Total spending on mobile advertising is growing fast; 48 percent this year, according to eMarketer.
But right now money is flowing into mobile because advertisers have learned to fish where the fish are, not because of the potential offered by tiny, precision-targeted, web-connected, location-aware ads.
Meanwhile, although more ads are now being served up onto phones running Google's Android operating system, users of iPhone and iPad are more likely to click through.
Total spending continues to surge...
|
Us Mobile Ad Spending |
$ millions |
|
2009 |
416 |
|
2010 |
743 |
|
2011 |
1,102 |
|
2012 |
1,501 |
|
2013 |
2,037 |
|
2014 |
2,550 |
|
Source: eMarketer, September 2010 |
|
..and search ads are the biggest chunk...
|
US Mobile Ad Spending by Format, 2014 |
% of total spending |
|
Search |
54 |
|
Display |
27 |
|
Text messaging |
19 |
|
Source: BIA Kelsey, December 2010 |
|
...while targeting is limited to phone compatibility...
|
Targeting method |
% of mobile ads servd using this criterion |
|
Feature (eg rich media support) |
33 |
|
Location |
15 |
|
Handset model |
14 |
|
Age |
7 |
|
Country |
5 |
|
Source: Jumptap S.T.A.T., May 2011 |
|
...and Android users attract more ads but iOS users click through
|
Mobile operating system |
% of ads served |
% clicktrough rate |
|
Android |
39 |
0.4 |
|
iOS |
30 |
0.8 |
|
Blackberry |
25 |
0.4 |
|
Symbian |
4 |
0.35 |
|
Source: BIA Kelsey, December 2010 |
|
|
