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Advertising, Facebook, Google, Snapchat, Social Media, Twitter

The likes of Facebook, Google and Snap are driving the rapid growth of mobile advertising, which includes social, video, search and programmatic. Here’s a look at the state of mobile advertising, based on industry reports and the takeaways for marketers.

The major takeaways:

  • Mobile-based impressions and clicks are primary growth drivers for digital advertising.

  • Social video grew immensely in the U.S. last year.

  • Compared to Google, Amazon, and Facebook, Snap is projected to experience faster mobile ad revenue growth in the U.S. from 2016 to 2019.

  • Google and Facebook still have the biggest market share in mobile advertising.

  • Mobile will remain a key driver of programmatic advertising’s growth through 2018.

The key numbers

  • 71 percent: The majority of overall internet consumption that will be mobile in 2017, according to Zenith Media.

  • $80 billion: The size in 2016 of the global mobile advertising market, which is expected to grow by 31 percent this year, according to Magna Global.

  • $215 billion: The size of the global mobile advertising market by 2021. This will represent 72 percent of total digital budgets, according to Magna Global.

  • $2.1 billion: The size in 2016 of the social video market, which grew 140 percent year over year in the U.S., according to Magna Global.

  • $770 million: The size of Snap’s projected U.S. mobile ad revenue this year, up around 158 percent from last year. This will grow by 66 percent and 73 percent in 2018 and 2019, respectively, according to eMarketer.

  • $18.9 billion: The size of Google’s dominant share of the U.S. mobile ad market this year, followed by Facebook ($14.4 billion) and Yahoo ($1.3 billion), according to eMarketer.

  • $24 billion: In 2017, programmatic mobile ad spend in the U.S. will grow 34 percent, from $18 billion last year. By year-end, mobile will account for around 75 percent of the $32.6 billion programmatic display ad market, according to eMarketer.

The agency view Social video is a big driver for mobile advertising’s growth, due to platforms like Periscope and Facebook, and Snap pioneered a short vertical video format that has been adopted by more and more publishers. But mobile growth is mainly driven by platforms — agencies never intend to spend big that way, so the potential of mobile advertising is largely unrealized, according to Travis Johnson, global president of mobile agency Ansible. “Agencies are spending a lump sum on Facebook, for instance, but they never plan intentionally to carve out a budget for mobile,” he said. “Their ad budget goes where the audience is, and most of Facebook’s audience is on mobile.”

Johnson also said that as social video is exploding, how advertisers fit into and further monetize live-streaming environments like Periscope and Facebook Live is unclear. And 10-second Snap videos pose a challenge for creative shops that get used to creating 30-second and 45-second video ads. “What does a good Snap ad look like? Does it look more like a banner ad? Or does it look more like a video? I don’t think agencies have cracked the code,” he said. “In terms of advertising on Snap, measurement is one objection from advertisers, and pricing point is another.

The entry point [of Snap advertising] is hundreds of thousands of dollars, which is very high for most brands.” The challenge A big hurdle in mobile advertising is that many companies haven’t yet optimized their own assets for mobile. “Lots of clients still have bad mobile website or app experience while spending all the money to drive their consumers there, frustrate them and make them leave” To Tom Buontempo, president of social media agency Attention, the biggest challenge in mobile advertising, specifically with new ad formats and the explosion of video, is still cross-platform measurement. Because every platform — be it Facebook, Google or Snap — is creating its own walled garden, attribution continues to be a challenge, he said. “I’d also expect Amazon to come on strong [in mobile advertising] in the near future as it fine-tunes its offering,” Buontempo said. “And I wouldn’t discredit the full ecosystems that cell carriers are creating with major content players they’re acquiring or partnering with.”


Social Media
In a world seemingly dominated by faceless online businesses with low prices, how much does your online reputation matter?

Content creation

Right off the bat, recognize that Not all content is created equal, and the most effective first step to becoming an online authority is creating great content. Gone are the days when a catchy jingle alone could draw in customers. Now, consumers expect a certain level of effort to be put into any content they consume, especially if it’s designed to turn them into paying customers. The paradoxical nature of content creation as it relates to digital marketing is that while you’re creating content with the hope that it will eventually help convert, the best content is rarely created with that in mind. Many small businesses create this content through blog posts — that’s right, having a blog is back in style again. Believe it or not, some of the most trusted brands in the digital marketing landscape religiously publish content on their own blogs. What’s so great about a blog? Search engines love them, for starters. Plus, having a blog gives you a dedicated hub that your audience can visit at any time to consume your content. Something important to keep in mind is that producing blog posts means that you’ll have the opportunity to provide your audience with solutions to some of their problems. Resist the urge to create shallow content that exists solely to promote your own business; providing readers with tangible, actionable solutions to relevant issues can boost your reputation.

Social media

There are a few factors to consider when it comes to social media marketing. First, your reputation relies on your activity on any given social media platform: It’s hard for your audience to care about your social media accounts if you’re not using them. But that’s just the beginning. If you want to turn your business into an online authority, you’ll need to be ahead of the competition when it comes to social. That means having a consistent posting schedule, using a variety of different social media platforms and, most importantly, actually engaging with your audience. Engagement is one of the biggest hurdles for small business owners, for the simple reason that they’ve been taught to approach social media from a very corporate perspective. While your overarching ideology should certainly be professional, you shouldn’t be afraid to inject a bit of humanity into your social media accounts. Truth be told, certain platforms like Twitter and Snapchat revolve around figuratively taking off your tie and just chatting with people. Social media, as a concept, works best when it’s simply two people having a conversation. That being said, we can’t deny the simple fact that you’re looking to do business with your audience. But just because you’re hoping to eventually convert them doesn’t mean you should ditch your humanity. Remain professional, but don’t suck the social out of social media. If you’re going to do that, you may as well pay for a TV commercial.

