Top Story

e4m_logo.png

Home >> Digital >> Article

Mobile display ad rates dropped 26 per cent in 2015: Adobe

29-April-2016
Font Size   16
Mobile display ad rates dropped 26 per cent in 2015: Adobe

Adobe has released its annual Best of Best (BoB) report, which looks at how companies using the Adobe Marketing Cloud are faring when it comes to digital marketing.

According to the report, ad rates for digital inventory fell by 26 per cent in 2015. We asked Tamara Gaffney, Principal Analyst, Adobe Digital Index at Adobe, whether this trend would continue to be seen.  In her opinion, this would be a huge problem for digital advertising on the mobile in the coming years. The reasons according to her are, “Brands need to understand customer journey. The problem is that we cannot measure when a transaction occurs. There are too many devices (in the customer journey) and we cannot track across devices.”

This, indirectly leads to another issue; that of demand. Gaffney is of the opinion that advertisers are still shy of investing in mobile because of the afore-mentioned reason.  The mismatch in demand and supply is further resulting in lower ad rates, says Adobe.

“Marketers do not know how to monetize mobile advertising and till the time you (marketers) figure this out, it will be a problem,” said Gaffney.

Another major issue that brands need to contend with, according to the Adobe research, is the efficiency of display ads. According to the Adobe study----37 per cent (the fifth largest reason) of users alluded to advertisements as a reason for negative web experiences.

“Brands are in serious danger of ruining awareness building advertising by overdoing display advertising,” said Gaffney.

When asked about the falling ad rates, Gaffney said that Adobe expects this to continue for the next 1-2 years.  In terms of individual display units, Gaffney said that Facebook display ads were doing better than Google display ads though YouTube display ads had the best performance.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business