Global mobile advertising revenue is
forecast to reach $3.3 billion in 2011, more than double the $1.6 billion
generated in 2010, according to Gartner.
Worldwide revenue will reach $20.6
billion by 2015, but not all types of mobile advertising will generate the same
opportunity. Search and maps will deliver the highest revenue, while
video/audio ads will see the fastest growth through 2015.
“Mobile advertising is now
recognized as an opportunity for brands, advertisers and publishers to engage
consumers in a targeted and contextual manner, improving returns,” said
Stephanie Baghdassarian, research director at Gartner.
“For that reason, mobile
advertising budgets are set to increase tremendously across the various
categories and regions, growing from 0.5 percent of the total advertising
budget in 2010 to over 4 percent in 2015,” Baghdassarian added.
“As the adoption of smartphones
and media tablets extends to more consumers, the audience for mobile
advertising will increase and become easier to segment and target, driving the
growth of mobile advertising spend for brands and advertisers,” said
Andrew Frank, research vice president at Gartner. “Brand marketers who
want to include mobile in their advertising initiatives should not delay their
trials, and should have their budgets in place now to take advantage of mass
consumer adoption of smartphones and media tablets.”
North America and Western Europe are
the regions where mobile advertising budgets will grow most, representing 28
percent and 25 percent of the global market by 2015. However, Asia/Pacific and
Japan will remain the leading market throughout the forecast period.
Asia/Pacific and Japan is forecast to account for 49.2 percent of mobile
advertising in 2011, and 33.6 percent of the global market in 2015.
Mobile
search, which includes paid positioning on maps and various forms of augmented
reality, all of which can be informed by location, will spearhead mobile ad
spending. Mobile display, which includes both standard Mobile Marketing
Association (MMA) banner formats and nonstandard rich media and interactive
formats, will continue to be closely divided between in-app and mobile Web
(in-browser) placements, reflecting consumer usage.
For several years, mobile
advertising has been scrutinized, and it is expected to take off, thanks to
various players in the market, from communication service providers (CSPs) to
ad networks.
By TelecomLead.com Team
editor@telecomlead.com
