Programmatic Trends That Will Shape Mobile Marketing in 2019


Mobile continues to change our digital lives. According to eMarketer’s latest research, among the 3.75 billion internet users worldwide in 2019, 86.2% will use a mobile phone to go online. Moreover, for the first time, over one-third of ad dollars worldwide will go to mobile in 2019. But are we taking advantage of mobile ecosystem’s rapid growth? Let’s look at some forecasts for 2019 which will take us closer to leveraging the industry’s full potential.

  • Increased programmatic spending on mobile

The growth of programmatic advertising has been explosive in the past years and the pace isn’t about to slow down. According to eMarketer, almost 90% of digital display ads in the U.S. will be programmatic by 2020. 

  • More demand on transparency

With the rapid growth of programmatic advertising, the demand on transparency also increases.

Marketers want to know where their ad is being run, and how the ad is performing. Publishers, on the other hand, want to know how the users interact with the ads—whether the ads are disruptive or well-aligned with their users’ interests. Meanwhile, consumers want to know how their data is being used. Wherever you are in the ad-tech ecosystem, you probably want more transparency. In 2019, ad-tech will demand—and get—more transparency and control over data.

  • Wider adoption of Artificial Intelligence (AI) in digital marketing

The intersection of AI and marketing will gain momentum this year. With the help of AI, marketers will understand their audiences better which will lead to more customized and relevant ad messaging.

  • Wider use of retargeting

According to AppsFlyer, over the course of a year almost 20% of apps increased retargeting spend at the expense of user acquisition. This was the result of the growing importance of brand and customer loyalty, which will lead to more brands adopting retargeting strategies in 2019 as well.

  • More focus on ad personalization

The age of personalization is here to stay, and brands will be working smarter to ensure customers receive more relevant, contextual messaging informed by data and insights.

Advanced audience-targeted approaches and different segmentation strategies will help marketers acquire high LTV users that will drive more retention, and more return on investment (ROI).

  • Creative at the heart of advertising

Creative will be king, again. By executing smarter, faster, and more effective ad creatives, app marketers will enhance their opportunities to grab users’ attentions. They will continue to invest in building highly engaging creatives including video. eMarketer predicts that by 2020, 83.6% of all digital video ad dollars in the US, or $33.55 billion, will move via automated channels.

2019 will be the year of enhanced user experience, personalization, automation, and AI-powered technology. So make sure you are keeping up with the rapidly evolving market and using the industry’s full potential.


Topics: Industry News