The global mobile advertising market will generate revenues of $12.8 billion in 2013, growing from $8 billion in 2012, according to the research published by Informa Telecoms & Media. And while the revenues continue to grow every year, brands and advertisers are still spending much less on mobile compared with the amount they spend on PC/desktop, TV, print and radio. In many cases, the analytics and insights available on mobile usage is not compelling enough for brands to spend a large portion of their advertising budget on the medium.
Revenues from display ads on mobile sites and mobile search will account for the largest share of mobile advertising revenues in 2013 but mobile apps will see stronger growth as many ad-networks are now seeing greater revenues being generated via in-app advertising. Most mobile ad networks are seeing the majority of their ad impressions on smartphones and an increasing proportion of those ads are being served in mobile apps. The main driver for in-app advertising is the growing number of smartphone users, particularly iPhone and Android users who are now spending more time using apps than browsing.
Mobile operators, however, can only expect a very small share of revenues from mobile Internet advertising but they will continue to take a large share of revenues from messaging and voice-based mobile ad campaigns, which will continue to play an important role in mobile advertising.
According to Shailendra Pandey, senior analyst at Informa Telecoms & Media, mobile operators should think of the possible benefits in the wider context with mobile advertising that could help them develop and offer a more compelling suite of m-commerce services, increase subscriber loyalty and reduce churn on their networks…
As usual, more information is available from Informa’s website.
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