Discoverable Mobile Micro-Moments

As I discussed in one of my previous blogs,  ad-tech has moved to mobile couple of years back and growing very fast. companies like Facebook and google has lion share of this market. At the same time traditional ad networks have been struggling to compete with these giants and loosing market share. 

If you take a look at the problem in an un-biased way, issues are 2 fold.

1. It is well established that, Mobile user expectations are very different than of desktop users.

2. Business issues around industry consolidation and how facebook and google have executed their mobile strategy very effectively, by offering right products and experiences to mobile user. Also Ad-Blocking is on triple digit YOY growth, proving traditional ad-tech doesn't work on mobile.

This has led to different thinking, that led to

Native Ads...Lot of companies have offered SDKs and solutions around it. It has worked better than "banner-ads and other ad-formats".  but still has this issue of "publishers" having to integrate multiple SDK for each network etc.

With Deeplinking, now Mobile web and native app content are finally connected(Most publishers have embedded deeplinking SDKs in their Apps(Branch SDK etc). This opens up whole new way of looking how the ad-tech issue can be solved.

So,  fundamental shift in thinking is, OK, let us look from user perspective first and then from advertisers' perspective....How do we do that?.

1. So, there needs to be convincing user that, it  is not an Ad...But is a piece of personalized content that can be discovered as micro-moment .

2. How do we do that?. Here is where magic of Bigdata/AI, partnerships between Apps, organizing content for mobile users, offering quick actions to the users and other tactics come into play.

We predict new type of ad-network will be in place in next few years, once eco-system finds suitable wi-win business arrangements(mobile user will drive most of these things).

P.S: you can read about micro- moments here  https://www.thinkwithgoogle.com/marketing-resources/micro-moments/how-micromoments-are-changing-rules/