Tag: marketing mobile

Display is driving mobile ad revenue over smartphones

New data is showing that there has been a growth of 114 percent in that specific area of earnings.

A new report from the Association of Online Publishers (AOP) and business advisory firm, Deloitte, has shown that mobile ad revenues have driven a growth of 114 percent in smartphone display over the span of the previous 12 months.

The data revealed that there was also a great deal of overall growth in earnings from mobile advertising.

Among UK publishers, there was a growth of 80 percent in mobile ad revenue during this year’s first quarter, when compared to the figure from Q1, last year. According to the report, the main driver of this growth was the rapid rise in smartphone display earnings (114 percent), with tablet display ad revenues rising at a healthy but notably lower rate of 47 percent.

The rate of growth that was seen through mobile ad revenue was considerably greater than that of digital overall.

Mobile Ad Revenue - DataIn the AOP & Deloitte Digital Publishers Revenue Index Report (DPRI), it was stated that the overall increase in advertising revenues was 5.6 percent. That rate is slower than it has been over the quarters previous to Q1 2015. Another area in which there has been a steady and promising source of ad revenue has been in online video, where there was a 17 percent higher growth rate recorded by digital publishers than had been seen during the first quarter of 2014.

The desktop display ad revenues, on the other hand, saw a drop of 6 percent in the first quarter of this year when compared to the same quarter last year. This indicates that some of the market that had once belonged to desktop could be moving its way over to the mobile marketing sector, instead. As media consumption occurs over smartphones and tablets at a steadily growing rate, online publishers are starting to realize how important it is not to miss out on targeting those device owners with their advertising, as well.

This marketing trend does not appear to show any indications of slowing and so it is being predicted by a growing number of firms that the path of mobile ad revenue will only continue in its current direction.

Despite lack of tools mobile marketing budgets spike in 2014

Even though the solutions currently available aren’t meeting expectations, marketers and brands are still spending.

Recent studies and reports are showing that while brands and companies aren’t yet entirely impressed with the tools that mobile marketing vendors have to offer, they are still raising the size of their budgets for this channel.

The B2B budgets geared toward mobile advertising and promotions will rise 11 percent in the next 6 months.

Moreover, when it comes to the mobile marketing budgets for the next full year, it is expected that there will be an increase of 17.5 percent, according to a VentureBeat Insight Report. That said, while this represents an exceptionally healthy growth in terms of budget size and predicted spending, the reports are still showing that companies are not yet sold on the types of tools that they have available to them through vendors in this category.

This recent mobile marketing data shows that there are considerable problems holding this channel back.

Mobile Marketing Budgets up in 2014The solutions that companies are actually seeking simply are not yet available. Among the largest struggles that are holding B2B mobile advertising back have to do with a lack of integration and support in the overall marketing technology tools that they are already using on a regular basis. The report showed that nearly 40 percent of the respondents said that the primary problem had to do specifically with the marketing software tool makers.

The second most important problem was identified as being the lack of complete understanding of marketing professionals of the mobile sphere and how to best take advantage of what it has to offer. This is not a new discovery, as the channel has been evolving exceptionally rapidly despite the fact that it is still in a very young phase of its life.

Other struggles that are faced by those attempting to use mobile marketing include a lack of budget to dedicate to this channel. Surprisingly, there remained a group representing 15 percent of businesses that still don’t even believe that the channel is effective at all. This, despite the fact that the vast majority of brands are now either already using it or are planning to use it within the not too distant future.