Mobile Web Growth: Smaato Report Says Usage Has Doubled Over Past Year

Mobile Web Growth Smaato Report Says Usage Has Doubled Over Past YearMobile web usage is growing like kudzu in the summertime.

That’s reflected in a new report from Smaato, a leading global real-time advertising platform for mobile publishers and app developers.

The company’s “Global Trends in Mobile Programmatic Report” was compiled from analyzed data from billions of mobile ad impressions served on Smaato’s exchange during the first half of 2015.

The upshot? Mobile web usage is soaring. Apps still command the market for overall mobile ad spending, but spending on the mobile web increased by 100 percent in just the past year.

“Social apps like Facebook and Twitter could be the driving force behind this surge in mobile web usage,” the shared report summary reads. “According to a recent report from IAB, 52 percent of smartphone owners say they tap links in mobile apps that take them to web articles they want to read.”

Smaato also revealed that advertisers are “doubling down on targeting families and parents on mobile.” Ad spend on this demographic rose more than 300 percent over the past year (the second most lucrative vertical grew 87 percent).

“The shift to mobile began with the mobile web — and then apps took over,” said Ragnar Kruse, CEO of Smaato. “Although we can’t say for sure whether we’re looking at a huge comeback of the medium, the fact remains that publishers and advertisers can’t afford to ignore the mobile web. Mobile ad strategies – whether it be the size of ads or the use of rich media — must be created with both app and mobile web usage in mind.”

There are other interesting findings in the report, including:

  • App developers and publishers who provide age and gender information are making four times as much in ad revenues as those who do not.
  • Larger ad sizes are surging in popularity, especially in developing markets.
  • Publishers and app developers who make room for rich media in their apps and on their websites are making 83 percent more money than those who don’t.

Want to know more? The entire report can be accessed here.