Skip to main content

U.S. Marketer Use of Mobile Display Ads has Doubled

comScore released results of a U.S. study on mobile advertising, which found that the number of American advertisers using mobile display ad campaigns has more than doubled in the past two years -- with mobile content and publishing accounting for half of all products advertised.

"Although mobile advertising is still in its relative infancy, it is quickly gaining importance as new advertisers come into the fold," said Hans Fredericks, comScore vice president.

The acceleration of mobile media consumption, driven by adoption of smartphones, 3G/4G networks and unlimited data plans, provides an attractive environment for advertisers looking to reach consumers through a variety of platforms -- including mobile browsers, apps and SMS.

In April 2011, 689 advertisers used mobile display advertising campaigns to reach consumers, up 128 percent from two years prior, demonstrating the growing use of the mobile marketing channel for advertisers.

An analysis of advertised categories revealed that mobile content and publishing accounted for 50 percent of mobile ads, while 26 percent of display advertisements were for consumer discretionary goods. Information technology accounted for 7 percent, while financial services accounted for 6 percent of mobile display ads.

Mobile media usage and mobile ad exposure show strong differences between smartphone users and feature phone users.

More than 80 percent of smartphone users accessed their mobile browser (82.3 percent) or applications (85.0 percent) during March, while just 19.1 percent of feature phone users utilized their mobile browser and 15.9 percent accessed apps.

Smartphone users were also far more likely to see web or in app ads (27.5 percent vs. 5.0 percent) due to their heavier usage of mobile browsers and applications and were also more likely to respond to SMS ads (7.7 percent vs. 3.5 percent).

With 31 percent of mobile users now owning a smartphone device, up from just 20 percent a year ago, the opportunity to reach consumers through the mobile marketing channel continues to improve.

Popular posts from this blog

How to Drive Value Creation from Digital Business

Across the globe, many forward-thinking CEOs and CFOs continue to fund business technology investments that enable meaningful and substantive digital transformations, ahead of their industry peer group. That's why CIOs and other IT leaders must now accelerate the quest for value creation and drive digital growth from those ongoing investments, according to the latest market study by Gartner. "The pressure on CIOs to deliver digital dividends is higher than ever," said Daniel Sanchez-Reina, VP Analyst at Gartner . "CEOs and boards anticipated that investments in digital assets, channels, and digital business capabilities would accelerate growth beyond what was previously possible." Digital Business Market Development   CIOs expect IT budgets to increase 5.1 percent on average in 2023 -- that's lower than the projected 6.5 percent global economy inflation rate. A Gartner survey analysis revealed several ways in which CIOs can deliver "digital dividends&qu

Digital Transformation Investment at $3.4 Trillion

Business technology leadership matters. Across the globe, more leaders have been pursuing bold Digital Transformation (DX) initiatives with the goal of creating new sources of business value through digital products, services, and experiences. As an additional benefit, the COVID-19 pandemic revealed that digital transformation efforts improve an organization's resilience against global market disruptions. Global DX investment is forecast to reach $3.4 trillion in 2026 with a five-year compound annual growth rate (CAGR) of 16.3 percent, according to the latest worldwide market study by International Data Corporation (IDC). Digital Transformation Market Development "Despite strong headwinds from global supply chain constraints, soaring inflation, political uncertainty, and an impending recession, investment in digital transformation is expected to remain robust," said Craig Simpson, senior research manager at IDC . The benefits of investing in DX technology -- including aut

Artificial Intelligence for National Border Security

National border protection agencies are under pressure to provide the highest level of security in the face of growing threats, such as increasing illegal migration and international terrorism. Now, government agencies are embracing advanced border security technologies to aid in effectively and reliably securing national borders. These solutions look to detect and identify potential threats and prevent them from escalating to a point that may jeopardize security. Security Surveillance Market Development Traditional border security patrols and Closed-circuit Television (CCTV) surveillance systems aren't adequate protection, and agencies must increasingly deploy new solutions to stay ahead of criminals and other potential threats to ensure the safety of a country’s borders. According to the latest market study by Juniper Research, the value of the border security technology market will exceed $70 billion globally in 2027 -- that's rising from $48 billion in 2022. Growing by 47 p