Mobile Advertising Market : Structure and Overview of Key Market Forces Propelling Market
Rising adoption of personal devices and companies leveraging on disruptive technology for customer reach are the key factors driving the growth of the mobile advertising market. In addition, the growing trend of social media and the introduction of video ads is further anticipated to drive the growth of this market over the forecast period.
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In the mobile advertising market by devices, the smartphone segment was the largest in 2014, accounting for 51.64% of the overall market. The smartphone devices segment of the mobile advertising market is preferred by users, combining the features of a personal computing system with convenient add-ons such as mobility, single platform to connect/interact, and faster reach.
In terms of industrial verticals, BFSI held the largest share in the global mobile advertising market. The hospitality & tourism sector held the second-largest and energy & utility and media & entertainment sector third-largest shares, respectively, in 2014. Rising demand for online advertising in these sectors is anticipated to drive the growth of the global mobile advertising market. There is a huge demand for creative ads to provide information to users, and users prefer the smartphone, which provides various media to reach users such as video, in-app, in-game, and social media advertising.
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In terms of type, search advertising held the highest share in the mobile advertising market. There is high demand for search advertising to reduce search costs for users and increase accessibility to useful information within a limited time frame. With the support of search advertising, advertisers could publish information that is easily available to users.
Major industry players profiled in the study include Amobee, Inc. (Singtel Limited), Apple, Inc. (iAd), Chartboost, Euclid Analytics, Facebook, Inc., Flurry (Yahoo, Inc.), Google, Inc. (Admob Ads), Inmobi, Microsoft Corporation, Millenial Media, MoPub Inc., and Tune Inc. (HasOffers)
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