Week in review: Jan 4 - 8

Our weekly mobile & marketing news review. This week:

What Are They Watching in 2016: Millennials

Millennials are the most active video viewers of any US age group, and according to research from TiVo, this demographic primarily watches TV shows. There will be 78 million millennial digital video viewers in 2016.
> Check eMarketer to find out what they like.

Why In-App Ads Are (Still) The Future Of Mobile Advertising

"Brands and agencies can no longer only focus on mobile Web, because apps are growing rapidly and in-app advertising offers marketers a better opportunity to target the right audience at the right time. It’s universally acknowledged that there’s a disparity between the amount of time people spend on mobile and the actual ad dollars allocated to this medium. However, this gap will narrow as advertisers are becoming more adept at using mobile to reach their audience."
> Read on ClickZ.

Messaging Apps and Mobile Advertising

A recent eMarketer report estimated that there are 1.4 billion people on mobile phone messaging apps. By 2019, the figure is expected to be 2.19 billion, about the same amount of people on social media today. For marketers, that’s largely unexploited territory since conversations there are happening off the grid in what The Atlantic has termed "dark social" media that isn’t measurable the way, say, Facebook and Twitter are.
> Read more on CampaignLive

Why Traditional Brands Aren't Diving Into Mobile Programmatic

According to eMarketer, this year UK mobile ad spend revenue will exceed £3bn – no small figure. In the U.S., mobile programmatic spend will eclipse display programmatic spending in 2017. The industry is growing. Fast. But the advertisers and the large agency groups that spend big aren’t driving this boom in digital media. Rather, it’s the mobile super brands like king.com and Uber that provide the impetus. The money spent by traditional brands and agency groups is relatively meager when compared to their overall digital ad spend. So, why is it that traditional brands and agencies aren’t diving on mobile as an opportunity?
> Read on MediaPost