Welcome to part two of our look into Advertising on Mobile Ad Networks. With the number of mobile ad networks increasing exponentially along with the market penetration of mobile devices, choosing the right mobile ad network for your advertisements will get more and more difficult. We’ve decided to breakdown the process to help you make the right choice:
The expected increase in mobile ad spend by companies worldwide is expected to grow from $3.3 billion to $20.6 billion by 2015 a recent report by Gartner has proclaimed. What’s more, this trend shouldn’t surprise any of us in our corner of the world as we’re feeling the mobile trend more than most!
According to a study conducted last year by Google and IPSOS Research, Australia has the second highest smartphone penetration in the world and this number is experiencing growth between one and two per cent each month.
What it boils down to is that mobile as an advertising platform is growing rapidly. That, coupled with the results from an Australian independent study which states that 75 per cent of Australian smartphone users are either ‘very comfortable’ or ‘somewhat comfortable’ with mobile advertising means you should probably start thinking about your mobile ad spend.
To get you off on the right track we’ve decided to provide you with a little introduction to mobile ad networks.
- MobileActive’s 4th Screen Advertising Australia adds McDonalds to its mobile advertising client roster.
- 4th Screen Australia showing consistent client roster growth with delivered mobile advertising campaigns including Qantas, 20th Century Fox, Telstra and Spreets.
- Campaigns are delivering high performance, click through rates across 4th Screen’s expanding publisher network.
View ASX Announcement PDF
4th-Screen Advertising have recently released a case study showcasing how mobile advertising increased sports uptake for Virgin Media.
Key points of note:
- 4th-Screen Advertising debuts a calendar sync format that with one click synced all televised football games onto users iPhone calendars
- Incredible results achieved, demonstrating that consumers are happy and willing to interact with mobile advertising provided there is something in it for them.
- 4th-Screen Advertising puts great brands such as the Guardian & Virgin Media together to deliver real value to the end user.
Click here for the ‘Mobile Marketer’ article:
New technologies, better case studies, a lower cost of entry, combined with the fact that mobile internet access has doubled in Australia over the last 12 months means mobile can no longer be ignored by agencies and advertisers. By consumer uptake it is forcing its way onto the media planning agenda.
A recent US survey by media buying Software Company STRATA on MobiAdNews shows mobile has real momentum with Advertising Agencies.
“According to the survey, nearly one-third of advertisers say that mobile advertising is the focus of their interactive spend, up 107% compared to the first quarter of 2010…Read More”
Mobile Embrace parent MobileActive announced on the 16th of September it was pending a joint venture with 4th Screen Advertising, the UK’s largest mobile advertising company. Click here for more details.
New mobile traffic figures show that accesses to mobile news sites have reached record levels over the election period. Points of interest:
1. Overall traffic jumped 19% in August with Nine MSN up 27%, SMH up 21%, and The Age up 18%.
2. ‘Major spikes’ in mobile internet usage occurred around the election and then again on 7th of September when independents announced their final decisions.
Results from Nielsen Mobile Market Intelligence service: Click here to view the report