Media-Stacking Trends Contributing to Global Ad Spending Rising on Mobile Devices, Says Juniper

Global advertising spending on mobile devices is expected to reach $105 billion by 2019, up from an estimated $51 billion this year, said Juniper Research. The growth in mobile ads is due to an “attitude shift” among brands and retailers using mobile as a core channel for consumer engagement, said Juniper. The ability of smartphones to deliver targeted, personalized and timely ads -- along with media-stacking trends among consumers -- makes mobile advertising primed for high visibility and high response rates, it said. An uptick of ad spending in the Far East and China, fueled by the adoption of mobile commerce within China, is expected to bring that region’s share of the mobile ad spend to 43 percent by 2019, said Juniper. It cited increasing concerns around consumer privacy based on advertisers use of big data analytics to gain insight into consumers’ purchase patterns and behavior online and offline. With consumers feeling an increasing violation of their rights when their information is shared for ad purposes, it’s important for marketers to offer consumers a way to opt in to data sharing to avoid adverse publicity and possible litigation, said the researcher. As the prevalence of video increases in mobile ads, it will be important for advertisers to address viewability on small screens, it said.