The Future is Mobile – So, How Can Brands Harness It?

PubMatic has produced this Deep Dive special, in partnership with ExchangeWire, analysing the current in-app landscape and covering the opportunities the market holds for advertisers

Whilst COVID-19 has wreaked havoc on much of the ad industry, certain channels have been able to ride the storm, experiencing a newfound boost or seeing pre-existing upticks accelerating. Mobile falls into the latter category: whilst global stay-at-home measures have made mobile phones the companion of many consumers, average time spent on mobile and app usage have been on the rise for quite some time. 

With a larger audience and higher usage levels, mobile and in-app advertising have become fertile grounds for brands on the lookout for eyeballs: App Annie’s “The State of the Mobile in 2020”, which is based on 2019 mobile trends, predicts that consumers will have spent more than USD $380b (£297.9b) through mobile by the end of this year. Whilst this estimate does not account for the impact of COVID-19, recent figures suggest that mobile is faring relatively well amidst the crisis. 

With a consumer preference growing and the advent of 5G, it is certainly an exciting time for mobile. Whilst it has its own challenges, mobile’s prolific expansion, diverse and engaged audiences, and continuing innovation put marketers in a great position to take advantage of the clear opportunities the market has to offer. 

This deep dive includes:

• An overview of the growth of mobile advertising 
• The state of play for in-app advertising
• The value that brands are yet to realise 
• Predictions for the future of in-app mobile advertising