According to the IAB Internet Advertising Revenue Report by the Interactive Advertising Bureau and Pwc US, internet advertising revenues climbed to an all-time high of $17 billion, in the first half of 2012, representing a year-over-year 14% increase.
Highlights of the report include…
If you believe experts like Mary Meeker, mobile advertising is getting hotter every day, but a true revolution is still a ways off. The dollars spent on mobile marketing do not come close to lining up with the amount of time we spend with our devices, and “traditional” media like print and broadcast still attract the lion’s share of spending. In other words, we’ve had our mobile advertising “big bang,” but we haven’t yet fully adapted to life in our brand-new universe.
U.S. mobile users are getting used to seeing ads on their devices. A recent survey by Prosper Mobile Insights found that 74% of mobile users pay full attention to ads on their device – broken down to over a third (35.3%) who “regularly” pay attention to mobile ads and 38.7% “occasionally”. A new study from the Interactive Advertising Bureau looks deeper and reveals that mobile users are also acting on those ads, once spotted. The IAB’s Mobile Marketing Center of Excellence report, “Mobile’s Role in the Consumer’s Media Day”, surveyed 552 U.S. consumers who use a smartphone at least once a week and 563 U.S. tablet users who also are on their device at least once a week.
What’s the biggest challenge in mobile marketing today? Many would say that’s like asking which star in the heavens is the twinkliest, or which grain of sand on a beach is the grittiest. But I think there’s an answer, at least from the perspective of brands’ embrace of mobile.
Too many companies still believe that because smartphone browsers can render web content, their existing website can serve them equally well as a mobile landing page. In reality, anyone who has navigated to such a PC-optimized page on a phone knows that while the content may render, web pages designed for PC screens will be squashed down, requiring the viewer to “pinch and pull” to zoom in on sections of a page. Some components may not appear at all. And the whole thing may be unappealingly slow to load. The user experience can be adequate, but it’s hardly enjoyable, and companies that rely on it miss opportunities to build better relationships with their mobile customers or prospects.
What does the IAB mean by a “mobile-optimized” website? Four things:
The Interactive Advertising Bureau is getting behind the push to make the mobile Web more user-friendly through a new site providing tools for publishers to improve their mobile presence. The ultimate aim is to boost mobile advertising and m-commerce by expanding the number of sites designed specifically for mobile devices.
The IAB’s “Tap into Mobile” site will offer a digital dashboard allowing publishers and businesses to analyze their sites’ mobile user experience and access mobile guidelines, best practices, case studies and data points. It will also provide a directory of mobile developers and agencies to help companies develop mobile strategies and leverage mobile as part of the marketing mix.
Brands that lump their tablet strategy in with what they are doing on mobile or desktop are guilty of misunderstanding what a tablet actually is and worse still, how people actually use them. The IAB’s head of mobile, Jon Mew (the source of many of the stats in this column) lamented at the trade body’s Mobile Engage summit last week that he is forever being asked the question: is a tablet a mobile or a PC?
Mew now replies: “It’s neither. And it’s all three.”