Global mobile advertising revenues to reach US$12.8 billion in 2013
Written by Informa Telecoms
Thursday, 13 December 2012
London, UK
– December 13, 2012 – The
global mobile advertising market will generate revenues of US$12.8 billion in
2013, growing from US$8 billion in 2012, according to the latest research
published by Informa Telecoms & Media.
Mobile
advertising revenues are growing every year but brands and advertisers are still
spending much less on mobile compared with the amount they spend on PC/desktop,
TV, print and radio. In many cases, the analytics and insights available on
mobile usage is not compelling enough for brands to spend a large portion of
their advertising budget on the medium. “There is growing recognition of the
importance of the mobile medium but when it comes to advertising, most brands
and advertisers have not yet managed to effectively engage users and
consistently achieve the desired returns with mobile advertising campaigns”,
comments Shailendra Pandey, senior analyst at Informa Telecoms & Media.
Revenues
from display ads on mobile sites and mobile search will account for the largest
share of mobile advertising revenues in 2013 but advertising in mobile apps will
see stronger growth as many ad-networks are now seeing greater revenues being
generated via in-app advertising. Most mobile ad networks are seeing the
majority of their ad impressions on smartphones and an increasing proportion of
those ads are being served in mobile apps. The main driver for in-app
advertising is the growing number of smartphone users, particularly iPhone and
Android users who are now spending more time using apps than
browsing.
Mobile
operators can only expect a very small share of revenues from mobile Internet
advertising but they will continue to take a large share of revenues from
messaging and voice-based mobile ad campaigns. Messaging and voice will continue
to play an important role in mobile advertising as many Internet-based campaigns
also rely on SMS short codes or a click-to-call function for consumer response.
“Mobile operators should think of the possible benefits in the wider context
with mobile advertising. They might not get direct revenues from mobile
advertising but it can help them to develop and offer a more compelling suite of
m-commerce services, increase subscriber loyalty and help to reduce churn on
their networks”, adds Pandey.
These
findings are from Informa Telecoms & Media’s latest research report “Mobile
Advertising: Global Market Analysis and Forecasts 2011-2016” www.informatandm.com/madvertising.
The report analyzes
the strategies that Internet brands, mobile operators, and other value-chain
players need to implement to drive the growth of the mobile advertising market.
It evaluates the opportunities and challenges for the advertisers/brands, ad
agencies, ad networks, mediation platforms and network optimizers, platform
vendors, mobile search providers, content publishers, app developers and mobile
operators.
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