Reviews and public perception

This is easily the most abstract and complex aspect of managing your online reputation. That being said, it’s also one of the most important. If you’re not familiar with the world of digital marketing, there’s a chance you don’t think that online reviews are all that important. But, ever since Google decided that online reviews mattered, they’ve been a major factor in determining the online reputation of a business. Digital word of mouth is one of the most persuasive forms of marketing to the modern consumer, and it tends to be a massive aspect of the decision-making process for the average person. Even if you’re the cheapest vendor by far, a few negative reviews can have a frightening effect on your sales. Why? Because people trust other people. And, if an unbiased third party tells someone your business is not to be trusted, then you’d better believe people are going to have some reservations.

How do you ensure people say good things about your business? Right off the bat, have a solid product/service. If every single negative review mentions one specific aspect of your business, it might be time to self-audit a bit. Beyond that, be proactive about pursuing reviews. For better or worse, most people will only leave a review of their own accord if they have something negative to say. But, if you can convince 10 people who had fantastic experiences to leave reviews, your overall online reputation won’t take such a massive hit after a negative review. Speaking of negative reviews/negative comments, whatever you do, don’t ignore them. While some might just be unintelligible anger (which does seem to happen from time to time), most negative comments originate from a miscommunication. Addressing the concern and attempting to remedy the situation can mean the difference between losing a customer forever and gaining a customer for life. If you’re not used to the world of online reputation management and digital media marketing seems intimidating to you, you’re not alone.

Plenty of small business owners are reading articles like these, trying to wrap their heads around these concepts and wondering how their own experience with a brick-and-mortar location will translate into a digital media marketing strategy. The important thing to remember is that while the techniques might be different, the ideology is the same. Take care of your reputation by putting an emphasis on providing a fantastic customer experience.Once you’ve got that down, the rest is just a matter using the right tools and tactics.



Influencers are specialists in their niche and just like a brand chooses them, they choose a brand that reflects their unique personality – one that is most likely already established on social media channels, such as Instagram and YouTube.

The high level of trust between influencer and follower makes the marketing utopia of true two-way communication and authentic consumer engagement a reality – which is a reason why the influencer marketing campaigns trend is living up to its hype. defines influencer marketing as “a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire/hire/pay influencers to get out the word for you.” Although not an entirely new trend, this year it is exploding. This is probably because people like people and social media has given it a whole new spin. The recently published “Influencer marketing is growing faster than digital ads” article on states: “Just like a B2B transaction isn’t a deal between two businesses (but rather managers trusting each others’ abilities), selling products and services to consumers also converts better with a trusted figure.” Influencer campaigns are much more than advocacy drives. In its blog, “10 impressive examples of influencer marketing campaigns”, explains this fine line as: “While there is some overlap between celebrity endorsements and influencer marketing campaigns, influencer campaigns are designed to tap into an existing community of engaged followers.

Influencers are specialists in their particular niches, and have established a high level of trust and two-way communication with their follower bases. “Their fans trust that their endorsement of a product or brand comes from a well-researched, more holistic place, rather than something as simple as a signed contract. And while there is often a formal agreement in place between brands and influencers, influencers tend to be more selective about their affiliations, choosing to partner with brands that reflect their unique personal brands and won’t alienate their followers.”

Utilising digital channels instead of traditional advertising is an essential ingredient of any successful influencer marketing campaign, as various interactive communication platforms can be exploited as opposed to more old-school static type of advertising. It is all about taking the old thought leadership mindset and placing it in the new economy to inspire and encourage consumers. Platforms such as Facebook, Twitter, Instagram and Pinterest have a global reach and also allow for immediate two-way communication – like, love, wow – and, of course, sharing. Another valuable channel is YouTube – allowing consumers to not only see but also listen to a person turning a product into action. Receiving the message straight from the horse’s mouth is providing immeasurable value-add for brands by having their influencer live-stream. It’s the ultimate peak of an influencer marketing campaign to engage consumers through live chat. What it all boils down to is dialogue and interaction – person to person. Face to face makes a brand more believable.

Of course, finding the right trusted influencer who is comfortable across digital channels is paramount.


Snapchat, Social Media
If you were getting bored from Snapchat’s current features, a new way to create custom, exclusive Stories may draw you back in.

Snapchat wants to help you make your Stories a bit more exclusive. On Tuesday, the social media platform introduced “a new way to create custom Stories,” which can revolve around just about anything. So whether you want to Snap a wedding, your vacation, or just your afternoon with friends, create a custom Story just for the ones you love.


The new Story format is meant to make sharing around specific events a more seamless process. Starting Tuesday, iOS users can create global, geofenced stories with specific friends. Just tap the “Create Story” icon in the upper righthand corner of the Stories screen, name it, and then invite the folks you want to take part in your Story. The app will automatically create a one-block geofence around your current location.

To create a custom Story, tap the new “Create Story” icon in the top-right corner of the Stories screen. Give your Story a name and then invite the friends you want to participate — no matter where in the world they live. You can choose to either geofence or story or keep it open — if you opt for the former, only your friends (or friends of friends) within a one-block radius can contribute to your story. This could be useful in aggregating all the action happening at a specific event, like a birthday party.

Alternatively, you can create a non-geofenced Custom Story, in which you simply invite the people you want to be able to view and contribute content. And don’t worry — those groups can be mutually exclusive (though they don’t have to be). While you can only create up to three custom Stories on your own, there is no limit to the number in which you can participate.

If no one contributes to a custom Story within 24 hours, however, it will disappear, maintaining Snapchat’s trademark ephemerality. So if you’re in search of new ways to share your experiences, custom Stories just may be the tool you have been waiting for.