iWorld

Gartner Says Mobile Advertising Spending Will Reach $18 Billion in 2014

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/internet-images/2014/01/22/mobaddd.jpg?itok=CLMq-hHZ

MUMBAI: Growth from 2015 to 2017 Will Be Fueled by Improved Market Conditions

Global mobile advertising spending is forecast to reach $18.0 billion in 2014, up from the estimated $13.1 billion in 2013, according to Gartner, Inc. The market is expected to grow to $41.9 billion by 2017. Gartner said that display formats will make up most of the revenue, but video will show the highest growth.

"Over the next few years, growth in mobile advertising spending will slow due to ad space inventory supply growing faster than demand, as the number of mobile websites and applications increases faster than brands request ad space on mobile device screens," said Stephanie Baghdassarian, research director at Gartner. "However, from 2015 to 2017, growth will be fueled by improved market conditions, such as provider consolidation, measurement standardization and new targeting technologies, along with a sustained interest in the mobile medium from advertisers."

With regard to the different ad formats used in the mobile sector, mobile display ad formats are collectively the single biggest category of ads, and will remain so throughout the forecast period, although this category will shift to mobile Web display after several years of higher growth in in-app display. Uptake of the audio/video format by the end of the forecast period is higher because the tablet form factor will drive video, and the tablet market continues to grow.

In addition, search/map ad types will benefit from increased use of location data gathered from users, either through them opting into being located automatically through their devices or because they proactively check in the places they visit using apps such as Foursquare and Pinterest. As a result, local advertisers will be more interested in the mobile channel as a means of pushing ads. The split between in-app and Web display is taking longer to shift in favor of the latter, as the use of HTML5 tools in mobile website development is taking longer to impact the market.

All regions of the world will experience strong growth in mobile advertising spend, although North America is where most of growth will come from, due to the sheer scale of its advertising budgets and their shift to mobile.

"North America is the region with the strongest general advertising focus and investment. It is also the region where online advertising is most mature," said Mike McGuire, research vice president at Gartner. "Overall advertising budgets are the highest, so when a portion shifts to mobile, in a multiplatform approach, it immediately impacts the market's scale."

Western Europe's market for mobile advertising will remain similar to North America's, albeit at a slightly lower scale, for the duration of the forecast period. “The mobile channel will become more and more integrated into 360-degree advertising campaigns, eating up budget historically allocated to print and radio advertising,” said Ms. Baghdassarian.

Asia/Pacific and Japan is the most mature region for mobile advertising, and therefore growth will slow between 2012 and 2017, averaging 30 percent a year. Historically, the unusually high adoption of handsets for digital content consumption in Japan and South Korea has given the Asia/Pacific region an early lead in mobile advertising. Looking forward, Gartner expects the high-growth economies of China and India to contribute increasingly to mobile advertising growth as their expanding middle classes present attractive markets for global and local brands.

In the emerging markets of Latin America, Eastern Europe, the Middle East and Africa, mobile advertising growth will largely track the technology adoption and stabilization of emerging economies, but will mostly be driven by large markets such as Russia, Brazil and Mexico. From 2015, growth rates in this region will exceed the worldwide average.

More detailed analysis is available in the report "Forecast: Mobile Advertising, Worldwide, 2010-2017." The report is available on Gartner's website at http://www.gartner.com/document/2642816.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/aplaya_1.jpg?itok=O6aPtF-i
Apalya appoints Deepa Kulshrestha & Bharat Prem as VPs

Apalya Technologies, a video delivery company, has announced the appointment of Deepa Gupta Kulshrestha as vice president and head of sales and Bharat Prem as vice president of global sales.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/rishika1.jpg?itok=FAbE_14I
Eros Now's OTT content hops on Roku TV & LG Smart TVs

MUMBAI: Eros International has collaborated with TV Roku and webOS-enabled LG Smart TVs to make its OTT content from Eros Now available globally. Eros’ vast library of Bollywood and regional language films, TV shows, and originals will be shown.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/telecel_0.jpg?itok=X9SkP0kT
Eros Now enters South Africa with Telecel Global

Eros Now has become the first Indian OTT player to enter the South African market through a strategic partnership with telecommunications provider Telecel Global.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/16/whtsapp.jpg?itok=Wlj1_i0k
Bloomberg Quint launches WhatsApp business news service

Bloomberg Quint has launched a WhatsApp service for decision makers and executives on the go. The service will connect subscribers to Bloomberg Quint’s comprehensive daily coverage of global and domestic business news, market movements and views from the country’s most influential corporate...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/16/Sandip_Sarda-Gert_Rieder.jpg?itok=KYuvO6hg
Falcon Media to help MSOs gain ground against OTTs

MUMBAI: The dynamics of the over-the-top (OTT) segment in India are about to change. Even as OTT content is replacing people’s desire for TV, Falcon Media House (Falcon) and Media Nucleus are working towards ensuring that cable channels effectively compete with OTT players.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/16/Chris_Kuist.jpg?itok=Ly4KmrYO
OTT leads over TV on brand discussions among viewers: Study

MUMBAI: A study by the Interactive Advertising Bureau (IAB), a US-based not-for-profit research company, has found that 56 per cent of people who co-view OTT talk about the brands they see while viewing content on TV screens. Co-viewing is the act of watching with others. On TV it is 50 per cent....

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/16/Marzdi_Kalianiwala-Deepak_Sharma.jpg?itok=YC-v-LnN
BMS & PVR empower you to pick movies that play in theatres

MUMBAI: BookMyShow (BMS) has joined hands with PVR Pictures for Vkaao, a web-platform that enables individuals to choose the films that play in their local cinemas.

iWorld Video On Demand
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/15/SportsFix.jpg?itok=MJtSXlzD
SportsFix & Accedo tie up for live OTT sports feeds

MUMBAI: Accedo has tied up with SportsFix to deliver dedicated OTT sports live streaming service in the ASEAN region. SportsFix has also selected the Brightcove Live platform to deliver premier live and VOD local sports content across the region.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/14/ho.jpg?itok=Yis8ywL-
Punitha Arumugam joins Hotstar as platform evangelist

Hotstar has appointed Punitha Arumugam as platform evangelist, with the mandate to showcase the power of the platform to India’s leading brands.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories