According to a study published in April<\/a>, more than \u00a31bn was spent on mobile ads in the UK alone in 2013, a rise of 93% on the previous year.<\/p>\nSome other estimates suggest that online video advertising revenues are likely to hit $6bn in the US this year.<\/p>\n
As a result, a growing number of firms – especially social networking platforms such as Facebook and Twitter – have been looking at ways to attract more advertisers and tap into the sector’s growth.<\/p>\n
Earlier this year, Facebook said it would start serving ads to third-party mobile apps via a new advertising network.<\/p>\n
Twitter, acquired MoPub mobile advertising exchange last year.<\/p>\n
MoPub acts as a mediation service, allowing marketers to manage the placement of ads across several networks, including Facebook’s.<\/p>\n
Analysts said that given their large user base, social networks were likely to get a big share of this growing market.<\/p>\n
“It is no longer about saying, ‘My ad was was seen by so many people,'” said Sanjana Chappalli, Asia-Pac head of LEWIS Pulse, a firm specialising in digital marketing.<\/p>\n
“But it is now about knowing who those people are and how they have responded to the information fed to them.<\/p>\n
“And on that front, social networks enjoy a tremendous advantage over everyone else.” she added.<\/p>\n
Meanwhile, Google’s AdMob and Apple’s iAds platforms and several other smaller firms are also competing to provide the adverts shown on mobile phones and tablets.<\/p>\n
Millennial Media, Flurry and Nexage are among the firms promoting their own versions of “programmatic buying” – a way for firms to target their ads at a specific type of consumer via a chosen type of app at an appropriate time and geographic location.<\/p>\n
<\/p>\n
Source: BBC<\/p>\n","protected":false},"excerpt":{"rendered":"
Facebook has acquired LiveRail – a tech start-up that helps companies place more relevant ads in the videos that appear on their websites and apps. LiveRail also provides a real-time bidding platform for marketers looking to place ads on online videos. The firms did not reveal the financial terms, but some reports indicate that Facebook […]<\/p>\n","protected":false},"author":5,"featured_media":29389,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[],"tags":[18],"class_list":["post-29388","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-dr-akwasi-osei"],"_links":{"self":[{"href":"https:\/\/citifmonline.com\/index.php?rest_route=\/wp\/v2\/posts\/29388","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/citifmonline.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/citifmonline.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/citifmonline.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/citifmonline.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=29388"}],"version-history":[{"count":0,"href":"https:\/\/citifmonline.com\/index.php?rest_route=\/wp\/v2\/posts\/29388\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/citifmonline.com\/index.php?rest_route=\/wp\/v2\/media\/29389"}],"wp:attachment":[{"href":"https:\/\/citifmonline.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=29388"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/citifmonline.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=29388"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/citifmonline.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=29388"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}