Mobile platforms are experimenting with new ad formats all the time. Snapchat has just unveiled its new design, where people can swipe left for friends’ snaps and right for editorial content and shows, as well as sponsored posts. Advertisers will be happy if this results in more engagement, one expert told CNBC.
Meanwhile, Facebook is said to be testing ads that run before video content, possibly part of its strategy to optimize “ad load,” or the number of ads on a website or platform. It wants to make sure it has the right balance between “organic” posts — or content from friends — and adverts, Chief Financial Officer Dave Wehner said on a July earnings call.
But with the rush to digital advertising comes a big challenge — advertising fraud is a problem, with a new scam, “HyphBot“, found by tech company Adform last month, faking hundreds of millions of video ad views per day.
Television is set to have a good year in 2018 due to “classic quadrennial drivers” including February’s Winter Olympics in Pyeongchang, South Korea, and the FIFA World Cup in Russia next summer, Magna said. Revenues are expected to be up 2.5 percent to $183 billion in 2018.
This year was also a “comeback” one for the BRIC (Brazil, Russia, India, China) countries, Magna suggested — Russia’s ad market grew 12.7 percent this year, with India spending 11.1 percent more than in 2016.
