Global cross-platform and mobile advertising industry is expected to experience brisk growth over the forecast period due to increase on the internet based mobile devices demand across the world. Rise in Internet usage especially among the young population is estimated to contribute further to this market over the next eight year period.
Cross-platform & mobile advertising is reflected as an online advertising subdivision. Cross platform & mobile advertising model has its presence in various industries, organizations and geographic locations which provide for a deeper market penetration. Social networking sites, shopping portals, and search engines are the most efficient and popular platforms for promotion purpose. Cross-marketing is cross-platform in which promotion is done using latest technique and trends such as social media and smartphones. In this cross-promotion, promotional companies use advertising methods surpassing several traditional advertisement techniques and introduce new innovative customer centric approaches. Mobile platform offers cost efficient and an effective way to influence & attract consumers through ads and promotions.
The increase on the internet based mobile devices production due to huge consumer demand in the recent past is estimated to contribute towards the industry demand across the world over the forecast period. Moreover due to rise in the promotional platforms such as social media and online shopping portals in recent years, it is expected to cater further to the end-use industry demand. Key factors such as advanced, Internet-based devices, network technologies, multiple advertising platform availability and increase in mobile web usage are presumed to boost the industry demand over the next eight year period.
Major concerns related to security and privacy are supposed to hamper the industry demand over the eight-year period. Moreover, unreliable and hoax sources that increase fraudulent activities are anticipated to have an adverse impact on the market over the forecast period. High demand for the better and improved communication services is projected to open up new opportunities for the industry participants. Substantial investment required for the innovation of new methods is presumed to pose a challenge for the industry. Complexity in cross-platform promotional activity is estimated to hamper the industry growth.
The retail sector is supposed to have a dominant share in this industry in the next few years due to change in customer buying habits, mobile proximity marketing and applications aimed at offering competitive benefits to retail businesses.
Based on adverting platform types the market is segmented as mobile platforms and cross platforms. The market is segmented as content delivery, reporting & analytics solutions, campaign solutions, integrated solutions and mobile proximity solution and several other solutions. Critical devices used for promotion include smartphones, tablets, laptops, smartphones, desktops, and smart.TV. Several advertising types include search advertising, MMS, video, voice SMS, mobile digital coupons, SMS, P2P, display, audio and In-app advertising. Major verticals for this market are consumer goods & retail, telecom & IT, media & entertainment, supply chain & manufacturing, academia, restaurants, banking, financial services & insurance, transportation, logistics, and healthcare.
Key regions include North America, Europe, Central & South America, Middle East & Africa, and Asia Pacific. Developed markets such as North America dominated the global industry in the recent years ahead of the European region. These regional markets are expected to show a similar trend over the forecast period. North America has accounted for the maximum revenue share in the global industry due to the constant research and development initiatives prevalent in the region.
Developing regions such as Asia Pacific and Central & South America are expected to experience positive growth in cross-platform and mobile advertising market owing to rising internet market penetration. Emerging economies such as India and China are estimated to witness positive growth over the next eight year period and lead the regional industry.
The cross-platform and mobile advertising industry is highly cost intensive and requires substantial initial investment for installation and implementation. The production is presumed to witness several mergers and acquisitions in the next few years, with companies taking active measures to gain market share and to deliver diversified products. Prominent industry participants include Google, Inc., Apple Inc., Microsoft Corporation, Millenial Media, Amobee, Inc., Flytxt, Facebook, Inc., SAP SE, AOL, Yahoo! Inc., and InMobi.
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