As marketers seek to capitalize on rising smart device and mobile web adoption, US mobile ads spending will grow 47% in 2012 and reach to $1.8 billion
“Consumers increasingly expect to communicate, network, browse and shop from a range of devices, and the growing sophistication of smart devices will only accelerate this trend,” said Elkin, principal analyst at eMarketer and author of the new report, “Mobile Advertising and Marketing: Moving to the Mainstream.” “But whether consumers access the web from a PC or a mobile device will ultimately take a back seat to marketers’ ability to build campaigns that reach across channels and devices and focus on targeting specific actions.”
All mobile ad formats will see sizeable spending increases through 2015, but similar to the dynamics of online advertising, search and display are emerging as the dominant mobile ad formats.
Because there is a growing sophistication in marketer’s efforts to integrate mobile into their broader digital campaigns to engage consumers. Thus, mobile will continue to emerge as less of an afterthought and more of a permanent fixture in marketer’s digital strategies, according to the report.
Mobile marketing is no longer a question of “if” but of “when.”
In regards to the key trends and benchmarks of mobile advertising and marketing, marketers need to look toward the day when the mobile web is no longer a sideshow but a main event.
Mobile advertising is following a similar evolution as the desktop. Search and display are emerging as the dominant mobile ad formats. The outlook for mobile ad spending overall is trending sharply up.