In this digital age, almost everything happens on mobile platform and a large percent of people are always on their mobile devices for various reasons. The ease of mobility it offers has made some ditch their desktop computers and because of this, they are more likely to know about a business/brand through the use of their mobile device.
The ease of information on the internet via a mobile device and its availability has largely contributed to the growth of mobile advertising in the media and marketing world. Due to this trend, Organisations have seen value in allocating mobile advertising budgets as an avenue of engaging target market faster than competition
Yaron Assabi, the founder of the Digital Solutions Group, said Organisations should begin entering the mobile space by firstly ensuring that their website are compatible with the mobile interface and can adapt to various mobile screens
This year is just in its second quarter and it has turned out to be a big one for mobile advertising and a cash cow for some organisations. It has seen Ads especially in video format taken centre stage as the fastest growing platform to do image or branding campaigns.
Social media giant, Facebook now encouraging advertisers who buy desktop ads to also buy mobile ads and according to its first quarter revenue report released last week, almost all of its revenue came from advertising, and 73 percent of that ad revenue in Q1 came from mobile, the highest such percentage Facebook has ever reported
Google also have recently introduced a new search engine formula to favor websites that Google defines as “mobile-friendly” and Websites that don’t comply will be demoted in Google’s search results on smartphones and tablets while those meeting the criteria will be more likely to appear at the top of the rankings — a prized position that can translate into more visitors and money.
Pinterest, another social media platform, is making advertising more accessible with new software for ad-tech companies and their brands. This week, they revealed that they have built its first ads API for tech partners and also launched a marketing program to help brands increase the number of unpaid posts.
Recent reports have shown that advertising spend on mobile devices will surpass what advertisers spent on the desktop Web late this year or early next year. One of this report as released by a eMarketer, a research firm, showed that advertisers will spend $101.37 billion placing ads on mobile phones and tablets globally in 2016 and mobile ads will account for more than 50% of the digital ad market for the first time. It also said that from 2013 to 2016, the global mobile ad market will have expanded almost 430% and for 2016, they predicted that mobile ads will account for about 16.5% of total advertising spending.
According to them, the market expansion will be driven by the usual suspects: the U.S. and China, which will spend $40.2 billion and $22.1 billion, respectively, on mobile ads next year. The next-biggest spender, the U.K., is only expected to produce $7.2 billion, and Japan is next on the list at about $5 billion.
Africa is not left behind as its claim as the “mobile continent” is reinforced by predictions that mobile broadband will increase by twentyfold in the next five years, with 930 million mobile subscriptions estimated by the end of 2019 and as at February 2015, The Nigerian Communications Commission (NCC) has said the number of active telephone lines in the country increased to 142,589,775 showing an increment of 1,766,938 on the 140,275,599 numbers recorded in January.
CEO of Terragon Group, Elo Umeh, said that the network coverage in Nigeria is constantly improving and this has aided the increase in a large number of active subscribers who access the internet on their mobile devices; a large number of which are from the big cities due to the population. Continuous improvement by the Internet Service Providers (ISPs) like a drop in data price and improvement of data quality, will lead to an increase in subscribers accessing the internet from their mobile devices.
In Africa, mobile advertising is rapidly increasing because a large number of people that connect to the internet do so through their mobile devices as some people do not have computers. In countries like Kenya, mobile internet users are actually dominating the market. Analysis even shows that across the entire continent of Africa, 57.8% of all internet users gain their access via a mobile device. Global statistics counter shows that a high percentage of online traffic in Africa comes from Android devices.
A Research by Opera MediaWorks showed that Smart phones especially Android devices are a growing part of the mobile landscape in Africa and the Middle Africa region has the highest Android users in the. It also showed that Android users interact with the mobile web at twice the rate of feature-phone users and app traffic tends to monetize better than web traffic which means big opportunities in African markets.
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