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Recommended link: IAB/IHT Mobile advertising report
This month, the IAB and IHS Technology's published a survey that shows strong demand for global mobile advertising, as revenue almost doubled last year to 19.3 billion dollars and mobile growth accounts for a large proportion of this. In terms of the format of mobile advertising, display has shown the most growth followed by search and then messaging. According to Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB.
'as mobile ad campaigns become easier to plan, create, buy, and measure – in great part due to programmatic strategies – these operational efficiencies are spurring the growth of the mobile display ad market. And, this impressive rise in mobile advertising is unquestionably a worldwide phenomenon, with strong year-over-year upticks being seen in every corner of the globe.'
Globally, there are differences across format across mobile advertising as shown below:
Read IAB's full report for more detailed information on the 'State of Mobile Advertising around the world'. The report suggests the importance of optimising content and reach via mobile, though are we all actually planning this into our marketing mix and measuring mobile behaviour?
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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