Mobile

Programmatic buying contributed 15.7% of online display spending in Spain in 2013

The report from Spain’s Interactive Advertising Bureau (IAB Spain) and Grupo Consultores published in March 2014 confirms that the difficult economic situation has affected the advertising market. Despite the decrease of digital advertising, the report points out some positive trends:

  • Digital ad spending expands its share of total media reaching 20.7% in 2013.
  • Mobile ad spending rose by 47.4% and IAB Spain predicts a further gain of about 40% in 2014.
  • Programmatic buying (carried out via real-time bidding, ad exchanges, DSP…) contributed 15.7% of online display spending.

  Full report is available here - Read more at iabspain.net

Mobile devices take up 47% of all screen time vs only 4% of global media ad spend

According to Millward Brown’s study AdReaction 2014: Marketing in the multiscreen world, daily time spent on mobile devices is now outpacing TV for the first time. This study explores the use, behaviour and receptivity to advertising of multiscreen users across 30 countries globally. Focusing on the four main screens of TVs, smartphones, tablets and laptops, AdReaction 2014 provides readers with an essential guide on the momentum of multiscreen use and the implications for brands.

According to the findings, the smartphone has emerged as the primary screen worldwide taking up 35% of daytime screen use. Globally, in 2013,  mobile devices (including tablet) accounted for 47% of all screen time daily, compared to only 4% of total media spend. This significant gap between time and money spent on mobile devices is promising for the business on mobile devices. Indeed, mobile ad spend is forecast to triple by 2016.

 

To find out more about multiscreen usage and behaviour, you can download the complete report or go to the website dedicated to the study.

Methodology:
The firm surveyed  more than 12,000 consumers across 30 countries, averaging 400 interviews per country. They interviewed 16-44 year old multiscreen users (defined as people who own or have access to both a TV and either a smartphone or tablet).

 

Android is now the No 1 tablet OS

A new survey from Gartner has revealed that Android has became the No 1 tablet operating system (OS) with 62% of the market in 2013. Worldwide sales of tablets to end users reached 195.4 million units in 2013, a 68% increase on 2012. According to the report, the share of Apple’s iOS dropped 16.8 percentage points as more people looked at smaller low-cost tablets in emerging markets.

For Americans, Internet is more essential than ever

The Pew Research Internet Project unveiled a new study looking at how Americans’ lives and attitudes have changed over the course of the Web’s life. Internet has become so essential that they’d rather give up television than Internet access.

According to this new study, over half of Internet users (53%) say the Internet would be very hard to give up and 61% of those people consider the web essential to their daily lives.
Broadened to the entire adult population, this year’s results indicate that 46% of all American adults would find it very hard to give up the internet. By comparison, the 49% of cell phone owners who say it would be very hard to give up their phone translates to 44% of all adults. And only 35% of adults feel the same way about their TV.

Overall, the internet hasn’t only had an impact in terms of leisure but also on work, society and Americans’ social lives. 90% of internet users say the internet has been a good thing for them personally. Some 76% believe that the internet has been a good thing for society, while 15% say it has been a bad thing and 8% say it has been equally good and bad. 

 

Mobile will account for 16% of total agency trading desks ad spend this year, twice as much as in 2013


Agency trading desks buyers expect that their mobile ad spend will more than double from 2013 to 2014, as advertisers seek to engage consumers on the devices they use more frequently. They anticipate that mobile will account for 16% of their digital ad budgets in 2014, up from 7% in 2013.

Not only are marketers expected to more than double the amount of money they spend in mobile, but the ways in which the mobile ads are bought are expected to change, too. In 2014, 90% of trading desks are buying mobile inventory via automation (through demand-side platforms, or DSPs), up from 49% in 2013.

Source: The data comes from Rubicon Project’s Mobile Buyer Survey 2014, which was released this week at Mobile World Congress. Rubicon Project surveyed 39 agency trading desk representatives from across Asia-Pacific, Europe and the U.S. The survey took place in January and early February 2014.

 

Infographic: 5 points mobile marketers should know

Smart AdServer has published an infographic on 5 points mobile marketer should know that highlights this growing market :

  1. In 2014, web traffic will be “mobile-first”.
  2. Mobile advertising is getting mature driven by video and rich media.
  3. Android continues to grow.
  4. Mobile advertising spending is accelerating.
  5. Mobile RTB takes off.

Click on the image to download the full infographic

Games was the biggest-selling category for digital content in 2013

Worldwide consumer spending on digital entertainment (movies, games, apps, and music) grew 30% to $57 billion in 2013, up from $44 billion in 2012, according to a joint report by IHS and App Annie covering France, Germany, Japan, Russia, South Korea, the UK and the US.
Digital games is the biggest content category with consumer spend of $34 billion excluding apps.

 

  • Game apps take market share:
    Game apps are beginning to take share away from other digital games. Across the key countries analyzed in this report , spend on game apps alone  grew 2.9x from 2012 to 2013, a growth that’s almost triple that of the digital games (excluding apps) category over the same period.
  • Japan first for mobile-first:
    Mobile apps are now the leading content category in Japan. Japan is the only country where spend is higher on mobile game apps than on any other types of digital games.
    Mobile is clearly where gamers are heading, especially if Japan is any indication of global trends.
  •  The next generation of consoles (Microsoft Xbox One and Sony PlayStation 4) will improve the future market share of digital games excluding apps.
    IHS forecasts that 41% of games spend on these devices will be digital by 2017, largely thanks to platform service subscriptions.

For more details, you can download the report here.

The Freemium model proves successful in 2013

According to the “App Annie Index 2013 Retrospective” report, Freemium as a business model continued to be massively successful for a range of app categories in 2013, with games seeing the most money. Indeed, apps with freemium model grew from 86% of game revenue in 2012 to 93% in 2013.

Among other app categories such as music, news or dating, the freemium model has also expanded, becoming prevalent. The amount of non-gaming apps which used a freemium model in 2013 grew from 46% to 57%.

The report is available for download here.

Automotive and CPG saw the highest mobile ad completion rate and interaction rate among verticals

MediaMind has released a new “Mobile Performance Benchmarks” report that quantifies the relative performance of mobile ad formats. For the study, MediaMind analyzed more than one billion impressions across more than one thousand mobile campaigns between January and November 2013.

  • Mobile interaction rate averaged 5%
    Across verticals, automotive and CPG led the way with the highest interaction rate at 20.7% and 11.7% respectively.

 

  • Mobile video completion rate averaged 47.2%
    Automotive and CPG outperformed all verticals as well by registering the highest completion rate.

 

 

To download the report, click here.
To download the infographic, click here.

Global tablet gaming revenues would grow 170% by 2016

According to research by Newzoo ”Global Games Market Report 2013″, global tablet gaming revenues are expected to increase from $3.7 billion this year to $10 billion in 2016, representing 170% growth in a 3-year period.

The mobile gaming market will be driven by the increasing use of tablet as a gaming platform. In 2016, tablet will account for 42% of the market (vs 23% in 2012).