What Happened: While mobile advertising may represent only a sliver of the projected total global ad spend of $503 billion in 2013, it is growing at a furious pace, according to numbers released by Publicis-owned ad agency ZenithOptimedia. In the U.S., which will account for almost $110 billion of the total by yearend, mobile is expected to increase by a stunning 81 percent to $6.2 billion, or 3.7 percent of what is being spent. Globally, it will expand by 77 percent this year. By 2015, the ZenithOptimedia analysts expect the total mobile spend to reach $33.1 billion. While the growth rate in both the U.S, is impressive, what really cinches the case that mobile has arrived is the fact that almost two-fifths of the growth across the board will be attributable to mobile. Google has always led the pack in mobile ads, but TechCrunch points out that new stronger competitors are entering the fray, thanks to acquisitions including JumpTap by Millennial Media and MoPub by Twitter, not to mention Facebook’s steadily advancing ad revenue.
What This Means for Brands: If you had any doubts that the future is mobile, they should be put to rest. Brands have to intensify their focus on how best to communicate with their customer base in this small-screen, consumption-interruptus environment. While devising content that suits tablets and smartphones is a requisite, brands have to get creative about what kinds of apps might work with their corporate mission. No app, no stickiness.
Contributing to TRENDING this week are Lucy Arnold, Jenna Carter, Lisa Helfer, MaryFrances Hicks and Abby Ray. Edited by Pat Wechsler.