Mobile expected to take up big chunk of revenue soon
Posted on Dec 17, 2013 by YuMe
The popularity of mobile devices has been skyrocketing in recent years, something that has clearly gained the interest of advertisers everywhere. Mark Sweney of The Guardian reported that the advertising economy will largely be driven by mobile, citing information media buying group ZenithOptimedia, which said it will likely account for more than one-third of the $90 billion in revenue expected in 2016. About 36 percent of the money will be spent on advertising to those with smartphones and tablets, so organizations should expect spending on mobile video ads to rise considerably in the next few years.
Sweney said there has been a big contrast to the upheaval which was caused by Internet ads on PC and desktop devices, which hit the print industry hard and took away its revenue. Jonathan Barnard, head of forecasting at ZenithOptimedia, said the new platform is actually expanding the consumption of media without getting rid of another format, the first of a new platform to do so in the past 20 years.
Other from this forecast showed:
Corresponding numbers from IAB
"Video does capture the imagination of big brands, and big brands are looking to follow audiences," Mane told AdWeek, noting that Web-native video content is continuing to grow larger.
It is still unknown how much native advertising will move its stride forward, as the definition of what it means to be a "native" ad is still in the air. However, companies that craft videos specifically for mobile devices like they would an online video ad just for a laptop or desktop will likely see great results.