable

September 14, 2016 ~ knjohn ~ Leave a comment

The next two years will not be kind to the now rapidly declining desktop ad industry, according to a new report from a leading prognosticator.

Zenith, owned by French media buying firm Publicis Media, predicts that spending on smartphone ads will eclipse their desktop counterparts much sooner than anticipated — possibly as soon as next year — as people do more of their web browsing on smaller devices.

While not much healthier in the long term, beleaguered newspapers and magazines are expected to fare better in the next two years, losing only $9.6 billion and $4.4 billion respectively compared to desktop’s projected $10.7 billion loss.

By 2018, the forecast says, mobile will account for as much as 60 percent of all internet advertising.

How Can Marketers Be Certain Their Mobile Ads Are Actually Getting Seen? | Adweek

October 27, 2015 ~ knjohn ~ Leave a comment

Having addressed marketers’ concerns about desktop viewability (ads that are actually seen by consumers) in 2014, the Media Rating Council is now in the hot seat to provide guidance on mobile advertising.

In May, the MRC made its first statement on mobile viewability, saying that smartphone-size ads need to be measured differently than desktop ads. Five months later, however, marketers are still waiting for an industry standard for chargeable impressions to buy ads against, even with the MRC’s promise to address the issue by the end of the year.

“Mobile viewability is huge—people want it done already, so there is a lot of pressure on all sides to move this forward,” said George Ivie, CEO and executive director of the MRC. “There’s also pressure to do it right. We don’t want to set parameters that aren’t properly informed by the data and how people use mobile.”

Mobile Ads Skyrocketed 76% in 2014, Making Digital Advertising a $50 Billion Business | Adweek

April 23, 2015 ~ knjohn ~ Leave a comment

The digital advertising space grew 16 percent last year compared to 2013 and totaled $49.5 billion in sales, according to an Interactive Advertising Bureau report released today.

A key driver in that growth was the burgeoning mobile space, which the IAB found to have skyrocketed by 76 percent—from $7.1 billion in 2013 to $12.5 billion last year.

“High double-digit growth in mobile advertising is a reflection of the continued shift in consumer behavior away from desktop and towards mobile devices,” stated David Silverman, a partner at PricewaterhouseCoopers U.S., which prepared the data for the IAB