Mobile ad spend on Web Search to Reach USD12bn by 2017
VALUE ADDED SERVICES| Sept. 20, 2012, 8:56 a.m.
A new report from analyst firm Juniper Research forecasts that ad spend on mobile web search will reach USD12 billion per annum in five years’ time, three times the ad spend this year, which will reach USD4 billion. Usage of web search on mobile devices will be driven by continued adoption of high-usage tablets, with the number of these devices in-use reaching 672 million by 2017.
Juniper says the size of tablet displays – typically either 7-inch or circa 10-inch – makes performing search queries a more comfortable experience, while the fact that these devices are used more in the home or at work for longer periods also means that users will make more queries per session.
For these reasons, the report found that tablet users on average make around three times as many queries as smartphone owners, and ten times the number made by users of other handsets.
While search engine providers will reap the rewards of booming mobile web search usage, brands advertising in this space need to ensure their websites are optimised for mobile clicks. Juniper’s report notes that if poor user experience ultimately prevent consumers from going on to make a purchase, ad spend is wasted.
Juniper says Amazon and Marks & Spencer are among the few brands that have got this right, with many more key brands requiring further optimisation to maximise the increasing opportunity from tablets.
MORE VALUE ADDED SERVICES NEWS
Airtel Money leads on seamless e-services transactionsAirtel Ghana says it reinforced its position as having the most reliable platform for mobile money transactions at the launch of Government’s E-Payment Portal recently. Read More
Rewards for Lipa Na M-Pesa fuel paymentsSafaricom has announced an instant rewards system to incentivise customers who pay for fuel using Lipa Na M-PESA. Read More
Ivory Coast launches m-tourism appSODERTOUR has launched an app to give people important, real time tourism information on their cellphones. Read More
Dubai Bank launches M-SASA banking platform in KenyaKenya’s Dubai Bank and Rapid Communications, a telecommunications solution provider, have partnered to launch mobile banking system M-SASA. Read More
Angola creates awareness about E-Kwanza BAIA major marketing campaign is currently underway in Angola to create awareness about a mobile money service called E-Kwanza BAI, which was launched this month by the Banco Angolano de Investimentos (BAI, Angolan Bank of Investments). Read More
Orange, USAID join forces to boost mHealth innovations across AfricaThe U.S. Agency for International Development (USAID) and global telecommunications operator Orange have announced a new alliance to develop innovations in mobile health (mHealth) at the Global mHealth Forum in Washington, DC. Read More
WFP, World Vision look to digital to assist DRC refugeesMore than 1 100 households whose members fled the war in the east of the DRC have received financial assistance via mobile money from World Food Programme and its partner World Vision. Read More
Tanzania’s Safe Motherhood Text Messaging Service enters third yearSince its launch two years ago, 500,000 men and women accumulatively received 40 million informative safe motherhood messages and reminders through the Wazazi Nipendeni SMS service. Read More
2go racks up 2m monthly users on Android appMobile social network 2go has announced it has achieved over two million monthly users on its Android app just over a year after its launch. Read More
Airtel Money now largest financial service provider in DRCAirtel Money has hit the 1 million revenue-earning customers landmark in the Democratic Republic of Congo (DRC). Read More
FEATURED STORYPWC: Optimism abounds but a bumpy journey ahead for some
PwC’s ‘Capital Projects & infrastructure in East Africa, Southern Africa and West Africa,’ report says infrastructure spend in the region is projected to reach $180bn per annum by 2025.
BEST READ NEWS
IN DEPTHAfrica lags on digital migration
Only three African countries have so far completed the digital migration process, and serious issues are hampering the migration in other nations.