Tag: mobile marketing spend

The results of a recent market analysis has shown that different regions and platforms see different spend rates.

Mobile advertising is taking off in virtually every market around the world, but the operating system that is targeted seems to have a considerable impact on the amount of spending that is being invested into that particular channel.

The results of a recent mobile marketing analysis has revealed that Android currently leads the way.

When it comes to impressions over mobile advertising, Android is the current winner, with 62.7 percent of the global market during the fourth quarter. Comparatively, that same figure was only 37.7 percent during the same quarter in 2013, which shows a massive shift in dominance in that area. These stats were cited by eMarketer, as per the data that was collected by the Opera Mediaworks mobile ad platform.

Apple’s mobile advertising share over iOS fell substantially to 27.2 percent from having been 43.4 percent the year before.

Still, while impressions may have fallen considerably over iOS, Apple still maintains dominance in another area of mobile marketing. That is in the revenue generated through that channel. In fact, iOS represented 51.7 percent of the global mobile ad revenue during last year’s final quarter. Comparatively, Android held 41.2 percent of the market, which isn’t too shabby, but that is clearly notably lower than Apple’s percentage.

Still, the trend does show that even in revenues, Apple slipped, while Android climbed. The year before, in terms of mobile ad revenues, iOS had held a 55.7 percent share in the last quarter, while Android had only 37.7 percent.

Among the explanations for this mobile advertising trend is that iOS remains a more powerful force in developed markets, where the ad spend is higher. Therefore, while Android may have held onto 84.4 percent of the smartphone shipments in last year’s third quarter (says IDC data), the notably smaller 11.7 percent share held by iOS happens to be located primarily in a part of the world where the ad spending is notably higher. This means that every iOS device presents a bigger mobile ad spend than each individual Android mobile gadget.

In the United States, smartphone and tablet users are being targeted at a rate that is more rapid than other categories.

According to a recent report by BI Intelligence, mobile marketing is growing at a faster rate than advertising over any other digital channel in the United States, as a rising amount of the overall ad budget by marketers is being allocated to catching the attention of an increasingly large number of users who look to their smartphones and tablet screens first.

Traditionally, there has been a considerable gap between the amount of time spent on mobile devices and the ad money for the channel.

The users of smartphones and tablets have been spending a rapidly rising amount of time on those devices, to the point that it is very significant, and it is still growing. That said while the amount of money spent on mobile marketing is also on a rapidly rising path, it remains quite tiny when compared to the amount of time that users are spending on the devices. The BI Intelligence report shows that this disparity is about to start to narrow, as marketers start to more readily embrace mobile optimized advertising formats.

Among these optimized types of mobile marketing are native ads and interactive rich media.

As the improvement of targeting continues, says BI Intelligence, there will also be an increase in the number of advertisers that will discover the ways in which the mobile advertising platform can effectively be utilized.

The prediction from the report was that by 2018, the mobile ad spend in the United States will reach almost $42 billion. This will be the result of a 43 percent five year compound annual growth rate starting in 2013.

The report examined some of the most important and successful mobile marketing formats, which include the user of social, video, search, and display. The report provided considerable insight into the firm’s predictions with regards to the areas that will see the largest amount of spending from a mobile advertising budget, while looking at the overall performance that may be expected from the ads produced for smartphone and tablet screens.