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Apr 29
Maria at Bango
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IAB and PwC study reveals that mobile ad spend beat expectations last year, growing up to 32%
It is great to see that the industry is evolving and growing at such a good rate even in challenging times.
Some of the key findings from the study are:
- Both paid-for search and display formats performed above expectations – up 41% to a new high of £20.2 million and a market share of 54% (50% in 2008) for mobile search, and 24% to
- £17.4 million and a market share of 46% (50% in 2008) for mobile advertising
- The top display ad categories are: Entertainment & Media (61.5%); Telecoms (14.7%); Finance (8.1%); Consumer Goods (3.2%); and Government, social and political (2.7%).
- Mobile internet usage increased by 21% in 2009 with 18.9m handsets now accessing the mobile internet every month.
- 23% of time spent accessing internet is on a mobile device – average time spent surfing on a mobile is now 32 minutes a day.
Exceptional targeting, immediacy and return on investment are some of the key drivers for this growth, even though some brands and media owners cut back their investment in mobile advertising.
One of the key areas helping brands gain confidence in mobile, as an advertising channel, is mobile analytics. Mobile analytics is at the heart of the mobile advertising industry. Without data we wouldn´t know which direction to take, where to invest our marketing budget and how to measure success.
Mobile analytics provides us with the insight and accuracy needed to understand our mobile advertising campaigns. Ad networks and mobile advertising companies provide us with some general data, such as CTR, keyword or ad performance and some device information; but they can´t give us the depth of information that independent solutions, such as Bango Analytics can. In addition to core mobile metrics, Bango Analytics provides a unique identity for every mobile visitor and tracks all connections, including Wi-Fi.
These findings are great news for everyone with a mobile presence and encouraging for brands to get started on mobile. To capitalize on this increasing opportunity, make sure you start measuring the results. With the right mobile analytics tool is easy to achieve.
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