Category: Mobile Marketing

Mobile marketing spending rises in first six months of 2013

| September 23, 2013

During the first half of this year, digital ad spending has spiked when compared to last year.

The latest estimates regarding digital ad spending and mobile marketing for the first half of the year have now been released by Kantar Media, and they have shown that the figures have grown considerably over last year at the same time.

The total ad spend in the United States increased 2.0 percent across the market, year over year.

However, eMarketer also pointed out on Monday that “But Q2 2013 was notable for an even faster rate of increase, at 3.5% over Q2 2012”. This included the figures for not only mobile marketing, but all online advertising spending.

In the first half of 2013, the mobile marketing spending increased notably.

Mobile Marketing SpendingThe report also indicated that beyond mobile marketing, digital display ads experienced an increase of 5.3 percent over the first half of the year. However, it is important to note that this particular statistic does not include those displayed over smartphones and tablets, and does not include the results that were seen over video.

Video and mobile marketing are the two areas in which the largest increases in investment have been recorded. In fact, it is indicated that the growth for each of those individual digital spending areas rose by a great deal more than the figure recorded for the increases in display only.

It did not come as much of a surprise to the authors of the report that retail remained in the lead of the spending for mobile marketing and digital ad spending. However, the overall digital ad growth (not including video and smartphone and tablet ads) in the second quarter of this year was quite small compared to a year beforehand, landing at only 0.1 percent growth this year.

The report added that the fastest rate of increase was in the telecom industry, where there was a rise of 19.5 percent. Insurance and restaurants were also seen as rapid growth categories for mobile marketing as well as digital ad spending, as they each achieved overall increases in spending in the double digit percentages. It was estimated by eMarketer that the total overall ad spending in the United States will see a growth of 3.6 percent in 2013.

Mobile marketing ad revenue from videos not keeping up

| September 20, 2013

FreeWheel has released a report that said that the income isn’t keeping up with the number of views.

The latest mobile marketing data released from FreeWheel, an online video technology firm, has shown that while people are using their smartphones at an increasing rate to watch videos, the ad revenue that is being generated by that trend is not keeping up.

The second quarter online video monetization report showed that there is a considerable disparity.

The mobile marketing report indicated that an estimated 13.2 percent of all video views within the second quarter originated from smartphones and tablets, but only 5.6 percent of the ad views were from those same devices. FreeWheel went on to say that measurement challenges, consumer viewing habits, and the fragmentation of devices all contribute to this lag in ad revenues over this channel.

Mobile marketing ROI from videos is not reflecting the viewership.

Mobile Marketing - slow ad revenueOne of the advisory services team members from FreeWheel, Brian Dutt, has stated that individuals who are viewing videos using a small screen have a tendency to watch for shorter sessions and often choose short form content. This is not the ideal environment for mobile marketing.

Dutt explained that “When we’re talking about mobile, we’re talking about a small-screen, short-form content, so the viewer is on the go,” he said. Add the challenges measuring audience on mobile and the multiple devices and screen sizes to create ads for and “it’s a harder form factor to monetize.”

That said, the viewing of online video has been shown to be maintaining its growth in the double digits. Viewership had increased by 38 percent in the second quarter when compared to the same time a year before. This is being credited to TV everywhere apps as well as original digital content, which is giving people the opportunity to broaden their program viewing to various devices at different screen sizes.

Short form viewing content was by far the video viewing format that saw the most considerable growth over smartphones. As ad loads are notably less within that type of content, mobile marketing opportunities are constricted and therefore aren’t bringing in the same type of revenues that have been achieved over desktops and laptops video viewing.