Individual Advertisers Show More Confidence in Mobile Ads; Records 128% Growth
With the proliferated growth of Smartphones and Tablets, individual advertisers are becoming more committed towards mobile ad industry. Compare to 2009, number of mobile ad campaigns, led by individual advertisers, have been doubled by April 2011. The number of campaigns, running on top websites, which counted 280 in April 2009, has reached to 689 by the same month in 2011, representing the growth of 128%.
As per the study, conducted by comScore, individual advertisers are becoming more fascinated towards mobile advertisement due to improved returns and enhanced brand exposure. According to Hans Fredericks, comScore’s VP, this growth is mainly driven by the constant revolution in mobile space, specifically through Smartphones and other mobile devices like Tablets, iPod and mobile gaming consoles.
The study was only focused on individual advertiser and didn’t factor in ads served through the mobile applications; else the number would have been far higher than 689 reported.
Retailers, restaurants, and automotive brands are showing more confidence I mobile advertisement worldwide. Around 1,342% growth in revenue has been recorded in first quarter of this year from retail and restaurant advertisers compared to the same period two years ago, as per Millennial Media Networks.
The revolution in mobile ad space has been triggered due to enormous success of Apple iPhone and Google Android smartphones. By May this year smartphones were accounted for 68% of overall mobile ad impressions and 80% of mobile ad impressions were generated through Android and iOS together.
While the other connected devices like Tablets, iPod, gaming consoles have significant contribution in mobile ad impressions, mobile ad industry will have a significant impact on traditional and other advertisement media. Also, the improvisation in mobile network infrastructure in many countries, like India, Kenya, Uganada, Tanzania, will only drive more people towards mobile for value added services like mobile TV, 3G internet etc. And the growth of such channels will only result in more mobile ad impressions and ad revenue for publishers and wide reachability for advertisers.