Mobile Advertising

Mobile ads have been on the rise lately and marketers are finally seeing this new form of advertising as very beneficial and profitable to promoting their business.  Mobile-ad spending in the U.S. totaled $3 billion in the first half, up from $1.2 billion a year earlier, the Interactive Advertising Bureau estimates. This is the biggest growth in advertising at the moment.

Marketers were wary about using this mobile approach because they weren’t sure how to measure its impact and their efforts, and the screen space on the tablet or phone was too small for their creativity. However, these challenges have been overlooked this year for two critical reasons:  ad prices for mobile are lower than ads online and the use of PC is decreasing and is being replaced by the use of smartphones and tablets as the primary and easiest access for people to go online. It is important to note that consumers are spending a big amount of time on their smartphone: compared to 2010 where adults spent only 24 minutes on mobile devices (not counting talk time), adults in the U.S. are expected to spend an average of more than two hours a day on smartphones next year (excluding talking times as well) according to a recent study by eMarketer.  

CMOs are realizing now how vital it is to be at the “take off” point of this innovative advertising form and not be a laggard. There are a lot of opportunities left to explore in mobile while searching for ways to improve the ability to measure and deliver return on investment from it.