The idea of self-programming PCs was imagined in the realm of science fiction, rather than
reality only a decade ago. Nowadays, we are more attuned to conversing with smart Personal Assistant such as Siri/Alexa and keep marveling just how Spotify guessed what we like.
It’s not only the mobile apps that are getting intelligent. Advertising, stimulating people to
interact and install those apps, has set foot onto a new quality level as well. Thanks to
innovations in machine learning (ML), the standard technology for AI, mobile advertising
industry is now experiencing significant transformation.
AI Facilitates Advanced Customer Segmentation/Ad Targeting
Algorithms are better fitted for sensing patterns than a human eye. Particularly, when
launched to handle large volumes of data. They can properly organize and batch that data to form rich user profiles for individual consumers. Relying on their interactions with your
brand, their demographic data and internet surfing behaviors.
Simply put, you are now not targeting a broad demographic of "women (aged 25-35), living in the United States". You are capable of following more niche audiences displaying, notably specific behaviors. For example, daily engaging with hair care products in the luxury segment on social media. This insight may be additionally applied by an AI system when getting into a Real Time Bidding auction. To guess when your ad should show up in front of the consumer matching your profile. Also, when it’s worth skipping.
The year 2022 saw varied trends and marketing strategies that enabled brands to attract
attention. Now getting onto 2023, there’s no surprise that a few Mobile Ad Trends will
advance and effectively catch users’ attention towards a campaign with a better user
experience. On the other hand, a few trends will remain at the frontier of marketing practices. While a few will launch more enhancements in the years to come.
1. Self-Serve Advertising: In 2023 marketers are more capable of driving the market
competition as Self-Serve DSP (demand-side platform) is providing them with
countess options to identify the best-performing advertising strategy. Some examples
worth noting are In-App, Mobile DSP, OEM and others. That being said, today the
global digital ad spend on mobile is estimated as 374.80 billion USD. It will
expectedly reach 690.20 billion USD by 2027. The burgeoning of ad spends is also
because of its data math that enables advertisers to capitalize on the mobile-first
audience at specific inventories. It renders the Datalicious report with real-time results
which empowers advertisers to monitor the right-performing sources. Then
intelligently invests in the best-performing ad channels. That’s why it will be
progressing even more in the near future.
2. Metaverse: At present, Metaverse Switzerland it is creating a benchmark in the
industry. However, very shortly it will become an unparalleled facility for marketers.
The fact is, in 2022 Metaverse‘s market share was $47.48 billion. It will reach $678.8
billion in 2030 as it joins, the virtual & physical world, up with real experiences. This
convention is slowly closing the gap between the advertiser and the audience. Since
its correlated virtual amenities, significantly amaze customers to go into the space,
and invest quality time on their mobile screens. This opens options for marketers to
better market their brands. Since shoppers also love experimenting with the products
on their virtual avatars which drive quality results.
3. Sustainable Audience: While users nowadays are mobile-first & friendly. But it is
felt that GenZ & Millennials are the most proactive groups among the community of
internet netizens. As these people spend 4 hours & 15 minutes per day on cell phones. 78% of GenZ & 74% of Millennials deem cellphone as their first, and foremost go-to place to refer to anything. Having said that, marketers are capitalizing on these groups and will go on to acquire and engage them. Since, they are more drawn to online offerings, and have greater potential to take desired actions. In so doing, these
consumers will be more powerful lucrative setting for marketers to maximize brand
reach, recognition, and recall.
4. Programmatic Performance: Marketers always work to acquire more traffic without
increasing bids, whereby, Programmatic Performance is helping in producing the
desired result. Moreover by 2027, 89% of the world’s digital ad revenue will be
generated from Programmatic Advertising. Since, in the digital advertising space it
has taken the lead and will attempt to capture the industry. It gives marketers
interesting brand-building options, encompassing advanced technologies with a
collection of matrices for audience-centric marketing. At the same time this also lets
marketers launch the campaign with greater brand safety and hygiene. Likewise,
bringing on an increase in ROI.
6. Predictive Marketing: In the time gone by marketers came to know about consent-
based marketing, Predictive Marketing turned out to be a big support for them. Also,
it will become a huge trendsetter shortly owing to gradual developments in AI/ML-
enabled technology. As it incorporates data science, it allows marketers to monitor
their AI Advertising strategies. That does a great job for effective optimization and
performance of the campaign. Similarly, by doing this, they can also comprehensively
understand the audience behavior pattern. And, based on which a gap that had
widened through privacy protocols also gets narrowed between brands and
consumers. Thus, securing their data without breaching their privacy.
7. OEM Advertising: This is the latest technology that is steadily transforming the
digital ecosystem. Also, will continue to drive it further in the upcoming years. Since
October 2022, the top OEM procured a market share of 56% worldwide. In doing so,
giving marketers an advanced ad placement, and targeting options. For this reason,
OEM Advertising will be breaking the ground for user acquisition and engagement.
Since, there is not any involvement of a third-party mediator between OEM and a
marketer. This streamlines the process, making campaign execution easy. Since,
marketers get full control over ad spend with improved tracking of campaign
performance.
The Nutshell
In the Mobile Advertising world, with a large number of opportunities and marketing
strategies. It remains to be seen what marketers can experience in 2023, to make their
effective brand presence along with the trends.