Mobile is the future of Digital Advertising

Business Intelligence recently published a detailed presentation on the future of digital. The trends are significantly in favor of smartphones. Rate of change is increasing and is likely to create tremendous opportunity. Here are some interesting bits,

1. We all know traditional advertising is declining and the new digital advertising is growing. Yes, those TV adds are dumb & useless. I am a proud cord-cutter. But the interesting bit is that within new digital, mobile is the only "media time" that is currently growing. This is important because, attention is key in monetizing on the Internet. Value of time > money, especially in places where money can be easily created.

2. YouTube is the king of Internet video. But the shift to mobile is changing the game. Opportunity is wide open. On the handset, users spend quite a lot of time on the Facebook app, which fueled the recent revenue growth. So, I think mobile social video is going to be key.

3. Paypal powers $20B on mobile. That adoption is quite surprising. I think this trend is going to follow the hockey stick curve. Technologies such as BLE, TouchID are accelerators. (I think NFC is dead though).

4. The following trend has a huge impact from a product standpoint. Lot of development work is needed to accommodate this change. Marketing campaigns have to change. BI engines have to become smarter. This is directly fueling the big data trends.

5. This trend is misleading. Domination of paid search ads are driven by 2 reasons. Google forced enhanced campaigns onto search marketers, which made things fuzzy. The other factor is that  mobile search campaigns are super-simple for existing search marketers. So, adoption is high. Contrarily, I think new CPA ad units & video advertising are going to dominate mobile spend in the long-run.

Source:-
Future of digital business: 2013