The revenue from multi-screen advertising is bound to increase from around $15 billion in 2013 to around $113 billion by 2018, growing at a compound annual growth rate of around 49.8%. This is a stunning figure mostly due to the growth of new advertising and content monetization opportunities in this field.
The word multi-screen generally is associated with the use of television, personal computers (in both desktop and notebook format), smartphone, tablet PC, in our daily lives. Primarily, this segment can be called a four-screen market that involves the devices mentioned above. Over the years, the field of advertising has seen tremendous changes, especially with the advent of new technologies. In the early days, advertising was big on print media, but then it found new outlets, and then moved onto electronic media, such as radio sets and televisions.
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At present, advertising is mostly involved with web-based technology, and advertising on the net is a top trend. If we look at the global online advertisement revenues generated in the year 2013, the figure stands at about $114 Billion, which is approximately about 20% of the overall advertising market across the globe, and it shows the importance of online advertising segment in today’s market.
The current market trends show that the sale of laptops and PCs are a decline of about 11% due to a high level of competition from smartphone devices and tablet PCs. In contrast, the sale of smartphones and tablets are on the rise, and this trend is seen right across the global market. This only goes to show how big an impact such devices are going to have in the future. Estimates suggest that out of a total of 4 Billion mobile phones in the market, more than a quarter is smartphones. The sales of smartphones are growing at a substantial rate of 43% every year. The growth rate of tablet PCs are pegged even higher, at about 52%. This rapid growth rate of smartphones and tablets PC sales is also driving the requirement for mobile data connectivity to higher levels, as the demand for web connection on the go is increasing considerably. The global mobile data traffic size is estimated to grow at a compound annual growth rate of about 44%.
This shows the growing need for the market to have advertisements in smaller screens and in a number of different forms. At present, it can be noted that the consumers are not satisfied with a single screen experience, and instead, they expect content to be seamlessly delivered across multiple devices and screen types. Multi-screen as a market opportunity, therefore, attracts a considerable amount of attention from traditional service providers, to internet players, to traditional media and entertainment companies, who need to find new distribution channels and view each screen as a potential revenue source.
IndustryARC has compiled a report to show the considerable rise in the field of multi-screen advertisement, and possible opportunities. Besides, with the advent of new technical complexities in the market, this field has huge growth opportunities which can be explored further in the report.
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