News Scan: Mobile to account for more than 50% of paid ad clicks; UC users want mobile device integration; more
>> Mobile to account for more than half of paid ad clicks on Google by 2016
By December 2015, mobile devices are expected to account for more than half of all paid ad clicks on Google in the United States, according to stats compiled by Marin Software and cited by Business Insider. Marin looked at the spending of its large advertising clients, such as Macy's, Gap and Fossil and determined that spending on mobile had increased from 21.8 percent in 2012 to 34.2 percent in 2013. Read more on Marin's mobile ad stats.
>> Three-quarters of UC users view mobile device integration as 'very important'
Mobile device integration is rated as a very important unified communications capability by 74 percent of 156 UC purchase decision makers at medium and large businesses in North America surveyed by Infonetics Research. "Mobility was again a key trend running through our UC survey. More businesses are embracing BYOD and also outfitting employees with company-issued smartphones and tablets. This, in turn, is driving requirements to extend UC applications to these devices," comments Diane Myers, principal analyst for VoIP, UC, and IMS at Infonetics. Read more on the Infonetics UC survey.
>> Big brands turn to mobile video to beef up advertising
Big brands, including General Mills and Pepsi, are moving to full-length videos for their mobile advertising, according to Mobile Marketer. "Mobile users have a shorter bandwidth of patience when engaging with video-based ads. Unlike televised commercials, in which consumers are propelled to endure a video ad till the end, mobile commercials often give consumers the option of exiting out whenever they wish," says Shuli Lowy, New York-based marketing director at Ping Mobile. Read more on full-length mobile video ads.
[More on mobile video: Infographic: Mobile video stalling continues to frustrate consumers | Riding the mobile wave]
>> Attachment rate for in-car factory-installed navigation units to increase 38% by 2019
The attachment rate of embedded in-car factory-installed navigation units is forecast by ABI Research to increase from 22 percent in 2013 to 38 percent by 2019. This represents a compound annual growth rate of 13.6 percent. "However, this growth will be eclipsed by the number of smartphone-based navigation devices used in the car, particularly off-board devices, where navigation is performed in the cloud as opposed to on the device," says Gareth Owen, principal analyst at ABI Research. Shipments of handset-based navigation units are expected to reach 1.68 billion by 2019. Read more on ABI navigation unit forecasts.
[More on in-car navigation: More than 40% of European vehicles will employ V2X communications by 2030 | Roadnet launches MobileCast fleet tracking app for iOS]
>> Mobile ad spending to reach $31.45B this year
Mobile ad spending is forecast to increase 75.1 percent to $31.45 billion in 2014, up from $17.96 billion in 2013, according to the latest stats from e-Marketer. Facebook and Google accounted for a majority of mobile ad market growth last year. The two firms saw net mobile ad revenues increase by $6.92 billion, or 75.2 percent of the additional $9.2 billion that went toward mobile last year. Read more on e-Marketer's mobile ad stats.