US mobile ad spending will grow 47% in 2012, reaching $1.8 billion, as marketers seek to capitalize on rising smart device and mobile web adoption. As on the desktop, search and display (banners, rich media and video) are emerging as the dominant mobile ad formats.
“Mobile advertising is no longer a question of ‘if’ but of ‘when,’” said Noah Elkin, principal analyst at eMarketer and author of the new report, “Mobile Advertising and Marketing: Moving to the Mainstream.” “A key factor pushing mobile advertising toward the mainstream is that mobile web access is fast becoming more the norm than the exception. This makes mobile a greater imperative than ever for marketers.”
Reflecting the continued advance of smartphones and rising tablet acquisition among US consumers, eMarketer’s latest forecast is sharply higher. Relative to the September 2010 forecast, mobile ad spending projections for 2011 through 2014 have been revised upward anywhere from 11% to 33% per year. Overseas markets are experiencing comparable momentum, driven by similar trends in device and mobile web adoption.
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