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Rise of in-app advertising

The mobile ad industry has seen significant growth in the last few years. According to the recent App Annie report, mobile ad spending grew 23% in the period from 2020 to 2021. That constituted $295 billion and this number is expected to grow to $350 billion by the end of this year.

There are many reasons why mobile phones have become so popular in recent years, but the most evident factor is the increasing percentage of the population with mobile devices. For example, last year, it was estimated that there were 5.22 billion unique mobile users around the globe. Thus, mobile Internet traffic has increased as well. Today more than half (55.7%) of web traffic comes from mobile devices. Indeed, we live in the era of mobile, where phones are an undivided part of our everyday life.

“Mobile is ... the go-to device of the future. The big screen is slowly dying as mobile continues to break records in virtually every category — time spent, downloads, and revenue,” App Annie CEO Theodore Krantz said in the report. “Mobile brings us closer together, whether virtually or in personly. The future will be based on an immersive entertainment experience you create. You won’t watch movies, you’ll star in them.”

Consequently, mobile apps have become a significant component of mobile devices and one of the reasons why mobile devices are so popular. Today there are various kinds of apps in different categories that make our life more flexible, dynamic, and convenient: from hyper-casual games to complex software for work. 

Changed behavior

As the number and complexity of the apps increased, the human app interactions were gradually changing correspondingly. Today, the average US citizen spends 5.4 active hours on their mobile device, whereas it was only 3 hours 6 years ago. At the same time, 7 of 10 minutes that were spent on mobile are spent on social media and Photo & Video Apps.

Another behavior shift was caused by the coronavirus pandemic. Due to the events of 2020-2021, people would have to shop, work, play, stream and connect from home.

All those factors affected the growth of mobile app downloads and the time spent with the phone. As it’s not hard to suggest, marketers recognized a favorable environment for the ad. The broad reach and engagement of the apps are the main factors that attract advertisers. All of the above made ad agencies invest 23% more in mobile app marketing than in 2020. Those marketing efforts were quite fruitful for the industry. For a moment, in-app ads are one of the fastest-growing forms of mobile advertising on the market.

Now let’s take a closer look at the mobile apps in the market. The average phone has between 25 and 30 apps which are actively used. Here are some of the app categories that showed a prominent result last year.


In 2021, there were over 1.5 million mobile apps (this is not counting older apps and discontinued apps) across all major platforms. Games constituted the vast majority of all apps.

Our favorite games have migrated to mobile devices already a long time ago. Faster Internet, enlarged screen size and improved hardware have made this transition possible, so the users can enjoy gaming experiences right on their mobile devices.

Why do people play games? The most common reason is to relieve stress. To the other popular answers are passing the time and immersing themselves in another world.

The most popular games in 2021 are so-called hyper-casual games. Those games, as a rule, are easy to develop and play.

App Annie 2021 stat

Social media

The most popular apps on app market platforms are still social media. Indeed, social media headed the rating of the most popular apps in the app store in 2021. Last year TikTok outstripped Facebook and Instagram and saw the highest engagement level among other apps from the same category.

Another rapid growth in 2021 was the social media apps that offer avatars (like Snapchat,  Litmatch, REALITY by Wright Flyer and Zepeto). Those apps also have gained their popularity within the growth of interest in the metaverse.


Video streaming apps also belong to the category of the most popular apps. The popularity of this app category has been steadily growing over the last 3 years. At the same time, the number of hours spent watching video via streaming apps has also grown up to 32% worldwide. The download leaders in the App Store in 2021 are YouTube, Netflix, and Amazon Prime.

Finance and shopping

Finance and Shopping apps didn’t manage to reach a broad Gen Z audience yet. These categories are more popular among Millennials and older generations. Nevertheless, these app categories have experienced constant growth every year and are currently a very promising area for investment. Speaking about the marketing aspect, shopping apps already constitute nearly 20% of the US market and have become a critically important sales channel.


The travel apps have seen a positive tendency in the second half of 2021.

Last year 82% of Americans traveled in the Summer (Tripit.com). During the summer, mobile travel activity reached the same level as we witnessed in 2019, with 40 million downloads. This was the highest indicator since August 2019.

As the data has demonstrated, the apps provide various benefits for the users.

Social media apps



Within iOS 14.5 and the latest versions, it is required to ask users for permission to track them across apps and websites which are owned by the companies. Apple has always declared that user privacy has a high priority to the brand. Gradually, Apple has given the users the ability to opt-out of any type of targeting or tracking. While increasing privacy means less data, mobile still remains the best way of targeting users, now with consent.

Despite all IDFA fears, the Mobile Ad industry remains one of the most profitable. It reached $295B in 2021 and is expected to grow up to 23% every year, reaching $350B this year.

