Share of mobile advertising will make a serious growth in the coming next years.
Many experts are giving such forecasts. For example, advertising agency ZenithOptimedia considers that this segment of advertising will increase yearly for 49%. Around 35% of all advertising budgets will be spent on online marketing.
According to the agency data, mobile marketing will overstep radio, magazines and outdoor advertising by popularity by 2016. PwC counted that banners and content advertising will grow almost with the same growth rates – in average for 18,4% per year till $1,163 bln. by 2018 and for 17% till $3,139 bln.
The reason for such growth of mobile advertising is also fast penetration of smartphones and tablets.
According to RBC research about current state and development perspective of loyalty programs in Russia, SMS mass messaging based on targeting is increasing the number of responses for 12% vs 3% without targeting.
As a result, it shows growth of purchases for 8% vs 4% that provides loyalty programs without targeting.