Mobile Advertising results in Europe vs USA
According to a study published by Nielsen, European mobile users are more likely to take action from an advertisement on their smartphones and tablets. German, Italian and English users, meet the highest rates of clicking on ads, although the US is the quintessential leader in mobile Internet consumption.
Internet user behaviour with mobile advertising
Most Internet users consider advertising on websites annoying, however, the ads that are adapted to mobile have a much higher success rate. Many mobile users search for more information about a product/service they saw in a mobile ad or even feel the urge to immediately buy it.
Many of them don’t want to get home to buy via computer, having a website page adapted m-commerce is undoubtedly the best solution for our business.
When comparing Europe with the US giant, only 20% of US smartphone users make purchases after seeing mobile ads, compared to 27% of Italians, 28% of British and 34% of Germans.
Mobile Advertising in smartphone or tablet
Tablet users pay more attention to ads; 24% of users compared to 11% and is also somewhat higher percentage of North Americans who choose to purchase from a tablet versus 16% compared to 6% that choose to make purchases on their smartphones.
Taking into account that in Europe this type of advertising is something new and the impact on the consumer is greater. The average mobile advertising expenditure planned for this year in Germany will grow by 68.5%, which makes it the highest in Europe.
Banner advertisements with all the information adapted to mobile devices work better than a slogan or a claim. Banners that redirect users to a mobile-optimized website, where through a simple checkout process users can purchase what they saw in the ad, are key elements.
Twitter vs Facebook in the battle for mobile advertising in social networks
According to forecasts from eMarketer, Twitter will end the year with 129.7 million dollars of revenue in mobile advertising, while Facebook, which has released mobile advertising this year, will get 72.7 million dollars in revenue. They are still well below the established income platforms like Google (1,423 million dollars) or Pandora (226 million dollars) and will stay on the first position at least in the following two years.
The growing importance of Facebook and Twitter, along with other major digital advertising platforms enhance the growth of the mobile advertising market will reach 2,610 million dollars this year. In 2016 this number will be close to 12,000 million.
Facebook just launched this year premium ads in their newsfeed, but the largest social network in the world accounts for 60% of its advertising revenue from the advertising platform marketplace, essentially in display ads that appear on the right that have been left out from the mobile version.
Facebook is starting to develop strategies for mobile devices and for the next year forecasts indicate that it will overtake Twitter with 387 million dollars compared to 272 million that will generate the microblogging network. It will reach 629 million dollars in 2014, compared to 444 million dollars generated by Twitter.