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October 25, 2012 | | |
 | | | | | |  | | BII REPORT: The Mobile Advertising Ecosystem Explained 
We are in the post-PC era, and soon billions of consumers will be carrying around Internet-connected mobile devices for up to 16 hours a day. Mobile audiences have exploded as a result. Mobile advertising should be a bonanza, similar to online advertising a decade ago. However, it has been a bit slow off the ground, and its growth trajectory is not clear cut. In a new report from BI Intelligence on the mobile advertising ecosystem, we explain the complexities and fractures, and examine the central and dynamic roles played by mobile ad networks, demand side platforms, mobile ad exchanges, real-time bidding, agencies, brands, and new companies hoping to upend the traditional banner ad. Access The Full Report And Data By Signing Up For A Free Trial Today » Here's the dynamics surrounding the mobile advertising ecosystem: - Mobile advertising is relatively tiny: U.S. mobile ad revenue was $1.2 billion last year, a tiny fraction of overall U.S. ad spend. And most "mobile ads" were simply search and display ads viewed on mobile. According to the IAB, mobile advertising is on track to hit $3.2 billion this year.
- Why? Mobile CPMS are low, and ads are oftentimes intrusive. Ad spending has therefore not caught up with time spent on mobile. These will remain significant challenges to mobile ads.
- Also, the mobile ad ecosystem is very complex: The mobile ad ecosystem is not as strictly delineated as the desktop ecosystem. In mobile advertising, the rules of the road change with different combinations of device, wireless operator, and operating system.
- And there are few shared protocols or standards: Mobile lacks the technical consensus that enables ad targeting, delivery, and measurement to work fairly seamlessly across the desktop world. As the mobile ad industry matures it will likely become more streamlined and simple, but for now there are innumerable actors interacting with one another and attempting to find a niche.
- The display ad category presents a dynamic and complicated future: Google captured 62 percent of mobile global ad spend last year by dominating the paid search category. But, mobile ad networks, demand side platforms, mobile ad exchanges are all part of a dynamic ecosystem that is constantly evolving and trying to grow non-search mobile related advertising. New companies are also testing out and finding some success with mobile native ad formats.
In full, the report: - Explains how the mobile ad ecosystem is fractured and complex
- Analyzes how mobile ad networks play a central role that is coming under threat
- Examines how demand side platforms and mobile ad exchanges are streamlining the market
- Breaks down how real-time bidding will play a growing role
- Details how agencies are coming around to mobile and are trying to bring big brands along
- Explains how new companies are emerging with native ad formats that are hoping to upend the traditional banner ad
To access BI Intelligence's full reports on the mobile advertising ecosystem, sign up for a free trial subscription here » BI Intelligence » The Mobile Industry: In-Depth BI Intelligence, a new subscription research service from Business Insider, provides in-depth insight, data, and analysis of the mobile industry. We publish notes and in-depth reports about the business of the mobile industry as well as an exhaustive library of charts and data that will help you stay on top of the key trends in the mobile ecosystem. The service is designed to help you make smarter strategy decisions. What You Will Get Members get full access to exclusive content including research updates (via email, twitter, and the web), the chart and data library, and the online report archive. We welcome members' email questions and feedback. BI Intelligence members also gain VIP access and special discounts to Business Insider events, including IGNITION, Mobile Advertising Conference, and more. BI Intelligence is currently in beta and we are offering early members a significant discount off the future pricing. - Regular price: $499/year
- Introductory price (limited time offer): $199/year.
- Try it free for two weeks! You will not be charged until the end of your trial.
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Read » | | | | |  |  |  |  | | | Copyright © 2012 Business Insider, Inc. All rights reserved. | | | | | | |  |
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