Ipsos Encyclopedia - Mobile Advertising

Mobile advertising is any form of advertising delivered to a mobile device. While this can include SMS, email etc. it's more typically thought of as advertising delivered in mobile web browsers or mobile apps.

Ipsos Encyclopedia - Mobile Advertising

Definition

Mobile advertising is any form of advertising delivered to a mobile device. While this can include SMS, email etc. it's more typically thought of as advertising delivered in mobile web browsers or mobile apps.

As the amount of time people spend on mobile continues to grow, so too does the amount of spend that advertisers are dedicating to mobile.

  • Global time spent on mobile and tablets overtook desktop in late 2016 according to Statcounter. 
  • Global advertising spend on mobile will overtake desktop in 2017 according to Zenith Media.  

In the main, the advertising formats found on desktop are very similar to mobile. The same video formats exist across both, while display ad units are similar but reduced in size for smartphone screens. Though the existence of mobile only platforms such as Snapchat, mean that some types of ads can only be found on mobile (see Social Advertising for more info). Mobile also offers the opportunity for location-based advertising and reaching people in purchase moments out of home.

Media & Brand Communication