For the first time, the mobile app spending will outpace mobile web browser ad dollars nearly 3-to-1. Advertisers will spend $20.79 billion to reach consumers via mobile apps in 2015, compared with $7.93 billion on mobile browsers, according to eMarketer Digital Advertising report.
According to a research report, understanding Mobile Path to Purchase in Retail, Mobile now represents a significant portion of Online Retail Shopping with one-third of retail activity being attributed to Mobile devices. Location is the most important factor for Smartphone shoppers while Price and Deals are Top of Mind for the Tablet users. Amazon is the leading Mobile Retailer with 55% of Mobile Retail Reach online and Amazon App represents 79 % of Retail Mobile Web App Minutes.
Apps have the highest engagement rate with 70 % of web time being spent on Apps, compared to 30 % on the web. The Unique Audience reach for Apps is at 38 % and monthly time spent on apps by the retail user is at 46 mins. Android devices contribute to 64 % of the mobile monthly time per person.
60 % of Smartphone Retail Usage is Outside-home while 83 % Tablet Retail Usage is In-Home. 40 % of users used Mobile exclusively to make their purchase decision.
For marketers trying to figure out how much of their advertising strategy and media dollars should be devoted to mobile advertising, it’s natural to turn to “traditional” metrics like CPM and CPC. Fiksu has analyzed more than 2.4 billion app marketing data points from the campaigns of global app brands and, with the exception of social media, it’s very clear that mobile is significantly cheaper than traditional channels like online, outdoor, or broadcast.
Native Sponsorship Ads in Digital is on the rise as most publishers seek revenues beyond the traditional banners. This is often seen in the form of logo placements and native executions such as sponsored columns or stories in Buzzfeed, WSJ and NYT, and has seen a growth in Publishers’ revenues and Digital Sponsorship Advertising Spend with Tablet usage on the increase. Continue reading