Mobile Ad Data Suggests More Brand Buy-In

MoPub and Forrester show shift toward smartphones and tablets

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Evidence that mobile advertising may finally be coming of age continues to roll in. On the heels of the Interactive Advertising Bureau's report earlier this week that mobile advertising jumped 111 percent in 2012, mobile ad exchange MoPub and Forrester Research have released findings today that suggest brand marketing is inevitably pivoting towards smartphone- and tablet-using consumers.

Ad buying via MoPub's exchange saw a "significant" increase during Q1 when compared to the last quarter of 2012, per Paul Gelb, the company's head of strategy. While his San Francisco-based tech firm didn't release the exact lift percentage, it contends that any increase for a typically slow quarter—also possibly stunted as some agencies and brands waited for the federal government's sequester debate to resolve before finalizing their 2013 budgets—over the busy holidays season is noteworthy.

"There is a larger number of buyers in the exchange space," Gelb told Adweek. "Early adopters in mobile media is gaining and gaining. There's now more commerce, more brand applications and more buyers."

MoPub offered some interesting stats. During Q1, mobile ad spend on iPhone grew 12 percent over 2012 Q4 and now accounts for more than 50 percent of dollars on its exchange. Rich media advertising, in particular, rose 9 percent in Q1 compared to 2012 Q4.

Since the mobile exchange first starting compiling a quarterly report during the last half of 2012, a Q1 versus Q1 comparison isn't available. MoPub states that its latest research looks at 45 billion ad impressions on its exchange, representing all major consumer marketing verticals.

Meanwhile, Forrester said on Thursday that 22 percent of all U.S. adults are connecting to the Internet on multiple devices. And what's more, they have average household incomes of $95,000 and their median age is 34.

The biggest brand-related takeaway from the Cambridge, Mass.-based researcher's findings is fairly simple—the smartphone/tablet user set is always connected and has cash to spend.

"Brands must start looking for unknown customer needs today and finding creative ways to fulfill them," says Forrester's report.

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: April 18, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT