ADOTAS – Movin’ on up — global mobile ad revenue will double the $1.6 billion brought home in 2010 to hit $3.3 billion this year, according to Gartner.
Sound kinda high to you? That’s ’cause you’re thinking Amurika first — Gartner predicts Asia-Pacific and Japan will account for 49.2% of global mobile ad revenue this year, and 33.6% of the $20.6 billion expected come 2015.
But don’t feel like you’re falling behind, American mobile marketers — by that time North American mobile ad revenue will account for 28% of all revenue, beating out Western Europe, which only takes 25%.
You also have to consider that in many Asian countries, personal computers are not the norm — residents use their phones for connecting to the Internet, and thus that’s where advertisers reach them. More Westerners are starting to do the same, which is why we should see an inflation in mobile marketing budgets in the other hemisphere.
“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,” predicts Stephanie Baghdassarian, research director at Gartner. “Mobile display, which includes both standard Mobile Marketing Association banner formats and non-standard rich media and interactive formats, will continue to be closely divided between in-app and mobile Web (in-browser) placements, reflecting consumer usage.”
However, mobile advertising budgets are going to remain a drop in the bucket — by 2015, mobile ads will account for a little more than 4% of advertising budgets, up from 0.5% in 2010 but still not much.