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
EFInA lifts Nigeria mobile banking with $1.5mEnhancing Financial Innovation & Access (EFInA) boosted the mobile money sector by splashing $1.5 million or about N421.5 million from its Innovation Grant on Diamond Bank’s Diamond Y’ello Account (DYA), a mobile banking platform which was built on MTN Xaas platform. Read More
KCB M-PESA loan disbursements cross KSh10B markRevolutionary mobile-based bank account KCB M-PESA has advanced KSh10.3 billion in loans to its customers since inception about two years ago, boosting access to credit in Kenya. Read More
Airtel Money, WAEC enable candidates to check their results onlineAirtel Money is enabling the purchase of the West African Examination Council (WAEC) results checker pins on its platform. Read More
Airtel Money Card is now back, with online paymentsAirtel Kenya has announced the return of its Airtel Money Card, enabling card holders the convenience of shopping, online payments and easy access to funds 24 hours a day. Read More
Daystar University pioneers smartphone-based degree programmesDaystar University has announced a strategic partnership with OneUni to launch Africa’s first smartphone-based degree programmes, the first of which is a Bachelor’s of Education for existing and aspiring teachers. Read More
MTN Ghana stimulates discussion on cashless societyAs part of its 2016 Mobile Money Month celebration in the country, MTN Ghana has revisited the discussion on a cashless society and the need for stakeholders to take a critical look at its benefits again. Read More
WorldRemit calls for urgent restoration of money transfers to NigeriaHundreds of global remittance companies have been forced to cease transfers to Nigeria, says WorldRemit. Read More
Mobile Money – the paradox of costly convenienceThe convenience of mobile money is being offset by the increased risk of fraud, report Kampala residents. Read More
Uber Kenya faces looming drivers’ strikeKenyan drivers for digital taxi service Uber have threatened to embark on a strike from today over fare price cuts. Read More
Uber offers cashless payments in Accra through SMSGHUber, the innovative app that connects riders with drivers, has revealed to Biztechafrica that it has partnered with SMSGH to provide mobile payments to the Greater Accra Metropolitan Area (GAMA). Read More
FEATURED STORYFinancial services sees AI as both opportunity and threat
Banking is already a key area where technology is having an impact throughout Africa, and a new survey assesses the impact artificial intelligence will have on this sector.
BEST READ NEWS
IN DEPTHAccess and Use of ICT stats released
Statistics Botswana has released the first results of the 2014 Information and Communication Technology Household Survey.
COMPANY NEWSTigo explores options to give customers a greater choice for 4G services in Ghana
Following her recent visit to Ghana, Cynthia Gordon, the CEO of Millicom Africa, has emphasized the remarkable growth opportunities in data and Tigo’s commitment to giving customers ...