Increased Amount of Data from Multiple Devices Boosts Mobile Advertising in Latin America, Finds Frost & Sullivan
- Value chain participants in mobile advertising need to guard against 'over targeting'
SAO PAULO, Brazil, March 11, 2015 /PRNewswire/ -- The proliferation of smartphones, tablets and other mobile devices has created a catch-22 situation for mobile advertisers. While on the one hand, the customer pool has expanded vastly, the diversity of platforms and operating systems challenges advertisers to attract a true audience. Ineffective technologies for cross-device digital advertising can result in brands overspending and still not achieving the desired results.
Photo - http://photos.prnewswire.com/prnh/20150311/181051
The application-to-peer (A2P) SMS advertising segment is expected to earn revenues of $19.8 billion in 2014, and reach $95.4 billion in 2019, according to the new study from Frost & Sullivan, Brazilian Mobile Advertising Services Market (https://www.frost.com/q293417824).
If you are interested in more information on this study, please send an e-mail to Francesca Valente, Corporate Communications, at francesca.valente@frost.com.
Although user attributes such as cookies and user IDs are available to advertisers, it may be counterproductive to use the data for ad targeting in mobile devices. Therefore, advertisers prefer to use non-personally identifiable information (NPII). Many companies offer opt-in and opt-out options for receiving ads through an SMS so that they do not infringe on user privacy.
The opt-in feature has given a huge thrust to the Brazilian SMS ecosystem. However, even though SMS represents 9.2 percent of mobile carrier revenue in Brazil, it will eventually make way for IM applications such as WhatsApp and Facebook Messenger.
"Owing to the rising popularity of mobile social media, mobile enterprise value-added-services such as A2P and SMS are being increasingly improved to enhance revenue and customer experience," said Frost & Sullivan ICT Industry Analyst Maiara Paula Munhoz.
Latin American brands are turning to mobile advertising not only because it reaches consumers on the go but also because it fulfils different requirements for different verticals.
National- or regional-level companies have a huge advantage over smaller companies in terms of resources for capturing, managing, analyzing and acting on Big Data. However, mobile advertising can help level the playing field, as even the smallest company can fill up as much space on a smartphone screen as a large company.
"To illustrate the potential of mobile advertising in Brazil, five out of ten countries most involved with social networks are Latin American," noted Munhoz. "Furthermore, Brazil is one of the top three countries with the most Facebook users in the world. This represents a huge market opportunity for companies investing in mobile social network advertising in the country."
Brazilian Mobile Advertising Services Market is part of the Mobile & Wireless Communications (http://www.wireless.frost.com) Growth Partnership Service program. Frost & Sullivan's related studies include: Integrated Mobile Resource Management Platforms; The Global Need for Mobile Support and Protection Services; New Roles for Voice and Unified Messaging in Enterprise Communications; and The Impact of OTT Providers on the Telecommunications Sector. All studies included in subscriptions provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants.
About Frost & Sullivan
Frost & Sullivan, the Growth Partnership Company, works in collaboration with clients to leverage visionary innovation that addresses the global challenges and related growth opportunities that will make or break today's market participants.
Our "Growth Partnership" supports clients by addressing these opportunities and incorporating two key elements driving visionary innovation: The Integrated Value Proposition and The Partnership Infrastructure.
- The Integrated Value Proposition provides support to our clients throughout all phases of their journey to visionary innovation including: research, analysis, strategy, vision, innovation and implementation.
- The Partnership Infrastructure is entirely unique as it constructs the foundation upon which visionary innovation becomes possible. This includes our 360 degree research, comprehensive industry coverage, career best practices as well as our global footprint of more than 40 offices.
For more than 50 years, we have been developing growth strategies for the global 1000, emerging businesses, the public sector and the investment community. Is your organization prepared for the next profound wave of industry convergence, disruptive technologies, increasing competitive intensity, Mega Trends, breakthrough best practices, changing customer dynamics and emerging economies?
Contact Us: Start the discussion
Subscribe: Newsletter on "the next big thing"
Register: Gain access to visionary innovation
Brazilian Mobile Advertising Services Market
9838-65
Contact:
Francesca Valente
Corporate Communications – Latin America
P: +54 11 4777 5300
F: +54 11 4777 5300
E: francesca.valente@frost.com
Share this article