The use of mobile banner advertising is predicted to decline in the next decade and probably will not exist at all in three to four years, according to a speech given at this week’s Advertising Week Europe by Tejal Patel, Director of Consumer Engagement for Microsoft. Industry officials, including AOL’s Graham Moysey, agreed that the millennial need for greater privacy is likely to be the precursor to this decline, with Ms. Patel forecasting an increased reliance on native and social media fed advertising. “Millennials are more comfortable using their phones than they were five years ago,” she said.
The use of mobile banner advertising is predicted to decline in the next decade and probably will not exist at all in three to four years, according to a speech given at this week’s Advertising Week Europe by Tejal Patel, Director of Consumer Engagement for Microsoft. Industry officials, including AOL’s Graham Moysey, agreed that the millennial need for greater privacy is likely to be the precursor to this decline, with Ms. Patel forecasting an increased reliance on native and social media fed advertising. Patel also stated that in-app ads were ineffective and dated and indicated Microsoft would not be adopting location-based advertising as high costs make it unattractive from a return on investment perspective.