While it may seem as though every day brings with it a new headline about the future of mobile advertising, its scope, effectiveness, or engagement capabilities, there’s one consistent theme that can be found throughout each report – mobile ad spend is projected across the board to escalate in the coming years.
Keeping with the theme, a new report from Juniper Research has found that increased utilization of analytics platforms, allied to the introduction of innovative ad formats and purchasing mechanisms, will push global mobile ad spend beyond $39 billion in 2018.
That’s a significant jump from $13 billion this year.
Additionally, the report observed that the growth of Real-Time Bidding (RTB), a mechanism which lets advertisers buy impressions in real-time, means that publishers will be able to more easily sell their advertising inventory, which will thereby boost overall mobile ad spend.
Other Key Findings from the Report Include:
- The fastest growing region, in terms of mobile ad spend, will be the Indian Subcontinent. Spend here will increase four times from 2013 to 2018.
- Advertisers can increase conversions by simply adding mobile optimized features, for instance a ‘click to call’ button, or by linking to the correct app store.
“We are witnessing a change in consumer perceptions of mobile advertising as advertisers begin to use opt-in, or reward-style advertising; by harnessing big data and location information, mobile ads are being better targeted to users,” writes report author Sian Rowlands.