Technological Innovations to Boost In-app Advertising Growth

1 October 2020: In-app advertising is advertisement shown in a mobile application in the form of banners, images, or videos at the bottom or top of an app. This is a form of promotion through smartphones in which the advertisements are combined into mobile applications. This is presently the growing form of mobile advertising in the market and has become a must for the marketers. Over the last decade, in-app and mobile advertising have been the divisions of digital advertising that have seen the fastest growth in technical invention. However, in-app mobile traffic is still just a small portion of the complete mobile traffic.

Banner Ads Sector to Dominate the Market 

On the basis of application type, the in-app advertising market is classified as rich media ads, interstitial ads, native ads, video ads, and banner ads. The banner ads sector dominated the market in 2018. On the other hand, the interstitial ads sector is anticipated to emerge as the fastest-growing sector over the forthcoming period. Interstitial ads are full-screen ads comprising of a video, image, or text that appears in transitions in a mobile application. These ads are associated with breaks or pauses in the content, they become less invasive and offer a more immersive involvement. The market offers an exclusive opportunity for dealers to reach users that are difficult to reach through traditional advertising stations. 

The most common category of in-app advertising is banner ads and it consists of animated or static media or images typically located in high-visibility areas on high-traffic applications. The main purpose of banner publicity is to support a brand and/or to lure visitors to the advertiser’s website cost-effectively and simply. Though marketers are now shifting to native ads and video ads to improve the quality of their publicity and increase their impact.

Market Insights

Companies are concentrating on the development and customization of combined advertising solutions comprising different categories of in-app ads to increase the reach of advertisement campaigns. Presently, the market is in the growth phase and existing companies are concentrating on providing creative and interactive advertisement models to expand their geographical presence, customer base, and product portfolio. 

In addition, as the interest in the in-app advertisement technology is growing, mobile marketing platforms and advertisers are bonding in order to regulate and design models to effectively target customers and efficiently measure and enhance advertisement campaigns. Promoters are also using real-time data to improve the effectiveness of their ad campaigns.
Leading players in the in-app advertising market are Google Ad Mob; Tapjoy, Inc.; BYYD Inc.; Glispa GmbH; Flurry, Inc.; Tune, Inc.; InMobi; Amobee, Inc.; Chart boost; and One by AOL; among others.

Connected Car offers Growth Potential for Automotive Industry

3rd March 2020: The connected car market is expected to grow due to remarkable advances in telecommunication technology over the last few years. Demand for smart transportation has fueled connected car industry and has provided other advantages such as high speed internet, navigation tools, HD touch screens, and varied applications.

Safety Concerns fuel demand for smart transportation 

In terms of revenue, the safety systems segment accounted for over 35% in 2014. It is anticipated to grow due to increasing government and transport authority regulations around the world. Safety technologies include dangers and warnings about road and weather conditions, along with the vehicle’s own emergency functions and internal autonomous collision protection. This has resulted in considerable reduction in accidents and road mishaps thus reducing overall on road fatalities. 

The inclusion of safety technologies such as anti-collision systems, blind spot alerts, automatic emergency calling, and danger warning systems prevent accidents and has made modern vehicles accident-proof and safer. For instance, Volkswagen’s Emergency Assist System automatically applies the brakes and stops a vehicle in case of an emergency. 

Market insights

Product innovations and technological advancements are major factors driving the market growth. Demand from consumers, increased dependency on technology, constant need for connectivity, and increasing amount of technology usage has fueled the growth of the market. The connected car has the potential to boost revenues of automobile manufacturers over the years. On the other hand, unavailability of internet may hamper the growth of the market in the years to come. 

The connected car system offers comfort, convenience, safety, and security by connecting drivers to online platforms thus establishing real time communication. Increased dependency on technology and rise in consumer demand for connectivity solutions are the major factors that contribute to the growth of the connected cars industry. Manufacturers and service providers are keen to offer machine-to-machine (M2M) connectivity platform, which enables interconnectivity between two connected cars. Vehicles are equipped with processors and sensors that provide accurate information to the driver, thus propelling the demand and contributing to the growth of the market. 

Key strategies of major companies include mergers, acquisitions, and strategic alliances with technological and network service providers to gain an edge over the competitors. Major companies of the connected car market include Alcatel Lucent; Audi AG; BMW; Apple Inc; Ford Motors; and Google Inc.