Precise target audiences

As most mobile applications collect not only demographic but also behavioral data on their users, app developers collect detailed insights about their audience. This helps advertisers to bid on the most relevant traffic for their ads.

Another benefit is the ability to harmlessly determine where your audience is. Thanks to GPS signals and other data that are coming from mobile devices, it’s possible to determine the user location. From inception Adello has been propagating a cookieless approach. Since 2013 Adello has specialized on geotargeting. Understanding the location metadata (what kind of location is that on a map, the boundaries, classifying that location) in conjunction with the current visitation and audience information is key. Adello’s DMP method is privacy-safe and used by some of the largest retailers, QSR’s and DMO’s in the world.

Creative positioning

By visiting a website, especially from the desktop, there is a high probability that there will be several ad creatives on the screen. Which reduces the effectivity of desktop advertising. This is not the case for the app. Independently of the ad creative format, most probably, there will be only one creative on the screen. That is how the brand message reaches the audience and attracts their attention, and does not compete against any other ads.

Moreover, mobile apps incentivize users to watch advertisements gamifying the whole process. It could be either waiting time when the app is loading or conditional ads presented for the reward.


Recent studies have found that in-app creatives, independently of the ad format, generally have higher KPIs rates than creatives on the web. In-app advertising has a higher click-through rate than web ads and constitutes 0.58 % for apps; meanwhile, mobile web, on average, only has a 0.23 percent CTR (Medialets). At the same time, in-app ad creatives perform 11.4 times better than web creatives.

Adello, together with Hutter Consult and Speed-U-Up, successfully conducts their first Metaverse event and announces its new focus. Adello streamed the event via Linkedin and YouTube for more than 180 tech and media professionals.

Mark Forster, Chairman of the Mobile-Taskforce at IAB Switzerland and founder of Adello and GeoCTRL, led the event. In his intro, he showed which worlds are opening up in the current metaverses and the prerequisites for their development. He explained the evolution of the Internet over the last 30 years with the breakthrough of the revolutionary iPhone in 2007, the impressive performance increase and minimal latency of broadband from 2G to 5G over the last 15 years, the proliferation of Crypto and NFT's over the last 8 years.

Thanks to these developments, new opportunities that were unthinkable 19 years ago during the launch of Second Life are opening up now.

In his keynote, Thomas Hutter from Hutter Consult led the audience step by step into the depths of the metaverse. He also noted that the metaverse is not yet fully developed. Thomas added that the opportunities are enormous in all sectors. At the same time, he dampened the euphoria with the statement that even today, many companies still haven't fully adapted neither Web 1.0 nor 2.0. With these prerequisites, they are not prepared for the metaverse. Although the spread of 5G would create excellent conditions in Western Europe and especially in Switzerland, there is also a lack of courage to drive forward such disruptive innovations.

Adello Changes its Focus on Data and the Metaverse

In the panel discussion, Dr. Margarethe Dopf of the Speed-U-Up agency outlined examples in the tourism sector that could increase sustainability, guide visitors and link them to a business model. The experts were asked numerous (sometimes tricky) questions posed by the participants. For example, Mike Weber and Oliver Schönfeld questioned the role of the platform operators with regard to the resulting filter bubble and the responsibility for the content shown. Jana Rudolf, for one, asked to what extent journalism would be involved in the metaverse.

In the end, Mark Forster announced the next event to take place on 05.05.22. Moreover, he added that after 14 years of pioneering mobile marketing, Adello had decided to change its focus on the metaverses. Mark claimed that after mobile marketing emerged from the rapid proliferation of powerful devices, a multitude of apps, and their increasing user base, the metaverses are at a similar point. Omnipresent broadband access with 5G, new sensors/real-time data/AI, and crypto/NFT would all come together. That's why Adello decided to pioneer in this area and proclaim it with the new slogan "Beyond digital Realities".

Programmatic is another type of advertisement. What makes programmatic advertisement special is the automated process of buying and selling online advertising. This allows making transactions more efficient and effective by optimizing the process and consolidating the digital advertising efforts in one technology platform. While traditional advertising includes requests for proposals, quotes, tenders, and negotiations, programmatic buying uses algorithmic software to buy and sell online display space.

Machine learning is essential in any programmatic advertisement platform. Processing the number of different kinds of data helps enhance the probability of campaign success.

It allows optimizing campaigns in real-time by analyzing campaign inputs, user behavior, and dynamics of audiences that are most likely to convert are identified and targeted.

However, the ad buying process is not completely automated. As a rule, there is a marketers’ labor involved. They manually prepare insertion orders or ad tags. Nevertheless, without automatization, this process would be much longer.

