IAS Report: 58% of ad industry experts anticipate 5G will significantly impact mobile gaming and advertising

Ad verification firm, Integral Ad Science (IAS), has released its 2021 Industry Pulse Report. Surveying over 200 ad industry experts, IAS found that issues around 5G and mobile, digital video and connected TV, programmatic, and social rocketed to the top of the ad industry’s priority list.

Based on the IAS 2021 Industry Pulse Report, these key priorities will guide the year ahead:

Mobile gets contextual

While 5G’s impacts on mobile gaming and advertising is top of mind for 58% of those surveyed, 66% believe that sophisticated tools for assessing content within apps will be what drives innovation, specifically in mobile contextual advertising.  That said, compared to last year (in terms of marketers priorities, mobile has been bumped down the list – an indication that consumer behaviour has changed to more ‘stay-at-home’ than ‘on-the-go’.

CTV takes a permanent bite out of linear TV

With stay-at-home orders around the globe, Connected TV (CTV) streaming racked up incredible audience growth this year, squashing linear TV’s hopes for a rebound.

88% of those surveyed expect the shift in ad spend from linear TV to digital video/CTV will only accelerate in 2021. Plus, more advanced data and contextual targeting opportunities could help boost ad dollars; 80% of respondents said CTV provides richer data insights for ad campaign optimization compared to linear TV.

Eyes on social platforms

Marketers have serious questions about transparency issues with social media platforms and this could impact social budgets next year.

Just 17% of respondents said they believe social platforms provide enough transparency around brand risk and viewability. What’s more, 59% of Industry Pulse respondents reported that they are likely to adjust social media ad spending in 2021 due to insufficient media quality metrics.

Programmatic booms, but focus on media quality intensifies

Programmatic continues to gain and shows unprecedented growth opportunities heading into 2021, but marketers still see a potential for risk and the need for more verification.

56% of survey respondents said programmatic is most likely to experience brand risk incidents.

With the advent of new technology and enhanced industry partnerships, IAS expects to see even greater improvements in transparency for programmatic next year.

Poised to crumble, cookies still pose challenges

As the effects of increasing data privacy rules have taken hold and media experts have adapted to ensure compliance, third-party cookie deprecation remains a top challenge for nearly half of the industry (49%).

While last year the industry’s focus was on legislation, now advertising experts are weighing the effects of these changes on accurate measurement.

AI and Machine Learning will play a crucial role in developing sophisticated technology that is up to near-human comprehension when it comes to contextual and sentiment analysis and detecting fraud. This move towards contextual targeting next year will improve transparency and media quality metrics, which will boost ad spend and maximise ROI for marketers.

Nick Morley, Managing Director, EMEA, IAS.