Elo Umeh,CEO at Twinpine

The recently released information by the International Data Corporation (IDC)-the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets says Mobile publishers such as Facebook, Pandora, and Twitter are rapidly taking over the mobile display advertising market in the United States. Where in past years, ad networks such as Google, Millennial Media, and Apple received most of the spending on mobile display ads, now publishers control the segment, thanks to very strong sales growth in the past year. Facebook, Pandora, Twitter, and The Weather Channel all registered strong sales in 2012 and all (with the exception of Pandora) popped onto the scene from zero sales in 2011. As a result, publishers controlled 52% of U.S. mobile display ad spending in 2012, compared to the 39% they received in 2011.

This is one of the results from a newly published International Data Corporation (IDC) report: 2012 U.S. Mobile Advertising Market Sizing and Vendor Market Shares.

Speaking on the report,Mr Elo Umeh, co-chair of the Mobile Marketing Association, West Africa and CEO of Twinpine,said —
“IDC’s US mobile advertising report is interesting in that it highlights how the market has changed over the past 12 months. Facebook in particular has focussed much effort on making mobile advertising a major revenue generator – as such it, and mobile publishers like it, have grown their share in the market. Of course this doesn’t mean mobile advertising networks no longer have a part to play – the local-level knowledge and insight advertising networks offer can be invaluable in ensuring the success of a campaign.

“The success of any campaign depends on how campaigns are executed and more importantly what the mobile advertising and consumption landscape looks like. What works in the US will not necessarily work in other regions. No two countries or even cities are alike. Each has its own culture, language or languages and economy than defines it as unique. Approaching each country in the same way won’t work – which is why the local level knowledge and dedicated campaign managers offered by mobile advertising networks is crucial. To have any impact on revenues, mobile advertising networks must offer that local knowledge and advise brands on how to create tailored advertising campaigns to suit each specific region. Only then will mobile advertising reach its potential, show real ROI and begin to directly impact revenues.”


Kenneth Omeruo
Omeruo Ndukaku Kenneth is an Innovation Management expert,the CEO of Emerging Media,a new media company.He is a member of ISPIM - International Society for Professional Innovation Management and the US-Africa chamber of Commerce.He is the Founder of TechTrends Nigeria Blog,Nigeria Innovation Summit and the African Innovation Academy.Kenneth is a highly sought-after Internet Marketing Consultant who has through his seminars, articles, training and consulting, helped many organizations, Individuals, Businesses maximize the Internet for business purposes.Kenneth has also being featured as a guest on the TV show TODAY ON STV Nigeria and on Bloomberg Africa TV.He is the author of the best –selling Internet Book: How To Create Unlimited Internet Wealth. He is a syndicated columnist with the following Newspapers in Nigeria: Daily Independent, Financial Standard, PUNCH, BusinessDay, and Sun.Kenneth organises the EduNet Conference for Universities in Nigeria. Kenneth is a member of Institute of Software Practitioners of Nigeria( ISPON ) Roundtable For Capacity Development in Nigeria,member pre-selection committee for Nigeria at the UN World Summit Awards,a Panelist for Youth Enterprise With Innovation in Nigeria(YouWIN)-a Federal government initiative created by the ministry of finance,supported by ministries of Communications Technology,Youth Development,Worldbank and DFID. A 2013 Judge at the Google Cloud Developers Challenge for Sub Saharan Africa.He has been a contributing editor of Nigeria Communications Week,Africa Telecom and IT Business Magazine,ICT Today magazine,M2 magazine.Kenneth has been invited to the Commonwealth Telecommunications Organisation Forum, Oracle Open World Conference USA, Oracle Cloud World Dubai, and GITEX Dubai. He now lives in New York with his family and presently working on an Open Innovation project for Nigeria. You can contact Kenneth through email: (kenneth (at)techtrendsng.com) Facebook:www.facebook.com/Kenneth.omeruo On Twitter:www.twitter.com/kennethomeruo Skpe:Kenneth.Omeruo

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