"Mobile advertising should be integrated into advertisers' overall marketing campaigns in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets." - Andrew Frank, research vice president at Gartner.
We've been hearing for a couple of years now why it's important to optimise website content for mobile, and now Gartner has revealed exactly why this is the case.
Worldwide mobile advertising revenue is forecast to reach $11.4 billion (£7.1 billion) in 2013, up from $9.6 billion in 2012, according to the research firm. Revenue will reach $24.5 billion in 2016 with mobile advertising revenue creating new opportunities for app developers, ad networks, mobile platform providers, specialty agencies and even communications service providers in certain regions.
Content marketing goes mobile
"The mobile advertising market took off even faster than we expected due to an increased uptake in smartphones and tablets, as well as the merger of consumer behaviors on computers and mobile devices," said Stephanie Baghdassarian, research director at Gartner.
"Growth in mobile advertising comes in part at the expense of print formats, especially local newspapers, which currently face much lower ad yields as a result of mobile publishing initiatives."
Andrew Frank, research vice president at Gartner, argues that the growth requires companies to integrate mobile content with the companies' overall content creation and marketing campaigns "in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets".
The research also shows different types of mobile advertising are evolving at a different pace and in different directions.
Mobile search, which includes paid positioning on maps and various forms of augmented reality, all of which can be informed by location, will drive mobile ad spending in the coming years, says Gartner.
See how the right content writing strategy can help drive mobile engagement