Mobile based ad expenditure to touch $425 billion by 2021: Strategy Analytics

NEW DELHI: Consumer and advertising expenditure on handset-based mobile media is slated to rise 12 per cent in 2015 and is poised to reach $425 billion by 2021.


According to a study by Strategy Analytics, mobile advertising is set to account for 24 per cent of total digital advertising expenditure in 2015 with advertisers increasingly targeting mobile phone users.


A strong growth in smartphone penetration, combined with ubiquitous data connectivity via mobile and WiFi networks, and latent consumer demand to access popular Internet services continues to drive the consumption of content on mobile devices.


Consumer demand for accessing popular internet services and apps on mobile phones, including Facebook, YouTube, Spotify, and mobile games, among others, continues to increase, supported by the growing penetration of rich media smartphones and improving data connectivity, via LTE and WiFi networks.


Strategy Analytics director of wireless media strategies Nitesh Patel said, “At the end 2015 the Asia Pacific region will account for just over half of worldwide data subscriptions.”


A report by the research team said mobile operators stand to benefit from rising demand for mobile data. The total number of mobile data subscriptions will reach 2.3 billion by the end of 2015 equating to almost half of unique mobile users. 


Patel added, “Not surprisingly, we are seeing strong growth in emerging mobile data markets, and in particular where smartphone ownership is rising fast.”


Strategy Analytics vice president David Kerr added, “The strong growth in mobile advertising is being driven by a combination of factors, which includes increasing consumer dependence on their mobile phones for accessing popular internet services and apps, greater participation by brands and business in engaging users via their mobile phones, and an increasingly mature mobile ad-buying ecosystem, particularly with respect to programmatic advertising.”

Latest Reads

Jio-Apple strike a win-win deal as Airtel plans aggressive 4G offer

MUMBAI: Even as Reliance Jio is giving a tough fight to the market leader Airtel, and other leading incumbent operators Vodafone and Idea, it is making significant tie-ups with cell-phone makers to up its 4G gameplan. Substantial investments are being made in high-speed telecom networks in India,...

iWorld Telecom
Planetcast forays into OTT segment

Planetcast Media Services Limited (formerly Essel Shyam Communication Limited) today announced its foray into OTT segment by introducing its OTT solution targeted towards existing broadcasters and non-TV content owners. Planetcast OTT is a new, turnkey OTT solution for media companies, publishers...

iWorld Over The Top Services
Bittree's redesigned website has real-time price quoting tool

Bittree, a leading manufacturer of high-quality audio and video patchbays and patching systems, has announced launching of a redesigned website. The new web portal, Bittree.com, improves upon their already responsive and user-friendly experience with enhanced technical data on all their products...

iWorld eNews
Q4-16: Apple Services clocks 24 per cent growth, Other Products revenue falls

BENGALURU: Apple Inc (Apple) Services product recorded a 24.4 percent year-over-year (y-o-y) growth in revenue for the quarter ended 30 September 2016 (Q4-16, current quarter) amidst a 9 percent y-o-y fall in total revenues. Apple Services includes revenue from Internet Services, AppleCare, Apple...

iWorld Over The Top Services
Content piracy making b’casters invest in good tech for security: Tata Communications VP Brian Morris

Somebody had aptly said that a new development brings along with it not only benefits, but also various downsides. If technology is opening up new frontiers of content delivery to consumers, the menace of content piracy too is rising globally. So, it’s almost always a race against time to find...

iWorld eNews
Voot to stream Big Boss's 'Unseen Undekha' videos

Viacom18's OTT platform, Voot, will showcase exclusive content of its reality show Bigg Boss 10. The on-demand destination has developed a special space called Unseen Undekha wherein users can stream videos of any celebrity or commoner of their choice from inside the house anytime.

iWorld Over The Top Services
IoT is risk to networks; Netflix, PayPal, Twitter and Amazon temporarily shut in cyber attack

MUMBAI: Nobody is safe until everybody is safe, it is said. The most hyped and happening currency in the world of communication as well as the best weaponry in the wireless world -- the Internet -- was under attack. Cyber attackers can DDoS (Distributed denial of service) for a range of purposes,...

iWorld e-commerce
Interconnect tussle: Vodafone, Airtel, Idea may move court against proposed Rs 3,000-cr penalty

MUMBAI: The Telecom Regulatory Authority of India (TRAI) plans to impose a heavy penalty on three major telecom operators for failing to provide adequate interconnectivity to RJio even as operators attempted to comply with the rules. Jio had written to the TRAI seeking action against incumbent...

iWorld Telecom
How broadcasters can use Facebook better?

MUMBAI: Facebook’s daily active user base in India clocked a whopping 22 per cent growth rate by the second quarter of 2016, which is much higher than the 17 per cent growth rate the social media giant enjoys globally. Naturally, addressing its India-only usage and the issues concerning it is of...

iWorld Social Media

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories