Tag: mobile marketing trends

Television, radio, online, and mobile ad spending is highest in the US

| March 3, 2015

In terms of the per capita spend on smartphone advertising, the United States is at the top of the list.

According to the results of a data analysis that were published in a Strategy Analytics report, the per capita multichannel, including mobile ad spend in the United States is greater than anywhere else in the world, and it is continuing to grow at an extremely rapid pace.

The report summary showed that the estimated total ad spend for in the U.S. totaled $181 billion, last year.

What that figure means is that when it comes to advertising spending (which includes mobile ad spending), the United States makes up one third of the entire global advertising market, said the report. Looking into this data further, it was revealed that in 2014, the amount spent on the average person was an estimated $567. This figure was found in the Global Advertising Market Forecast Outlook, which is the most recent report from Strategy Analytics.

In second place for advertising, including mobile ad spending, was Australia, which spent an average of $486 per person.

Mobile Ad SpendingNorway held the third place, where the per-capta television, online, and mobile marketing price tag was $472. Analyst from Strategy Analytics, Leika Kawasaki, explained that “To put this in perspective advertising spend per capita in the United States is 121 times larger than India and 16 times larger than China.” That statement provides a powerful illustration of the difference in the amount being spent on mobile advertising in the U.S. when compared to countries in which the population and the number of smartphone owners is considerably greater.

Kawasaki went on to explain that “China which has the second largest advertising market globally has the second lowest average spend per capita at $35 per person.” The difference is primarily that the United States still pays a tremendous amount for television advertising, more than any other country.

That said, as digital – particularly online and mobile ad strategies – become increasingly important, the gap is starting to close between the per-spending in the United States and other countries around the world. This is only one more way in which the ubiquitous nature of smartphones is revolutionizing the digital world.

Mobile marketing is an effort that doesn’t stop with applications

| February 11, 2015

The majority of advertisers are quick to dive into apps, but there is a great deal more to the channel.

While study data has been consistently showing that consumers are now spending more time looking at the screens of their smartphones and tablets than their TVs, mobile marketing is still not viewed as a powerful channel for advertising.

Instead, many marketers are seeing this sphere as being limited to mobile apps, and not much else.

All too many mobile marketing companies have been overlooking the mobile web as a good way to be able to reach consumers. That said, the vast majority of m-commerce and traffic over smartphones and tablets does not come through apps. This suggests that marketers are missing a considerable opportunity by placing all of their focus on that one component of the channel, and overlooking the rest, nearly completely.

Recent Forrester research findings suggest that mobile marketing may not be fully understood by those using it.

Mobile Marketing - More to advertising than just appsThe Forrester findings showed that the average smartphone user on in the United States and the United Kingdom have 24 mobile apps on their devices, but will spend 80 percent of the time that they use those devices on only 5 of them. The most amount of time is typically spent on messaging and on social media, as opposed to mobile gaming. While there are certain specific vendor apps, such as Starbucks, that have done exceptionally well, the majority are considered to be relatively insignificant.

With the growing importance of mobile devices to the average consumer, it is surprising that retailers and brands have not kept up with the new wave of advertising opportunities, particularly considering that the competition is “low” now, and will only increase over time. Moreover, this is typically considered to be quite an affordable and cost effective way to reach consumers, but is not being used for driving engagement.

While it isn’t that apps are unimportant, data is showing that mobile marketing needs to involve the web and other methods of reaching consumers in a way that increases their odds of being reached.