Opera Mediaworks Points to Shifts in Mobile Advertising

Opera Mediaworks Points to Shifts in Mobile AdvertisingOpera Mediaworks has just released its end of year State of Mobile Advertising (SMA) report that focuses on the top mobile ad trends from 2013.

When it comes to mobile advertising, Opera Mediaworks is one of the top names in the game, as its platform now reaching 400 million consumers a month via 60 billion ad impressions.

So what major shifts in the industry did Opera Mediaworks identify from this past year?

  • We began to see the slow decline of the traditional banner advertising. Though traditional banner ads still comprise more than half of all ads served on the Opera Mediaworks platform, rich-media units are on a dramatic upswing. More significantly than ad-volume share, rich-media ad units are expected to contribute to overall mobile ad revenue in the coming year.
  • Interactive voice ads made their market debut. Nuance Communications, the company behind the technology that powers Siri and Dragon Dictate, this year introduced a rich media ad unit that uses voice to interact with customers. Opera Mediaworks was the first to use the unit in the United States, with a campaign for the national airline JetBlue. More campaigns featuring the voice unit are running during the 2013 holiday season.
  • Advertisers struck a balance between targeting and user privacy. In the beginning of 2013, much of mobile targeting was done with contextual information, such as device and connection type. As the year progressed, more complex types of targeting became popular as marketers saw better conversion rates from privacy-friendly optimization methods including frequency capping and segmentation by OS version.

To check out the other trends Opera Mediaworks observed throughout the year, get the full report here.

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