Page 37 - AeM_June_2018

COMPANIES & CAMPAIGNS

Slow process to standardization – but Others believe the same, predicting that by 2020 the
moving forward majority of mobile ad revenue will come from native
advertising and that mobile will be the faster-growing
Although the Interactive Advertising Bureau (IAB) has advertising channel. Mobile video advertising is as well
long since published a "Native Advertising Playbook", it expected to growsignificantly this year (from $6.72bn in
is unlikely that the market will experience significant 2017 to $9.90bn in 2018), causing the video ad format
changes this year that go far enough to establish to continue of being reinvented.
common standards for native advertising. Most likely, the FreakOut is hoping that 2018 will be a breakthrough
native ad formats introduced by Facebook and Google
will become a quasi-standard for ‘native in-app’ ads due year for video in native advertising — in the sense that
to their dominance in the market - for both app brands embrace it more. While there are companies
that already get the advantage of visual content, too
monetization (on the supply side) and ad spend (on the
demand side). As a result, smaller vendors will follow many still see text as the default format. “Videos,
and copy the format - which is already happening, both especially those created with an understanding of
social media, offer a lot of exciting possibilities for
at the ad platform and app developer level. Once these
standards are set there's nothing in the way of mobile brands, publishers and audiences, promising 2018 to
native programmatic realizing its full potential, since be a year for great visual storytelling’, Narayan said.
“We are already seeing an increased number of
standardization is the cornerstone of programmatic
buying and selling. dedicated native strategies that help maintain a
synergy between the market stakeholders (advertisers,
Anyway, ‘the shift to a mobile-first world is obvious, agencies, publishers and technology vendors)”, he
making it more important to watch mobile native added.
advertising trends this year”, says FreakOut. And indeed,
brands seem to have understood the shift since they Clearly, FreakOut banks on the fact that delivering non-
started to create strategies that focus specifically on the intrusive and innovative formats is key to better
mobile channel. Already last year, mobile accounted for communicate and engage with customers and that
almost 60% of all internet traffic and this percentage is content will come in the form of native video produced
and delivered in vertical formats. Or as FreakOut’s VP
expected to grow further this year. Not to mention that
social media platforms are heavily dominated by mobile describes it, “video is the flavor of the season, which is
and platforms like Instagram and Snapchat are mobile why we are working on a video product that will be
only and growing fast, too launched soon.”
“Innovating isn’t a choice, but a must, since the
“The switch to mobile requires the development of ad market’s demands are constantly evolving”, he said,
formats that better fit this medium”, FreakOut said,
convinced that mobile native advertising will take the “so, watch out what FreakOut is coming up next”. ◊
lead here.
By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia