Tag: mobile marketing

Spending on ads targeting smartphone and tablet users almost doubled last year but still represents a sliver of the total.

Last year in Canada, mobile marketing spending on ads increased at an explosive rate, nearly doubling what it had been the year before, and yet it is still considered to be only a tiny fraction of the overall digital ad marketplace.

That said, if the growth continues at this rate, it won’t take long for this channel to carve a much larger slice.

This mobile marketing data is according to a report that was released by the Interactive Advertising Bureau of Canada. The report indicated that the smartphone ad revenue in 2012 came to $160 million. This was an increase of 97 percent over what it was in 2011. At the same time, revenues from online ads increased by 13 percent, bringing them to $2.9 billion. That still managed to beat the forecasts that had been established by IAB Canada.

This year, both online and mobile marketing ad revenues are expected to rise, but more moderately.

The digital ad revenues for 2013 are predicted to increase by 9 percent by the close of the year, reaching a total of $3.36 billion. This includes the 50 percent rise that is expected for ads over mobile marketing, which will come to an anticipated $240 million. These forecasts were created based on the advertising budgets that survey respondents provided to IAB Canada. These respondents included ad networks and exchanges, on top of online publishers. Those budgets reflected the first half of the year’s data.

The dollar figures have revealed that while mobile marketing does still have a great deal of potential as a channel over which to advertise, marketers are still only in the earliest stages of figuring out how they will be using the channel to reach their customers over these widespread and yet still quite new devices.

This also reflects a challenge that publishers face in being able to sell adequate advertising over smartphones and tablets in order to be able to recoup sizeable investments into the creation and establishment of their mobile marketing campaigns and smartphone based presence.

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.

The 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.