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Mobile Monday: “Pause” Ads & 2019 Mobile Trends

Posted Dec 10, 2018

Cord-cutters and continuing to eat into traditional media companies’ pockets as ad spend drops, but can AT&T and Hulu’s latest innovation stem the tide of ad dollars from TV to mobile? Probably not if the trends detailed in eMarketer’s latest Mobile Trends report continue and they look set to, according to industry experts! Read on for more!

Are “Pause” Ads OTT’s Big Ad Innovation?
With traditional TV in decline, broadcast and cable companies are still trying to figure out how to monetize cord-cutters without driving them further away. Will AT&T and Hulu’s “pause” ads make Over-the-top (OTT) be the magic bullet, or are they just another bump on the road OTT figuring out its own best practices while mobile runs away with the ad dollars?

According to Variety, Hulu and A&T are rolling out new ad formats that only appear once a user pauses the video they’re viewing. Additional details like length and what services they will appear on are unclear, but it seems logical to assume engagement won’t be very high — people generally pause when they’re not looking at their screen! Pause ads could also potentially appear on AT&T’s DirecTV Now service or the upcoming AT&T streaming service. That same service is likely the reason NBC wasn’t going to license Friends back to Netflix for 2019, a move which has cost Netflix almost $100 million.

Mobile Trends 2019
Next year, mobile will capture $93.25 billion in ad spend, making it far and away the leading platform for US advertisers. That’s according to eMarketer’s latest edition of their annual Mobile Trends Report for 2019. Each year eMarketer speaks to leaders in the industry and surveys hundreds of companies, gathering data from around the globe on mobile usage, ad spend, ad sentiment, and beyond to create one of the most informative guides out there. 

This year the report delves into 10 key trends that will influence mobile marketing in 2019.

Experts from Smaato, InMobi, Carat, RED Interactive, Motive Interactive, Aki, Adobe, App Annie, and our own David Pokress all contributed their insights to the report.

About AdColony Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday? Tweet it to @AdColony.

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