Spending in the mobile advertising space will be approximately $4 billion worldwide this year, so despite perceptions to the contrary, we can safely assume it’s an area to watch in the coming years. Here are some trends that will shape growth in the next five years.
Everyone thinks that mobile phones and mobile commerce are the next big things, and I think what this data shows is it’s probably actually tablets. We have always capped e-commerce at 10 to 15 percent of total retail sales, but this potentially has the capability of really expanding e-commerce much beyond that.
That’s from Sucharita Mulpuru, an e-commerce analyst with Forrester, commenting in the New York Times on a recent Forrester study that found that tablets already account for 20 percent of e-commerce sales, despite the fact that only 9 percent of shoppers own tablets. Those figures come on the heels of last week’s survey from Perfomics, indicating that tablets are increasingly driving paid mobile search impressions. The study found that tablets account for 14 percent of paid mobile search impressions, and they generate 1.7 percent of all paid search impressions. And businesses looking to take advantage of that emerging trend must innovate in a few key areas.
For example, in the app space, retailers should consider producing their own branded app as well as leveraging third-party apps and online social networks. In search, advertisers should take advantage of offerings like Google’s new tablet-targeting options, which enable them to include “tablets with full browsers” on the list of devices they want to receive their ads. In my latest weekly update at GigaOM Pro, I brainstorm more about the areas in which businesses and advertisers need to take advantage of the rise in tablets in order to conquer the mobile commerce arena.
Groupon and LivingSocial dominate the burgeoning market for email daily deals, but the landscape could change quickly as those models expand to the much more complex world of mobile. Here’s what coupon distributors need to keep in mind as they target mobile users.
There’s a reason why search companies, advertisers and local merchants are so interested in smartphones. It’s because they’re turning out to be a powerful tools for people looking to search locally, act quickly and improve their shopping, according to a smartphone user study commissioned by Google.
Google Android continues to gain mobile browser share in the U.S. as all other platforms, including Apple’s iOS, are declining. Thanks to smart partnerships on other platforms, Google has had the mobile search market sewn up for years. And with Android, that’s not likely to change.
AT&T is developing a Yelp-like site to offer user reviews and recommendations. While it’s late to the social recommendation party, and as such faces a small army of competitors, AT&T has the relationships and massive scale to help make its Buzz.com service a success.
Google did well in the fourth quarter, giving the company runway to talk about its next wave of initiatives. Executives said mobile should lead growth in the next year, with significant revenue to accompany widespread uptake of mobile devices that can handle data.
Google’s (s goog) dominance on the Internet is unquestioned, but its mobile search offering will have to address four major factors if it is to dominate wireless the way it rules the online world. There’s no denying Google’s momentum in mobile: Its Android operating system is attracting handset manufacturers and carriers at impressive rates, its developer community is showing growth, and thanks to a deal with Verizon (s vz), the OS will soon enjoy the reach of America’s largest mobile network operator. Read More about Google’s Challenges in Mobile Search