For consumers who own both a smartphone and tablet, the primary device is still the smartphone, yet this situation will be reversed in early 2013 and tablets will generate more than ten per cent of all website visits by 2014. These forecasts came from research published by software house Adobe, which surveyed 1,200 US mobile users in March to see how they interact with the web via mobile.
Tablets could be responsible for as much as 20 per cent of Google’s paid for search ad clicks in the US in 2013, which considering the company reported advertising revenue in 2012 of $46bn, could be a very big number.
The global mobile advertising market will generate revenues of $12.8bn in 2013, growing from $8bn in 2012, according to the latest research published by Informa Telecoms & Media.
Concerns about Facebook’s ability to monetize its growing mobile traffic have resurfaced following its first earnings report since its IPO in May. The social media giant posted a 2Q12 loss of $157m, sending its stock price tumbling to $24 a share – which means its shares are now trading at two-thirds of the value they sold for during the IPO.
Web giant Google is on the acquisition trail, having this week forked out for social engagement platform Meebo and mobile office suite Quickoffice.
European net TV advertising revenues will increase by 5.4 per cent in 2012 to $40.7bn, according to analysis from Informa Telecoms & Media. This follows a three per cent increase in TV advertising revenues in 2011 and one of 9.9 per cent in 2010.
Web giant Google is waxing lyrical about the potential for mobile advertising, predicting that 44 per cent of UK searches for last minute Christmas gifts will be from mobile devices, up from 20 per cent this time last year.
Finnish handset vendor Nokia has teamed up with wifi network operator Spectrum Interactive and location based media firm Selective Media, to trial a free wifi offering on the streets of London, UK.
There has been more consolidation in the mobile advertising sector, as UK-based mobile ad agency Fetch Media this week moved to acquire local rival Lucidity Mobile for an undisclosed sum.
Rory Sutherland, VP of advertising firm Ogilvy, champions the mobile as the most potent tool for creating behavioural change.
To have a future strategy, means to have a mobile strategy, says Ian Carrington, mobile advertising sales director at Google.
As mobile adverts progress beyond basic buttons and banners, location enablement is at the forefront of that evolution. Jonathan Milne, general manager of Europe at Celtra, a web-based platform for creating and tracking mobile ads, believes that location has the opportunity to be seen as “the most important thing in rich media advertising.”
Will King, head of product development at mobile ad agency Unanimis, joined the company when it was four years old, and five years before it was acquired by France Telecom in 2009. The French carrier had previously tried to establish a presence in the UK by itself, with varying levels of success, but post acquisition, Unanimis incorporates Orange’s UK network and Orange Mobile Portals, which in turn incorporates the Blyk-powered Orange Shots initiative, into its own ad network offering.
In July, O2UK launched a location-based loyalty and retention scheme offering its customers discounts and deals from 30 partners from the fashion, leisure and retail sectors. The launch builds on existing loyalty and location-marketing initiatives from O2, which is among the most advanced carriers in the world in terms of location.
The hype and excitement generated by the advent of digital advertising a decade ago led to widespread speculation on the death of traditional media. But were those predictions very much exaggerated or just premature?