Tag: mobile marketing news

One third of online ad spending is directed toward smartphone and tablet using consumers.

According to the latest eMarketer study that has created a profile of the global industry for the first time ever, mobile marketing is an industry that is now worth $16 billion globally, and Google has the lion’s share of it at 55 percent.

The report also indicated that advertising over this channel represents a third of all of the global digital spending.

The eMarketer report indicated that in fiscal 2013, Google brought in over $8.8 billion in from mobile marketing. In second place, far behind Google, was Facebook, which drew $2 billion, which was an increase of just under a half billion from the year before. The third largest was Pandora, followed by the online version of Yellow Pages, YP. Last among the top five was Twitter.

As companies see increasing benefits from mobile marketing, they are redirecting their online spend toward that channel.

eMarketer pointed out in its mobile marketing report that “After making nearly half a billion dollars worldwide on mobile ads last year, Facebook—which had no mobile revenue in 2011—is expected to increase mobile revenues by more than 333% to just over $2 billion in 2013.”

This most recent year represented the middle of a new and powerful online and mobile marketing push for Twitter, which was seeing a global market share of less than 2 percent. This is expected to increase to the point that it will break the 2 percent mark this year. However, in the United States, it will hold a much larger space at 3.6 percent.

The mobile marketing dominance at Google has recently been the focus of the FTC and its competition regulators. As that massive company continues to grow and expand, it is also absorbing a larger amount of the advertising business over smartphone and tablet channels. At the same time, it is managing to keep a solid hold over to portion of the desktop advertising business.

eMarketer’s global mobile marketing report pointed out that Google will be boosting its revenues faster than the overall market’s growth over the upcoming year as a result of “continued monetization of YouTube and growing adoption of mobile advertising.”

Google and ZenithOptimedia join to promote mobile commerce and marketing

Google has announced a new and ambitious partnership with ZenithOptimedia, a leading media services agency. Together, the two companies intend to encourage brands to increase their spending in the mobile space. This includes promoting various mobile-centric services within the realms of marketing and commerce. Mobile commerce, in particular, is a major interest for Google as the company has been working to establish a foothold in this sector for the past two years.

Partnership spawns Horizon venture

Together, Google and ZenithOptimedia have launched Horizon, a joint venture that aims to provide consultancy services to large brands. Horizon will be responsible for highlighting the benefits that could be seen through engaging the mobile sector. More effective mobile marketing techniques could be a major boon for brands looking to engage consumers in a more dynamic way. With the number of consumers with mobile devices growing, marketing on this channel is becoming more important.

Horizon to promote the benefits of mobile commerce and marketing

Horizon will also work to draw some attention to mobile commerce, highlighting the benefits that could be found through the offering of comprehensive mobile commerce services. Consumers with smartphones and tablets have shown their strong interest in using these devices to purchase goods. As consumers become more mobile, their interests in mobile commerce are growing, creating promising opportunities for brands eager to connect with a new generation of consumers.

Google eager to establish foothold in mobile commerce

Google has been working to etch out a place for itself in mobile commerce, but already holds a formidable stance in the marketing space. The company recently reformed its AdWords platform in order to provide better services to marketers. The company has a strong interest in supporting the mobile initiatives that these marketers may have interest in and continues to make changes to popular platforms to support this. ZenithOptimedia has similar interests and is eager to see brands become more mobile conscious in the near future.