Global advertising market has witnessed a paradigm shift from traditional advertising mediums such as print and television to online and mobile advertising. Online advertising uses internet as a medium for displaying advertisements and it has gained traction rapidly because it provides flexibility, broad reach and accessibility. The advertisements displayed on internet are more customized, targeted and precise as compared to other traditional advertisement mediums, which ensure better return on investments for advertisers. Based on types, the online advertisements can be segmented into search ads, display ads, video ads, rich media, mobile, lead generation, classifieds, social media, email marketing, etc. Some of the leading vendors operating in the internet advertisement market are Google, Yahoo, Facebook, Microsoft, eBay, among others.
Mobile advertising is becoming a preferred platform because of increasing smartphone and other mobile device penetration. It is estimated that mobile advertisement will account more than 50% of the digital advertisement spend, majorly driven by increasing consumer demand and return on investment for advertisers. By mobile devices, mobile advertisement market can be segmented into smartphones, digital camera, feature phone, tables and others. Of these mobile devices, smartphones accounts majority of mobile advertisement share. Additionally, by type, mobile advertisements can be segmented into search advertising, video advertising, various messaging services, and display advertising, in-game advertising, in-app advertising, among others.
Since the advent of social media, many new trends have evolved in online and mobile advertisement market to acquire customers. Location based advertisements is an emerging phenomenon in mobile advertisement space wherein mobile location data is used for getting hold of behavioural insights of customers and they are targeted with appropriate advertisements. In addition, considering customers are spending lot of their time on watching videos and playing games, video ads and in- game have become more popular mobile advertisements.
Cross-platform advertisements are taking the online advertisement to next level, wherein the customers are targeted and followed across different devices such as desktops, smartphones, tablets and other mobile devices.
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