There’s an oft-used American expression that talks of “the 800 pound gorilla in the room.” This reference to an organization, a person, or an idea so powerful it can’t be ignored might now be apt to describe mobile advertising.
In a story reported by TheMediaOnline, a review of the recent presentation by industry heavyweight Mary Meeker gets to the point: There’s a $30 billion opportunity waiting to be had in mobile advertising.
Meeker, a partner at Kleiner Perkins Caufield & Byers (KPCB), a Silicon Valley venture capital firm, is an oracle, of sorts. Known for her ‘state of the internet’ annual presentations, Meeker was one of the first analysts to see mobile advertising as the sector with the most potential for internet advertising growth.
Some takeaways from her presentation:
1. Advertising spend in print media remains “over-indexed”. Though people in the USA only spent 5 percent of their media time with print in 2013, the category still managed to generate 19 percent of all advertising investment.
2. Mobile advertising is the category with the greatest potential for growth. People are using 20 percent of available media time for mobile, while mobile advertising currently attracts only 4 percent of advertising spend.
3. People spend 25 percent of their time on the [desktop] internet, while advertising spend equals 22 percent. (Worthy side note: online advertising now attracts more advertising spend in the U.S. than television.)
4. In total for internet and mobile advertising, Meeker believes, a $30 billion opportunity exists going forward. Meeker’s expectation is that the big growth area in all of advertising media is in mobile advertising.