Just a year ago,  the spending by marketers on programmatic ads in the U.S. reached the amount over $79.61 billion, and it keeps growing. It is expected that by 2022 expenditures will increase to nearly $95 billion.

Programmatic ecosystem

The programmatic ecosystem comprises the different technology platforms, available advertising deal types, methods of buying programmatic media and spans across a variety of ad formats.

All of the components communicate and interact with each other and create an ecosystem. This allows making the process of automated media transactions more facile.

As a rule, each programmatic platform is owned and operated by either a publisher, an advertiser, or an intermediary.

Let’s take a look at each component of the programmatic ad ecosystem.

SSPs and DSPs

SSP stands for the supply-side platform. As a rule, SSP belongs and is operated by an SSP service provider. Publishers (also referred to as the first-party) pay for the services to access the SSP platform and place inventory for the advertisers.

DSP stands for the demand-side platform. Advertisers (also known as the third-party)  use DSP to manage the process of programmatic media buying. Usually, the third-party requires to pay the fee to have access to the platform. The demand-side platform is owned by a DSP service provider.

DMPs and CDPs

DMP stands for a data management platform used as a third-party data repository. Those databases provide information about users for whom the advertisement is made. Since the era of third-party cookies is close to its end, most of the DMP would have to redesign their business model because they contradict the new privacy regulations.

CDP stands for customer data platforms. It creates, unifies, and stores customer data accessible to other marketing systems. Customer data is normally collected from multiple sources, cleansed, and merged to create a single customer profile. Since the first-party data is acquired with user consent, its use in programmatic advertising becomes more privacy-friendly and trustworthy.

Ad Networks and Ad Exchanges

Ad networks play the role of facilitating and amalgamating publisher ad inventory for convenient purchase. It is supposed to help both publishers and advertisers.

On the other hand, ad exchanges automate the process of buying and selling on an impression-by-impression basis through real-time bidding (RTB).

The main difference between Ad Networks and Ad Exchanges is that the last one doesn’t involve human interactions.

Programmatic Ad

Programmatic Deals

There are different kinds of offering and acquiring inventory in the programmatic ecosystem, and each of the ways has its benefits and flows. Generally, they can be divided into 2 types: real-time bidding (RTB) and programmatic direct.

RTB includes an auction for the inventory and can be subcategorized into open auction and private exchange. Meanwhile, Programmatic direct offers a fixed price and 1:1 relationship between a publisher and a marketer. Let’s take a closer look at each way of the programmatic deal.

Open auctions

Open auction has open access for everyone. That means that any marketer on the exchange, SSP, or ad network side can participate in the bid on any available inventory.

Although the publisher sets the floor price for an advertisement, marketers’ demand still determines the final price. In the end, the highest bid wins. Open auctions are considered the most convenient and cost-effective way of purchasing media and have the highest reach to the audience.

However, the inventory is not guaranteed, which means there can be certain risks.

Another risk is blind bidding. Publishers are not always acknowledged who was bidding the inventory. At the same time, the marketers can also not be aware of what kind of inventory they obtain. This has some risks for brand safety.

Private exchanges

Unlike an open auction, the marketers can participate in the private exchange exclusively with an invitation from the publishers. The marketers receive a time-sensitive deal ID. The publishers set up the floor price, and the highest marketer bid wins. The benefit of a private exchange over an open auction is transparency. Both sides are aware of what kind of inventory they get. Moreover, marketers have access to brand alignment, contextual placements, and better UX delivery.

Same as in open auctions, private exchange inventory is not guaranteed.

Preferred deals

Preferred deals are private, where publishers offer premium inventory to the marketer. The necessary condition is a pre-negotiated fixed eCPM price. As a rule, marketers pay to get the“first bids” on premium ad space. When an ad request is received, there is an option for the marketer to bid at the pre-negotiated fixed eCPM price in real-time before the inventory is sent to open auction. One of the main benefits of the preferred deals is the predictability of the revenue stream. Marketers have an opportunity to look at premium inventory without price fluctuations. At the same time, marketers are able to choose high targeted placements. Meanwhile, the publishers can sell the premium inventory at a more competitive price.

Same as in RTB, the inventory is not guaranteed in the preferred deals.

Programmatic guaranteed deals

As the name suggests, it is the way of a programmatic deal, which guarantees the inventory.

Both sides negotiate the price for a guaranteed volume of impressions and flight date. This kind of programmatic deal is transparent and brand-safe, as marketers know where their ad is published. Meanwhile, publishers can control what content is displayed on their app or site.

Adello’s point of view

Combining the programmatic deals makes cherry-picking possible and therefore allows to get the most out of the campaign in terms of performance and/or price. That is why Adello combines different types of programmatic deals.

