Despite eight consecutive quarters of growth, mobile private marketplaces (PMPs) show no signs of slowing down. In fact, from the fourth quarter of 2016 to the same period in 2017, mobile PMPs' monetized impression volume increased by 37%.
How are people hooking up these days? As a happily married man, I haven't a clue. Fortunately, Leanplum lent me some research, which paints a clear picture of how folks are finding love digitally in 2018.
"Brands that adopt personalized mobile messaging will see powerful results, delivering nearly 100% open rates and upwards of 30% click-through rates," said Attentive CEO Brian Long, after announcing a $13 million Series A investment led by Bain Capital Ventures.
What effect has Snapchat's big redesign had on ad partners? We'll have a pretty good idea when Snap reports fiscal fourth quarter earnings next Tuesday.
For example, among Nanigans' ad clients, the share of total ad spend dedicated to dynamic ads increased by 135% from the fourth quarter of 2016 to the fourth quarter of 2017. After comparing data from the same advertiser set, the ad software firm found that spending on dynamic ads increased by nearly 300%, year-over-year.
Entertainment upstarts are spending mountains of cash on original content. Netflix, for one, spent about $6 billion on fresh fare last year, and plans to pump upwards of $8 billion into new shows this year. While it's too soon to tell whether Netflix's strategy will pay off, it sure as heck is generating a ton of interest in entertainment apps.
Get ready for a lot more consolidation in the mobile ad-tech sector in 2018. That's what I'm hearing from numerous execs, including Abhay Singhal, co-founder and Chief Revenue Officer of mobile ad platform InMobi.
Finally living up to years of hype, QR codes are becoming central to mobile marketing strategies. That's according to fresh estimates from Juniper Research, which predicts that the number of QR coupons redeemed via mobile will reach 5.3 billion by 2022.
At least on a national level, good news has recently been in short supply. Folks have more cause for disagreement, with more platforms on which to butt heads than ever before. It should come as no surprise, then, that people aren't in the best mood when using social apps like Facebook and Twitter.
Is it time to stop thinking of the Web as mobile versus desktop? It's a sentiment I've heard a lot this year, and it speaks to the maturity of mobile, and our evolving conception of media consumption. However, without such distinctions, I couldn't clearly communicate some interesting developments. For instance, for the first time ever, we know now that video on mobile overtook video on display.