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Mobile advertising works when used as part of a cross-media campaign and dialogue. According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in 2016. The total value of the global mobile marketing and advertising market will grow from $3.4 billion in 2010 at a compound annual growth rate of 37 per cent to $22.4 billion in 2016.
Mobile advertising matured drastically in 2011, with more sophisticated ad units and campaign executions. This maturation has made consumers more open to mobile ads.
According to Nielsen’s State of the Media:
Consumer Usage Report, 51 per cent of consumers say that they are OK with advertising on their devices if it means they can access content for free.
For 2012 expect to see more integration of social into mobile ads and marketing programs. Also, location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead to higher fill rates for publishers.