Tag: mobile ad

100 percent mobile ad viewability promised by advertising marketplace

| May 20, 2015

This concept has been considered to be impossible by virtually everybody, until now, with a promise by Millennial Media.

A leading mobile ad marketplace, Millennial Media, has recently announced that it will soon be offering a guarantee for 100 percent viewability for in-app advertising campaigns, which is certain to cause a stir.

This type of promise has never before been both made and kept, but it is still likely to hold significant appeal to mobile marketers.

The issue that this mobile ad promise is attempting to address is that marketers are beginning to become highly frustrated with the amount of money that they are spending on advertising that isn’t being seen by anyone. They are seeking to find ways to spend their money on advertising that won’t result in simply paying a fraudulent company, that will receive poor data on impressions that are actually being achieved, or that simply result in un-viewability.

A viewable mobile ad results in improved accountability for digital advertising that is more comparable with other channels.

Mobile Ad - in-app advertisingAt the moment, the mobile advertising environment is lacking in solid viewability standards and best practices. According to the CEO and president of Millennial Media, Michael Barrett, who is also an IAB Board Member, “The mobile ad ecosystem is desperately seeking guidelines around viewability.” He added that “Today, we are choosing the highest standard possible by offering a 100 percent in-app viewability guarantee.”

In this effort, the firm will be working alongside partner company Integral Ad Science (IAS). Barrett explained that “We have selected Integral Ad Science as our measurement partner because they are the only at-scale vendor that can currently measure in-app viewability.” He also stated that “We will continue to partner closely with the MRC, IAB, and the mobile ad ecosystem to define industry-wide standards around viewability. We are committed to becoming the largest mobile marketplace that provides 100 percent viewable, brand safe, and fraud free impressions.”

IAS has already conducted a deep investigation into the Millennial Media mobile ad network to be certain that the capabilities are all in place. Moreover, both companies have been working alongside publishers in order to implement certain viewability boosting technical changes.

Television, radio, online, and mobile ad spending is highest in the US

| March 3, 2015

In terms of the per capita spend on smartphone advertising, the United States is at the top of the list.

According to the results of a data analysis that were published in a Strategy Analytics report, the per capita multichannel, including mobile ad spend in the United States is greater than anywhere else in the world, and it is continuing to grow at an extremely rapid pace.

The report summary showed that the estimated total ad spend for in the U.S. totaled $181 billion, last year.

What that figure means is that when it comes to advertising spending (which includes mobile ad spending), the United States makes up one third of the entire global advertising market, said the report. Looking into this data further, it was revealed that in 2014, the amount spent on the average person was an estimated $567. This figure was found in the Global Advertising Market Forecast Outlook, which is the most recent report from Strategy Analytics.

In second place for advertising, including mobile ad spending, was Australia, which spent an average of $486 per person.

Mobile Ad SpendingNorway held the third place, where the per-capta television, online, and mobile marketing price tag was $472. Analyst from Strategy Analytics, Leika Kawasaki, explained that “To put this in perspective advertising spend per capita in the United States is 121 times larger than India and 16 times larger than China.” That statement provides a powerful illustration of the difference in the amount being spent on mobile advertising in the U.S. when compared to countries in which the population and the number of smartphone owners is considerably greater.

Kawasaki went on to explain that “China which has the second largest advertising market globally has the second lowest average spend per capita at $35 per person.” The difference is primarily that the United States still pays a tremendous amount for television advertising, more than any other country.

That said, as digital – particularly online and mobile ad strategies – become increasingly important, the gap is starting to close between the per-spending in the United States and other countries around the world. This is only one more way in which the ubiquitous nature of smartphones is revolutionizing the digital world.