This report explores how mobile advertising has become a key focus for the industry and as has enormous growth potential. Smart TV is also a future growth area as advertisers capitalise upon Over-The-Top (OTT) content initiatives. The report also examines the core segments of social network advertising, digital gaming advertising, search engine advertising and video-based advertising.

1. Global Digital Media - Mobile
Advertising and Digital Marketing
- Key Trends and Statistics
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2. ABSTRACT
The advertising scene has undergone radical change and is still changing. With profits
down between 5% and 10% on an annual basis, the performance of the traditional
advertising market is under constant pressure. Data analytics is exposing the weakness
of these traditional advertising business models and, like all of the other sectors
affected by the digital economy, this means that these business models need to
change.
As they become more aware of the power of big data, advertisers are demanding
hard, quantitative data on their campaigns. Increasingly, campaigns are now linked to
outcomes. These are predetermined and tested against the results, and payments are
made to advertising agencies based on the success of these campaigns, which are
becoming far more cost-effective.
This report explores how mobile advertising has become a key focus for the industry
and as has enormous growth potential. Smart TV is also a future growth area as
advertisers capitalise upon Over-The-Top (OTT) content initiatives. The report also
examines the core segments of social network advertising, digital gaming advertising,
search engine advertising and video-based advertising.

3. ABSTRACT
Latest developments:
- North America is the largest market for digital ad spending.
-The Asian region, particularly China, spend a large amount on mobile ad spending and this trend
is expected to continue.
-Search advertising is still the leading advertising channel however and it is mobile search
advertising which is beginning to drive growth.
-- Google is still the undisputed leader in the search-engine advertising market, with China-based
Baidu occupying a distant second place.
-While Facebook has yet to reap such high advertising revenues as Google, it is closing the gap
and increasing its market share, with a strong focus on mobile advertising.
- Click fraud has become a growing concern for advertisers and website publishers, with bots
accounting for a large percentage of display and video ad viewings.
Companies mentioned in this report:
Alphabet (Google); Hulu; Facebook; Zynga; Blinkx; Baidu; Tencent; digital ad exchanges.

4. Length Publisher Published Date
15 Pages
Paul Budde
Communications
May 24, 2016
Table of Contents
1. Synopsis
2. Market summary
3. Key online advertising categories
4. Mobile advertising
5. Market trends
6. Internet media companies Google versus facebook
7. The effect of big data on the advertising industry
Table 1 Global media ad spending and annual change 2011 – 2018
Table 2 Global digital ad spending and annual change 2011 2016
Table 3 Global mobile advertising spending and annual change 2011 2016
Table 4 Top ten countries by ad spending per person and per digital Internet user 2014
Table 5 Social network advertising revenue by region 2013 – 2015
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5. ABOUT THE PUBLISHER
Paul Budde Communication is a telecommunications and information highway consultancy
company specializing in market analysis. Paul Budde is a well-known industry consultant and
market analyst with broad international experience. Research concentrates on the
management and marketing issues of the telecommunications and information highways
markets. Having been involved in the industry for over 20 years, Budde associates have
become experts in analyzing the information. As we are an independent operation, we can
assess the market objectively and provide accurate information about trends and
developments, with realistic time-frame predictions.
View more reports from this publisher
Other Titles from this Publisher
BuddeComm Intelligence Report - Internet Governance, E-Security and Net Neutrality Insights
Global Mobile Devices Market - Smartphones, Handsets, Phablets and Tablets
Global Telecoms - The Big Picture 2016 and Key Industry Statistics

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