Category: Mobile

Benchmarks, H1 2020 vs. H1 2019

Ad Viewability Increases Across Most Formats in H1 2020

Ad viewability grew across the board globally, as did all but one format in the US. Desktop video viewability grew to 75.2% worldwide. Time-in-view on mobile web display increased to 15.7 seconds in H1 2020 worldwide and to 16.8 seconds in the US. Mobile app display saw the biggest increases, rising globally from 20.2 seconds in H1 2019 to 24.2 seconds for the same period in 2020. Read More:

Benchmarks, H2 2019 vs. H2 2018

Ad Viewability Increases Across Formats in H2 2019

Viewability for desktop video did not increase quite as much, reaching 74.1% globally and 69.3% in the US. While the largest growth in viewability was seen in mobile app display, other mobile formats also saw improvements. Desktop display risk decreased by more than 15% worldwide between H2 2018 and H2 2019 and by about 11% y-o-y in the US, to 6.5%. Desktop video risk stood at an average of 6.3% worldwide and 8.9% in the US. On the mobile front, mobile web display risk dropped by 11.2% y-o-y in the US to 7.9%, and by close to 6% y-o-y, to 7.8%, for mobile web video. Read More:

arketing Challenges

As Mobile Grabs More Marketing Budget Share, Challenges Persist

Some 18.5% of mobile marketing budgets are being allocated to user experience where, again, B2B companies are concentrating more of their mobile efforts than their B2C counterparts. Although businesses are designating more of their marketing budgets towards mobile, as well as increasing their investment in mobile marketing data, they continue to face several obstacles. Read More:

Confidence in Measuring Mobile Advertising Efforts

Marketers Lack Confidence in Measuring Mobile Advertising Efforts

While mobile has typically been a vehicle for direct response efforts, the survey of more than 150 US media buying decision-makers finds that brand spend on mobile is growing. A closer look shows that some 57% of respondents say they are very confident in their company’s ability to measure brand safety for their mobile advertising efforts. Read More:

Share of Time Spent Viewing Over-the-Top (OTT) Video Worldwide, by Device, Q3 2019 

eMarketer Trends, Forecasts & Statistics

Noad. While TVs are the go-to streaming device for most users, a fair share of video streaming happens on mobile. The mobile-centric streaming service Quibi will test users’ appetite for mobile video viewing when it launches in spring 2020. Read More:

MRC Finds All But Two Digital Ad Measurers Now ‘BTR’ Compliant: Google, Nielsen Still Not Rendering

A year-and-a-half after the advertising and mobile media industry moved to a new, higher standard for crediting when a mobile ad “Renders,” two of the biggest companies measuring the delivery of digital audience impressions – Google and Nielsen – still aren’t on board. In a status update published this week, the Media Rating Council said 16 digital audience measurement services are now compliant with the industry’s so-called “Begin to render” standard, but Google and Nielsen still are not. The “BTR” standard was developed by the MRC with the Interactive Advertising Bureau and the Mobile Marketing Association to provide a more valid measure of a mobile ad exposure than ads being served, and established a “Grace period” and provided several extensions in order for digital audience measurement services to comply. Read More:

Killing the click standard could reduce ad fraud

73% OF FRAUD BLOCKED IN 2018 WAS CLICK SPAM AND CLICK INJECTIONS: Apps categorized under dating, shopping, and banking topped the charted in terms of being affected by app install fraud, with Adjust believing that apps that have a high cost per action are targeted by creators of fraud. The study from Scalarr found four new types of fraud, namely attribution fraud, device farms, mixed fraud, and smart bots, adding that many mobile advertisers may not quite realize that mobile app install fraud has become virtually undetectable without professional tools. Read More: