Just in time for Mobile World Congress this week in Barcelona, Spain, the mobile advertising experts at MassiveImpact have published a new report that highlights the growing demand for performance-based mobile advertising.
After taking a moment for the obligatory self-congratulating announcement that the company enjoyed 40% annual net income growth in 2013, MassiveImpact shed light on an industry-wide trend – the growing focus among mobile advertisers on performance based mobile advertising.
According to the data cited, Morgan Stanley predicted that 2014 would be the year that mobile Internet usage will surpass desktop Internet usage. The forecast is based on global mobile penetration now reaching 95%, and worldwide mobile subscriptions of 6.8 billion, or 4.2 billion factoring in that many people have multiple devices.
This trend toward mobile Internet is directly reflected in increasing mobile advertising spend. Brands are leveraging better targeting practices with native advertising embedded into mobile content and user experience, new rich media and other innovative advertising formats to compel customers to take action directly from their phone.
“Rich media ads are having an enormous impact in the APAC region with an intelligent combination of interactivity and accurate user targeting,” says Sephi Shapira, CEO of MassiveImpact. “Mobile ads are able to touch a potential consumer on an emotional and more personalized level, driving a more proactive approach and ultimately increasing advertisers’ bottom line.”