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Everything that's going on in mobile advertising, audience networks, 1st-party data, and all things Pocketmath

5 min read

Mobile advertising trends 2018

Jan 29, 2018 4:26:06 PM

Today’s world is “mobile”. According to a recent study, over 50% of the world’s population now uses a smartphone while almost two-thirds owns a mobile phone from which more than half of the world’s web traffic comes. With that scenario comes the rapid growth of mobile advertising which includes social, video, search and programmatic.

Mobile advertising trends

If looking around you and seeing all those people deeply immersed in their mobile phone does not convince you, these mobile advertising numbers surely will.

79% Forecasted time spent on mobile devices vs overall internet (desktop) in 2018
• 85% vs 15% Time spent on mobile apps vs. mobile webs
• $215B The size of the global mobile advertising market by 2021
• 54% Advertising sales percentage now generated by impressions and clicks on mobile devices
 $578B, $37.3B, $19.5B Global advertising market size, spend on digital, spend on mobile advertising respectively
• $72 billion in 2016 to $201 billion in 2021 Budget spend on mobile in-app advertising
• $22.09 billion Native Advertising market in the US in 2017 which makes up 52.9% of all display ad spending in the US
• 85% Control of the Ad Duopoly, Google and Facebook, in online ads

Types of mobile advertising 

Banners remain the most popular mobile ad format, but Native, ads that attempt to seamlessly integrate the original app format for optimal user experience, is catching up really fast. Advertisers also have Interstitial, Rich Media as well as mobile video advertising options. Mobile viewing is expected to grow 25% in 2018. By 2019, mobile devices will account for 72% of all online video viewing, up from 61% in 2017.

Advantages of mobile advertising


Mobile devices offer rich consumer experiences from images to video, to millions of apps that make promotions and marketing easier as these can be easily shared among users and have viral benefits. But the obvious appeal of mobile advertising compared to laptops and desktops is the fact that consumers almost always carry their mobile phones with them.

Through programmatic advertising, marketers can reach these customers through hyperlocal targeting and in the process, understand their behaviors. From here, they can draw insights from data that will help them optimize their campaigns in real time.

What it all means to brand marketers and agencies in 2018 

While Google and Facebook still have the biggest market share in mobile advertising, there is a tremendous unrealized potential in programmatic mobile advertising. Programmatic gives you access to psychographic data for distinct categories such as purchase behaviors, so you can deliver more customized and personalized messages to your audiences. With capabilities such as this, it’s not surprising that mobile will account for around 81.5% of the $39.10 billion US programmatic display ad market in 2018, according to eMarketer.

You can harness this potential as Pocketmath processes a large amount of data that reaches about hundreds of millions of mobile users* through close to seven million publishers today. Take advantage of our technology and features through our simple and easy to use platform that will deliver your ads to the type of customer you care for, and track your KPI accordingly. (*on a monthly basis)

Talk to your expert to create your first mobile ad campaign.





More stories to read.. 

Five best practices to maximize mobile video advertising
Programmatic 101: All you need to know about Mobile DSP
How brands can win with mobile in-app advertising


Hannah Jeon

Written by Hannah Jeon