Mobile Advertising has a large untapped potential and now might be the right time to acquire first-mover advantages

Posted on April 23rd, 2010 by Posted by: buongiorno

Informa forecasts that the global mobile advertising market will be worth $12.09 billion by 2013.

This is a great opportunity for those brands intended to maximize this potential, in 2011, mobile advertising will be worth US$6.1 billion, of which US$1.5 generated from Europe.

Mobile Advertising spend (US$ million)

2007

2008

2009

2010

2011

2012

2013

Europe

128,80

231,00

465,00

877,60

1.557,80

2.382,40

3.359,80

North America

210,00

465,00

892,50

1.575,50

2.213,80

3.106,30

4.139,00

Asia

682,50

933,80

1.125,00

1.402,50

1.820,00

2.287,50

2.975,00

Rest of the world

55,50

89,90

149,30

227,50

517,00

935,00

1.560,00

Total

1.076,80

1.719,70

2.631,80

4.083,10

6.108,60

8.711,20

12.033,80

Source: Informa

 Also encouraging is the forecast for the mobile Internet traffic growth. As showed in the graph below according to Morgan Stanley, 2009-2013E mobile Internet traffic growth is expected to accelerate faster than the first six years of desktop Internet adoption (2000-2005), narrowing the lag.

 Some key drivers of growth:

-          Internet & mobile convergence

-          More connected devices

-          Increased mobile penetration in ‘emerging markets’

-          Increased browsing as tariffs drop/ switch to all you can eat

-          Rapid growth of app inventory

-          Growth of off portal inventory

-          Rise of social media on mobile