Mobile adspend to triple by 2016
VALUE ADDED SERVICES| Aug. 17, 2012, 9:57 a.m.
Mobile advertising is finally hitting its stride, and global mobile advertising revenue will expand by three and a half times its present level by 2016. That's according to the new Yankee Group report "Mobile Advertising Forecast 2012: Marketing Steps Through the Looking-Glass," which finds high-growth markets such as Brazil, India and China driving the increase.
"Yankee Group identifies mobility as the primary catalyst for disruptive change, and advertising is a prime example," said Jason Armitage, Yankee Group principal analyst and author of the report. "Marketers approached this platform initially as an extension of online, but that approach is no longer sustainable for a platform topping 6 billion subscriptions. Mobile advertising has begun to deliver returns -- and those returns will flow to companies that draw on user data to design, personalize and deliver effective mobile advertising."
The report finds that mobile is moving up the list of priorities for marketers in high-growth markets. In 2016, mobile will drive revenues of USD6 billion in Brazil, India and China -- and become the dominant platform for digital marketing in selected countries.
It also says tablets generate six times the advertising revenues of the feature phones that dominated the market five years ago, and they are driving fast into the mass market. In 2016, over a quarter of smart mobile devices globally will be tablets.
The report notes that mobile advertising's weak point has been a lack of data on the user. Apps are helping to fill that gap and drive better-targeted ads. Among app downloaders, more than 22% of smartphone owners and 27% of tablet owners clicked on an in-app ad during the first three months of 2012.
MORE VALUE ADDED SERVICES NEWS
Internet.org app now available in GhanaFollowing the launch of the Internet.org app in Zambia and Kenya, Facebook is expanding its partnership with Airtel to bring the services to Ghana. Read More
TNM mobile money usage grows by 20%Telekom Networks Malawi Limited (TNM) has announced that the number of customers using its mobile money service, called Mpamba meaning ‘capital’, has increased by 20 percent. Read More
Azimo launches instant money transfer to eight new countries in West AfricaAzimo, the online money transfer service, has announced that customers across Europe can now send money to recipients in Benin, Burkina Faso, Ivory Coast, Guinea-Bissau, Mali, Niger, Senegal and Togo in West African CFA francs for instant cash pick-up. Read More
Airtel partners Cignifi and WSBI on mobile savings productsBrussels-based WSBI (World Savings and Retail Banking Institute) and Cignifi today announced an agreement to develop and test-market an innovative mobile savings product targeted at underserved and dormant savers. Read More
WorldRemit, MTN in Mobile Money partnershipWorldRemit and MTN have signed a global partnership that will enable WorldRemit customers to send remittances instantly to MTN’s Mobile Money customers. Read More
Draw your own video gameCartoon Network Games has partnered with Pixel Press on an innovative title encourages players to draw their own Adventure Time game levels. Read More
Tigo subscribers to enjoy 36m music tracks on their smartphonesTigo Tanzania today announced the launch of Tigo Music through a partnership with Deezer, the international music streaming service that will provide Tanzanians with unlimited music experience. Read More
Tigo Rwanda launches 4G, TV streamingTigo Rwanda has officially launched its 4G internet service and iROKOtv video streaming partnership. Read More
MTN unveils 2015 BetterMe app to maximize internet usageMTN Nigeria has launched its BetterMe campaign with the unveiling of the My2015BetterMe app and three 2015 BetterMe Bundle offerings for customers across all strata. Read More
Orange Mali, NSIA launch ‘Sini Tonon’The insurance and savings sector in Mali has been revolutionised with the launch recently of a mobile money product called ‘Sini Tonon’, an initiative of insurance giant NSIA (Nouvelle Société Interafricaine d’Assurances), in partnership with Orange Mali. Read More
FEATURED STORYUCC launches 2015 ACIA awards
Uganda has launched the fifth Annual Communications and Innovation Awards, which celebrate and foster ICT innovation and achievement.
BEST READ NEWS
IN DEPTHKenya’s digital TV battle hots up
Kenya’s journey to Digital TV broadcasting took a new turn this week, when the Communication Authority of Kenya (CAK) accused three local media firms of intent to disrupt the process.
COMPANY NEWSMTN to empower African businesses with AWS Direct Connect
MTN Group today announced it would be the first African company to offer Amazon Web Services (AWS) Direct Connect to business customers across multiple countries on the ...“All Systems GO!” for the DStv Eutelsat Star Awards in Zambia
It’s “All Systems GO!” for the winners of the fourth edition of the DStv Eutelsat Star Awards to be announced at the awards ceremony in Lusaka, Zambia ...Spectra Wireless, Microsoft 4Afrika launch first commercial TV white spaces services in Africa
University students will now get fast, affordable Internet bundles and receive zero-interest financing when purchasing a new device.