Advertising: The Impact of the Mobile Internet

Advertising was hit by the 2008 economic crisis, when it experienced a global slowdown in growth, but it seems to have picked up a little in the last two years. However, the market has moved on and global investment in advertising is now increasingly directed towards the new media –the fixed and, increasingly, the mobile Internet. This sector of online advertising on mobile devices (phones, tablets etc.) is booming in the USA, as André-Yves Portnoff demonstrates here, and shows great scope for progress in Europe, particularly in France. But this will mean advertisers acquiring a sense of the expectations –and reservations– of Internet users, and also taking some risks to position themselves in the sector, especially in France, and acting to develop new models that exploit the interplay and complementarity between media.