It's well-established that despite digital's rise over the past decade, spend on online ads is still disproportionately lower than where it should be in theory.
While there's reason to believe that spend will catch up, the shift of budgets to digital isn't coming fast enough for many publishers and ad networks -- something that is becoming particularly noticeable when it comes to mobile and video.
It's hard to find a market today that isn't being impacted by the rapid growth in mobile usage. Smartphone penetration continues to hit new milestones and executives in just about every industry are trying to figure out how to capture the mobile opportunities that increasingly seem within reach.
Just how big are these opportunities?
With smartphone usage skyrocketing in key global markets, one thing is clear: mobile is the future, and the future is here.
Not surprisingly, everyone is rushing to capitalize on the significant opportunities that mobile is creating.
Publishers are trying to make sure they have attractive mobile offerings that produce compelling mobile ad inventory that advertisers are increasingly looking to snap up.
Android shopping apps provide greater user satisfaction than iPad apps, and almost half of mobile users have clicked an ad on a mobile site.
These are two of the more surprising findings from Adobe’s Mobile Consumer Survey 2012, which surveyed more than 1,200 US mobile users in March.
It found that Android devices lead the way in overall popularity at 51% followed by iPhones at 38%.
The numbers for Android devices are skewed even higher for the young age group at 58%, showing that marketers must ensure that their sites are equally optimised for apps and web browsers via Android devices as they are for iOS devices.
Here are a few more findings from the Adobe report.
Facebook's blockbuster IPO was, by most measurements, did not live up to expectations. Marred by NASDAQ trading glitches and accusations that Facebook and its investment bankers pulled a fast one on retail investors, the world's largest social network may have the dubious distinction of having one of the largest and at the same time most disappointing IPOs of all time.
Yesterday, Facebook had the opportunity to make amends by producing a strong second quarter earnings report. Here's the good, the bad, and the ugly of what it delivered.
Wall Street may be done beating up Facebook shares, at least for the time being, but the world's largest social network still faces significant challenges.
One of the biggest and most talked about: skyrocketing mobile usage that is making it more difficult for the company to monetize its massive audience.
One of the many reasons Facebook's share price has fallen substantially in the wake of the company's IPO is that investors are questioning whether the world's largest social network will be able to figure out how to make money from the rapidly growing number of users accessing Facebook through mobile devices.
But another future IPO candidate, Twitter, may have problems too but mobile monetization isn't apparently one.
What's cooler than spending $1bn on a mobile photo sharing app?
The answer: spending $1bn on a mobile photo service and then launching your own mobile photo sharing app service weeks later.
The future may be mobile, but capitalizing on the mobile opportunity hasn't exactly been easy for many publishers and advertisers.
As companies like Facebook and Twitter are learning the hard way, delivering effective ads to consumers through mobile devices can be tough.
Despite the fact that mobile devices are always on and always connected, they have natural limitations which restrict where and how many ads can be served.
When Zynga shelled out $200m for OMGPOP, the maker of Draw Something, the social gaming giant was buying what was, at the time, the owner of the hottest mobile game in the world.
But despite its popularity and the fact that it was generating hundreds of thousands of dollars each day in revenue, the steep price Zynga paid for a company that was once on the brink of failure naturally raised questions about whether it overpaid.