This week saw the publication of the IAB/PwC Mobile Ad spend, showing strong growth for the sector. But is the growth even stonger than anticipated? And what are the next sectors sets to benefit from mobile’s expansion? Mobile advertising network InMobi offer their insights…
1. The share growth among the automotive, finance and consumer goods categories offers a strong indication of the next stage of growth for mobile.
o These are large ad categories, well entrenched in older, more established media channels and are taking share from the categories that originally helped to establish mobile – namely mobile content and entertainment
o A more diverse spread of share demonstrates that a broader base of ad spending is emerging
2. Performance is seen as a key motivator for advertisers ahead of branding
o 4 of the 5 top categories are all “brand performance” driven – i.e. entertainment, autos, finance and telecoms
o This, again, is typical of emerging digital mediums
3. The emergence of the Consumer Goods category is the strongest signal of a new era in spend
4. Creative power is a necessity for these categories, and creative opportunities in mobile are now apparent to advertisers
o For more on this, please see InMobi’s white paper perspective on the creative power of mobile titles “Creative Matters Most…Again” here
5. The IAB/PwC report, while directionally sound, is likely underestimating display spend fairly dramatically
o InMobi, for example, has seen over 500% growth in the past year in display ad revenue in the UK
6. The IAB/PwC methodology is missing a massive, new emerging category of spending related to developers and the app economy
o InMobi’s white paper perspective on the importance of developers titled “Developers as Innovators” can be found here
Source: www.inmobi.com