Dive Brief:
- The 2015 Internet Trends Report is out and has a strong focus on mobile media.
- Mobile ads should be valuable to marketers because they can be highly relevant and location-specific.
- Programmatic marketers should see the most benefit in mobile marketing via these ads.
Dive Insight:
The 2015 Internet Trends Report, authored by Mary Meeker, analyst with Kleiner Perkins Caufield & Byers, is out and goes into mobile marketing opportunities in depth with news that should bring a smile to programmatic marketers’ faces. Pointing out what mobile marketing could mean, Meeker said the gap between time spent on mobile devices and how much marketers are spending on mobile ads represents a $25 billion opportunity, with programmatic advertisers poised to best take advantage of mobile ads that can be highly relevant to the recipient as well as location-specific.
Meeker called marketers to "go beyond the mobile formats of old," urging them to focus on creating ads that will resonate with users that are ditching laptops.
"The dynamic and responsive ads traditionally associated with programmatic are just the beginning. Native advertising, in-image ads, in-feed ads…these are just a few formats that can be seamlessly incorporated into the mobile content experience," Meeker notes. "The more inventive and mobile-ready the ad, the better the response."