Mobile Is Now a Serious Ad Business..
The importance of mobile advertising and mobile marketing can no longer be dismissed. Mobile accounted for 73% of Facebook’s $3.3 billion advertising income in Q1 2015 and mobile search revenues are reportedly overtaking those of desktop. According to the IAB’s 2014 ad spend survey, mobile now generates nearly a quarter of UK digital ad spend and mobile video advertising revenues are growing at around 200% year on year.
..Reliant on an Increasingly Complex & Dynamic Adtech Ecosystem
The mobile marketing proposition is evolving just as rapidly. New native display and video formats are emerging – largely driven by social media players, notably Facebook/Instagram seeking to drive revenue without turning off users – and data driven audience targeting is becoming the norm. There are very few players in the space who now think of themselves as an ad network! As a result, the mobile advertising landscape – the web of platforms and service providers that trades and delivers targeted rich media ad impressions in the milliseconds it takes to load a page – has become mind-blowingly complex.
Fortunately, the brand new FirstPartner Mobile Marketing Market Map – which is now available for download – brings some clarity. The map provides a clear visual overview of the sector landscape and of key mobile advertising trends and players.
Covering areas including audience and contextual data, cross-screen targeting, programmatic trading, analytics and attribution the map gives an essential overview of how the current mobile ad trading and delivery value chain fits together. App acquisition and app monetisation is covered as is proximity marketing, permission based messaging, loyalty and couponing.
Consolidation is an ongoing theme as the sector matures and recent acquisitions, including Sizmek’s purchase of StrikeAd and Cheetah Mobile’ s buy out of MobPartner and O2’s absorption of Weve are highlighted.
The map can be downloaded for free from our website and we welcome comments and feedback.
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