According to the latest market study by Juniper Research, this increase in advertising spend is in large part attributable to an attitude shift among major brands and national retailers who are now embracing mobile as a core channel for consumer engagement.
Juniper argues that the ability of smartphones to deliver targeted, personalized and timely advertising -- aligned with the media-stacking trends among savvy consumers -- means that mobile advertising offers both high visibility and relatively higher response rates for the big brands.
Regional Growth and Other Key Factors
The research findings also observes an uplift in advertising spend within the Far East region, fueled by the dramatic adoption of mCommerce retail activity within China, and claims that the region is expected to account for 43 percent of global mobile advertising spend in 2019.
Meanwhile, the research highlighted increasing concerns around consumer privacy, with advertisers keen to exploit Big Data analytics to gain an insight into consumer online and offline behavior, including purchasing patterns.
Juniper observed that when the mobile device user's information is shared for advertising purposes, without their prior consent, consumers may feel a violation of their rights has occurred.
It therefore stressed the need for consumers to be opted-in to any data sharing to avoid both potential litigation and adverse publicity for the brands that embrace mobile digital marketing.
Other findings from the market study include:
- Programmatic advertising (i.e. the real-time bidding of advertising space) will drive the growth in digital advertising as the technology advances over the coming years.
- Video advertising is expected to see progressive growth due to the higher engagement rates of the medium.
- Addressing the need for ads that are specifically designed for smaller screens should be at the forefront of issues to tackle within the industry.