Public Relations & Social Marketing Insight

Nearly two-thirds (63%) of smartphone users worldwide use their device every at least once every 30 minutes, according to an IAB report published today (June 13), with ad recall on such devices registered at 86% on mobile web, and 90% in-app.

The findings were released in the trade body study entitled ‘Always On – A Global Perspective of Mobile Consumer Experience’, which surveyed users across the globe and found that over a fifth (22%) tap into their phones every five minutes.

Respondents came from North and South America, Asia, Europe, and Africa with the majority of them reporting that they access the internet via mobile web and mobile apps at least once a day (mobile web – 88% and mobile apps – 84%).

Meanwhile, awareness of advertising on both mobile web and on mobile apps was high among respondents, with nearly half claiming they took action after seeing ads on such devices, with the two platforms performing similarly in generating consumer response (45% on mobile web and 47% on mobile apps)....

Mobile video ads are poised for massive growth in the next five years.

Revenues from these ads will grow from $3.54 billion in 2015 to $13.3 billion in 2020, which marks a 30% compound annual growth rate (CAGR), according to PwC's annual Global Entertainment and Media Outlook report.

This means that mobile video ads will be the fastest-growing digital ad segment in the next five years. They will easily surpass desktop Internet video ad revenues, which are expected to grow at a 19% CAGR through 2020.

Furthermore, revenues from mobile ads are set to surpass revenues from desktop video ads this year, with $5.6 billion for mobile and $5.1 billion for desktop, according to the report....