4 things to know about the mobile advertising industry

The worldwide mobile advertising industry has experienced considerable growth since 2010. In France alone from 2010 to 2012, it grew by 27% to €48 million, respectively.
This movement will grow significantly in the coming years, in fact the number of mobile users will increase from 22 to 35 million from 2012 to 2015, so that we will no longer differentiate between online marketing and mobile marketing…

Yet despite the very real audience, mobile investments represent only a small fraction of the budget invested, 2.4% in the world and 1.8% in France. The MMA – Marketing Mobile Association – recommends increasing to 7% of the budget invested and up to 9% for the most active brands.

1) Mobile advertising industry is growing all over the world

According to Gartner, mobile advertising revenue is expected to grow to $11.4 billion for 2013, an increase of 18.8% ($9.6 billion) from 2012. Gartner forecasts global mobile device advertising revenue to reach $24.5 billion by the end of 2016, nearly three times the revenue generated last year.

2) Mobile social media ads are booming

Some major social networks, notably Facebook and Twitter, last year allowed advertisers to target exclusively mobile users for the first time. While Facebook’s revenue is mostly derived on non-mobile devices, this trend in mobile ad placement should be beneficial to Facebook in the long run. Research firm eMarketer predicts that Facebook will have $629 million in mobile advertising revenue by 2014, roughly nine times the mobile ad revenue generated by this company in 2012 (estimated $72.7 million).

3) Larger screens don’t always promote a good click-through rate

As the graph below shows, the iPhone and iPad, although very opposite diagonals, receive good click-through rates from their users: most 18/34 year olds.

4) Mobile ads provide more engagement with users

Geolocation, reduction coupons, the possibility to call the company directly without dialing a number by “tapping” from a web page, advertising mailing or of course, are all potential crossover possibilities in mobile marketing strategies to reduce access times to (future) consumers. . All of these innovations should lead companies to provision 11.4% of their investments to reach mobile users on a smartphone or tablet, according to Emarketer.


The mobile advertising industry is still in its infancy and many advertisers are still exploring the capabilities of these tools to determine how effectively they can reach their audiences. 18-34 year olds in particular, who seem to be the driving force behind this change, makes mobile advertising especially important for advertisers who are marketing to this young population and who will be his favorite target.

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