Question

According to eMarketer, mobile ads will top 100 and it accounts for about 16.5 percent of total advertising spending in 2016. The top five spenders of mobile ads are the United States, China, the United Kingdom, Japan and Germany. This number is expected to increase as the worldwide adoption of smartphones continue to grow. In 2015, there were about 2.6 billion smartphone users. This number is expected to top 6.1 billion globally by 2020.

Businesses are increasingly using mobile ads. Location data from mobile devices is the key element for a successful mobile ad campaign. Facebook and Google are two biggest players that generate the highest revenue from mobile ads. PlaceIQ, a technology form headquartered in New York city collects billions of data points from mobile devices and other sources and is able tract potential customers as they move from one retail location to another retail location – such as from one car dealership to another. PlaceIQ is also able to help businesses find out if the ads can translate to an actual visit by a customer. In addition to its huge data set for business, PlaceIQ also offers location data and analytics tools to businesses and allows them to do their own advertising.

Audi is using the Place IQ data to measure how many potential customers will visit its dealerships before and after they have seen ads. They also want to target potential customers who are visiting their competitors’ showrooms. Stacom Media Group is using PlaceIQ in order to find out how mobile location data can be helpful and eventually attract more customers to a business.

Questions:

a)     By 2020 how many smartphones will be existing globally?

b)    Who are the two leading companies that generate the biggest revenue from mobile ads?

c)     How PlaceIQ impact businesses?

d)    Why is Audi using the services offered by PlaceIQ?

e)    Your overall observation and learning from the above case study.

Answer 1

a) By 2020, an estimate of 6.1 billion smartphones are expected to be existing globally.

b) Facebook and Google are the two leading companies that generate the biggest revenue from mobile advertisements.

c) PlaceIQ allows businesses to track the potential impact of their advertisements by location and time. PlaceIQ is also able to help businesses find out if the advertisements can translate to an actual visit by a customer. In addition to its huge data set for business, PlaceIQ also offers location data and analytics tools to businesses and allows them to do their own advertising.

d) Audi is using the services offered by PlaceIQ to measure how many potential customers will visit its dealerships before and after they have seen their advertisements, wanting to target potential customers who are visiting their competitors’ showrooms.

e)With the exponential growth of smartphones in our lives, mobiles offer a great platform for advertisement. Data analytics companies like PlaceIQ now have a place in the market as they can gather data that let's companies understand the impact of their advertisement campaigns and thus create better campaigns which offer a greater return on investment.