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Tablets set to account for 70 percent of mobile ad spend

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By Steven Raeburn, N/A

November 12, 2013 | 2 min read

A report into mobile advertising spend by Frost and Sullivan has predicted that the total spend is likely to hit $682 million in Australia by 2018.

The majority of companies are planning on budget increases

The spend is set to be split 70/30 between tablets and smartphones.

"Local mobile ad networks, such as Big Mobile, and global mobile ad networks such as InMobi and AdMob are expanding their business models within Australia,” said Phil Harpur, senior research manager, Australia & New Zealand, Frost & Sullivan.

"Rich media mobile ad inventory is growing as a proportion of overall mobile ad inventory and has experienced upward pricing pressure. The majority of new inventory is now being produced using rich media. The mobile video advertising market remains underdeveloped, though there is evidence of innovation such as video mobile ads embedded within banner ads.

"Mobile search advertising continues to grow strongly in line with the growing usage of mobile search, which has increased substantially over the past few years."

The report found that 50 per cent of Australian companies are planning to make substantial increases to their mobile advertising budgets, with 79 per cent planning an increase of more than ten per cent.

iPads and iPhones image via Shutterstock

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