Tag: mobile marketing ads

Mobile ad budgets rise by 75 percent

Companies are now expected to spend nearly double, this year, what they did last year.

According to the results of a recent study, global mobile ad spending is rising extremely quickly, as it had reached $17.96 billion in 2013, having more than doubled since the year before, and now it is expected to nearly double once again this year.

The growth in 2014 should reach about 75 percent, to bring itself to a worldwide total of 431.5 billion.

The mobile ad spend total for this year represents about a quarter of all of the spending that has occurred on digital advertising. The two companies that will be benefiting the most as a result of this growing spending are Google Inc. and Facebook Inc. Last year, those two companies took in over two thirds of the amount of money that was spent on mobile marketing ads.

The mobile ad budget and spending data for the report was assembled by Millennial Media Inc.

That company offers data analysis for advertisers to help to provide valuable insight and shed some light on industry trends. The report helps to better understand the goals of advertisers based on the spending for the channel that occurred last year, compared it to the year before, and made predictions for this year. The data regarding ad spending had been published last week by eMarketer.Mobile Ads Budget

Millennial Media reported that the leading five vertical markets in terms of spending over the mobile channel for advertising, last year were: entertainment, retail, telecommunications, finance, and computer goods, in that order. When compared to the year before, entertainment and retail switched places, and automotive spending’s position was taken by consumer goods.

The consumer goods mobile spending has grown by 134 percent in 2014 alone. However, the largest increase that was seen year over year was in sports advertising. That sector increased the amount that it was pouring into ads by almost 500 percent. One of the trends that increased by the largest amount in terms of popularity and spending was rich media and video ads, which managed to increase 350 percent in the auto advertising sector when compared to banner ads.

Mobile marketing ad formats leave much to be desired

This, according to the execs at both The Weather Channel as well as at Criteo.

Execs from both The Weather Company – the operator of The Weather Channel – and from Criteo – an adtech platform – believe that as much as mobile marketing is growing in popularity and presents considerable opportunity for monetization of a website or an app, the ads that are used over this channel leave a great deal to be desired.

These two execs have agreed that it is primarily the format of the ads that needs to improve.

They have stated that the mobile marketing ad format continues to be riddled with flawed and time will require it to improve. That said, this is not quite an encouraging statement considering the fact that the channel has been heavily used, worldwide. It is also a rather grim statement considering that Criteo is a considerable buyer of m-commerce ads, and the Weather Channel is a large seller due to the great popularity of its app.

That said, despite the current statements, they do feel that mobile marketing will be the place to be in the long run.

Mobile marketing ads leave much to be desiredIn a recent interview with a business publication, Greg Coleman, the president of Criteo, said “Do mobile ads suck? Maybe, maybe not.” He added that if you are able to encourage a viewer to click an ad, which he called, making an “ad dance”, then you can assume “that it doesn’t suck.”

In order to be able to make better mobile marketing ads, according to Coleman, there is a requirement for the industry to look into the ads that have been made by curatives that have developed a smartphone based background and who have what is referred to as Coleman as the mobile “DNA”.

At the same time, The Weather Company’s chief global revenue officer, Curt Hecht, has expressed a different angle of view regarding the direction that mobile marketing was taking. In his opinion, considering the way that things currently are, the methods that are used for purchasing and selling ads over smartphones and tablets are what he called “a complete mess”. For a company that sells ad space on its apps, this isn’t the best type of statement to make.