Over time, advertising spend has held a close correlation with consumer behaviour. A trend that has been consistent across print, TV, the web and now even Facebook.
However, one channel has proved incongruous with the rest: mobile. Report after report points to consumers worldwide spending more time on their mobile devices.
In Europe, the mobile revolution is well under way, with premium publishers typically generating 50% of their traffic through their mobile sites.
Despite this, mobile display only accounts for 6% of the display advertising spend in UK and lower in the rest of Europe.
As consumers spend more time on their mobile devices, it makes sense that brand marketers look for effective ways to capitalise on the high level of consumer engagement with the channel. But as we continue to wait for mobile display advertising spend to increase we all begin to wonder: will marketers ever be able to monetize mobile display effectively?
Can the publisher compete with the usual suspects like Google, Facebook and Twiter? Will rich media be the knight in shining armour that can save mobile?