Partner predictions: Challenges mobile marketing could face in 2017
In the first of a two part series, we asked our partners what they’re excited about in the coming year, and, specifically, “what kind of new challenges do you foresee in 2017?” Here’s five answers, detailing just what our partners are thinking about in the New Year ahead.
“Newcomers: Find your niche”
Mark Rosner, CRO, AppLovin
It’s going to be a challenge for newcomers to enter the market. The big spenders have effectively created a moat around their businesses by spending to increase their reach to potential new customers. New companies looking to break in need to find an angle or approach that works for them. These days that means finding a niche audience from the beginning, or entering with access to material capital and spending heavily from the outset.
“Go above and beyond, and re-engage your audience”
Lucy Rogers, Global Mobile Partnerships Director, Criteo
With multi-channel advertising on the rise, we’ve started to see a shift in the way advertisers are measuring success.
In the past, the bellwether for app success was solely guided by user acquisition and increasing app downloads. Over the past year, marketers have finally realized that it’s important to put efforts towards re-engaging their audiences after the initial install and tracking them across platforms to provide a more customized journey.
One of the biggest challenges of 2017 will be for marketers to find the right balance between user acquisition and retention. It’s important for marketers to understand that a strong acquisition strategy is just the first step, and this needs to be followed by a retention strategy to ensure they maximize the return on marketing dollars.
“Rich media support on display ads will likely be one of the bigger challenges of 2017”
Patricia Schmiss, Strategic Partnerships Manager, Fyber
We believe that rich media support on display ads will likely be one of the newer topics we’ll (as an industry) face in 2017, as well as enabling user behavioural data for more granular targeting options
“Video is not only transforming mobile, but the world”
Rajesh Pantina, Marketing Lead, InMobi
Video, Remarketing, Programmatic and Mobile Measurement have been the most prominent themes in mobile marketing over the last year, and will continue to be so in 2017.
- Video Rising: Undoubtedly the fastest growing mobile ad format today, video has accounted for nearly one-fourth of the overall digital ad spend on mobile in 2016. Video, and its numerous formats, are transforming mere messages into powerful stories that inspire and motivate people around the world, exponentially increasing the time spent on mobile.
- The Remarketing Priority: The App ecosystem has reached a ‘tipping point’ where app developers deem user retention to be as important as acquisition. The increasing user opt-outs from alternative re-engagement methods such as email and push notifications is making mobile app remarketing indispensable.
- Programmatic Growth: The demand for precision-targeting, transparency and efficiency is shifting ad dollars towards programmatic advertising. The automated nature of programmatic buying means advertisers can achieve significant scale across devices and formats without any manual intervention, in the fraction of a second.
- Mobile Measurement Standards: The complexity of the mobile ecosystem brings forth the challenge to provide trusted, effective measurement and attribution of marketing efforts. The growing demand for accountability from advertisers leaves no room for non-viewable ads, erroneous reporting and opaque self-attribution.
“Education is our biggest challenge in 2017”
Catherine Mylinh, VP of Marketing, Vungle
Our biggest challenge is educating the broader marketing community on understanding performance-based mobile marketing and advertising. Mobile-first companies understand that much of the advertising and marketing technology that exists today, such as data analytics and prediction modeling or user engagement and purchasing optimization, was built for more “traditional” platforms—primarily the web. It’s much easier to track and analyze user behaviors on the web with cookies, IP addresses, etc., but mobile is a different beast. Platforms and app ecosystems are siloed, so measuring what consumers do and taking action based on those behaviors is much more complex.
Many game developers, such as MZ and Supercell, have embraced new tech that enables them to better understand their users, so they can optimize engagement and monetization. However, other marketers are still relying on web analytics and marketing tools that were not built for mobile, so they’re missing out on a lot of branding and revenue opportunities. It is Vungle’s job to educate them on those new opportunities.
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