Posts tagged mobile ad spend
Mobile spending will continue to be the fastest-growing digital advertising format in the coming years by registering a two-digit growth year over year.
In this exploding market, the UK is by far the most advanced country in Western Europe by representing a 50% share of spending in 2012.
In the UK, mobile now accounts for 9.7% of all digital advertising spend compared to only 4% in Germany (Sources: IAB UK, eMarketer, April 2013).
The UK is also expected to register the highest growth rate this year (+90%) compared with a Western European average of 80% (Source: eMarketer, April 2013).
The recent report published by Gartner titled “Forecast: Mobile Advertising, Worldwide, 2009-2016″ confirmed the strong growth of mobile advertising spending in Western Europe.
Mobile ad spending in Western Europe will grow by 21% to reach nearly $ 2 billion in 2013. This strong growth is expected to continue. Gartner predicts that, between 2012 and 2016, mobile advertising revenue will grow by 178% in this region.
However, Western Europe will represent only 17% of the worldwide mobile ad spending, compared to 26% of the global online ad spend in 2013. This market seems very promising.
According to a new report from Forrester Research titled “US Interactive Marketing Forecast,
2011 To 2016”, spending on mobile display advertising and search will overtake email and social this year to reach $1.6 billion in revenues. Mobile ad spending will continue to grow at a 38% CAGR to hit $8.2 billion in revenues by 2016 in the United States.
Worldwide mobile advertising revenues are projected to more than double in 2011 and reach $3.3 billion, compared to $1.6 billion in 2010 – according to a new report from Gartner entitled “Forecast: Mobile Advertising, Worldwide, 2008-2015”.
Video and audio mobile ads are the fastest growing segment, while ads associated with search and maps will deliver the highest overall revenue.
However, even if mobile proves to be the fastest-growing formats, Gartner’s forecast for 2015 could be overstated when compared to other similar data and research. Gartner predicts mobile advertising revenue will reach $20.6 billion by 2015 compared to an $11 billion figure estimated by Juniper Research.
Clearly Mobile be a key driver of the overall growth in online ad spend moving forwards, but it’s unlikely to be to the extent that Gartner are currently forecasting and the overall figures presented may need some consideration.
Unica’s annual survey of marketers titled “The State of Marketing 2011” reveals that mobile marketing adoption continues to grow. Over 40% of European and American marketers surveyed already conduct some type of mobile marketing. For marketers already embracing mobile, mobile applications is the most popular mobile marketing tactic with 44% of respondents indicating that they currently have mobile apps followed by mobile sites (40%) and mobile messaging (36%).
This increasing trend of mobile marketing is also highlighted in the last figures released by the IAB in the UK. Indeed, spending on mobile advertising in the U.K. more than doubled in 2010 (+116%), reaching £83 million, according to the IAB and PwC.
To view the complete Unica’s survey results, please click on the following link: http://bit.ly/ez9A2Z
About the Unica’s survey : 279 online and direct marketing professionals participated in Unica’s Annual Marketing Survey; online surveys were completed in Q4 2010 within 2 geographic regions among Unica customers and prospective customers (North America represents respondents from the U.S. & Canada. Europe represents respondents from 8 European countries that are large technology markets).
According to the study published by Juniper Research titled “Mobile Games: App Store Strategies, Business Models & Forecasts 2010-2015″, ad spend on mobile games should be a valuable source of revenue for game developers. Ad spend on mobile games will increase tenfold over the next five years. By 2015, ad spend on this platform will reach $894 million, up from $87 million in 2010.
The report underlines that despite this strong growth, revenues from content purchases such as pay-per-download will remain the primary source of revenue for players in this industry. Thus, in 2015, advertising spending will account for only about 10% of total mobile gaming revenues.
The mobile gaming market seems very promising fuelled by increasing brand interest in mobile as an advertising channel and end-users revenues (apps, in-app purchases…).
Spending on mobile advertising is set to grow by 950% between 2010 and 2015 in European “Big 5” countries (UK, Germany, France, Italy, Spain), representing a compound annual growth rate of 48%, according to mobileSQUARED study. By the end of 2015, mobile advertising revenues in Europe’s Big Five will reach $1.3 billion.
Over the forecasted period, the UK will remain the largest European mobile advertising market with a market share around 30%, followed by Italy around 25% market share, Germany, France and Spain.
Globally, Informa Telecoms & Media predicts a comparable growth with a tenfold increase between 2009 and 2015. IDATE forecasts the mobile ad market will grow at an average annual rate of 47.6% worldwide between 2010 and 2015.
Other mobile advertising emerging trends are:
• mobile location-based ad spending which will be a billion-dollar market by 2015 according to ABI Research.
• mobile video advertising which will be a “significant driver of mobile data usage, occupying an estimated 66% of mobile traffic by 2013″, according to Cisco.
For more info, please click here: Hi-media Blog EU mobile ad spend 2010 2015