You don't have to know the numbers to 
know mobile advertising is exploding. Then again, a little context never hurts: advertisers spent about $72 billion on digital ads in 2016 and this number is expected to balloon to $82 billion by the end of this year and more than $113 billion by 2020.
Mobile advertising offers marketers virtually unlimited opportunities to put their product or service in front of more on-the-go consumers than any other medium. But these could be unrealized opportunities since the industry is still struggling to accurately measure “viewerability,” defined by the Media Rating Council as when “50 percent of an ad is in view on a screen for 1 second.” (For video ads, the minimum is 2 seconds.)
Major industry players like Google have formed a coalition to promote a single open-source measurement solution designed to increase viewerability. Their efforts portend to unlock and deliver the analytics all marketers need to capitalize on the promise of mobile advertising. Until then, certain best practices will keep you on track -- along with the most premier digital marketing agency in Las Vegas.
Tool portends benefits for advertisers and consumers
Google stands in good company as a founding member of the Interactive Advertising Bureau Tech Lab Coalition for Open Measurement. Other representatives of the coalition include those from Conversant, Lenovo, Moat, MoPub, OpenX and The Trade Desk.
Together, they will produce the Mobile Verification Open-Source Software Development Kit (SDK). This single open-source solution stands to benefit advertisers, publishers and consumers, says Babak Pahlavan, the senior director of product management at Google:
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Advertisers will be able to view a campaign's performance through a “wide-angle lens” that will produce richer, more comprehensive data. Knowing which campaigns deliver the best return on their investment, they can emphasize those that succeed and polish those that lag behind. (The most skilled digital marketing agency in Las Vegas already specializes in this kind of accountability.)
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Publishers should benefit from reduced development time and costs.
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Consumers, who quickly abandon slowly loading pages will benefit from greater engagement with the products and services they want most.
“This coalition brings the industry much closer to achieving full viewability on mobile campaign performance,” Pahlavan says. “We believe we can achieve better outcomes for publishers, advertisers and consumers.”
The “first version” of the SDK – wording suggests it won't be the last – is due later this year.
Some tenets hold true
Until then, certain viewerability tenets still hold true. The most experienced digital marketing agency in Las Vegas counsels its clients to remember:
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The most viewable position on a page is directly above “the fold” (not at the top of the page).
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Ads featuring compelling content are the most viewable. (In fact, users gravitate to content across all categories, from science to arts and entertainment. As the cornerstone of inbound marketing, content creation is another hallmark of the most accomplished digital marketing agency in Las Vegas.)
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Vertical ads are more viewable than horizontal ads (presumably because they remain on a page longer as users move around it).
Measuring the effectiveness of a mobile ad campaign can be difficult, but the marketing experts at ADTACK can streamline the process for you. We also can ensure your campaign complements your inbound marketing efforts. Download our “Defining: Digital Marketing” guide as a first step. Then call us to make a consultation – and fully capitalize on the promise of digital marketing.
