With the availability of numerous advertising channels, advertisers in developed economies have been shifting their advertising spending on digital and online outlets, including social media, in the last couple of years. This has resulted in a decline in revenue from traditional advertising.
As the digital platform is growing, the industry will experience a mass exodus of readers and advertisers. With growing internet penetration, real-time advertising and customizable advertisement campaigns have gained popularity in recent times. This has pushed marketers to expand their traditional offerings into online interactive media platforms.
Mobile Advertising
Mobile advertising is currently one of the most popular methods of advertising. The increased penetration of smartphones and tablets worldwide is one of the major driving forces in the marketing domain and the fact that these devices are equipped with the latest apps, memory devices, operating systems, and browsers has further accelerated the growth of the Global Interactive Media Marketing Market.
In addition, mobiles and tablets are now being equipped with more personalized services, such as location-based mobile technology that could help in segmenting the potential customers for marketing purposes.
Due to the increase in mobile inventory, Real-Time Bidding (RTB) is considered a viable option for capturing this audience effectively. The growth in mobile advertising is likely to lead to a shift in the marketing budget to mobile advertising.
Programmatic Display Advertising
Global programmatic display ad spending has witnessed rapid growth since its inception. Programmatic spending is expected to reach US$39.1 billion by 2018, growing at a CAGR of 25.82 percent during the forecast period.
Programmatic ads will continue to spur the growth in online display advertising. RTB buying is a major platform that will spur the growth of programmatic buying. RTB buying is expected to contribute more than a 50 percent share to the total Display Advertising Market by 2018 while the share of programmatic advertising is expected to increase more than 75 percent during the forecast period.
Social Media Advertising
Social media is one of the most lucrative markets for advertisers. It provides them with the targeted audience. This provides a platform for interactive marketing for advertisers as they can engage their audience with interactive social media advertisements and applications.
The Global Social Media Ad Spending Market is expected to reach US$62.5 billion by 2019, growing at a CAGR of 30.05 percent during the forecast period. This growing trend of social media ad spending will have a positive impact of the Global Interactive Media Marketing market during the forecast period.
