According
to a recent report, U.S. interactive advertising revenues in 2013 grew 17
percent over the previous year for an all-time high of US $42.8 billion, surpassing
broadcast television advertising (US $40.1 billion) for the first time. Mobile
advertising revenues achieved triple-digit growth (more than 110 percent)
year-over-year to reach US $7.1 billion. Mobile accounted for 17 percent of
2013 revenues, compared to 9 percent in 2012. Retail advertisers continue to
represent the largest category of internet ad spending, responsible for 21
percent in 2013, followed by financial services and closely trailed by
automotive which account for 13 and 12 percent of the year's revenues
respectively.
That mobile ad revenues more than doubled in just one year
is, we think, an astonishing statistic. At US $7.1 billion, the sheer size of
the mobile piece of the U.S. interactive advertising pie stands as a challenge
to any entity in the mobile space to pick up a piece of it, and the pie is
anything but shrinking, so there should be opportunity for all. Much of the
revenue now goes to internet search-based entities such as Google, as well as
to the developers of the apps that feature ads. But considering the current
amount of demand for mobile advertising and its rate of growth in the U.S. and
doubtless in other, similarly developed markets, mobile operators should be
working hard to find out how to take a piece of this business.
The above item appeared in a recent issue of The Tarifica Alert, a weekly resource that analyzes noteworthy developments in the telecoms industry from around the world. To access all of the latest articles and issues: http://www.tarifica.com/TarificaAlert.aspx
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