Mobile advertising is a form of advertising that transfers the digital advertising content to mobile device users. It is a very cost-effective and highly targeted towards the specific group of mobile users. It plays a vital role in the consumer goods and retail industry. Growing use of smart-phones to access online content coupled with rising trend of location-based mobile marketing are projected to drive the market. Moreover, increase in number of social media platforms & users accessing the internet and popular multimedia content including audio, videos, and text is likely to drive the market.
As per analysis, “Global Mobile Advertising Market by Solution Format, Advertising Type, Industry Vertical, Mobile Device, and Region 2014-2025: Growth Opportunity and Business Strategy” the key companies operating in the global mobile advertising market include Matomy Media Group Ltd., Digital Turbine, Inc., AdColony, Inc., Avazu Inc., GumGum Inc, Millenial Media, Apple Inc., Chartboost Inc., Google, Inc., Flurry Inc., Microsoft Corporation, AOL, Inmobi, MoPub Inc., Applovin Corporation, Flytxt, GoWide, Smaato Inc., PassionTeck, Yeahmobi, Tune, Inc., Nokia, Yahoo! Inc. and among others. Leading market companies are engaged in developing products variants to intensify their market share and gain the traction in global marketplace. They are also expected to remain active in the mobile advertising market throughout the forecasting period. Companies are engaging in strategic acquisitions for instance product launches, Research & Development (R&D), application dominance, agreements, product width & breadth, and collaborations to gain the market share.
Based on solution format, mobile advertising market is segmented into reporting & analytics solutions, mobile proximity solutions, content delivery solutions, advertisement campaign solutions, integrated solutions and other solutions. Based on advertising type, market is segmented into display advertising, In-app advertising, search advertising, messaging advertising, websites advertising, In-game advertising, video advertising and other advertising types. Video advertising segment dominates the global market owing to rise in usage of smart-phones. Based on industry vertical, market is segmented into telecommunication IT sector, media & entertainment, travel industry, manufacturing & supply chain, consumer goods & retail industry, healthcare sector, Banking Financial Service & insurance (BFSI), energy-power & utilities and others. In addition, based on mobile device, market is segmented into tablets, smart-phones, laptops & notebooks and other devices.
The mobile advertising market is driven by growth in popularity of in-app advertisements, followed by increase in mobile device & mobile internet users and growth of video advertisements. However, growth in Ad blocker solution adoption and rise in privacy & security concerns may impact the market. Moreover, special mobile advertising content for low mobile connectivity areas and age-group specific mobile advertising contents are key opportunities for market.
Based on regional analysis, the North-America is a leading region in global mobile advertising market owing to growth in expenditure by advertisers on developing more mobile ad across the region. The Asia-Pacific and Europe regions are likely to witness higher growth rate due to increase in provision of stable telecom infrastructure coupled with growth in number of internet users over the forecast period. It is anticipated that future of the global mobile advertising market will be bright as a result of expansion of video advertising industry during the forecast period.
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Ankur Gupta, Head Marketing & Communications