Mobile ad space is outgrowing demand, expert claims

A director from research firm Gartner has suggested that rapid growth in the mobile app market will lead to companies having more advertising space than they need, information-age.com reports.

Stephanie Baghdassarian made the claims after her company predicted that the global mobile advertising market would reach a value of £10 billion by the end of the year. Gartner also estimated that this figure would rise to around £25 billion in the next three years.

Ms Baghdassarian claimed that the growth in spending would slow down slightly due to an imbalance between supply and demand. She then went on to speak about the future of mobile advertising. She was quoted by memeburn.com as saying: “From 2015 to 2017, growth will be fuelled by improved market conditions, such as provider consolidation, measurement standardisation and new targeting technologies, along with a sustained interest in the mobile medium from advertisers.”

It is thought that advertisers will look to capitalise on an increase in the use of location-tagging over the next few years, as more mobile users are expected to provide their devices and apps with permission to pinpoint their position on a map.

This heightened focus on geo-targeting will also be fuelled by the rising number of consumers actively using dedicated services like Foursquare to let businesses and friends know where they are.