WELLINGTON: New Zealand is showing phenomenal growth in mobile advertising. This was stated by InMobi-a leading global mobile advertising platform, which recently released its latest annual Mobile Insights Report for New Zealand.
Mobile advertising on InMobi’s network grew 33 percent in 2014 with 4.4 billion ad impressions on its network from New Zealand, showing an increase from 3.3 billion in 2013. The report indicated that in-app advertising increased 45 percent in 2014 and accounted for 71.7 percent of all ad impressions.
Reflecting on the growth in mobile advertising, Jon White, regional director and GM for InMobi in Australia and New Zealand said, “this significant growth on network is an indication of the rapid shift in consumer behavior in New Zealand, reflecting an increase in audience size, as well as an increase in activity.”
He added that while expectations are matching the growth numbers for mobile, the figures also indicate that mobile advertising is in a strong growth phase in New Zealand. It is also indicative of a more important shift in consumer behaviour for marketers to consider.
Going by the trends, clocking such exponential growth, global mobile advertising market may hit a major milestone in 2016 by growing to a market size of $100 billion. According to a report from research firm eMarketer, advertisers will spend $101.37 billion placing ads on mobile phones and tablets globally in the coming year.
It said, mobile ads will account for more than 50 percent of the digital ad market for the first time. From 2013 to 2016, the global mobile ad market’s expansion will be 430 percent. For 2016, eMarketer is forecasting mobile ads to account for about 16.5 percent of total advertising spending. This staggering trend in the media and marketing world is driven by the spread of smart phones. In 2015, more than 2 billion consumers worldwide will use smart phones.
Globally, the mobile advertising market expansion will be driven by the U.S. and China, which will spend $40.2 billion and $22.1 billion respectively in 2016. The next big spender will be the U.K, with its $7.2 billion followed by Japan’s $5 billion.
The eMarketer had rightly predicted that mobile advertising in 2014 would see legacy media like newspapers and magazines in the trailing behind the former in ad spending.
