Enhancing mobile advertising for Technology, Media and Telecommunications companies

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.

Related reading

Consumer Intelligence Series: Mobile Advertising US report
Consumer Intelligence Series: Mobile Advertising Cross-territory report
New Digital Ecosystem Reality: Nine trends rewriting the rules of business