Telecom Lead India: Brazil, India and China will be
driving the global mobile advertising revenue.
Mobile advertising revenue will expand by three and a
half times its present level by 2016, according to Yankee Group.
Marketers approached this platform initially as an
extension of online, but that approach is no longer sustainable for a platform
topping 6 billion subscriptions. Mobile advertising has begun to deliver
returns and those returns will flow to companies that draw on user data to
design, personalize and deliver effective mobile advertising.
Jason Armitage, Yankee Group principal analyst, said
Yankee Group identifies mobility as the primary catalyst for disruptive change,
and advertising is a prime example.
In 2016, mobile will drive revenues of $6 billion in
Brazil, India and China and become the dominant platform for digital marketing
in selected countries.
Digital marketers must court tablet owners. Tablets
generate six times the advertising revenues of the feature phones that
dominated the market five years ago, and they are driving fast into the mass
market. In 2016, over a quarter of smart mobile devices globally will be
tablets.
Users will trade personal information for utility. Mobile
advertising’s weak point has been a lack of data on the user. Apps are helping
to fill that gap and drive better-targeted ads. Among app downloaders, more
than 22 percent of smartphone owners and 27 percent of tablet owners clicked on
an in-app ad during the first three months of 2012.
