Online Ad Spending will still grow
The surge in smartphone use in recent months could power organisations to target advertising on mobile platforms, according to a new survey.
Businesses could look to more mobile display ad marketing in 2011
Thursday, December 2 2010 by Mark Richards
Online advertisement spending will grow steadily whatever economic context the UK will face in the coming months, according to a new report.
eMarketer explained that the UK’s recent rises in consumer confidence are being undercut by tax increases and public spending cuts, while the interdependence of the UK within bigger European markets makes an economic recovery in the region unlikely in the next few months.
However, retail experts are working with internet marketing consulting firms to come up with schemes that will boost mobile ad spending. eMarketer explained that mobile advertising network Smaato and research firm mobileSQUARED forecast an increase in mobile ad spending in the eurozone from $122.6 million (£78.7 million) this year to $1.29 billion (£82.8 billion) in 2015.
During this period, mobile display spending is expected to rise from $52.8 million (£33.9 million) to $339.1 million (£217.7 million), showing the importance of the new technology in website redesign and marketing.
eMarketer also identified several newspapers across the continent that understood the importance of mobile advertising spending. Around 57 per cent of businesses polled by France’s Le Journal du Net this year believed mobile services to be the most promising sector in 2011. A survey by eDigital Research in conjunction with the Internet Advertising Bureau UK and the Interactive Media in Retail Group revealed that around 40 per cent of UK merchants planned to design a mobile site or application for transactions in 2011.
Karin von Abrams, eMarketer senior analyst, explained: “Tesco Direct released research suggesting that ten per cent of UK consumers would be doing their Christmas shopping via mobile this year.
“And 45 per cent of nearly 4,000 people polled by Tesco said they struggled to find the time for holiday shopping; many of these will likely use their mobile phones to check out options, even if they actually buy online or in store.” The expert added that 2011 will be a “truly transformative year for mobile throughout Europe”.
One website going mobile in the last month is that belonging to Stella McCartney, who used website redesign expertise to push her products onto the iPad through a new application, complementing other wider changes on the web facility.
Living Streams “Improving clients’ profitability through better use of the internet”.