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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.
About The Author
Dusan Belic
Dusan has been using smartphones since their introduction and is now following the latest trends in the industry. The "convergence" is what he's most excited about, and writing about it is the next logical thing to do. He thinks that using a smartphone is what everyone who cares about their time should do. In addition to his interests in mobile phones, Dusan also loves to experiment with the latest web and mobile 2.0 services. The idea of accessing and managing your information from any device no matter where you are simply amazes him. Whether it's an online to-do list, note taking service or a video sharing social network, he's there to try it out. He admits though, he's still searching for the ultimate web-based organizational tool, which "sings" perfectly with the mobile PIM application. Dusan used to run SymbianWatch.com which later became part of IntoMobile. He lives in Serbia, South-East Europe, from where he edits the site on a daily basis.
