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Six Trends for 2014 in Mobile Marketing and Advertising

by Gregory Kennedy  |  
December 2, 2013

Note: This article is based on an excerpt from "A Complete Guide to Mobile Marketing for 2014."

With over 75% growth in mobile advertising in 2013 (AdAge Mobile Fact Pack) mobile is no longer an emerging channel. Along with social media, it's become an essential part of every digital marketer's strategy: 2013 was, finally, the year of mobile.

The long predicted shift in the industry occurred as category leadership shifted from pure-play mobile companies to digital media leaders such as Facebook and Google. The launch and huge success of Facebook's mobile advertising, which scaled from zero to a multibillion-dollar run rate was unprecedented. It was clearly the single most important event in mobile advertising during 2013, and it reshaped the mobile ecosystem.

Envisioning the future of the ever-changing mobile marketing industry is certainly challenging. Nevertheless, to guide marketing executives through the 2014 mobile planning process, we at TapSense have outlined what we believe will be the important trends and innovations that marketers will face.

1. Mobile RTB will makes up 45% of all mobile ad buys

Mobile Real Time Bidding (RTB) went mainstream in 2013 with Twitter's acquisition of MoPub, an early leader in mobile RTB technology. In AdExchanger's third quarter 2013 mobile roundup, Mobile RTB was projected to hit 30% by the end of the year. We expect this trend to continue, with RTB comprising 45% of all mobile ad buys at year's end in 2014.

The RTB trend has been around for some time in desktop advertising and promised to deliver more transparency to buyers and better monetization (higher CPMs) for publishers than non-RTB buying. PC ad buyers, however, were slow to adopt RTB, and the results were mixed. In mobile, it's grown rapidly as buyers have embraced this model as the best way to get scale.

Now with desktops and laptop shipments decreasing 14% year over year from 2012, consumers are entering mobile faster than ever before, and it will be up to marketers to adapt their digital strategies accordingly. The primary challenge of this method of buying has been fragmentation, with too many exchanges representing too little inventory. The Twitter acquisition of MoPub, however, promises to bring significant scale to this buying process.

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Gregory Kennedy is VP of marketing at mobile marketing solution TapSense, a leading independent mobile advertising exchange.

Twitter: @IAmGKennedy

LinkedIn: Gregory Kennedy

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  • by Marcus Mon Dec 2, 2013 via web

    We hear a lot about primary email usage shifting from desktop to mobile, but I rarely see a distinction made between b2c email and b2b email. Intuitively, I suspect the shift is much more prevalent in b2c than b2b - after all, most office workers are more likely to be on their computers than their mobiles during any given working day - but I'd love to see some hard facts and evidence. Has anybody seen anything related to this?

  • by Natalie Staines Tue Dec 3, 2013 via web

    I think this is a great perspective and I appreciate the detailed predictions. Totally agree that mobile will be dominating in 2014 and I wonder if, in 2014 or soon thereafter, more mobile device companies and/or service providers will find a way to be more integrated with social platforms, marketing and email systems, etc to truly improve and maximize the user experience. If Apple teamed up with Twitter for example, or if Samsung partnered with Eloqua. Could be very interesting and really change mobile personalization, localization and UX in general.

  • by Brian VanTill Thu Dec 5, 2013 via web

    Don't forget native ads... they're going to shake things up in mobile advertising next year as well, my friends. The writing is on the wall for that reality -

  • by Isabella Garcia Sat Aug 16, 2014 via web

    From my point of view, Paid tweet promotion and Paid Facebook Promotion is the things which we have to consider as well.

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