Before defining which programmatic deal type to use, Adello would have to define the ad campaign goal. If the aim is to reach out to the new audience, learn their behavior, and open new opportunities to push your brand awareness – an open auction would be a suitable option.

Most of the traffic used by Adello is bought through the open auctions. Open exchanges have millions of different publishers that provide an opportunity to advertise the product to the mass. One of the main benefits Adello provides to its clients is a near real-time intermediate campaign reporting. Using Adello Direct reporting dashboard, advertisers can assess their campaign performance and re-adjust different targeting options, thus targeting a more precise audience. Adello Direct allows narrowing audiences based on their location, interests, demographic feature, etc.

If there is no inventory available through the open market and Adello doesn’t have to fulfill advertiser preference for a specific publisher, Adello chooses preferred deals. Such deals negotiate the preferred price but don’t require securing the inventory. That way, Adello can buy the traffic needed or fit to an agreed price or can pass it if there is a better matching inventory or price somewhere else.

However, some publishers sell only a part of their inventory on open markets or don’t sell there at all. If Adello needs to secure the inventory of those specific publishers, we use a private marketplace.

Programmatic guaranteed is the most favorable option for most publishers since they can sell a guaranteed amount of inventory for a fixed price. Adello uses this type of programmatic deal in 2 cases: 1) if the advertiser asks for a specific publisher, or 2) if inventory shows a good performance for a reasonable price.

Programmatic advertisement is a deep and quite exciting method of marketing. Knowing how programmatic works allows marketers to make more informed and assessed decisions. The information provided in the article is only a basic foundation of the programmatic ocean. Nevertheless, Adello is always glad to share valuable insides about marketing and answer your questions. In the future, we will provide deeper information that will help you to understand programmatic advertisements better.

Sometimes even big data struggles to predict the future, and the latest Grand Finale of the Australian Open, where Rafael Nadal won against the most sophisticated mathematical models, is proof of it. Nevertheless, certain trends have a higher probability of happening, and today we review the future trends in the mobile industry.

Mobile continues to dominate the digital marketing

Mobile devices remain to be an inseparable part of everyday human life. In fact, mobile devices have deeply integrated with our reality and continue to broaden their limits every year. That is why the mobile industry creates great potential for the future.

This can be easily proven with the recent statistics. In 2021 the number of unique mobile users around the world grew to 5.22 billion. Consequently, this fact influenced Internet traffic. Today more than half (55.7%) of web traffic comes from mobile devices. Moreover, daily time spent on mobile phones snowballs every year, and people are getting more attached to their devices.

This phenomenon has been reflected in the marketing world as well. Mobile is continuing to take over the leadership in the industry. In 2021, mobile advertising spending reached 290 billion USD. By 2024, it’s predicted that only in the US will this number reach $145.26 billion. Furthermore, it is expected that mobile marketing will continue to expand, creating more sophisticated cookieless ad technology, targeting, and attribution.

2022 seems to be intriguing and promising from the digital marketing point of view (learn more in our previous article presenting the 2022 digital marketing trends). Several trends, such as the popularisation of the metaverse and decreasing influence of the Covid-19 pandemic, also shake the mobile industry. Since mobile marketing is a fast-developing and ever-changing field, it is important to stay agile and adapt to expanding trends and innovations.

In-game Marketing

The video game industry is more than many can imagine. In fact, it is larger than the movie and music industries combined, and it is only growing. There are 2.2 billion mobile gamers worldwide. In the US, the most popular mobile apps are gaming apps.

The boom in the mobile gaming industry is caused by the fact that in 2022 in-game advertising will be considered a standalone ad category. This makes the in-game ad industry lucrative for investors and marketers. Also, an increased in-game ad budget will most probably affect game developers. It is expected that earned money from the advertisement will go to advancing user experience.

The most innovative ad-tech companies, though, already focus beyond in-app marketing.


For a moment, there are almost 4 billion social media users in the world, which constitutes half of the population! The average citizen operates with 6.6 social media every month in most cases with mobile devices. Hence, it brings a range of opportunities for mobile marketing.

How does it impact brands? 77% of consumers are more likely to buy from a brand they follow on social media. Moreover, 44.8% of internet users use social media to search for information about the brand.

In a recent study by Accenture, social commerce is forecasted to reach $1.2 Trillion globally by 2025. That is how social commerce is supposed to overtake e-commerce

3 times faster. To further multiply the effect of social media channels on brand awareness, it’s highly recommended to develop a strong omnichannel marketing strategy.

Mobile-First Marketing

The previous statements about the importance and inseparability of users from mobile devices naturally lead to mobile-first marketing. In fact, in order to keep up with mobile commerce growth, having mobile-first marketing is crucial.

