By now, all the headline statistics from Mary Meeker’s Internet Trends report have been widely dissected. Commentators have already spoken about the uncomfortable implications for print media of the falling ad spend and attention given to that medium, and the huge rise in attention given to mobile has already been well reported on. But what other insights are buried in the trends report?
For starters, Messaging Apps continue to grow fast, with many of them evolving into multi-purpose platforms. The growth across many of the leading messaging platforms in the past year continues to be exponential, with users typically deploying different platforms for particular communication needs.
For an indication of how these platforms might develop, it’s worth looking at popular Asian-originating services like Line, WeChat and KakaoTalk; which include payment services, voices calls and wider eCommerce opportunities, alongside pure messaging applications. It will be interesting to see if western created services – like Facebook Messenger, Snapchat and WhatsApp – follow suit.
Is programmatic trading a safer option on another medium, one without a history of ad revenue having fallen as a result of a race for scale, as revenue for display ads has done? What about on a medium where ad spend has traditionally been resilient, and the interruptive nature of the ads has traditionally been accepted by audience and advertiser alike?
That’s the bet of Xaxis, which has launched the UK’s first programmatic platform for digital audio ads in partnership with Global’s Digital Audio Exchange (Dax). Xaxis UK’s managing director, Nicholas Bidon, told TheMediaBriefing why the option is a safe bet for advertisers:
“As an advertising medium what I find interesting is… some of the discussions going on around display as a branding medium with issues of viewability, issues of fraud and all the sort of noise that that means I think advertisers are starting to doubt the efficiency of display branding medium. I think audio is quite exciting in that respect because you don’t compete when you listen to an audio stream and you get an ad, and you don’t compete for attention with anything else.”
The above articles are original TheMediaBriefing analysis, and were originally published in our daily newsletter, delivered to subscribers’ inboxes every morning. Stay ahead of the curve and get fully briefed on the major media issues of the day by signing up on our homepage.