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BizReport : Mobile Marketing : March 20, 2014

Reports show mobile ad spending on the up

eMarketer predicts the mobile ad spend will push past $31 billion this year with Facebook and Google pushing much of the growth. But it isn't just search giants or social networks who are seeing mobile results and that is thanks to the swift uptick in mobile devices.

by Kristina Knight

And over the past year Millennial Media has seen a new trend on their network - sports. According to the Millennial Media 2013 Year in Review sports advertising on mobile increased nearly 500% from 2012 through 2013. Researchers further found that both the employment and CPG verticals increase their mobile spending by more than 125%.

Not only are advertising pushing more money into mobile avenues, they are changing how they look at mobile advertising. Millennial's report indicates the goal of mobile advertisers has shifted from product launches and overall presence to a traffic focus.

Meanwhile new data out from dotMobi shed light on the differences - and similarities - in mobile use across the two biggest platforms: Android and Apple's iOS. According to the Global Device Traffic report:

• Apple devices are most-used in the US, UK, Australia, Canada and Western Europe
• In the US 62% of non-desktop traffic comes from an Apple device
• Android devices are used most in 67 of the 101 countries that track data use
• In China seven 'local' mobile brands dominate the mobile landscape; HTC and Samsung are also popular

How can brands run with these mobile trends to increase their own presence?

"The mobile ad and paid search markets have seen a lot of love in the past couple of months. More and more consumers are browsing on the go and marketers are looking to make the most of mobile search trends. In order to bring high-intent customers to their brand, marketers need to integrate mobile strategies like click-to-call, which make it easy for consumers to get faster answers to their questions and lead to higher conversion rates for marketers," said Eric Holmen, Invoca CMO.

According to Marin Software mobile clicks will account for about half of paid search clicks by 2015.

Image via Shutterstock

Tags: dotMobi, Invoca, Millennial Marketing, mobile ad trends, mobile ads, mobile marketing, mobile usage trends

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