The future of mobile advertising and the role ad networks will play in it is a multi-billion dollar question.
The internet is changing. 2016 marked the first time that global mobile usage overtook mobile desktop usage and this trend shows no sign of slowing down. In fact, it’s fair to say that the future of the internet will be dominated by mobile. As such, for ad networks and advertisers, the future of mobile advertising should be a major concern.
Facebook Is Not Doing As Well As It Claims
If Facebook has its way, the future of mobile advertising will be dominated by it. It believes in a future where the vast majority of internet traffic is just people using the Facebook app. As such, advertisers should be heading directly to them.
The data, however, paints a different story. While Facebook is still immensely profitable, it’s not as popular as it once was. The third biggest website in the world has survived the doomsday hypothetical problems of 2014 that it would lose 80% of its users. Instead, the number of Facebook users has almost doubled since the start of 2014.
Yet, it may be a case of out of the frying pan and into the fire, as the social media giant is facing a very real, non-hypothetical problem: users are sharing less.
Not just by a little bit, either, and it’s an issue that’s developed rapidly. Facebook users in 2015 posted a third more content on the website than they did in 2016. With the rise of Donald Trump, Marine Le Pen, Brexit and a whole host of other global events, it’s not as if 2016 was a boring year. Instead, the only conclusion to be drawn from all this is that Facebook is an increasingly boring website.
What’s more, while the number of Facebook users is growing, the website is struggling to attract young users — and those are the users who really dictate whether or not a social media platform will live or die.
For advertisers and publishers, this is great news. Nobody wants one company to have a monopoly on the market. If the future of mobile advertising really was a matter of users just viewing Facebook ads, publishers would struggle to monetise themselves and advertisers would struggle to haggle with such a dominant force. However, this isn’t what’s happening. In which case, what is happening?
The Future of Mobile Advertising Is Bright for Ad Networks and Small Businesses
The future of mobile advertising will not be dominated by a handful of websites. Rather, more and more people are accessing a wider variety of websites more often using their phones. The mobile internet lowers the barrier to entry for users, advertisers and publishers alike.
With ad networks, publishers get to utilise the same data gathering technology which has made Facebook advertising so popular and profitable in order to make money. With ad networks, advertisers get a wider audience range. By signing up to one network, they get advertising placed on a wide variety of websites in a wide variety of locations. Facebook might be popular in the Western world, but it remains banned in China — an emerging global market — and there are still those who are not signed up to it across the world.
The future of mobile advertising doesn’t just allow advertisers to compete with Facebook; it also allows them to compete with Amazon. With ad networks giving eCommerce brands greater advertising scope as the internet becomes more mobile, there’s real potential for other eCommerce websites to tackle Amazon’s dominance.
Want to work with an ad network fully prepared for the future of mobile advertising? Sign up to the Adsterra ad network today.