The rising popularity of mobile devices such as smartphones, personal digital assistants, and tablets is expected to benefit the mobile advertising market expansion in the years ahead. With individuals increasingly turning to mobile devices such as smartphones for entertainment, it is likely to offer an opportunity for the firms to create an advertisement that will help to improve the brand awareness among the potential prospects. For instance, Photo advertisements into mobile newsfeed of Facebook have exhibited promising results for the advertising firms.
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Mobile advertising includes search, video, social, and programmatic advertisements. The introduction of additional features across social networking & media sharing sites has provided an impetus to the escalation of mobile advertising industry. The mobile advertising domain ranges from short message services text to interactive advertisements. With people spending more time on mobile devices, the firms targeting mobiles as the mode of advertisement for their products are likely to accrue more profits.
These days, customers are making use of their mobile devices to purchase products from ecommerce sites such as Amazon, Flipkart, and eBay. Analysts estimated that over 50% of consumers will visit ecommerce sites on their mobile devices this year. Thus, it is more likely, that firms developing integrated mobile ads will help them guide potential customers from introducing their product till its sale conversion, thereby brining them more revenue.
Mobile technology has provided customers with an opportunity to shop & compare products while they pass through the stores. Businesses with active mobile advertising campaigns can benefit from this consumer behavior. An easily navigable & user friendly website on mobile can offer advertising firms a competitive edge. With search engines preferring mobile-friendly websites, it is likely that firms are likely to enhance their presence on web with creation of more automated form of promotional advertising in their business operations. This, in turn, is projected to leverage the growth of mobile advertising market in the near future.
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Today, reputed brands spend more on paid search advertisements than on advertising through mobile apps, owing to limited audience targeting abilities, lack of closed loop, ineffective advertisement formats, and audience fragmentation. This, in turn, is likely to hamper the growth of mobile advertising market over the coming years.