Dive Brief:
- Mobile ad spend on the Rubicon Project ad buying and selling platform has increased 1300% between Q1 2013 and Q1 2015.
- The increase is emblematic of marketers following their audience to where is it most active.
- Its estimated that mobile ad spend will reach $28 billion in 2015.
Dive Insight:
Marketers always follow their audience, and increasingly that audience is spending time on mobile devices -- specifically mobile apps rather than mobile websites. Market research company, eMarketer, projects a 50% increase in mobile ad spending in 2015, accounting for 49% of all digital ad spend, and by 2019 that percentage rising to more than 72% of all digital ad spending. Facebook and Google currently account for 66% of mobile ad spend. And, marketers are finding that audience to use those digital ad dollars on within mobile apps.
Joe Prusz, head of mobile at Rubicon Project told Marketing Land, “Two years ago we recognized a significant opportunity existed on the mobile distribution channel for Rubicon Project. The infrastructure necessary to enable mobile ads to be bought and sold automatically -- the same way they are on desktop -- simply did not exist. Over the last two years, we have been tackling that complicated endeavor with a clear mission to scale the mobile market for automation for the entire industry.”
Comscore’s recent U.S. Mobile App Report found users take more time on mobile apps than the entire web -- mobile and desktop web combined -- with mobile becoming the leading digital platform overall.