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BizReport : Mobile Marketing : September 02, 2015

Report: Mobile web use doubles

The mobile web is going places - fast. That's the takeaway from new Smaato data which indicates ad spending within the mobile web has increased by 38% while spending in the app space has decreased by 62%.

by Kristina Knight

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

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