The past year has become a landmark for mobile marketing. Advertising spending in the United States increased by 174%, mobile overtook PC for the first time in terms of marketing costs, – such information was published by the analytical company Smaato.
In the 4th quarter of 2015, mobile advertising in the United States accounted for 51.9% of all digital marketing spending. For PC, this figure was 48.1%. The cost of marketing for computers turned out to be lower than for mobile devices for the first time in the history of surveillance. Smaato experts expect that in 2016 this advantage in favor of mobile will spread to the whole world.
Spending on mobile advertising in the 4th quarter of 2015 increased not only in the United States. In China, these figures increased by 1246% over the year, in Venezuela – by 405%, in Ireland – by 241%.
The company also shared data on user habits. American users began to spend an hour more on mobile devices than in 2014. The majority (52.6%) of those who took part in the study used gadgets on OC Android. Owners of iOS devices accounted for 42.7%.
eCPM indicators for the two platforms are almost equal. At the end of 2014, these figures for iOS were 1.55 times higher than for Android, and at the end of 2015 — only 1.17 times.
The company’s experts noted periods during the year when spending on marketing in the United States grew. These segments were expected to be holidays — Thanksgiving, “Black Friday” and the period before Christmas.
Source: Smaato