As the pandemic shifted the way we interact with the physical world, the mobile world saw its opportunity to shine and took over. As stadiums and movie theaters were closed during 2020, global mobile gaming app installs jumped 45% and dating apps showed an average 20% surge in usage -- and July, August, and September 2020 showed a 25% year-over-year increase in app usage overall. While this change is transformational by itself, advertisers did not sit idly by as consumers latched to their phones during quarantine.
With nearly 5.2 billion unique mobile users worldwide (nearly 67% of the population), advertisers saw the potential to deliver customized ad content right beneath the consumer's nose. As 5G proliferates across the globe, a richer mobile experience is likely to lead consumers to spend more time on their phones, not less. As a result, targeted advertising is likely to become increasingly targeted.
As consumers sought entertainment outlets during the pandemic, interest in mobile gaming spiked. As a result, advertisers began to place ads at "logical stopping points between levels, taking up the entire mobile screen without disrupting play." As we know, mobile ad placement is not limited to gaming apps and the already powerful nature of mobile ads is only likely to increase over time with new platforms seemingly being launched every quarter.
While mobile advertising is here to stay, the challenge for advertisers will be to produce the highest quality and most diverse content in order to attract a diverse set of consumers over time. Businesses with the most scale are likely to continue dominating this area of digital advertising, though there will always be room for new competitors.
Source: https://digiday.com/sponsored/how-brands-and-publishers-are-capitalizing-on-mobile-video-ad-trends-in-2021/
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