Mobile Advertising and Marketing – 7th Edition: Mobile on Track to Reach 20% of Digital Ad Spend by 2018

Research and Markets has announced the addition of the “Mobile Advertising and Marketing – 7th Edition” report to their offering.“Mobile Advertising and Marketing – 7th Edition” – What are the latest trends on the mobile advertising market? Growing at a compound annual growth rate of 26 percent, the mobile ad market is forecasted to be worth 27.9 billion in 2018 – corresponding to 19.3 percent of the total digital advertising market. Find out what the industry leaders are doing and anticipate their strategies for the future. Learn more in the sixth edition of this 160 page report in the VAS Research Series.

According to this new research report, the total value of the global mobile marketing and advertising market will grow from 6.9 billion in 2012 at a compound annual growth rate (CAGR) of 26 percent to 27.9 billion in 2018. This will then correspond to 19.3 percent of the total online advertising market or 5.9 percent of the total global ad spend for all media. On a global level, mobile search advertising is estimated to represent the largest share of more than 50 percent of the total mobile ad spend, followed by display advertising and messaging.

The author expects that a correction in the ad budgets spent on different media is imminent, thus paving the way for a severalfold increase in mobile ad spend in the coming years. Numerous actors are involved in activities related to mobile marketing, including players from diverse backgrounds. Google has captured an important position, offering a range of mobile advertising alternatives such as mobile search ads, display advertising and video ads on YouTube. Apple is further seeking to gain market shares with the iAd platform. Facebook has moreover emerged as an important newcomer and is now generating half of its advertising revenues from mobile devices. Several operators including AT&T, Orange, SFR and the UK joint venture Weve are also active in mobile marketing.

Leading specialised mobile marketing players furthermore include Millennial Media, InMobi, Smaato, Nexage, Madvertise and Amobee. The industry is in a phase of consolidation and notable transactions in 2013 include Millennial Media’s acquisition of Jumptap and Twitter’s acquisition of MoPub. Google has moreover acquired the crowdsourced navigation provider Waze which offers location-based advertising.

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