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More than half (53%) of UK smartphone owners say they have never received adverts while using their device, which either suggests that it is an underused marketing channel or consumers find it easy to ignore mobile advertising.
The findings come from Nielsen’s Mobile Consumer Report, which found that 97% of the UK population owns a mobile phone, with smartphone ownership now at 61%.
And according to the IAB, mobile advertising grew by 132% to £181.5m in the first half of 2012 compared to the same period in 2011 and now accounts for 7% of all digital ad spend.
Therefore it appears to be a fairly worrying situation for mobile advertisers if 53% of smartphone owners claim they haven’t been exposed to mobile advertising, though it does need to be noted that the survey didn’t ask about mobile search.
It’s likely that a proportion of the users surveyed by Nielsen are simply unaware that they have seen mobile ads, so advertisers need to find new ways of ensuring their messages don’t go unnoticed.
With billions of mobile devices in use by consumers around the world, and with those devices getting more and more capable every year, it's no surprise that many industry observers believe the future of mobile marketing is bright.
How bright? Some have gone on to suggest that mobile ad spend will eventually overtake that of television. A bold prediction given that brands spend well over $100bn globally on television ads ever year -- magnitudes of order more than they spend on mobile ads.
Responsive design is widely considered to be the future of web design as it allows site owners to adopt a user-centric and mobile-first approach.
In a nutshell, responsive design allows websites to work from a single set of code that resizes itself to fit whatever screen a particular visitor is using, thereby negating the need for a separate mobile site.
It’s a topic we’ve looked at in more detail in posts about why sites should consider responsive design and another citing 10 great examples of ecommerce sites using the technology.
But while there are many benefits to using responsive design, there are still major problems to be overcome in regards to advertising.
At the moment ad formats are generally incompatible with responsive design, forcing site owners to either find hacks to rescale them or hide the ads altogether on mobile screens.
For many publishers, the future is mobile, and that means that figuring out how to monetize mobile eyeballs is a top priority.
Many observers believe that it's only a matter of time before companies like Facebook crack the mobile monetization nut, and the most bullish observers go so far as to suggest that mobile ad spend could one day surpass television ad spend, which exceeds $100bn globally on an annual basis.
“Mobile ads suck,” claimed Steve Jobs in 2010. They needed, according to Jobs, to be more creatively appealing and engaging to be effective.
Has the industry changed? Do mobile ads still suck? Or has creativity in mobile marketing caught up with demand?
Here are my 10 essentials tips for creative mobile campaigns.
Whether you're an internet giant like Google, Microsoft or Facebook, or a small publisher trying to carve out a niche, chances are one of your biggest priorities is solving the mobile monetization riddle.
The good news: there's little reason to believe that the future of mobile advertising isn't bright.
How big will it be? That remains to be seen, but even if it's not as big as the staunchest bulls believe, it's still going to be big by virtue of volume.
With smartphone usage skyrocketing in key global markets, one thing is clear: mobile is the future, and the future is here.
Not surprisingly, everyone is rushing to capitalize on the significant opportunities that mobile is creating.
Publishers are trying to make sure they have attractive mobile offerings that produce compelling mobile ad inventory that advertisers are increasingly looking to snap up.
I've rounded up some of the most interesting digital marketing stats I've seen this week.
Stats include the paid search market, mobile checkouts, Apple's App Store, and online video...
The future may be mobile, but capitalizing on the mobile opportunity hasn't exactly been easy for many publishers and advertisers.
Despite the fact that mobile devices are always on and always connected, they have natural limitations which restrict where and how many ads can be served.
Thanks to the popularity of the iPhone and iPad, Apple arguably has by far the most impressive ecosystem in the mobile market. Based on this, one might logically assume that the company should have the ability to thrive in the mobile advertising space.
As we've reported before, however, Apple's mobile ad offering, iAd, has struggled. And even with the recruitment of a new executive from Adobe to turn it around, iAd's position in the market is apparently not improving.
Thanks in large part to the popularity of the freemium business model amongst mobile app developers, mobile ad platform Tapjoy has built an advertising network that reaches some 70m active users each month.
Now it's hoping to really cash in on that audience by opening up its ad buying marketplace to all advertisers.
The window for going public is open for today's most attractive technology and digital media companies, even if Wall Street has been relatively cool to new tech issues.
Yesterday, mobile ad network operator Millennial Media announced that it is joining the IPO fray, filing its S-1 in the U.S. to go public.