Anuj Kumar, Co-Founder of mobile media company Affle and rich media and video advertising platform Ripple says the mobile ad industry is currently witnessing unprecedented momentum and optimism. Here are his top five predictions for what would help drive much greater industry growth in 2014.
1) Programmatic with Punch: Programmatic buying and selling has been one of the biggest growth areas for mobile advertising in 2013. With greater growth in mobile internet
consumption and thus significantly greater inventory availability, publishers would continue to see this as a significant driver to enhance yield. However, the knock-out punch for
programmatic would come in through integration of third party DMP type data, social graph data, carrier data & context data to make Programmatically procured mobile inventory
much richer and targeted vs. how mobile display advertising is today. Watch out thus for much greater business getting allocated to Technology led ad networks, DSPís, Trading desks etc.
2) Paid Social marries Display: The consumer time spent on social continues to grow with increasing options like Instagram, Path, Pinterest, Snapchat, Wechat, Tumblr and more
beyond the old war horses - Facebook, Twitter & LinkedIn. Also social is growing to become a completely mobile phenomenon with only a small and shrinking support role being played
by the PC. With social networks embracing advertising successfully (FB, Twitter and now Instagram) the amount of mobile advertising options available to an advertisers are growing manifold. However, watch out for two key developments which should make this business much larger and help create a singular Paid Social and Mobile display marketplace.
a. Launch of Facebook exchange for mobile and Twitter launching its own programmatic platform after the Mopub acquisition integration. These would be big game changers for mobile ads as with these moves significantly larger volumes of super targeted mobile ad inventory would become available to advertisers.
b. Rich Media on social: This would provide for a big boost for brand advertisers to better leverage social and mobile. We have seen signs of this becoming an industry growth driver in 2013 and expect this to be a significant contributor in industry growth in 2014.
3) Rich Media gets richer: Rich Media has been a big driver to get top brands to adopt mobile advertising in 2013. Rich media capabilities have also grown significantly, helped by growing smartphones functionalities and easier availability of public content & context APIs which make rich media ads have a