What does mobile-first marketing mean? This approach is all about creating campaigns designed to be viewed from mobile devices. The mobile-first marketing concept includes several principles. That encompasses both technical and aesthetical parts.

The technical part ensures that website loading speed is optimal, all the functions work well, and others.

The aesthetic part includes the pleasant design that represents the brand. It is about fast navigation, easily clickable links, fluid & interactive user experience. Many large companies such as Google already consider mobile-first design as a part of their business. In addition, Google developed a Mobile-Friendly Test tool that can measure site performance.

Rapid 5G Adoption

Lately, 5G adoption created several discussions, conspiracy theories, and doubts. However, the stir dispelled, and people started accepting 5G as a regular part of their lives.

The mobile producers release the new devices supporting 5G. Hence more and more users will have faster internet. How will it affect mobile marketing?

Within 5D rapid adoption, marketers would have to exploit the capabilities of the faster internet to the fullest. 5G allows engaging data-heavy experiences that were unavailable in the past due to speed limitations. 5G Internet has increased bandwidth, that is enabling high-definition VR experiences and 4k streaming video, together with high-speed data delivery. 


Video continues taking over social media platforms. Last year Instagram declared that they are no longer the photo-sharing social media and will primarily focus on video. It happened largely due to 2 factors: the rapidly gaining popularity of TikTok and strong user preference for video content. It is estimated that by 2022 videos will account for 82% of all consumer traffic on the internet.

Considering that the vast majority of the video content is consumed with mobile devices, that creates an excellent opportunity for marketers. The global digital video advertising market is forecasted to reach $185.6 billion by 2026.

Good riddance IDFA

As part of Apple’s iOS 14 update, it will provide users the choice to block the IDFA identifier at the app level. The apps would have to ask users for permission to collect and share their data within this update. The new realities are privacy-friendly, and we are stepping into the post-IDFA era. What will it look like?

Ad agencies would have to find other ways to collect user data harmlessly for their privacy. One of the ways is zero-party data, where the users are informed about the information they want to share with brands voluntarily.

New creative formats

As consumers spend more time on their mobile screens, marketers should focus on delivering the best possible mobile ad experience by offering creative formats that mobile users actually want to engage and interact with. From Facial Recognition to 360° Panoramas, VR, and 3D, Adello has developed and delivered outstanding rich-media creatives for years. You can check out Adello’s ad creatives here.


Some trends seem to be fresh and bold, others might plant a seed of doubt. In any case, it’s essential to use critical thinking when it comes to something new, but remember that fast adoption of innovations could be beneficial. And those who adopted it first became the winner.

Thus, if you are wondering how the word of advertisement will change very soon, observe the current trends and how the world changes around you 😉

With 4.2 billion social media users and 4.15 billion mobile devices users worldwide, it is not a surprise that marketers concentrate on social media and mobile marketing for their advertising campaigns. The focus on mobile is clear since several major social media, gaming, and e-commerce platforms or some of their features are exclusively accessed via mobile devices, increasing smartphone traffic by 222% in the last years. Among them Clubhouse, game apps, Instagram AR filters and LinkedIn stories, you name it.

Mobile opened the doors to marketing for innovative emerging technologies, such as VR, AR, MR, and 360 degrees videos. Check out some virtual reality ads in our creative gallery. These immersive technologies allow people experience new virtual environments, engage with favorite brands and try appealing products.

Social media also stepped towards immersive technologies, like Instagram launching augmented reality (AR) “Try on” ads. AR enables enriching a real-world environment with virtual superimposing objects that can be limited only with the imagination of marketers. But let’s start from the beginning.

It all started with people loving to play with AR face filters on Instagram, Snapchat, or Pinterest. Users have fun adding virtual objects like flowers, glasses, make-up, etc., in their social media stories or posts, indicating that they love to be entertained, apart from showing how good they look with these filters on.

So, why not entertain people with ads? What if they could virtually try your new line of hats, glasses, or jewelry? Compared to pictures or videos, which can capture your attention for a limited time, AR enables fashion enthusiasts to dive into an immersive experience, engage longer, or even indirectly promote your brand by sharing photos and videos in their network, and therefore go viral.

AR sunglasses
Source: SocialMediaToday

Instagram started testing glasses and make-up ads with certain advertisers. With this option, people can virtually try on, e.g., sunglasses or lipstick by simply holding the front camera of their phone in front of them, like if they would take a selfie. When they look on the phone screen, they will see the object or make-up appearing immediately on their face. This way they can see if the color or the form of the product is a good fit for them, without going in person to a store, and they can buy it directly online. Instagram plans to expand this AR advertising possibility for other kind of products too.

