According to the PricewaterhouseCoopers Media and Entertainment 2012 to 2016 Outlook, global ad spending on mobile is predicted to increase by more than 65% next year. Coming in a close second is video, which is predicted to hit $100m in 2013, an increase of 39%. However, I suspect video ON mobile will show the highest growth, particularly in Australia. 4G access will create an audience wanting to make use of their newly found speed while HTML5 will drive browser-based usage, distinct from the low bandwidth apps. Both these factors will speed up adoption of mobile TV. When the adoption rate is high enough, the targeting of geo-location combined with the brand-building appeal of video will create a compelling advertising proposition.
Phil Duffield, Managing Director, APAC for Adap.tv