Mobile advertising is a method of advertising that displays advertisements on mobile devices such as smartphones, tablets or personal digital assistants (PDAs) that have wireless connections. Advertising can take place as text ads via SMS or banner advertisements that appear embedded in mobile websites in downloaded apps or in mobile games. For instance, companies such as Google, Inc. and Facebook, Inc. use mobile advertising technology in their applications and websites. Mobile advertisements are based on individual’s web browsing history, geographic location, and the data collected by shopping habits. As mobile devices typically have smaller screens than computers or laptops, this form of digital advertising is usually optimized for small displays by being concise.
According to the report, the global mobile advertising market was valued USD 105.36 billion in 2016 and is expected to reach around USD 244.57 billion by 2022, growing at a CAGR of 15% for the forecast period from 2017 to 2022.
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The mobile advertising market plays a very important role in the consumer goods and retail industry. The mobile advertising market is driven by many drivers; upsurge in mobile device penetration is one of the major drivers which drive the growth of the mobile advertising market. Apart from the mobile device penetration, the market has various drivers which drive the growth, strategies, market positioning and their various recent developments. However, the rise in privacy and security concerns is one of the major factors restraining the growth of mobile advertising market. Special mobile advertising content for low mobile connectivity areas is one potential opportunity for the market players in this market.
The global mobile advertising market is segmented on the basis of types, solutions, devices, verticals, and regions. The type segment for the mobile advertising includes display advertising, in-app advertising, in-game advertising, and search advertising among others. Further, on the basis of solution the market for mobile advertising is segmented into advertisement campaign solutions, content delivery solutions, integrated solutions, mobile proximity solutions, and reporting and analytics solutions among others. The device segment covers the digital cameras, feature-phones, smartphones, tablets, and others. The industry verticals for mobile advertising market are banking & financial services, fast moving consumer goods (FMCG), healthcare, media and entertainment, and telecommunication & IT among others. The market is analyzed based on five regions namely North America, Europe, Asia-Pacific, Latin America and the Middle East and Africa.
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By geography, North America was the largest regional segment in the global mobile advertising market due to increased penetration of mobile devices in the region. U.S. is the key region in North America and plays a major role in the development of the future mobile advertising technologies and services. Asia Pacific is expected to emerge as the fastest growing regional segment in the forecast years due to the high percentage of young population, growing trend of social media, and the introduction of video ads. Europe is also expected to grow at a moderate rate in the forecast period.
Some of the leading companies in the global mobile advertising market are Applovin Corporation, Avazu Inc, Chartboost Inc, Facebook Inc, Flurry Inc, Google Inc, InMobi Pvt. Ltd, Matomy Media Group Ltd, Millennial Media Inc, and Smaato Inc.
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