Skip to main content

Mobile Advertising will Gain Marketer Adoption in 2014

The growing penetration of smartphones and tablets -- which are continually generating data about their user's location, activities and preferences -- means that these smart mobile devices have become a highly valuable advertising channel for savvy marketers.

A case in point: in-app mobile advertising spend is forecast to reach $16.9 billion by 2018, that's up from $3.5 billion last year, according to the latest market study by Juniper Research.

Growth will be driven by several key factors including improved targeting capabilities, as well as a trend for more effective interactive rich media ads to be deployed in preference to traditional static display advertising.

Tablets are Gaining Ground on Smartphones

The Juniper study uncovered that while smartphones currently account for approximately 70 percent of in-app advertising spend, the growth in tablet users and usage would propel greater medium-term spending.

They also observed that tablet in-app ad spend would be further fueled by the fact that CPMs (Cost per 1,000 impressions) are significantly higher than those for smartphones -- particularly for rich media ads -- which also have higher CPMs than static display ads.

By 2018, the tablet/smartphone advertising spend split will be almost 50/50.


Mobile App Marketing Developer Opportunities

Juniper also observed that although app downloads will increase exponentially to 2018, the majority of in-app advertising expenditure is likely to be spent on ads with social mobile giants -- such as Facebook and Twitter.

"As the mobile advertising industry matures, more sophisticated advertising solutions are being installed by leading players, with a clear trend towards utilizing location-based advertising to drive greater relevance. These new technologies and formats will benefit stakeholders across the mobile advertising value network," said Sian Rowlands, research analyst at Juniper Research.

Other key findings from the market study include:

  • Global mobile advertising spend will surpass $39 billion in 2018, that's up from $13 billion in 2013.
  • Rich media ad spend will surpass display advert spend in apps by 2018, as more engaging ad formats see huge uptake.
  • Advertisers can increase conversions by simply adding mobile optimized features -- for instance a 'click to call' button, or by linking to the relevant app store.

Popular posts from this blog

Digital Transformation Spending Reaches $1.8 Trillion

Ongoing investment in business technology will remain on track, despite concerns about the global economic outlook which continues to evolve in 2022. Enterprise CIOs and CTOs are focused on operational profitability and digital business growth goals that are enabled by strategic IT initiatives. Global spending on the Digital Transformation (DX) of business practices, products, and organizations is forecast to reach $1.8 trillion in 2022 -- that's an increase of 17.6 percent over 2021, according to the latest market study by International Data Corporation (IDC). Many anticipated DX investments will sustain this pace of growth throughout the 2021-2025 forecast period, with a five-year compound annual growth rate (CAGR) of 16.6 percent. Digital Transformation Global Market Development "IDC expects to see aggressive DX technology investment growth in 2022 following a minor slowdown during the pandemic period," said Craig Simpson, senior research manager at IDC . "As orga

Flexible Working: Why Company Culture Matters

The main reasons for the Great Resignation are obsolete leadership, fearful middle managers, and a toxic culture that hinders employee engagement. Perhaps that's why some organizations are still struggling with the consideration and development of a flexible working model.  They're incapable of evolving to a more enlightened approach to work where employees are treated with respect. They're stuck in a bygone era of the 20th-century industrial revolution where 'shareholder value' tops all other values, and where spreadsheets and financial data analysis drives all key decision making. We should not be surprised that 76 percent of human resource (HR) leaders now feel that hybrid work challenges an employee's connection to organizational culture, according to a recent survey by Gartner. A 2022 poll of HR leaders reveals the most challenging aspect of setting their hybrid strategy is adjusting the current organizational culture to support a hybrid workforce. In fact,

Securing Fintech via Mobile User Authentication

The global COVID-19 pandemic accelerated the development and adoption of online digital services, including mobile user authentication services. This led to more Fintech solutions growth at a rapid rate from 2020 to 2022, as companies started to adopt one-touch verification. These services enable CIOs and CTOs to increase the level of security offered to customers who are concerned about online financial transactions. However, there are numerous other industry use cases that require increased security measures to protect sensitive data. According to the latest worldwide market study by Juniper Research, mobile network operators will generate $27 billion from the termination of Short Message Service (SMS) related to multi-factor authentication in 2022 -- that's an increase from $25 billion in 2021. Commercial SMS Apps Market Development Juniper analysts predict this 5 percent growth will be driven by increased pressure on digital service providers to offer highly secure user authent