Market Trends of Multiscreen Advertising Industry
This section covers the major market trends shaping the Multiscreen Advertising Market according to our research experts:
Mobile/Tablet Segment to Hold Significant Market Share
- Targeting advertisement to specific devices and operating systems is the most established form of mobile advertisement. The unique and persistent account ID used by social networkers gives companies, like Facebook and Twitter, a big advantage in audience targeting when compared with other mobile display ad providers.
- Regardless of the device a person chooses to log in from, a social network can recognize the ID and target ads based on the personal profile and behaviors associated with that ID.
- Google, Amazon, and eBay, as well as some premium publishers, retailers, and application developers, have many consumers logging in to their sites and services via mobile. The first-party user data available through those login IDs enables sophisticated audience targeting capabilities, increasing the market for multiscreen advertising.
- Moreover, the increasing market share of mobile/tablet devices, growing content consumption on the mobile devices, and telcos are helping the marketers to reach the target audience with their device location. Thus, this is driving the market by increasing consumer brand awareness, brand association, and buying behavior toward multiscreen advertising.
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North America to Account for the Largest Market
- The United States leads the market in terms of spending in advertisements, and the expenditure was more than the six countries combined. Canada also spent more than USD 9,500 million on advertising. Thus, North America leads the market in multiscreen advertising as well.
- With the high spending in North American region, the companies are moving toward targeted and multiscreen advertising. Moreover, the fast adoption of new technology and growing focus on cost reduction in advertising are pushing the market to adopt multiscreen advertising in the region.
- Furthermore, many major companies, like Facebook and Google, are headquartered in the United States, giving a boost to multiscreen advertising in the region.
- Additionally, consumers adapting to new technologies, usage of smartphones/devices, and maximum screen time of users as compared to other countries are boosting the multiscreen advertising market in North America.
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