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Meeker’s Report on the state of advertising and ad trends to watch out for

Last Updated: September 1, 2017

Mary Meeker’s Internet Trends Report 2017, one of the most-anticipated annual events in the world of digital, was released a few weeks ago.  The 355-slide report covers the major shifts we are currently seeing in the internet and the digital economy, and is considered something of a barometer for the state of digital across the globe, as well as a forecast for what is likely to come. Some notable sections have focused on the rise of interactive gaming in all its forms and what that means for digital, the evolution of customer support in social media, and the state of the internet in China and India. Meeker also focused a 69-page section on developments in online advertising and commerce, examining the pervading trends and what they mean for the industry. Here are some key highlights. The rise of mobile advertising The growth of online advertising is increasingly made up of growth in mobile advertising. An increase of 22% year-on-year indicates that the future of advertising is mobile. This is a good reminder for marketers and advertisers of the need for mobile-friendly content, be that articles or ads, as the rise of the mobile audience along with the increasing spend on mobile advertising brings new opportunities for success. Moreover, it also highlights the importance of creating mobile-friendly pages, taking into account all the factors that may affect a site’s speed or performance. Google and Facebook dominate advertising growth A closer look at the changes of advertising year-on-year shows a monopoly in advertising growth between Google and Facebook. Google saw a year-on-year increase of 20% from 2015 to 2016, while Facebook saw even greater success, with a year-on-year increase of 62%. These two combined are responsible for 85% of advertising growth–and this percentage is expected to increase even more in future years. These are useful figures for marketers exploring the best platforms in which to invest their advertising budget, and a good reminder of how Google and Facebook ads can lead to successful results. Facebook has invested heavily over the past year in improving its advertising platform to make it more appealing, and its numerous advertising options have won many marketers over. Moreover, its focus on the growing trend of visual content (images and videos), along customized advertising options, has offered new creative avenues for advertising. As for Google, its focus on mobile growth and understanding of how advertising should evolve has brought new options for marketers seeking the best ways to promote their products through the most relevant search results. The challenge of measuring ROI The measurement of social ROI seems to remain a big challenge for marketers. Despite the evolution of social marketing and advertising, it remains a major challenge for marketers to effectively measure the success of their efforts. When surveyed about the metrics…

Source: Meeker’s Report on the state of advertising and ad trends to watch out for

About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at Gracioustech.com. He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

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