Proliferation of Mobile Internet Supported by Falling Tariffs & High Device Penetration Rates Drives the Global Mobile Advertising Market

New-age advertisements and metrics & analytics support in the mobile marketing space, penetration of smartphones and falling data tariffs leading to expansion of mobile internet, and increased popularity of social networks are poised to drive the global market for Mobile Advertising to reach US$533.4 billion by 2024.

Mobile advertising is fast evolving into a key element of marketing mix strategies adopted by companies worldwide. Over the past few years there has been a rapid rise in spend on mobile advertising that includes video ads, mobile website-displays, in-app advertising among several others. A mobile phone, being a personal gadget, demands an equally personalized approach when it comes to advertising. Targeted ad campaigns guarantee best returns on the money spent in the mobile advertising market space. Mobile advertising firms are exploring options for increased efficiencies in mobile-marketing automation and mobile-programmatic buying services, which offer even more sophisticated targeting features. Hence, devising a perfect strategy for mobile advertising continues to be a complicated task in a rapidly evolving mobile market. There are however, scores of mobile advertising-platforms as well as services that can ease the complexity of the task to a great extent. Companies are also betting on location-based advertising as an opportunity with the promise. Smartphone penetration witnessed an enormous leap in the past few years and has achieved a successful market foothold than TV, radio, and commercial Internet. The growing use of smartphones and tablets for carrying out internet-based searches and for accessing local information provides the perfect platform for mobile ads to make an impact.

The advertising space was changed in a big way when the mass-market consumer started using the Internet. Unlike most other previous forms of advertising, the Internet provided instant fulfilment and gratification. In the case of mobile advertising, adoption was slow because the ads were more invasive than effective. However, times are changing now with the impact of ads on cell phones are becoming as big as that of the Internet on magazines and newspapers. Companies are increasingly investing in advertising through mobile devices as consumers are spending greater time on smartphone compared to all other devices. In fact, businesses of all types and sizes are spending on mobile ads; as a result mobile devices are receiving increased face-time. Digital ad agencies are implementing mobile-based campaigns for customers in a broad spectrum of verticals, ranging from restaurants to car dealerships. Rising penetration of 3G/4G networks is encouraging the expansion of mobile broadband internet subscriber base thus resulting in brands placing higher emphasis on mobile video advertising campaigns, due to the growing prominence of video streaming in the mobile ad marketplace. The increasing proportion of the internet traffic from numerous devices is convincing marketers to boost their respective mobile ad budgets. Mobile advertising is fast evolving as a more real-time and integrated aspect with the technology becoming more advanced and the years ahead are expected to provide good prospects to marketers.

As stated by the new market research report on Mobile Advertising, the United States represents the largest market worldwide. Mobile ad revenues in the US are driven by the already high penetration of smartphones, increased use of mobile Internet, and the associated rise in ad inventory. Asia-Pacific ranks as the fastest growing market with a CAGR of 34.2% over the analysis period. Rapid increase in the number of mobile phones and mobile devices is driving growth in region’s mobile ad market. The rapid adoption of various applications including downloading of ad-supported games, mobile web, and applications are also boosting advertising opportunities.

Key players in the market include 4INFO, Alibaba Group Holding Ltd., Amazon.com, Inc., Amobee, Inc., AOL, Inc., Baidu, Inc., Conversant LLC, DoubleClick, Inc., Facebook, Inc., Google, Inc., InMobi, LinkedIn Corp., Microsoft Corp., Oath, Inc., ONE by AOL, Pandora Media, Inc., Tencent, Inc., Twitter, Inc., Velti, and Yahoo!, Inc.

The research report titled “Mobile Advertising: A Global Strategic Business Report” announced by Global Industry Analysts Inc., provides a comprehensive review of market trends, issues, drivers, mergers, acquisitions and other strategic industry activities of major companies worldwide. The report provides market estimates and projections for all major geographic markets including the US, Canada, Japan, Europe (France, Germany, Italy, UK, Spain, Russia and Rest of Europe), Asia-Pacific (Australia, China, India, South Korea and Rest of Asia-Pacific), Latin America (Argentina, Brazil, Mexico and Rest of Latin America) and Rest of World. The report also analyzes the Mobile Advertising market by category - Messaging, Search and Display.


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