Mobile advertising overtakes desktop
Within ten years, smartphones and tablets have become the leading medium for the public. After an initial delay, advertisers are also catching up faster and faster. As eMarketer shows in a recent U.S. study, increasing mobile usage is increasingly coming at the expense of traditional media such as print and TV. This is also being felt on desktop, where ad spendings of USD 26.34 billion now account for only 30 percent of digital advertising expenditure. This year, around 70 percent will be invested in mobile, which corresponds to a total of USD 86.84 billion. Mobile is also developing rapidly as an advertising channel in Europe. According to the recently published adex benchmark study, growth rates range from 27 to 327 percent, depending on the country.
Mobile Programmatic is catching on. Source: Adello Switzerland.Mobile becomes most important mediumZenith presents similar findings with regard to mobile penetration and usage. According to the recently published Media Consumption Forecast, smartphones and tablets will account for around 71 percent of Internet usage and 26 percent of global media consumption in 2019, representing growth of a good quarter. The trend in daily mobile usage time is even more impressive: While only 10 minutes per day were spent in apps or on the mobile Internet in 2010, this will be an average of 122 minutes per day in 2019 (+ 1,120 %). The dwindling use of classic channels will be more than compensated for by smartphones and tablets. Overall, mobile is thus driving total media consumption upwards.Switzerland is a mobile countryThis is also evident in Switzerland, as a look at the current usage figures from NET-Metrix reveals. For the biggest traffic owners such as 20 Minuten, Le Matin and Ticino Online, smartphones and tablets account for an average of 80 to 90 percent of total digital usage. The relevance of desktop is steadily dwindling.
The most popular mobile ad formats. Source: Adello Switzerland.Programmatic advertising becomes the standardLast year, automated targeting of mobile advertising campaigns in Switzerland recorded growth of 25 percent. Today, four out of five ad view contacts are generated programmatically. This brings major efficiency gains in terms of advertising impact, but also places new demands on ad viewability and fraud prevention.
