opinion

Mobile Web Investment Accelerates Growth in Ad Market

For the last few years digital business owners have been hearing about the limitless potential of the mobile internet market on a global scale. One unintended effect of that much focus can be a false conclusion that the market is somehow becoming saturated or that the sweet spot in the time line to enter the sector has already passed.

In fact, we are still at the earliest stages of mobile expansion and the amount of investment being shifted toward mobile from other traditional tech assets continues to inspire innovation on a massive scale.

As the mobile market continues to mature, many features once dominant in traditional ad campaigns are also becoming more influential in mobile campaigns as well.

We have helped our partners profit from mobile for years and the data being widely reported by Gartner mirrors what we are seeing from adult entertainment companies as larger slices are carved out of a rapidly expanding pie chart, during 2014, the world's enterprises will spend more than 18 billion dollars marketing via mobile devices — and by 2017 the estimates skyrocket to $41.9 billion that will be spent on advertising campaigns which target smartphones, tablets and new wearable mobile devices. Growth that more than doubles the market in the next three years according to leading market analysts, and yet some adult companies are still hesitating to claim their mobile revenue streams before someone else does.

In the adult market more specifically, we see investment slowing slightly which may create even more opportunity for active companies that understand the way the market is moving overall. We anticipate growth to be amplified greatly among adult mobile customers toward the tail-end of 2014 and throughout 2015 as market conditions will be improved, suppliers consolidate and interest in ads through mobile devices continues to increase.

As the mobile market continues to mature, many features once dominant in traditional ad campaigns are also becoming more influential in mobile campaigns as well. Tablets, touch screen computers and cell phone processor power is ushering in the functionality of video ads in more intimate ways, custom-tailored to suit the interest of each customer they are displayed to with a much higher level of calibration possible due to the more reliable methods available for collecting information from mobile units and their users.

Unlike desktop digital ads that rely on guesswork about the purchasing patterns of your target audience, mobile enables apps that consumers voluntarily use to check in from various locations and mobile users have shown an understanding that sharing more information about themselves in exchange for better targeted ads is actually a benefit to consumers as well as publisher.

When we display an ad for a potential client, we aren't trying to annoy them with it, we are trying to predict exactly what they want to buy right now so that we can anticipate their desires and satisfy their needs completely. Many mobile users are very willing to help us achieve that result.

For mobile ad buyers it's as much about where and when they get their ad as it is about the product or service being pitched. That also includes deeper layers of localization going beyond simple country or region targets. We take the approach that increases the interest in mobile marketing channels among local ad buyers, and we provide creatives that are culturally in step with the expectations of each audience. That’s what allows us to go more locally into each market with our offers. Now, with our recent launch in Russia coinciding with the leading telecommunications operator in Russia launching LTE on a forth generation network, we have a clear path to provide quality high-speed mobile broadband HD Video on mobile devices, cloud services, VPN and more.

Many believe that the growth of the App market will also signal a decline in the reach of mobile browser-based ad value. In fact, by 2016, the number of downloads in the global app market is expected to reach a total of more than 44 billion. Competing platforms and Android now becoming bigger than iOS also adds new complexities.

There are many new possibilities for the adult app market and we are seeing significant results with our app solution for the French market already — but the real lesson here is that mobile is continuing to grow in many ways at the same time, and forward thinking companies are making an investment in the future to be sure the groundwork of their success is in place as emerging markets become increasingly lucrative.

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

profile

WIA Profile: Lexi Morin

Lexi Morin’s journey into the adult industry began with a Craigslist ad and a leap of faith. In 2011, fresh-faced and ambitious, she was scrolling through job ads on Craigslist when she stumbled upon a listing for an assistant makeup artist.

Women In Adult ·
profile

Still Rocking: The Hun Celebrates 30 Years in the Game

In the ever-changing landscape of adult entertainment, The Hun’s Yellow Pages stands out for its endurance. As one of the internet’s original fixtures, literally nearly as old as the web itself, The Hun has functioned as a living archive for online adult content, quietly maintaining its relevance with an interface that feels more nostalgic than flashy.

Jackie Backman ·
opinion

Digital Desires: AI's Emerging Role in Adult Entertainment

The adult industry has always been ahead of the curve when it comes to embracing new technology. From the early days of dial-up internet and grainy video clips to today’s polished social media platforms and streaming services, our industry has never been afraid to innovate. But now, artificial intelligence (AI) is shaking things up in ways that are exciting but also daunting.

Steve Lightspeed ·
opinion

More Than Money: Why Donating Time Matters for Nonprofits

The adult industry faces constant legal battles, societal stigma and workplace challenges. Fortunately, a number of nonprofit organizations work tirelessly to protect the rights and well-being of adult performers, producers and industry workers. When folks in the industry think about supporting these groups, donating money is naturally the first solution that comes to mind.

Corey D. Silverstein ·
opinion

Consent Guardrails: How to Protect Your Content Platform

The adult industry takes a strong and definite stance against the creation or publication of nonconsensual materials. Adult industry creators, producers, processors, banks and hosts all share a vested interest in ensuring that the recording and publication of sexually explicit content is supported by informed consent.

Lawrence G. Walters ·
opinion

Payment Systems: Facilitator vs. Gateway Explained

Understanding and selecting the right payment platform can be confusing for anyone. Recently, Segpay launched its payment gateway. Since then, we’ve received numerous questions about the difference between a payment facilitator and a payment gateway. Most merchants want to know which type of platform best meets their business needs.

Cathy Beardsley ·
opinion

Reinventing Intimacy: A Look at AI's Implications for Adult Platforms

The adult industry has long revolved around delivering pleasure and entertainment, but now it’s moving into new territory: intimacy, connection and emotional fulfillment. And AI companions are at the forefront of that shift.

Daniel Keating ·
profile

WIA: Sara Edwards on Evolving Clip Culture and Creator Empowerment

Though she works behind the scenes, Sara Edwards has had a front-row seat to the evolution of adult content creation. Having been immersed in the sector since 1995, she has a unique perspective on the industry.

Jackie Backman ·
profile

Segpay Marks 20 Years of High-Risk Triumphs

Payment processors are behind-the-scenes players in the world of ecommerce, yet their role is critical. Ensuring secure, seamless transactions while navigating a rapidly changing regulatory landscape requires both technological expertise and business acumen.

Jackie Backman ·
opinion

The SCREEN Test: How to Prepare for Federal Age Verification

For those who are counting, there are now 20 enacted state laws in the United States requiring age verification for viewing online adult content, plus numerous proposed laws in the works. This ongoing barrage has been exhausting for many in the adult industry — and it may be about to escalate in the form of a potential new AV law, this time at the federal level.

Corey D. Silverstein ·
Show More