According to the report, this growth will then correspond to 15.5 percent of the total online advertising market or 4.4 percent of the total global ad spend for all media. As the digital convergence blurs the differences between devices, the definition used for mobile advertising is that it comprises the digital ads exposed on a mobile handset screen.The report has predicted that the mobile advertising expenditure will increase rapidly, which resonates with the continuously increasing share of time people spend on the mobile channel at the expense of traditional media. While the transition of advertising expenditure from traditional media to digital channels has not kept up with the changes in consumer behaviour, the direction of the development is clear, with advertisers keen on exploring opportunities with real-time bidding enabling automation in the ad buying process.Finally, the report has found that the mobile marketing value chain is still developing and there are a large number of players dedicated to different activities related to mobile advertising. Since the value chain is fragmented and the industry has not yet reached maturity, many different roles are involved and there is further a wide range of specialised mobile actors. The mobile advertising industry continues to demonstrate a high level of acquisition activity and further consolidation is expected to bring about an ecosystem consisting of a few dominant digital advertising networks spanning all types of devices.The report titled ‘Mobile Advertising and Marketing’ was issued by independent research company Berg Insight.
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