Following last week’s post detailing our webcast, we held it yesterday with lots of discussion around the trends driving mobile innovation and investment. This comes in the midst of preparation, programming and speaker recruiting for our upcoming MLM San Francisco.
You can download the slides or watch the streaming webinar replay here. As a bonus, the webinar had a discount code for conference registration, which can be seen in the replay. You can also see summary points below (and more after the page break) for the “10 Trends” from the webcast.
And we’re close to announcing a new batch of conference speakers, which should really round out the program (a great lot so far). Stay tuned for that, and we hope to see you at the conference.
Trend 1: Mobile Ad Revenues Take Off
We see ad revenues growing a great deal, partly driven by evolving mobile usage patterns and smartphone penetration. The latter just surpassed 50 percent of all U.S. mobile subscribers according to Nielsen.
Meanwhile, our forecast indicates that U.S. mobile ad spending will go from 1.7 billion last year to about 7.7 billion in 2015, which is a CAGR of about 39 percent (and affirmed recently by the the IAB).
There are also some interesting dynamics unfolding with the economics of mobile ad rates. Mobile usage is outpacing advertiser demand, so you see greater supply of ad inventory than ad spend.
So ad rates such as CPMs and CPCs are going down. We believe that trend will continue, but will normalize at a certain point over the next couple of years as advertiser demand picks up.
MLM Session Tie-in: Mobilizing Commerce: A BIA/Kelsey Perspective