The pace of development of modern technologies is increasing every year. By the end of 2012, the global smartphone fleet approached the 1 billion mark.
units and this is just the beginning. By 2016, the global smartphone fleet will more than double and amount to 2.5 billion units. It is expected that the application market will show significant growth in the near future, this will ensure the serious interest of major media agencies and global companies in the advertising capabilities of mobile platforms. All this will lead to a serious growth of the Russian mobile advertising market, which by 2015 will grow 3.5 times and amount to $ 215.8 million compared to $ 60.8 million at the end of 2012.
Already, top companies participating in the market are actively recruiting inventory, trying to connect as many interesting and popular applications as possible. Among the representatives of this sphere, we can note several major players offering placement in applications on exclusive terms – companies i mho vi, SOL, iVengo (I SH-C apital). For example, the company iVengo, which offers the placement of image fullscreen banners, actively attaches to the platform not only the world’s leading and Russian applications, but also high-quality start-ups with good potential. Not so long ago, such well-known and popular applications as “SportBox” and “Vesti”, owned by VGTRK, joined the platform. These applications have a really large and high-quality audience. It is also worth noting the fact that, despite the fact that iVengo entered the market recently, VGTRK gave its applications on completely exclusive terms. This truly unprecedented step was noted by many market participants. As for the overall situation, as mentioned earlier, the Russian mobile advertising market will grow 3.5 times by 2015 and will amount to $215.8 million.
This forecast is based on the research conducted by the previously mentioned analytical company J’son & Partners Consulting and iVengo on the development of the global mobile advertising market. It is worth noting an important factor accompanying such a serious growth of the market – the cost of modern gadgets is actively decreasing, budget smartphones and tablets appear, the cost of which starts at $ 150.
At J&P, the mobile advertising market was divided into three main parts: display advertising (on-screen), contextual advertising, and advertising messages. It is worth noting that the concept of mobile advertising experts do not include mobile marketing and its components: the development of promotional applications, SMS marketing, loyalty programs, mobile social network marketing (mobile SMM).
The main reasons for this growth in mobile advertising are the following factors: the growth in the number of smartphones and tablet computers, the development of mobile payment systems and mobile banking. To date, 42% of mobile Internet users access the Network from their gadgets every day.
In Russia, 60% of the mobile advertising market is occupied by SMS mailings. Op-screen advertising is considered very promising. In addition, it is expected that the number of ads in mobile applications will grow significantly, mainly on Android and iOS, which is logical – these systems occupy leading positions in the market.
According to experts from iVengo and J’son & Partners Consulting, the Russian mobile advertising market will grow steadily in the near future. The market volume in 2012 amounted to $60.8 million, and by 2015 it will increase to $215.8 million. By this time, advertising in mobile applications will be an excellent alternative to other marketing tools due to point contact, high penetration and diverse audience targeting capabilities. In the future, such contractors are planning to join a large number of popular and popular applications to the platform, implement various options for integrating the advertiser directly into the application itself, interactive communications with the audience, this will allow players to reach a new level and improve the quality of customer service, consolidating their positions in the market.