The video intelligence team is passionate about mobile. We’re expecting 2017 to be another eventful year in the world of mobile advertising in a number of ways
Here, our knowledgeable team reveals what they expect to be the big developments in mobile tech in the coming year. If you want to meet the team, you can find us at mobile World Congress in February. Sign up to our newsletter for more info.
Srikandarajah ‘Wicki‘ Wickreman, Revenue
If the iPhone 8 [or the next generation of Android phones] has wireless charging as standard, expect a lot of change. We’ll find that users leave their Bluetooth and WIFI on a lot more, as battery power becomes less of a concern. This means advertising with beacons suddenly becomes scalable.
Location based promotions will enable advertisers – particularly retailers – to target users in their vicinity, and push them to conversion with offers like never before. This simple tech upgrade could have huge implications for the advertising industry.
Kai Henniges, CEO
With the help of cloud computing and extremely smart data scientists, all of the components are in place to make machine learning take off in 2017. It will become an arms race of algorithms working against each other. Hopefully the outcome is an improved experience for end users and more efficient budget allocation for advertiser.
There will be less ad blocking, happier users and happier advertisers.
Ad tech consolidation
Will Black, Sales
Consolidation in ad tech is coming. With Google and Facebook dominating the digital space and Verizon staking its claim to be the third major player there is a much smaller piece of the pie for rest of the market to compete for.
Companies who are able to build out their own niche segments will succeed. By owning a space they are much more likely to make a profit than anyone attempting to compete with Facebook and Google.
So in 2017 we’ll see more mergers between small players, more companies drop out completely, and the big fish swallow up the smaller fish. This will make the industry more efficient, and in programmatic, efficiency is what we care about the most.
Sofia Pogrebynska, Product
As the interest to Virtual Reality constantly grows, and so does the number of VR apps and devices. The amount of traffic is still low, but a business opportunity is similar to mobile advertising in 2000s. At the moment only a few companies have begun showing full-screen ads, most commonly after a level completes in VR games.
In 2017 at least one of the major ad exchanges will create technology for VR advertising or acquire companies which already do this. This remove the barrier of entry for VR ad buying. Let’s just hope the creative follows.
Tilman Eberle, Marketing
In 2017, we’ll see an explosion of interactive mobile ads that use the functionality of the device. This will mean more variety of formats and greater dissemination. 360° video isn’t new, but it’s the perfect example of how far the reality of mobile still is from its potential.
360° video won’t replace the 30 second brand advert soon, it’s still too disruptive. But the pioneers will create some use cases that we’ll talk about for years to come.