Of course, you can advertise your product on Instagram also by simply adding personalized filter options on your business’ profile, like Louis Vuitton, Pepsi, Gucci, and many other companies do. They are not necessarily connected to a product people can directly buy, like an ad, but they are still a way to create awareness and improve engagement among Instagram users. If you go, for example, on Luis Vuitton’s profile, you can try on filters like branded sunglasses for skiing or a branded face mask. Just think that 80% of the Instagram users follow a brand on this social media and 60% like to discover new products on the platform. These are high numbers that highlight how important it is to keep up with new forms of advertising. The users are there, and you need to grab the opportunity to increase engagement with your brand.

AR Louis Vuitton

Source: Louis Vuitton Instagram profile
AR Pepsi
Source: Pepsi Instagram profile

In conclusion, mobile phones gave social media the possibility to bring engagement to the next level with these new forms of advertising. There are tons of AR filters out there that you can use to advertise your business, increasing people’s curiosity for your brand.

And if you are still a little confused, Adello team can help you to set up your social media advertising campaign and bring the best know-how in mobile advertising. Contacts us for more information 😉

Do you remember when the idea of being able to fold a screen was so futuristic? Well, now mobile phones with flexible OLED displays are here, ready to be bought and folded like a piece of paper. Some brands like Motorola or Samsung already brought their foldables to the market, but soon we will see other companies launching this new technology. Initially, these devices were sold at a very high price, in some cases exceeding 2000$. Today we see some prices slowing down to ca. $1400. Most probably, more affordable options will be on the market soon.

Sonia Chang, VP of the global brand marketing group, mobile communications business within Samsung Electronics, said:

“Foldables were born out of a desire to completely reimagine the smartphone, changing the way people watch, work, play, socialize, capture and more on the go.” 

Marcos Kotlhar, the chief creative officer at Ogilvy, also highlights:

“The new generation can see how each can flex to elevate their mobile experience in a powerful, freeing, and expressive way.”

So what does it mean for mobile advertising? Very simple: New engagement touchpoints, new format possibilities, and new challenges. Here the question is no longer about how big the display is, but what kind of form it can take and how it can be folded, e.g., horizontally or vertically? In, or out? Foldable phones came out in different shapes and sizes. You can have, e.g., a screen like a standard smartphone that you can fold to make it smaller and, finally, fit into your pocket again, or a bigger one, which reveals a larger screen once unfolded. Some of them also have an additional non-foldable screen on the outside.

Foldables Samsung and Huawei
On the left: Samsung Galaxy Z Flip 5G
In the middle: Samsung Galaxy Z Fold2 5G
On the right: HUAWEI Mate Xs | 5G

Think about a website developed just for a desktop view. When you look at it on your mobile phone, some content is usually distorted, making the site difficult to navigate. The same applies to foldable phones. It is important to design the ad creative in a way that it does not get stuck, e.g., in the fold, or risk being displayed on the side which is not currently used. Standard images or videos are not made to be folded, so we need to be aware of this format to avoid distortions. Will the ad be automatically pushed fully to one side when the device has been folded? As a response, marketers should stay flexible and create a design that adapts to different shapes and screens.

Of course, these devices offer not only challenges but also many opportunities. Seb Lepez, founder and CEO of Jolt Digital, highlights:

“Where we might see some more disruption will be around advertising formats. Brands and agencies will come with new and fun creatives to leverage the foldable phone. However, like everything in digital, brands should test and learn if [the new formats are] delivering well for them before adoption”.

And here we talk again about engagement! Compared to normal, static mobile phones, foldable smartphones allow marketers to create new and more interactive ad creatives. You can think of an ad like a kind of origami. Imagine if users could reveal new content by folding their phone and are so attracted to move from one side to the other of the screen. This could be made with, e.g., a quick game that starts on one part of the screen and ends up on the other. You could also have options like “unfold to play” or “fold to go to AR”, letting people play not only with the screen but also the device itself. Maybe the “fold” will become the new “swipe”.

Person with foldable mobile phone
Source: Chris Velazco/Engadget

If foldables will be a game-changer for mobile advertising is too soon to be said. But what we know is that, like new emerging mobile ad formats as VR, or AG, foldables are an opportunity for marketers to push engagement to the next level. People want to be entertained, and foldables on the market show customers' interest in new display formats and new levels of participation. In the meantime, contact us if you would like to know what are the best engaging ad creative for your next mobile ad campaign 😉

One of the most affected industries by the pandemic is real estate, with the value of its assets falling by 25% or more, depending on the sector. Nevertheless, some signs of recovery are visible, especially from Millennials.

“They’re [Millennials] realizing they can afford a lot more than they could a year ago. They’re feeling more confident in their jobs than they were at the beginning of COVID, and they have saved up money. It is just a whole different dynamic than it was before.”

