paymentweek.com
At last
report, mobile now accounts for just over one in three dollars spent on online
advertising.
Mobile
accounts for 35 percent—around $20.68 billion—of the $59.6 billion spent
annually on online advertising, the Bureau noted.
That’s not
only a high number objectively, it’s also high compared against last year’s
numbers; mobile accounted for around 66 percent more in this study than it did
a year prior, showing that marketers are increasingly valuing mobile offerings.
Social
media advertising was one major component, up 55.7 percent to reach $10.9
billion in revenue. It wasn’t alone, however, as non-mobile search advertising
also saw gains, though on a much lower scale.
Retail
advertisers brought in the biggest spend, accounting for almost one dollar in
four spent at 22 percent of the whole. Google and Facebook represented the
biggest targets, together taking home a whopping 64 percent of the total.
Google far
outmassed Facebook’s gains, though, taking $30 billion home itself, leaving $8
billion for Facebook.
Essentially,
marketers are proving the old saw true about needing to go where the customers
are. In an increasingly large number of fields, the customers are on mobile
devices.
With Intel
recently spotted cutting employees thanks to the decline of the PC market, it’s
clear that more users than ever are making the move to mobile.
So
advertisers, therefore, need to be there as well, waiting and hawking products
and services.
Thanks to
the advent of mobile payments, mobile advertising can deliver an immediate
value for its users and targets alike, allowing users to quickly make purchases
based on advertising viewed. That’s a whole new level of value, and is likely
encouraging investment.
Though
mobile should never be the only breed of advertising used, it can be an
important additional tool to an advertiser’s toolbox.
That kind
of added value is only helpful, and should allow marketers a whole new point to
access markets and go for sales.
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