The digital ad space will continue to grow and prosper in 2017, but certain risks. There will be more opportunities for ad placements within mobile apps and mobile messaging programs, but at the same time fake ad traffic generated by bots will continue to burn through advertisers' budgets and erode trust in digital advertising.
In light of the escalating convergence between TV and digital advertising, audience verification has become a key performance metric, along with viewability. As the de-facto standard bearer for TV measurement for decades, Nielsen is poised to again remain on top for 2014, thanks to something it hopes will become the industry standard - OCR.
According to On Device Research, 70% of mobile users consider mobile ads on smartphones to be a "personal invitation," not an intrusion. Helping to change opinions in favor of mobile adsare the efforts of mobile ad networks like Airpush, which have been praised for highly effective innovations in mobile ad formats and ad targeting capabilities.
Brands that adopt mobile first can take advantage of mobile search by building location data into their search results. Google search on mobile already provides results based on the users location for certain key words - such as food, coffee, petrol station - but only if the user has first agreed for Google to use their location.