Posts tagged mobile ad spend
According to Millward Brown’s study AdReaction 2014: Marketing in the multiscreen world, daily time spent on mobile devices is now outpacing TV for the first time. This study explores the use, behaviour and receptivity to advertising of multiscreen users across 30 countries globally. Focusing on the four main screens of TVs, smartphones, tablets and laptops, AdReaction 2014 provides readers with an essential guide on the momentum of multiscreen use and the implications for brands.
According to the findings, the smartphone has emerged as the primary screen worldwide taking up 35% of daytime screen use. Globally, in 2013, mobile devices (including tablet) accounted for 47% of all screen time daily, compared to only 4% of total media spend. This significant gap between time and money spent on mobile devices is promising for the business on mobile devices. Indeed, mobile ad spend is forecast to triple by 2016.
The firm surveyed more than 12,000 consumers across 30 countries, averaging 400 interviews per country. They interviewed 16-44 year old multiscreen users (defined as people who own or have access to both a TV and either a smartphone or tablet).
Mobile will account for 16% of total agency trading desks ad spend this year, twice as much as in 2013
Agency trading desks buyers expect that their mobile ad spend will more than double from 2013 to 2014, as advertisers seek to engage consumers on the devices they use more frequently. They anticipate that mobile will account for 16% of their digital ad budgets in 2014, up from 7% in 2013.
Not only are marketers expected to more than double the amount of money they spend in mobile, but the ways in which the mobile ads are bought are expected to change, too. In 2014, 90% of trading desks are buying mobile inventory via automation (through demand-side platforms, or DSPs), up from 49% in 2013.
Source: The data comes from Rubicon Project’s Mobile Buyer Survey 2014, which was released this week at Mobile World Congress. Rubicon Project surveyed 39 agency trading desk representatives from across Asia-Pacific, Europe and the U.S. The survey took place in January and early February 2014.
Smart AdServer has published an infographic on 5 points mobile marketer should know that highlights this growing market :
- In 2014, web traffic will be “mobile-first”.
- Mobile advertising is getting mature driven by video and rich media.
- Android continues to grow.
- Mobile advertising spending is accelerating.
- Mobile RTB takes off.
According to ZenithOptimedia’s new Advertising Expenditure Forecasts, mobile is the main driver of global adspend growth. “This the first time in the past 20 years that a new platform is expanding overall media consumption without cannibalising any of the other media platforms”, the agency group said in its forecast.
ZenithOptimedia predicted that mobile will contribute 36% of all the extra adspend between 2013 and 2016. TV will be the second largest contributor, accounting for 34% of new ad expenditures, followed by desktop internet at 25%
Click here to read the press release.
The IAB has released the Internet advertising report for the first half of 2013 in the United States.
Digital advertising continues to grow and rose 18 % year over year. Mobile registered the biggest increase, with revenues soaring 145% to $3 billion in the first half, up from $1.2 billion in the same period last year. In the United States, mobile now accounts for 15% of digital ad spend.
The full report is available for download here.
Mobvious, the mobile ad network of Hi-Media Group, today reveals an infographic providing an overview of the European mobile advertising market.
Growth in mobile ad spending will continue as consumers spend more time on their mobile devices.
Investments in mobile advertising continue to accelerate, according to a new report from Publicis Groupe’s ad agency ZenithOptimedia. Driven by the rapid adoption of smartphones and tablets, mobile advertising is predicted to account for 37% of global advertising spend growth this year and 31% next year.
ZenithOptimedia estimates that mobile advertising will grow 6 times faster than desktop ads between 2012 and 2015. Mobile advertising expenditures should grow by 59% annually. In contrast, the agency forecasts ads on the desktop will grow at an average of 10% a year.
Mobile devices (smartphones, tablets) now account for 51% of US’ adults total time spent with the Internet.
Mobile has become so important to consumers’ lives that for the first time, time spent on nonvoice mobile activities in the US overtakes time spent online on computers. The shift from desktop to mobile, whether smartphone or tablet, is happening across a variety of activities, including digital video viewing.
However, the share of mobile in the total US digital spending is still tiny compared to the share of online time spent. Mobile advertising has a very promising future.
The latest forecasts released by eMarketer confirm the explosive growth of the mobile ad spending market.
By 2017, mobile will account for more than a third (36.3%) of global digital ad market. Mobile share of global digital ad spend will more than double between 2013 and 2017 (x2.6).
In North America, mobile will expand more largely. By 2017, nearly half (49.1%) of all digital ad spending in this region will be on the mobile internet.
Global online ad spending is projected to grow by 13.4% this year, according to MAGNA GLOBAL and the new forecast, from ZenithOptimedia, projects a 15% increase.
Display is the fastest-growing sub-category thanks to the rapid rise of mobile formats (+54%), social media advertising (+40%) and online video (+21%).