'Native' ad formats drive wider reach across multiple platforms.
A new eMarketer report says that the American spend on mobile ads (including display, search, and messaging ads) will pass $4 billion, a 180 per cent year-on-year. The forecast is an adjustment on one made in September, when the analyst predicted an 80 per cent growth to $2.61bn.
The surge is largely attributed to 'native' social media mobile ad formats like Facebook's newsfeed-based ads and Twitter's Promoted Products, what with the design enabling a 'seamless experience' across platforms for consumers.
Indeed, Facebook generated 14 per cent of total ad revenues from mobile in Q3 (a trigger behind eMarketer's revision) despite being slow out of the starting blocks to monetise with mobile, further enhancing the platform for advertisers last month by allowing them to choose their mobile ad destinations – OS, devices et al.
Meanwhile, the US mobile ad spend is set to hit $7.19 billion in 2013, continuing to almost triple by 2016 to hit $21 billion.