The consumer attention has shifted from
traditional media channels to always on screens; these consumers are combining
multiple devices in new way for multi-task to amplify their experience, share
the content, and connect with others. Consumers’ interaction on these devices
reveals their behavior, need, interest for shopping. Based on these information
marketers can reach their customers through reliable interaction with their
customers across multiple devices. In recent years, Mobile advertising evolved as a subset of mobile marketing and it is closely related to online advertisement. The mobile advertisement helps advertisers, publishers, and markets to target their customers on their mobile devices. The cross-platform advertising is an emerging concept that supports mobile advertising market. People are depending on multiscreen for online shopping; most of them are spending their media time on computers, laptops, smartphones, tablets, and smart TVs. All this consumer behaviors helped the emergence of cross-platform advertising. Companies such as Tapad and Google are offering advertising solutions into this market.
Cross-platform and mobile advertising has huge opportunities in consumer goods, retail and restaurants and Telecom and IT verticals; more than 28.01% of the cross-platform and mobile advertising revenue has been generated from consumer goods, retail and restaurants vertical in 2015, and it has been estimated that by 2020 Telecom and IT will have the largest market share in this this market. Healthcare, and Consumer goods, retail, and restaurants are the emerging verticals, growing with Compounded Annual Growth Rates (CAGR) of 31.3%, and 29.1% respectively.
Asia-Pacific is one of the growing regions in the cross-platform and mobile advertising market. The major driver for this region is increasing adoption of mobile devices for communications and entertainment. The APAC has a potential market for cross-platform and mobile advertising implementation across consumer goods, retail, and restaurants, telecom and IT, BFSI, and media and entertainment industry. In APAC, tablet and smartphone penetration rate is very high, which means mobile browsing session estimate to increase based on the high-penetration rate. This increases ad impressions on mobile devices and optimizes mobile advertising market.
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