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

Why Healthcare and Smart City Apps Drive 5G IoT

Fifth-generation (5G) wireless technology for cellular networks is a successor to fourth-generation (4G) wireless technology. By 2023, Juniper Research anticipates that there will be over 1 billion 5G connections globally. The technology will provide the data infrastructure for the advancement of wireless communications and for new developments in the Internet of Things (IoT) -- including smart cities and healthcare. 5G IoT Market Development According to the latest worldwide market study by Juniper Research, 5G IoT connections will reach 116 million globally by 2026 -- that's increasing from just 17 million connections in 2023. Juniper analysts predict that the healthcare sector applications and government or other smart city services will drive this outstanding 1,100 percent growth over the next three years. Juniper examined 5G adoption across key industry sectors -- such as the automotive, mobile broadband, and smart homes -- and forecasts healthcare and smart cities will accoun

How Savvy Leaders Re-Imagine Work in 2023

As we look to the year ahead, there will be significant challenges and opportunities facing the Chief Human Resource Officer (CHRO) role. In order to be successful, savvy HR leaders must be prepared to take proactive steps that adapt and evolve. "HR leaders have faced an increasingly unpredictable environment amid many organizations mandating a return to office, permanently higher turnover and burnt out employees," said Emily Rose McRae, senior director at Gartner . HR Innovation Market Development One of Gartner's key predictions for 2023 is that the use of artificial intelligence (AI) and automation will continue to increase within the enlightened digital workplace. This transition will require HR leaders to develop new skills and competencies in order to effectively manage and lead teams that are increasingly relying on these enabling technologies. Additionally, HR leaders will need to ensure that their organizations are investing in the necessary infrastructure and re

Top 10 CFO Priorities Require Rethinking Finance

The Chief Financial Officer (CFO) role is essential to digital business growth. While CFOs do not get closely involved in the tactical details of the digital transformation of their functions, they still recognize its strategic importance. According to the latest survey by Gartner, CFOs are faced with the challenge of balancing the need for substantive digital business innovation with financial cost control and risk management. "CFOs will be stretched thinly across many activities in 2023. The survey revealed a wide range of actions CFOs plan to either lead or be significantly involved with," said Marko Horvat, vice president at Gartner. Survey Findings: The Top Ten Priorities Cost Optimization - Cost reduction remains the top priority for CFOs as they look for ways to cut costs and improve efficiency in their operations. This includes identifying cost-saving opportunities through automation, outsourcing, and business process improvement. Business Continuity - The global C