Experts from AdColony Look to the Future


“Look at the top free and top grossing mobile games in the world – they’re now mostly in portrait orientation. It’s more rare today to find horizontally oriented games, and ones that even accept landscape or letterboxed advertising experiences in a portrait app. That alone speaks to the future and the growth of vertical video as a format for advertising. I believe that both supply and demand for vertical video are going to steadily increase not just in 2017, but for several years.” – Bryan Buskas, Executive Vice President, Global Performance


“Advertising is really just about being persuasive, and if you’re using anything other than full-screen, interactive video, it’s like standing up in front of a crowd to give a speech – but with no podium, no microphone and no ability to take questions or respond to your audience. All of the value in mobile next year is going to be from large-format ad units with sight, sound and motion, and some level of interactivity that emulates the way we engage with content on the device.” – David Kurtz, Chief Product Officer (pictured left)

“The migration of audience from TV to mobile is not just going to continue; it will accelerate. But it’s not clear how exactly it will play out. There is still a clear need for high quality content and distribution models. Will traditional content producers be able to make the shift to mobile? Which of the existing streaming services will prevail? What will Google and Facebook do to own a piece of this space? Or will an entirely new player enter the market and completely disrupt it? I think it will all happen in the next few years.” – David Kurtz, Chief Product Officer


“The lustre on the “native advertising” star might have dimmed a bit this year, but native, in-feed video advertising is still going to be an important part of mobile advertising in 2017. Here’s why: Mobile feeds are almost 100% vertical, and sometimes vertical video will work, but not all the time. Being able to insert autoplay video inside of a user’s feed is a no-brainer; it will always work and it’s the easiest way for a mobile publisher to start getting revenue instantly.” – Nikao Yang, EVP, Global Publishing Partnerships (pictured left)


“There’s been so much talk about skippable vs. non-skippable ads, and I think the mobile advertising market will start to realize the value of the opt-in video. Don’t force your user to view an ad, make them want to; the long-term impact is going to be far greater.” – Vikas Gulati, Managing Director, Asia (pictured left)



“As we head into 2017, it’s becoming more clear to us – and I think to the media landscape at large – that the next generation of media companies are all mobile-native. If you consider where consumers are getting consistent value to their lives on daily basis, whether it be a fantasy football app that they update during their lunch break or a streaming music app they listen to while they work out, it’s companies that were born of mobile that are serving consumers in a way that no one else can.” – Will Kassoy, CEO (pictured left)


“Marketers are going to be building bridges to VR, with a series of small steps that lead toward fully immersive advertising experiences – leveraging 360-degree video, and haptic effects to add dimensionality to the creative. While these might seem like enhancements, rather than true innovation, they are important because they are closing the gap between where we are now and where we might aspire to be.” – Ryan Griffin, Senior Vice President, Strategy (pictured left)



“We’re going to continue to see brands become more performance-focused, caring more about results and outcomes than impressions and clicks. They’re not going to settle for viewability – they will need to see actual foot traffic to a dealer lot, conversions leading to in-store purchases. But that means that data science, attribution and targeting are going to be even more important than ever.” – Bryan Buskas, Executive Vice President, Global Performance


“I believe there will actually be a slight reduction in the power of players like Facebook and Google as media agencies look to reduce their dependence on one or two platforms. Why? Because if they’re going to survive, they’re going to have to prove that they’re adding constant value and truly representing the best interests of the brand, not just playing middleman.” – Andrew French, General Manager, EMEA (pictured left)


“Digital payments and wallets are going mainstream in Asia Pacific. The rise of mobile-first business in a shared economy coupled with innovation in payments space are causing massive disruption in the way people have consumed products and services. This will change the way how brands are built, distributed and consumed in the mobile-first world.” – Vikas Gulati, Managing Director, Asia


“The connected home space is going to see some of the greatest progress in 2017. Innovative startups will make aggressive entrance into the space, followed by the major platforms. Devices from the big players like Apple, Google and Amazon are going to become more ubiquitous in our lives as they inhabit not just our pockets, but our homes, too. And as they do, the amount of data they have from consumers will increase geometrically.” – Andrew French, General Manager, EMEA


“The promise of voice-activated AI will finally be realized in 2017, propelled by innovation the home space. The technology has finally gotten to the point where it’s good enough to fuel real adoption, especially as new devices are introduced at better price points. Still, outside of devices like Amazon Echo, Google Home, and whatever Apple comes up with next year, we’re still not quite seeing it fully realized, because people are not yet accustomed to talking to their computers – and there are still improvements that need to make within mobile OS to make it a true AI companion. Still, if the phone is a training device for all the new experiences that pervade into other devices, voice is something that will surely be surfaced and more deeply integrated into our lives in the coming year.” – Ryan Griffin, Senior Vice President, Strategy



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