We estimate that US adults will spend 23 extra minutes a day on smartphones in 2020, totaling 3 hours, 6 minutes. The smartphone has become a major portal to the digital sites that have most benefited from people staying at home. “The dominant access point for all those things across the attention stack is a mobile device,” Thompson said.

An InMobi survey of US consumers in mid-March found that 73% reported spending more time on their smartphones. A Morning Consult survey found that 58% of US adults reported spending more time on the smartphones since the start of the coronavirus crisis.

Under iOS 13, iPhone users already have the ability to opt out of IDFA, but this Limit Ad Tracking (LAT) option exists in the operating system settings. According to marketing analytics firm Singular in March this year, over 30% of iPhone users in the US had signed up for LAT. But iOS 14 will eventually force all users to make a choice on whether to limit ad tracking or allow it.

This week, YouTube has rolled out an audio-first ad unit in beta, available via auction on Google platforms, including Google Ads and Digital & Video 360, on a CPM basis. Previously, ads running during music content on YouTube were supported by programmatic video ad buys on YouTube. YouTube US Ad Spending.

Trend No. 5: iPhone 12 Will Supercharge Mobile AR. The iPhone 12 Pro became the first phone to have a back-facing Light Detection and Ranging (Lidar) camera, which enables more sophisticated augmented reality (AR). (Top-end Android phones use a similar Time-of-Flight, or ToF sensor.)

It’s a given that marketers are interested in uncovering ways to smartly invest national linear TV ad spend to compensate for price inflation, although 2020 CPMs have dramatically declined. According Philip Inghelbrecht, CEO and co-founder of TV ad agency Tatari, there was about a 40% drop in CPMs among the networks it bought inventory from.

Social media advertising will remain vulnerable in Q2 and possibly longer. CPMs will stay low, spending cuts will persist, and ad creative will be tricky to get right.

They also noted these advancements are making it easier to transact against key performance indicators (KPIs) and campaign metrics beyond CPMs. Continued emphasis on first- and second-party data.

In the “Media Owner Sales Techniques 2017” report, published in April 2018 by the Internet Advertising Bureau UK (IAB UK) and PwC, 91% of smartphone video ad revenues were accounted for by programmatic direct deals (including private marketplaces, according to the study’s definition). Even on desktop, video ad revenues were predominantly made up of such deals.

While header bidding adoption and the shift to first-price auctions initially resulted in a boost to CPMs and open market spending, gains have tapered off as buyers and bidding algorithms have made the necessary adjustments. Private Marketplace Spending.

“Historically, people have gotten such good CPMs from video that even if they have subscription businesses, they keep the video outside of the paywall,” Brightcove’s Green said. “I would expect that video will stay that way as long as the CPMs stay up. It's just when people don't have much scale, they figure they might as well throw it behind their paywall.”.

Daily internet access via smartphones made substantial gains since 2016, according to Cefrio. In 2019, 79% of smartphone owners in Quebec indicated daily usage via their devices, up from 67% in 2016. Daily smartphone internet access among 18- to 24-year-olds was 95%, and it was slightly lower for those ages 25 to 34, at 93%.

“We are seeing a steady increase in both the CPM [cost per thousand] and the CPA [cost per acquisition], the post-install action that we're being paid on,” said Mark Ellis, CEO of mobile app marketing and retargeting platform Liftoff. Platforms. The bulk of this surge in spending on app install ads is going to the existing big ad platforms.

Programmatic guaranteed: Upfront commitment to both cost per thousand (CPM) price and inventory amount secured via programmatic pipes between one buyer and one seller; also called programmatic reserved, forward market or just “upfronts.”.

But Morgan suggests there may still be resistance, because hypertargeted video inventory will command exorbitant CPMs that D2C brands are not accustomed to paying. Instead, Morgan said, D2C brands investing in TV tend to opt for low-CPM remnant inventory buys. The audiences are less targeted, but costs are kept in check.

In Q2, Snapchat said it will allow advertisers to buy and reserve 6-second ads, called Commercials, during premium shows on a fixed CPM basis. This Snap Select offering will only be available for Snap Originals, sports shows and shows from third-party content producers with the largest audiences and highest engagement rates.