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3Q’s 2018 Predictions: Mobile

Published: December 15, 2017

Author: Molly Shotwell

As we head full-steam into 2018, our experts look ahead to the next 12 months and dish up some well-informed predictions on industry trends and shifts. We checked in with our mobile team and asked them “What 1-2 developments do you see as being the most pivotal in your field in the year to come?” Here’s what they said….

“1. Advertisers will invest a bigger portion of their budget into Google’s Universal App Campaigns. UAC performance will improve as new objectives and capabilities roll out and mature.

2. Advertisers will start questioning the incrementality of their media buying as their mobile app programs expand onto many new channels. Lift tests will become a standard part of a mobile app UA program.”

– Natalie Aller, Director of Mobile Strategy


“Programmatic and short videos will become more prominent. As the mobile media market grows and makes up a larger share of advertising dollars, there is an increased need for more sophisticated technology via programmatic buying on mobile and in-app. Additionally, with the rise of time spent in apps like Snapchat and Instagram, brands will need to cut their :15 and :30 videos to 5-7 seconds and deliver messages quickly, clearly, and concisely.”

– Sophia Fen, Mobile Account Manager


“1. Advertisers and agencies will further explore the idea of MTA (multi-touch attribution) by experimenting with allocating credit across all of their media channels based on a percentage value applied to the partner’s involvement to help drive a conversion. There are still many challenges with MTA, but the conversation and testing needs to start somewhere.

2. DCO (Dynamic Creative Optimization) will become more prevalent as supply partners can programmatically test out various copy, CTAs, concepts, and positioning for their creatives. By relying more on machine learning to serve the right creative to the right placement and user, advertisers should improve conversion rates.

3. Advertisers will continue to put more focus on down-funnel events and will be willing to pay more for higher-quality LTV users. This approach will require better targeting and optimizations but will help lead to a better ROI for the client.

– Mike Thomas, Mobile Account Manager

“In 2017, mobile devices accounted for 61.9% of Google’s paid-search clicks – up from 53% in 2016. It’s estimated that US mobile search spending will reach $25.11 billion in 2018 and $28.25 billion in 2019. We are seeing a year-over-year trend of increased mobile ad spend on both mobile web and in-app marketing. We should see more clients allocating their advertising budget from desktop to mobile in 2018.”

– Derek Feuerman, Mobile Account Manager

“Digital ad fraud will cost brands $16.4 billion dollars globally in 2017, up from $4 billion in 2016, and growing in 2018. With a vast majority of digital ad fraud being attribution fraud – and not manufactured installs – it’s necessary to take a proactive approach on fraud in order to mitigate potential risks that could be passed on to advertisers.”

– Chris Gitre, Mobile Account Coordinator

We’ve asked digital marketing experts from across 3Q to share their predictions. To read more, click here!


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