Click here to register now to purchase or access our free content
Exclusive to Juniper Research, harvest provides deep insight and market forecasting for your business. Our data is continually updated by our analyst team, giving you the latest market intelligence as it develops with an easy-to-use interface.
Our subscription packages are highly flexible, allowing you to customise them to meet your exact requirements. This model, coupled with a seatless approach, means we deliver the insights you need for your entire team. Subscribers benefit from updates, analyst time and dedicated account managers.
Clients have direct access to our expert analyst team. Whether you wish to discuss an existing research piece or find more information in a research area.
New ad formats and mechanisms change consumer perceptions
Hampshire, UK – 22 October 2013: A new report from Juniper Research has found that increased utilisation 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, up from $13 billion this year.
Rich Media Ads Lead
The report – Mobile Advertising: In-App, Mobile Internet & Messaging Strategies 2013-2018 –highlighted the opportunities offered by targeted in-app advertising, citing the dramatic success of Facebook in monetising its native applications over the past year. Mobile now contributes 41% to its overall advertising revenue. Facebook recently announced that it is going to begin rolling out video ads, a move illustrative of the wider industry trend for interactive rich media ads, away from underperforming mobile banner adverts.
Furthermore, 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.
A Change in Consumer Perceptions
However the report also pointed out that some brands still remain wary of the mobile channel due to concerns that mobile advertisements may be perceived as inappropriate or intrusive. Indeed, the report noted the disproportionately low spend on mobile advertising, versus other mediums, relative to the high engagement levels that frequently occur.
Report author Sian Rowlands pointed out, however, that “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.”
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 optimised features, for instance a ‘click to call’ button, or by linking to the correct app store.
The “Mobile Advertising – It All Ads Up” whitepaper is available to download from the Juniper website together with further details of the full report.
Juniper Research provides research and analytical services to the global hi-tech communications sector, providing consultancy, analyst reports and industry commentary.
For further details please contact Michele Ince, Press Relations
T: +44(0)1256 830001
For the in-depth research on this sector conducted by our expert analysts, please view our related full research products below.
Juniper Research Ltd is registered in England & Wales Company No 4365384 © Copyright 2023 Juniper Research Ltd and its licensors - All Rights Reserved