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BizReport : Mobile Marketing : September 01, 2015


Smaato: Spending on mobile web ads soars

Ignore the mobile web in favor of apps at your peril. According to mobile publisher and app developer ad platform Smaato, use of the mobile web is soaring.

by Helen Leggatt

When Smaato analyzed data from billions of mobile ad impressions it served during the first six months of this year, they found that, while apps continue to dominate in ad spending on mobile, spending on the mobile web increased 100% in the last 12 months. Smaato serves around 6 billion ads each day, across 600 million unique monthly mobile users worldwide.

"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," said Ragnar Kruse, CEO of Smaato. "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."

Part of the reason for the rise could be due to social apps, such as Facebook and Twitter, taking users to mobile web pages from links on their platforms.

Smaato's survey also reveals that larger ad formats are seeing a rise in popularity with spending on larger ads up by over 250% in the first half of 2015 compared to the overall spend on the smaller app-only banner ad format which rose just 30%.

When it comes to mobile operating system, Android apps dominate in terms of mobile ad impressions (32% percent of the overall market) followed by iOS apps (20%), while Windows apps have 5%.

Image via Shutterstock

Tags: advertising, apps, mobile, research










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