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Cross-Platform and Mobile Advertising Market to Witness Widespread Expansion by 2026

May 6th 2019 at 12:11 PM

The global cross-platform and mobile advertising market witnesses a dynamic growth trajectory, encouraged by strides in mobile advertising services and the changing consumption patterns. The evolution of the cross-platform and mobile advertising market rides on the back of rapid internet penetration in various countries across the world. Coupled with this, the use of smart devices in contemporary advertising and modern online advertising has increasingly influenced the changing contours of the cross-platform and mobile advertising market.

The marketing models as well as advertising tools have seen overhaul in developed markets. Targeted marketing have also witnesses the inroads by artificial intelligence and machine learning technologies. Application technologies have greatly influenced the dynamics of the cross-platform and mobile advertising market. Changing consumption pattern in social media advertising have given mobile advertising a new face.

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Global Cross-Platform and Mobile Advertising Market: Notable Developments

Information, data, and measurement companies are offering media buyers and advertising companies innovative ways to measure cross-platform and mobile advertising campaigns. A host of factors are responsible for the need for new ways to measure the impact of digital campaigns, for instance, burgeoning over-the-top audiences.

To this end, Nielsen announced in January 2019 that it has entered into an agreement with Google that will enable the later to increase the effectiveness of measuring mobile audiences. Its product called Total Ad Ratings is likely to deliver more value in Google’s cross-platform and mobile advertising. This will also include YouTube’s mobile audience, as per this technical agreement.

The metrics by Nielsen is a type of person-based ad measurement in the cross-border and mobile advertising market. Of all the aspects, this will help remove duplication in audience measurement. This is crucial, given the fact that mostly there is an overlap of viewership watching advertising on their TV and other digital devices with that on YouTube. The development is also significant on another count: TV companies have been demanding measurement approaches that integrate audiences and viewers from different platforms.

Companies that aspire for higher stakes in the global cross-platform and mobile advertising market include names such as Yahoo! Inc., Facebook, Inc., Flytxt, Amobee, Microsoft Corporation, and Google, Inc.

Global Cross-Platform and Mobile Advertising Market: Key Growth Dynamics

  • Machine Learning and Programmatic Analytics to open New Frontiers

The growing popularity of cross platform metrics among advertisers is one of the trends that plays crucial role in the growth of the global cross-platform and mobile advertising market. Staggering rate of adoption of mobile advertising services among consumers is a key factor that has underpinned the key growth trajectories of emerging markets. The global cross-platform and mobile advertising market is witnessing new potential in the growing application of machine learning and programmatic analytics in advertisement. Moreover, advances made in networking technologies also bode well for the cross-platform and mobile advertising market.

  • Popularity of Video on Demand Advertising unlocks Promising Prospects

Efforts to develop metrics to monetize new variants of advertising opens exciting horizons in the cross-platform and mobile advertising market. Growing popularity of video on demand advertising among marketers in developing and developed regions is an encouraging factor in this regard. Furthermore, the global cross-platform and mobile advertising is earning substantial revenues from the increasing consumption of content in internet-based smart mobile devices, especially among millennials.

  • Retail Industry to serve Profuse Demand in Cross-Platform and Mobile Advertising

One of the industries likely to see massive demand for cross-platform and mobile advertising is retail. Customer buying habits have been increasingly dynamic, thereby giving new directions to cross-platform promotional activities of brands. Rising demand for cutting-edge mobile proximity marketing is likely to expand the prospects of the cross-platform and mobile advertising market.

Global Cross-Platform and Mobile Advertising Market: Regional Assessment

On the regional front, North America and Europe are expected to churn out massive revenues in the global cross-platform and mobile advertising market. In part this is fueled by relentless research into developing new metrics for cross-platform advertising. Moreover, substantial spending by prominent players is helping the regional market to expand rapidly. Meanwhile, growing internet penetration and rising popularity of social media marketing will make Asia Pacific and South America promising regions in the cross-platform and mobile advertising market.

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