Mobile Advertising Reach Has Doubled Over the Past Year
Published on: 23rd Feb 2014
The audience base seeing mobile adverts on their devices has doubled over the past year. Even with such growth mobile ads generate less than two percent of a subscriber's daily mobile data volume and only one in twenty subscribers are currently served video ads.
Citrix Mobile now projects dramatic growth in the number of subscribers touched by video ads and the data volume attributable to video ads. Such growth will be driven, in part, by such dynamics as auto-play for video ads, as introduced by Facebook in December 2013.
Interestingly, 59 percent of Citrix consumer survey respondents believe that mobile ads do not count towards their monthly data quota.
Social Networks Embrace Video
Twitter's introduction of video sharing site Vine last year and the integration of video into Facebook's Instagram have driven a dramatic increase in social video sharing. As a consequence, the data content on social networks now consists of 32 percent video, while images contribute 63 percent and text contributes five percent.
With regards to its contribution to subscribers' daily mobile data volume, social networking consumes eight percent on average, although this percentage fluctuates significantly by operator and region. For example, social network data traffic in Europe and the United States is responsible for 18 and 16 percent, respectively, of all data volume. In contrast, only four percent of overall data traffic is attributable to popular social networking sites in the Asia-Pacific region.
"The Mobile Analytics Report serves, in part, as an early warning system for mobile operators' network, marketing and customer care organizations, providing insight into potential network pitfalls and opportunities to deliver exceptional subscriber experiences," said Mark Davis, senior director of Product Marketing, Service Provider Platforms at Citrix. "In many regions, consumers now expect wired-like performance on their mobile device and, when they don't get that performance; their frustration is directed at the operator. But a great subscriber experience is just the start. Operators looking to transform their businesses need to understand data usage such as that detailed in the report, and find ways to translate that understanding into incremental revenue."
The findings in the Citrix Mobile Analytics Report are generated from the ByteMobile mobile data traffic reporting solution. The Mobile Analytics Report anonymously source data traffic statistics from 3G and 4G networks of the Citrix global customer base.