Internet of Things
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This week's Straight Talk is written by guest columnist Nick Thomas.
Ovum's Digital Media team is finalizing a new mobile advertising forecast, but one thing is already abundantly clear. Not only is mobile the fastest-growing area in advertising, but it is dominated at a global level by two companies in particular – Google and Facebook. As we know, a few years ago both these giants consciously chose to pivot their companies toward mobile, recognizing that consumers were increasingly making their mobile their primary device not just for communication, but for content.
When will we see major media companies make the transition toward a mobile-first strategy that is focused on mobile as the primary platform for engaging consumers?
For traditional media companies, this is a daunting prospect. Although mobile ad revenues are growing, they still represent a fraction of the revenues earned through traditional media. Therefore, even if consumers are turning to mobile en masse, until the revenues follow it would take a very bold CEO to pivot a media business at this stage.
But if mobile is starting to dominate media consumption (and our clients tell us this has accelerated dramatically in the last 12 months), how and when will ad revenues catch up? What needs to happen for mobile to fulfill its potential not just as a content distribution platform but as a revenue stream?
At Ovum, we will be addressing many aspects of this question through our upcoming research, but let's pick out some clear objectives for growing revenue from mobile media:
Through the rest of 2016, the Digital Media team will be publishing further research, including reports, market trackers, and market forecasts, looking at these trends. We always welcome the chance to talk further to our clients about the challenges and opportunities they face as mobile continues its inexorable growth, so please feel free to contact us.
Straight Talk is a weekly briefing from the desk of the Chief Research Officer. To receive this newsletter by email, please contact us.
Consumer & Entertainment Services
By Adam Thomas 28 Mar 2018
With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.
By Evan Kirchheimer 26 Apr 2018
Service provider interest in justifying 5G investment through its potential to open new revenue streams from the enterprise segment is growing ever greater.
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