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.”