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BizReport : Advertising archives : September 01, 2011

Flurry reveals stunning growth in mobile app ad inventory

Earlier this year Flurry revealed that smartphone users now spend more time in mobile apps per day than the average Internet users spends online. Their latest research reveals available inventory for mobile advertising could absorb all Internet advertising in as little as six months.

by Helen Leggatt

flurry logo.jpgFlurry's latest findings show that the "U.S. app inventory is not only growing at a staggering rate, but also poised to absorb the equivalent of the entire U.S. Internet display advertising spend by the end of this year."

So aggressively is the market growing that Flurry expects mobile app inventory to easily be able to accommodate the demand of a now mature Internet market in as little as six months.

There are four key reasons behind this rapid growth, says Flurry.

1. Smartphone adoption - over 350million devices in use and over 1 million more being activated each day.

2. Publisher growth - over 600,000 apps available and growing (Android + iOS).

3. Time spent with apps is rising.

4. More publishers integrating ads in apps thanks to better targeting and larger audiences and more screen real estate.

Flurry also found that the average app session time is over four times that of a website - 4.2 minutes versus just under 1 minute.

"In 1994, was the first company to start selling display advertising in large quantities on the Internet. Back then, it took over six years for advertisers to embrace this model," writes Flurry's Charles Newark-French on the company blog.

"For mobile apps, less than four years into their growth cycle, a critical mass of highly attractive consumers has been achieved. With growing awareness by brands and advertising agencies, we now expect digital advertising on mobile to take off in earnest."

Tags: app publisher, in-app ads, mobile advertising, mobile app, mobile marketing, smartphone adoption

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