brands to spend the biggest share on on mobile display ads ,mobile search and mobile messaging

 

latest data from BIA Kelsey suggests that Mobile is the fastest growing among all location-targeted media that BIA/Kelsey tracks. When panning back to mobile’s overall U.S. ad spend (local and non-local), it’s estimated at $33 billion in 2016, growing to $72 billion by 2020, a 17 percent compound annual growth rate. Zeroing in on the location-targeted portion of that overall mobile ad spend, it will grow from $12 billion in 2016 to $32 billion in 2021, a 21 percent CAGR. That translates to 38 percent of overall mobile ad revenues today, growing to 45 percent by 2020. 

Drivers include mobile users’ commercial intent and advertisers’ evolution to align with that behavior. There are also premiums associated with location-targeted ads — a function of their performance and growing demand. And Madison Avenue is latching on to these realities.. 

In 2014, mobile spending increased 80 percent, and in 2015  by another 59 percent. By 2019, eMarketer predicts that mobile spend will account for just about 70 percent of total digital spend.Domestic digital advertising revenue surged to a record-breaking $59.6 billion for the 2015 calendar year, largely led by Mobile as which climbed to $20.7 billion,according to adage data a whopping 66% upswing from the previous year. But social media shared the spotlight, growing 55% to $10.9 billion, up from the previous year's $7 billion.

Meanwhile as mobile users keeps increasing at a breath taking pace, engagement across mobile devices have also increased.Today an average U.S. adults spend an average of 2 hours and 51 seconds fiddling with their phones every day. To put that in context, a 2015 study by Zenith Optimedia put our total media time at 490 minutes, or more than 8 hours a day—a majority of the time we’re conscious. The rest of that time is partly the reason that, despite mobile’s takeover of digital spend, mobile still accounts for only 17 percent of total ad spend. TV is still the major player when it comes to ad spend, though eMarketer predicts that, too, will change by 2019.

. Clearly mobile advertising powered by Mobile display, mobile search and mobile enterprise messaging is set to dominate the Mobile ecosystem.By 2019, mobile will represent more than a third of total media ad spending in the US. Google is the undisputed king of mobile and will remain so for the foreseeable future. Google will capture 32.0% of the mobile ad market—its closest rival Facebook capturing 22.1% this year

emerging trends on programmatic buying in mobile advertising:3 insights

programmatic Buying in Mobile Advertising from Sumit Roy

As mobile advertising gathers momentum and set to grow at a breathtaking rate, programmatic media buying, which is expected to be a $20 billion industry by the end of 2016, is showing no signs of slowing down.In this research report by Inmobi take a look at emerging trends on media buying across mobile, via programmatic buying .According to the latest research report However Programmatic media buying has truly arrived. 75% of marketers surveyed use programmatic for buying smartphone inventory.24% of enterprises that were surveyed  said they had been incorporating programmatic advertising into their strategies for more than 24 months.While 17% of them plan to do Mobile RTB buying in 2016. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).

As of  Oct,2016 74% of marketers are now using programmatic for retargeting users, 62% use it for performance marketing and 61% for branding. .This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns.

average cost of smartphones across regions : developing vs developed

Cost of smartphone handset as a percentage  of Gross National Income compared  by developing vs developed nations

 

The cost of mobile handsets over the years show a  perfect  illustration of demand supply economics in action.Global smartphones cost have come down dramatically over the years.The global average selling price of smartphones reached the highest in the year 2011 when the smartphone growth was at its highest. At that time mobile  devices were sold for an average of 348.6 USD. 

Since then, the average selling price of smartphones has constantly declined, going from 332.5USD .  2012 to 276 USD  in 2015. By 2019, the cost of an average smartphone is forecast to drop to $214 . 

North America has the highest average selling price for smartphones.North American customers paid $531 for a smartphone in 2013. By 2017, the average selling price for smartphones in this region is forecast to increase to $567. Asia Pacific, on the other hand, has the most affordable average selling price $262. dollars in 2013, forecast to decrease to $215 by 2017.

Currently Smartphones in the mid-range price  that is, with a retail price between 150 USD dollars and 550 USD  accounted for 40% of all smartphone shipments across the world.According to statista the mid price range will increase to about 48% of total smartphone shipments by 2019

UK digital spends to reach £8.1b, to make up 50% of total ad spending

The UK will this year become the first country in the world where half of all advertising spend goes on digital media. Just over £16.2bn will be spent on all forms of advertising in the UK this year, including TV, newspapers, billboards, radio, online and on mobiles and tablets, according to eMarketer. Digital advertising is expected to grow by 12% this year to £8.1bn, making the UK the first country in which £1 in every £2 will go on digital media.