Global Mobile Advertising: $3.3 Billion in 2011
A recent report from information technology research and advisory firm Gartner forecasts that mobile advertising around the globe will more than double in 2011, with the North American market accounting for about a fifth of this year’s total.
Gartner projects the global mobile advertising will hit $3.3 billion in 2011. This figure will balloon to $20.6 billion by 2015, according to the company.
This year, the North American market is expected to generate $707 million this year, or about a fifth of the worldwide total. In 2015, this market is projected to generate $5.8 billion, or 28 percent of the worldwide total. This 2015 mark will be the equivalent of about 20 percent of the estimated $26 billion spent in U.S. online ad spending in 2010.
In 2011, search- and map-related advertising will make up about $1.5 billion of the total. Meanwhile, mobile Web display and in-app display ads will each account for a bit more than $800 million, while audio/video will generate $96 million in spending. SMS/MMS and instant messaging advertising will generate $112.5 million this year.
“By 2015, the split in ad spending will level out as display closes the gap with search. Search in four years will account for about $7 billion; mobile Web display, almost $6 billion; in-app display, $5.3 billion; audio/video, $2 billion and SMS/MMS/IM, $247.3 million,” according to Mark Walsh at MediaPost.
Gartner expects apps to have the advantage over the mobile Web in drawing ad dollars until 2013, when HTML5 standards will be more solidified and the mobile Web returns to prominence.
The company also recently released its forecast for the worldwide smartphone OS market. Gartner expects Android to claim 38.5 percent of the worldwide market in 2011, up from its 22.7 percent share in 2010. By 2015, this figure is expected to settle in at 48.8 percent.
Apple iOS is expected to notch 19.4 percent of the market in 2011, up from its 15.7 percent share in 2010. This figure will drop to 17.2 percent by 2015, according to Gartner.
Meanwhile, Microsoft’s mobile OS is expected to claim 5.6 percent of the global market this year. This number is projected to surge to 19.5 percent by 2015.
Research in Motion is expected to have 13.4 percent of the market in 2011. This number is expected to fall to 11.1 percent by 2015.
Gartner also noted late last month that digital strategies, such as social and mobile marketing, will influence at least 80 percent of consumers’ discretionary spending by 2015.
"Marketers still need to shift their traditional campaign management strategy around executing campaigns to a customer and move toward a digital marketing, two-way engagement approach,” said Adam Sarner, research director at Gartner.
Sources:</strong
http://www.mediapost.com/?fa=Articles.showArticle&art_aid=148308&nid=125564
http://www.gartner.com/it/page.jsp?id=1622614
