Mobile Advertising - US - May 2013
“The amount of real estate available for mobile ads, including apps, websites, games, mobile search, mobile social networking, and streaming audio and video, is enormous. With $3.4 billion in spending in 2012, marketers are staking positions in these new ad formats, but the most basic question regarding ad placement is still under discussion: does mobile advance sales, brand equity, both, or neither?”
– Billy Hulkower, Senior Technology Analyst
Some questions answered in this report include:
- Is the phone too personal for ads?
- Is the phone too small or slow for advertising?
- Are mobile ads effective?
- Apps: Best deployed above the line or below?
More than half of all U.S. teens and adults own a smartphone; time spent reading newspapers and magazines runs higher on mobile devices than it does for print; the majority of Facebook users access it primarily via mobile; 10% of all engagement with media occurs on a mobile device. Considering this, it may not be surprising that ad spend on mobile more than doubled in 2011 to $1.6 billion, and more than doubled again in 2012 to reach $3.4 billion.
Simultaneously, the mobile sphere is relatively novel for most advertisers, and many see the phone as too personal to be appropriate for ads, and its screen too small to allow for effective ads to be placed on it. This report serves as a guide for navigating mobile phone advertising, focusing on how brands can achieve the greatest return on investment for their mobile ad budgets. Subjects in the report include which demographics are most open to mobile ads, which show the highest level of response to ads, the type of ads preferred by consumers, as well as how to best take advantage of the location-based nature of mobile ads.
Other subjects covered in the report include mobile couponing, how consumers conduct product research via mobile phones, and an overview of which web activities are conducted via mobile in general, resulting in a clear view of where contact and engagement can occur on the mobile phone.
This report explores advertising and marketing on cell phones including:
- Ads in games
- Social network
- Internet radio
- Mobile game ads
- Tweets and feeds
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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