Tag: mobile internet

New ad formats and mechanisms change consumer perceptions

Hampshire, UK – 22nd October 2013: A new report from Juniper Research has found that increased utilisation of analytics platforms, allied to the introduction of innovative ad formats and purchasing mechanisms, will push global mobile ad spend beyond $39 billion in 2018, up from $13 billion this year.

Rich Media Ads Lead

The report – Mobile Advertising: In-App, Mobile Internet & Messaging Strategies 2013-2018 –highlighted the opportunities offered by targeted in-app advertising, citing the dramatic success of Facebook in monetising its native applications over the past year. Mobile now contributes 41% to its overall advertising revenue. Facebook recently announced that it is going to begin rolling out video ads, a move illustrative of the wider industry trend for interactive rich media ads, away from underperforming mobile banner adverts.

Furthermore, the report observed that the growth of Real-Time Bidding (RTB), a mechanism which lets advertisers buy impressions in real-time, means that publishers will be able to more easily sell their advertising inventory, which will thereby boost overall mobile ad spend.

”A Change in Consumer Perceptions”

However the report also pointed out that some brands still remain wary of the mobile channel due to concerns that mobile advertisements may be perceived as inappropriate or intrusive. Indeed, the report noted the disproportionately low spend on mobile advertising, versus other mediums, relative to the high engagement levels that frequently occur.

Report author Sian Rowlands pointed out, however, that “we are witnessing a change in consumer perceptions of mobile advertising as advertisers begin to use opt-in, or reward-style advertising; by harnessing big data and location information, mobile ads are being better targeted to users.”

Other Key Findings from the Report Include:

•    The fastest growing region, in terms of mobile ad spend, will be the Indian Subcontinent. Spend here will increase four times from 2013 to 2018.

•    Advertisers can increase conversions by simply adding mobile optimised features, for instance a ‘click to call’ button, or by linking to the correct app store.

The “Mobile Advertising – It All Ads Up” whitepaper is available to download from the Juniper website together with further details of the full report.

Juniper Research provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports and industry commentary.

For further details please contact Michele Ince, Press Relations

[email protected]

Mobile Internet could foster the growth of mobile payments

As commerce grows to be more mobile-centric, the quality of the mobile Internet is beginning to attract a great deal of attention. Most consumers with smartphones and tablets use their devices to browse the Internet for one purpose or another. The common consensus among these consumers is that a slow Internet connection is tedious and frustrating. In terms of mobile commerce, slow connections could be catastrophic as they could lead to multiple charges during a transaction due to consumer frustration and cause many to shy away from the idea of mobile payments altogether.

Faster Internet speeds provide better services to consumers

In order to ensure the continued growth of mobile payments, better Internet connections are required. MasterCard, one of the financial service companies investing heavily in the mobile commerce field, believes that current mobile Internet networks are simply not conducive to the long term growth and adoption of mobile payments. The company claims that 4G networks provide the ideal speed through which consumers can enjoy mobile commerce. These networks do not only allow for quick and efficient mobile payments, they also enable more connectivity between merchants and consumers, allowing both parties to interact more dynamically.

Businesses begin feeling pressure to modernize

High-speed Internet connections have long been reserved for stationary computers stuck in homes. The advent of mobile technology drew attention to a new way that the Internet could be used while people are away from their homes. Thus, the mobile Internet has become a major part of the lives of consumers, a growing number of whom are becoming seriously reliant on their smartphones and tablets. These consumers are forcing businesses to look at the mobile space more seriously and find ways to cater to the needs of a new generation of customers.

Some businesses may be unprepared for the adoption of 4G Internet

According to MasterCard, more businesses are beginning to see the value of mobile payments and how mobile commerce, as a whole, can be supported through the adoption of high-speed mobile Internet. MasterCard notes that many businesses may not be ready to facilitate 4G connectivity as the services they offer are based on slower Internet speeds, but the momentum behind mobile commerce may force these businesses to update their services if they want to get in on the action.