Nicolas Rieul, VP Strategy EMEA at S4M, looks at what’s in store for mobile advertising in 2018.
2017 was a landmark for mobile advertisers. We started off the year with Marc Pritchard’s famous call for the industry to clean up to get paid. Next, the industry set out to address domain spoofing post-Methbot with IAB Tech Lab’s Ads.txt initiative in the spring. Then in the last quarter, Uber’s data breach came to the fore, and there was great focus on the pending GDPR deadline soon upon us. Here are four of our predictions for the year ahead.
Industry consolidation won’t slow down
It’s no secret that the adtech industry is converging with maturity and growth. This growth continues to be driven by mobile and set to grow further in 2018. There will for sure still be some consolidation of technology to unite the digital media supply chain for advertisers this year. This does not mean less room for independent technologies and less choices for marketers. Conversely, independent technologies will be able to stand out with more unique selling points to stand apart from entrenched players.
Transparency is a must-have not a nice-to-have
P&G and a handful of other advertisers have already placed transparency as a must-have in their digital media strategies this year, and insist on independent third-party certifications like the MRC. This is becoming the new industry norm, to encompass transparency, not just on ad transactions, but also on sources of data and data treatment. Even end-users will start to demand transparency for their personal data when they give consent for advertising. The most successful mobile technologies in the coming year will be those that can guarantee transparency to advertisers and consumers.
Incremental footfall measurements move to real-time
All this talk of maturing the industry is not complete without thinking of success indicators. Mobile advertising is the best and only channel that connects digital advertising to the real world. Now that the boundaries are blurred, measurements have to be extra clear to help marketers attribute campaign impact. In 2018, mobile marketers should seek out real-time metrics for the drive-to-store campaigns to gain key insights on how to optimise their budgets and actually deliver incremental visits into shops.
Power to marketers with SaaS demand
Finally, with real-time metrics in the pipe, the logical progression from marketers will be to seek out more control on their ad investments. This year, mobile marketers will shift to SaaS technologies to take full control of their campaign budgets and performance, to gain efficiency and transparency. It’s a sure way to access real-time metrics and keep issues like ad fraud and brand safety at bay.
Nicolas Rieul is VP Strategy EMEA at S4M