Nick Libert, CEO and owner of Chicago-based Exit Strategy Realty.

The main reasons why millennials would like to own a house are similar to those of their parents: “I want to live in a space that I can invest in improving” and “I want to build equity” (realtor.com’s survey). But what they are looking for and the channels they use to search for a house is different. Real estate agencies are dealing with a completely diverse generation compared to the oldest ones. Millennials want, for example, bigger spaces due to aspects like a home office. They are more online, use their smartphones daily for all kinds of purposes, and are active on social media. This opens exciting new marketing opportunities for the real estate industry, which needs to adapt and keep up with more digitalized generations.

Real Estate
Photo by SolisImages from Getty Images Pro

These are the best solutions to reach out to millennials:

Mobile landing pages

Your website needs to be adapted for mobile phones. As Trevor Mauch, CEO of InvestorCarrot, stated, 60% of their leads come from these devices. He highlighted how important it is to have a CTA button max. one swipe down and a “tap to call” button instead of a written phone number. This way you will be much easier to contact.

Mobile ads

“More than two-thirds of our traffic comes from a mobile device, and on weekends it’s more than 77 percent. […] If you aren’t advertising on a platform that consumers are using to shop for real estate, you are missing a huge opportunity.”

Jeremy Wacksman, Chief Marketing Officer of Zillow Group.

With mobile ads, you can be present on those platforms. They can capture potential buyers' attention and let them see and navigate inside an apartment or a house. You can target them with virtual reality ads (see below) or let them play with the environment through swipe cubes, scratch cards, 360 panoramic videos, etc. Have a look at our creative gallery for more inspiration!

Moreover, some mobile advertising agencies, like Adello, offer you geolocation options. This way, you can target, for example, potential customers in areas nearby a house you would like to sell and invite them for a quick tour. People constantly look at their mobile phones when they are on the go, so they will probably see the ad and come visit the house.

Social Media and Influencer Marketing

Social media are a good tool for increasing engagement. From AR filters to short videos, stories, posts, pools, you name it. It is important for your business to stay active on SM to connect with your audience and increase its curiosity towards what you have to offer.

Influencers are mainly on these platforms, and they can help you advertise your real estate too. Their followers love to read and hear what they recommend, so they will probably have at least a look at your website.

Try out some of our ad creatives here below, and do not hesitate to contact us to discuss your mobile marketing strategy 😉

Everyone is waiting for 5G to come worldwide. Thanks to its download speed of 10 GB/s, which is 10x faster than 4G, you will be able to surf the internet quicker and download content much faster. Of course, you will need a phone that supports this new type of connectivity, but most brands already launched 5G smartphones on the market.

With a faster speed, people will spend more time than usual on smartphones since with 5G the frustration from the slow content download will disappear. This opens new opportunities for mobile advertising, enabling to unlock more interactive and engaging experiences:

Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR) features

“The same things that drove our brands to need that flagship store or need for consumers to touch and feel physical — you can accomplish many of the same things at a much greater scale using augmented reality,”

Jake Moskowitz, Head of Data Strategy at Ericsson Emodo.

AR, VR, and MR are great interactive tools to increase customer engagement, becoming a new standard of this decade. With a higher download speed, it will be possible to upload, e.g., content with a better graphic that was considered too heavy before. Thus, improving the digital experience of the users.


Faster speed also means a faster capacity for analysis and more detailed data about user experiences. This will enable marketers to push on-the-go suggestions quicker, like sending recipes based on what the client just bought in the supermarket.

Video advertising

Already from 3G to 4G, we saw a growth of video advertising on mobile. 5G will completely change the perception of video ads on mobile. Higher loading speed, video resolution, complex animation – this is just the beginning. Think about it, today 4G rarely reaches 1 GB/s of download speed, while 5G can even arrive at 10 GB/s! Video creation is a must for digital advertising these days, but do not forget that the content should stay relevant to your audience.

People with mobile phone
Photo by Charli Bandit from Getty Images Signature

Email marketing

With a quicker loading time, 5G enables you to put more animations and pictures with higher quality in your marketing email or newsletter. It will also improve the adoption of AMP for Email and CSS-based email interactivity.

Location information

With 5G, the location information will be much more accurate than with 4G. Just think that Uber and Lyft were able to launch their services first with the arrival of 4G, otherwise, the location information would not have been precise enough for them. Increasing location accuracy to up to 3 feet, 5G enables the development of new exciting location-driven applications and increases the performance of geolocation targeting for mobile ads.

Marketing operations

Reportings that took days or hours to be made will need just a few minutes or seconds. Marketers will be enabled to collect more data about their customers than before, work at a higher speed, automate more tasks, and improve communication among colleagues. Hurray!

