Report: Mobile web use doubles

Real time ad platform Smaato analyzed billions of mobile ad impressions served through June of 2015 and found that spending on the mobile web increased by 100% over the past year.

"The shift to mobile began with the mobile web - and then apps took over," said Ragnar Kruse, CEO of Smaato. "Although we can't say for sure whether we're looking at a huge comeback of the medium, the fact remains that publishers and advertisers can't afford to ignore the mobile web. Mobile ad strategies - whether it be the size of ads or the use of rich media - must be created with both app and mobile web usage in mind."

Some interesting takeaways from the report include:

• Spending on larger ads (300X250) increased 250% YoY, app-only sized ads (320X50) increased 30%
• Publishers and developers using rich media made 83% more than those not using rich media
• The US leads in mobile ad spending but China increased its spend by 315% YoY and India increased spending by 279%
• Android leads for in-app spending with a 32% market share
• iOS apps hold a 20% share and Windows apps hold a 5% share

Image via Shutterstock

Tags: mobile ad spend, mobile marketing, mobile trends, Smaato