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Advertising Experts Discuss Their 2016 Mobile Predictions

Tuesday, December 29, 2015 22:50

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This is the first part of a two-part blog looking at 2016 mobile marketing predictions from advertising experts.

Adsmovil CEO Alberto “Pardo” Banano expects:

Mobile will grow exponentially again this year, desktop will decline and the mobile-first approach will lead all digital efforts.
Native, video and programmatic advertising will be the keys for mobile growth, particularly for Hispanics
Political elections will be critical for digital advertising this year, especially for mobile advertising, with location-based campaigns are a hot product for politicians. Mobile will be key to reach Latinos in the upcoming elections.
Viewability will be a main topic this year for most buyers.
Cross device advertising will start to emerge as the next hot topic for the industry

Romain Job, U.S. GM of Smart AdServer foresees:

As the mobile advertising ecosystem gain in maturity, the market will focus on quality for both inventory and ads.
CPMs will be on the rise thanks to mobile branding
Premium Programmatic (PMP) advertising on mobile will hit mainstream
Mobile video will surge significantly, as the technology is now ready
Mobile Web revenue will be monopolized by Google and Facebook. Since the audience of publishers will be more than 50 percent mobile, this shift will strongly impact their digital advertising revenue.
The mobile marketplace will more than ever be the battlefield for Google, Apple, Facebook and Amazon, with a few surprises ahead.

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