Mary Meeker: Mobile advertising has great growth possibilities

Mary Meeker just published one of the most awaited reports of the year about the digital world. The executive will direct the digital investments of the company Kleiner Perkins Caufield & Byers. Among her main observations are the great growth possibilities that lie ahead for mobile advertising. Each year, Meeker publishes an analysis of the digital landscape that shows the new trends and spaces to invest in. Her study revealed that the use of mobile Internet is growing much more than the use of Internet in general. “There are 2.8 billion internet users with an 8% growth since 2014 and 2.1 billion mobile Internet users, a 23% increase”, explained Meeker. The use of mobile data reached 69% last year and 55% of the traffic from that mobile data came from videos.Considering this scenario, she commented that the mobile advertising industry continues to be small, since mobile handles 24% of the time invested in the internet and just 8% of the advertising budget that is invested (US$ 25 thousand million). The industry grew in total 34% last year, whereas digital advertising for fixed computers just grew 11%.Mobile ads have more movement but are increasingly shorter. Meeker said there are four new styles of ads for mobile: Pinterest’s cinematographic pins, Vessel’s five-second video ads, Facebook’s carrousel ads and Google’s local inventory ads.