In the world of advertising, if you're not there one second, you might miss the next big thing. To help you keep you up to date on the news you need to know, every week we'll bring you ad stories you might have missed, but can't afford to ignore.
Mobile local ad spending to hit $3.2 billion this year
Spending on mobile local advertising could hit $3.2 billion in 2013, more than doubling the $1.5 billion spent by local mobile advertisers in 2012, according to new forecasts from Borrell Associates. Mobile is now expected to account for 13% of all local advertising in 2013, which will reach a total of $24.3 billion.
The study also looked at mobile-local advertising spend by cities:
- New York City will spend $168 million
- Seattle, Baltimore, Milwaukee, and Miami will spend about $30 million—double what they spent last year
- Midsize markets such as El Paso, Hartford, Birmingham and Syracuse are forecast to spend about $10 million
Small-and-medium-sized businesses are taking to mobile local advertising:
- 37% of SMBs that hadn’t tried it will likely do so in the coming year
- 83% that had already tried it are likely to do it again
Of more than 500 markets tracked in the survey, only six will see less than 50% growth in mobile local advertising this year. “Local advertisers are also really starting to jump on board the ‘Mobile Express’ as they discover the ROI benefits of more targetable mobile advertising,” said Larry Shaw, VP of research at Borrell.
U.S. consumers more receptive to video ads than those in the U.K. and Canada
A survey that focused on the mobile TV and video viewing habits of users in the U.S., Canada, and the U.K. revealed insights about their tolerance for advertising on streaming devices.
Here are some highlights from the study by QuickPlay Media:
- 62% of Americans are less likely to be irritated by video ads on their streaming devices, versus 49% of U.K. users and 40% of Canadian users
- U.S. consumers felt that only 29% of video ads were “somewhat relevant” to them, more than U.K. consumers (25%) and Canadian consumers (12%).
- 30% of American users are more likely to react to a video ad on their mobile devices than on their TVs, versus 25% of U.K. users and 24% of Canadian users.
The survey also found that U.S. consumers ranked highest in watching videos on mobile devices:
- 21% used smartphones to watch video on demand
- 22% used smartphones to watch live TV
- 23% used tablets to watch VOD
- 18% used tablets to watch live TV
Tablet owners don’t give up older technologies very easily
Nostalgia appears to be a powerful emotion, even in the constantly evolving digital world, according to a study by Harris Interactive. Adopters of new technology don’t give up the old tech very easily, the study found---especially tablet owners.
Tablet owners are more likely than non-tablet owners to hang onto all kinds of tech devices.
Here are statistics on how tablet and non-tablet owners compare in ownership of other devices:
- Smartphone: 70% of tablet owners vs. 39% of non-tablet-owners
- TV of any kind: 82% of tablet owners vs. 74% of non-tablet-owners
- Laptop: 78% of tablet owners vs. 60% of non-tablet-owners
- Home video game console: 55% of tablet owners vs. 33% of non-tablet-owners
Research also found that since last year, Android and iPhone ownership has surged, now standing at 26% and 22%, respectively. In May 2012, those totals were 18% and 17% of all smartphone owners.