Tag: smartphone ads

Spending on mobile advertising varies around the globe

| March 2, 2015

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.

Mobile Marketing Spending Around the GlobeStill, 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.

The next “big thing” in mobile marketing could be automation

| February 27, 2015

The global mobile chief at Mediacom has predicted that this will be the next trend in smartphone advertising.

According to Ben Philips, the head of mobile at Mediacom, it is important for marketers to get to know the basic differences between web advertising automation and mobile marketing automation so that they will be able to offer an exceptional experience by way of each different channel.

Advertisers have been using automated online content and have been seeking the same over mobile.

Though marketers have been trying to push automated mobile marketing content for a while now, they have struggled to be able to achieve their goals as their view of how people interact with – and switch to and from – each platform is not clear. As proximity triggers and push notifications become more central to the efforts of marketers, Mediacom feels that the automation of mobile advertising which steps above and beyond the app.

Phillips cautioned advertisers that mobile marketing is not simply a matter of a phone.

Mobile Marketing - The Next Big ThingHe stated that brands should be taking into “consideration all that is not tethered to a desk”. It is important to note that the marketers that are achieving the greatest levels of success are those that have been designing their creative mobile first, and are those that “appreciate how their audience chooses to engage with them and provides the correct response.”

For instance, within a retail brick and mortar shop, it was suggested that instead of pushing mobile ads that would be received by customers as they make their way past an aisle, it may be more effective to personalize the advertising by connecting with them through CRM and provided greater context for the ads.

Philips went on to explain that “Automated mobile marketing will enable deeper CRM learnings and processes that lead brands to a more personal one-to-one dialogue with their consumers.” That said, providing an engaging communication that is personalized for the shopper is impossible without obtaining the appropriate data with regards to the audience. Therefore, Philips has predicted that one of the most important efforts of this year will be to create a persistent tracking identifier for a shopper as he or she travels from one platform to another.