In 2012, the mobile industry saw great strides being taken. This was a year when this industry began to be priority in itself. Mobile internet, tablets and Smartphones had gained mainstream importance among a large segment of the consumers. This development led many advertisers and marketers to significantly increase their spending in mobile advertising. Mobile application fast became a trend which was increasing adopted by a vast number of developers and programmers, due to this momentum shift towards the rising mobile platform.
Investment in the mobile industry is presently considered a smart move. As a result, following latest advancements in technology, analytical comparison and understanding consumer behavior much better, mobile ads spending has now hit the $1 Billion mark. Today, every major player in the field seeks to gain an instant mobile presence through mobile apps or the mobile web.
In the current year, m-commerce and mobile advertising is playing a key role in overall consumerism. Development in mobile application is now focusing on hardware and new apps that help to facilitate a consumer to buy whatever they want by using their mobile devices. As mobile advertising is expected to play a role of constant growth, retailers are making all out effort to ensure that they succeed in offering the best possible experience.
Mobile advertising space is already flooded with a diversity of demand-side platforms and ad vendors to choose amongst. In every probability, during 2013 larger networks are quite likely to take over smaller networks, with independent networks going public in their turn. On the other hand, different ad spectrum sides of the mobile, vis-à-vis servers, networks and demand-side platform, will amalgamate, resulting in well sorted alternates for advertisers, as well as better transparency for publishers.
A comparatively new advertising technology, known as real-time bidding, provides advertisers with more control as well as the potential to target a specific audience. Likewise, publishers are given more opportunities to monetize their ad space by selling on competitive auctions. These advertising trends are now available in the mobile industry and experts predict the trend will only grow further as the year progresses.
As this development takes hold, the conventional network system of single ad will cease to be effective for publishers. Hence, they will find themselves compelled to make a move towards assuming ad operations, complex reporting platforms and ad serving, to fuel their respective mobile advertising campaigns. Most big league players will setup their own in-house teams for ad operations, which are specifically mobile focused.
Mobile industry is expected to work towards developing standards as well as drive the adoption process. To an appreciable extent, this will help in resolving perceivable issues related to various platforms. Associations such as MMA and IAB have formulated standards to help publishers and ad vendors to create more effective ads. By mid-2013, majority of the expansive mobile industry is expected to adopt these standards, making it far easier for buyers and media planners to allocate as well as execute their mobile campaigns successfully. As such, ad space on mobile will move ahead at full throttle.