So, yes, 5G will change mobile advertising making it more engaging, entertaining, and exciting than ever before. The areas cited before are just a forecast. Features that we have not predicted yet will come too, so keep your eyes wide open! And if you want to learn more about the world of mobile advertising, do not hesitate to contact us 😊

Just a decade ago, sci-fi movies showcasing self-programming computers were closer to a dream than reality. Nowadays, we are fighting a war against online data privacy while talking to Alexa and being astonished that an app or website displays advertisements of (related) products we just searched for. Artificial Intelligence (AI) has already been introduced into all segments of our lives, business, education, medicine, etc., and rapidly took the leading position among the main driving technologies of our times.

In our business, we talk about emerging technologies and how they impact society. We have never seen a technology move as fast as AI has to impact society and technology. This is by far the fastest-moving technology that we have ever tracked in terms of its impact, and we are just getting started.”

Paul Daugherty, Chief Technology and Innovation Officer at Accenture.

The digital advertising industry is undergoing a significant progressive transformation with AI, adapting this technology to its needs. In fact, AI transforms digital advertising in many ways, from personalization to customizing content to enhanced reporting. Thanks to automatization, many manual and repetitive tasks can be substituted by AI, improving workflow and collaboration among teams.

Machine Learning (ML) – being the central theme of AI offers a variety of benefits:

AI and Big Data in Mobile Advertising ROI

An experiment conducted by the Alibaba Group and the University College London proves that algorithms perform far better than humans. The data showed that where manual bidding achieved an ROI of 100% with 99.52% budget spent, 340% ROI was generated with 99.51% budget by algorithmic bidding. So, it is obvious who is winning in this highly competitive environment!

Algorithms not only analyze the broad demographic data but also incorporate real-time online browsing behavior to effectively group and cluster the audience. This way, they create a rich user profile to pursue a niche audience for your product much faster and more precisely than a person ever could, boosting your ad performance. For example, Adello AI’s multiple awarded Technology AdCTRL™ computes data combinations >100,000 times/second to understand what made potential customers convert.

Automated creative building and reporting

There are self-service platforms out there that enable marketers to build their mobile ads efficiently. On Adello.Direct, for example, marketers can use Ad Unit builder to create stunning creative formats such as award-winning Cube or interactive ads such as Booklet or Peel. All they need is only to upload the pictures on the platform, and the creative is ready to go. Adello’s patented AI enables you to go live with a mobile advertising campaign in just a couple of clicks.

Creative reporting provides unique insights into user interaction behavior with ad creatives. The heatmap below indicates the user click pattern. The darker the color, the more clicks users made in this certain part of the ad unit. Our AI makes decisions on audience targeting improvements and inventory choices based on such heatmaps collected from different publishers.

Photo by triloks from Getty Images Signature

AI in mobile ad-fraud

The issue of mobile ad fraud, such as bot fraud, device farms, etc., has increased from 2019 to 2020 by nearly 200%. To monitor, analyze and spot abnormalities in the real-time incoming data 24/7 manually is near to impossible. With its capability of big data analysis in real-time, an AI-driven fraud prevention system can recognize invalid traffic, bots, and malicious applications with even a small sample size, thus saving campaign budget.

As Dr. Augustine Fou advised in an interview for AD.Insider, before choosing a fraud prevention partner, marketers should answer the following two questions:

1) do they have different tags for in-ad versus on-site measurement?

2) do they measure for humans, in addition, to measuring for bots/IVT?

If both answers are negative, their job is not good enough, and you need to look further.

Advanced reporting and valuable insights

AI-driven technologies play a crucial role in organizing high-performance ad campaigns. They combine machine power, excellent cognitive skills, the ability to analyze large amounts of data, accurate calculations, predictions, and delivery of almost real-time reports in presentable and easy to interpret formats.

AI is mainly engaged in analyzing Big Data and making decisions and predictive analytics based on it. With every analyzed data byte, AI creates new algorithms and – by “learning” independently – improves its capabilities. As a result, AI has achieved tremendous progress and lasting results since its introduction to digital adverting.

And the disadvantages?

The dark side of the advertising industry does not sleep. While algorithms optimize campaigns, viewability, placement, and engagement, digital advertising is also vulnerable to fraudulent attacks. Approximately 25% of campaign spending is flushed on fake bots, device farm downloads, or other fraudulent activities. So, to avoid losses, make sure to do business with ad tech companies, which use AI and ML to detect, fight and prevent fraudulent traffic. For example, Adello uses multiple-awarded AI with complimentary integrated fraud prevention for its operations. This way, Adello’s clients identify and reach out to real people, save up their marketing budget, and grow their business.

Do not hesitate to contact us to learn more about mobile advertising for your business 😉

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