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Research and Markets Offers Report: World Mobile Advertising and Marketing Forecasts & Opportunities, 2018 [Health & Beauty Close - Up](Health & Beauty Close - Up Via Acquire Media NewsEdge) Research and Markets has announced the addition of the "World Mobile Advertising and Marketing Forecasts & Opportunities, 2018" report to its offerings. In a release, Research and Markets noted that report highlights include: Mobile will account for 5.9 percent of the total global ad spend in 2018 The total value of the global mobile marketing and advertising market will grow from 6.9 billion in 2012 at a compound annual growth rate (CAGR) of 26 percent to 27.9 billion in 2018. This will then correspond to 19.3 percent of the total online advertising market or 5.9 percent of the total global ad spend for all media. On a global level, mobile search advertising is estimated to represent the largest share of more than 50 percent of the total mobile ad spend, followed by display advertising and messaging. There are however considerable regional differences in the format distribution depending for example on the level of maturity and local preferences across markets. There is currently a mismatch between the ad dollars spent on different media and the share of time consumers devote to the various channels, said Rickard Andersson, Senior Analyst, Berg Insight. Some channels such as print media receive a greater share of the total ad spend than can be motivated from a consumer behaviour standpoint while other channels receive too little investments. Mobile devices are on average devoted a double digit percentage of consumers' time, yet the channel only attracts a few percent of the total global ad spend, said Andersson. He adds that this discrepancy can be explained by the relative newness of the mobile channel as an advertising medium and the formidable growth of mobile media consumption in recent years. Leading specialised mobile marketing players furthermore include Millennial Media, InMobi, Smaato, Nexage, Madvertise and Amobee. The industry is in a phase of consolidation and notable transactions in 2013 include Millennial Media's acquisition of Jumptap and Twitter's acquisition of MoPub. Google has moreover acquired the crowdsourced navigation provider Waze which offers location-based advertising. Company profiles and strategies - Amobee - AT&T - Facebook - Google - InMobi - Madvertise - Millennial Media - Nexage - Orange - Out There Media - SFR - Smaato - Weve - Yahoo! Report information: www.researchandmarkets.com/research/ng34ns/mobile ((Comments on this story may be sent to [email protected])) (c) 2014 ProQuest Information and Learning Company; All Rights Reserved. |