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Rubicon released its annual survey of mobile buyers
Manuela Walfenzao| 6 de marzo de 2015
Stevens: La publicidad móvil nativa ni siquiera estaba disponible para los compradores antes de 2014 y ahora se espera que en 2015 absorba una porción equivalente al 13 % del gasto en publicidad móvil
Rubicon Project, the global technology company founded with the goal of automating the sale of advertising, announced the key findings of its 2015 survey of mobile consumers in the Mobile World Congress. The survey was conducted among senior executives of global media operations in January and February this year. The results highlight the rapid evolution of priorities for the mobile marketing industry. The study showed that native mobile advertising spending will more than double by 2015, as consumers around the world allocate a greater portion of their budgets on mobile marketing to these formats of immersive advertising. The US market is leading the global investment regarding the native mobile advertising spending. The operators of the agencies expect the native advertising will expand rapidly, reaching 16% of total spending on mobile advertising in the US, fivefold from 3% in 2014.Jay Stevens, CEO of Rubicon International Project, added that “the native mobile advertising was not even available to buyers before 2014 and now in 2015 is expected to absorb a portion equivalent to 13% of spending on mobile advertising.” However, standard formats are still the type of mobile advertising most requested by consumers worldwide (equivalent to 46% of expenditure), while rich media formats (27%), video (17%) and native (10%) are growing in popularity globally.
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Mobile World Congress superó récord de asistencia en su edición 2014