The New Digital Ecosystem Reality: Mobile Advertising Strategies for Increased Success

February 2014
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At a glance

This paper, in the Technology Institute’s thought leadership series titled "The new digital ecosystem reality," discusses how the personalization of mobile devices has created opportunities for advertisers to develop more targeted advertisements, based on user preferences at a more intimate level than ever before.

The New Digital Ecosystem Reality: Mobile advertising strategies for increased success

At a glance

This paper, in the Technology Institute’s thought leadership series titled "The new digital ecosystem reality," discusses how the personalization of mobile devices has created opportunities for advertisers to develop more targeted advertisements, based on user preferences at a more intimate level than ever before.

PwC projects a 27 percent compound annual growth rate increase in global mobile advertising spend from $15 billion in 2014 to $27 billion in 2017. Advertisers and publishers must overcome significant challenges in both technology and user experience before they can maximize the mobile advertising return on investment. Key challenges include: consumer sensitivity around privacy, limited screen real estate and usability, and platform and ecosystem obstacles.

This paper summarizes the key tactics that PwC recommends to help advertisers and publishers overcome these barriers in the short term, they include: developing a mobile-first strategy, understanding the changing behaviors and context with mobile devices, and offering consumers value for sharing their data and creating the opportunity for better targeting.

Additional papers in the series

The New Digital Ecosystem Reality: Digital Commerce is a Journey

The ability to market, sell and serve through digital means has become a key expectation of all enterprises, but a variety of industry challenges complicate those efforts at Technology companies.

The New Digital Ecosystem Reality: Managing Risk to Enable Strategy

Facing multiple facets of risk, enterprises should consider shifting from being reactive to being proactive. Is your company prepared?

The New Digital Ecosystem Reality: Innovation's Next Frontier is in Customer Service

As customer expectations evolve, customer service has emerged as the next critical differentiator. Forward-thinking companies understand that the future of customer service is proactive, integrated and omnipresent.

The New Digital Ecosystem Reality: Nine Trends Rewriting the Rules of Business

This paper discusses technological, economic, and political trends that are important to CEOs and C-Suite executives while exploring the trends and challenges that businesses must consider to remain competitive.

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About the series

The New Digital Ecosystem Reality series provides PwC Tech sector perspectives on the trends and challenges that businesses should consider to remain competitive.