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Global mobile ad sales to hit $3.3 billion this year

June 23, 2011
Just days after comScore published data showing mobile advertising's doubled stateside in just two short years; number crunchers at Gartner Research have tipped global mobile ad sales will double to total $3.3 billion this year and could top $20 billion by 2015.

According to, revenue forecasts released by Gartner show mobile ad sales are expected to grow exponentially as smart phone and tablet adoption levels soar worldwide, and advertisers attempt to reach and target mobile audiences.

The analysts also forecasted that companies will up their mobile ad spend so the platform will account for 4 per cent of corporate ad budgets by 2014. Mobile advertising currently makes up 0.5 per cent of corporate ad budgets. 

Gartner also said advertising budgets will increase most in North America and Western Europe - so much so that North American budgets will account for 28 per cent of the world's total mobile ad spend by 2015. Western European budgets are expected to account for 25 per cent of the global market by 2015.

In the meantime, Asia-Pacific and Japan are expected to continue to lead worldwide mobile advertising spending, with Asian and Japanese budgets accounting for 49 per cent of this year's mobile ad spend. 

Andrew Frank, Gartner's research vice president, told "As the adoption of smart phones and media tablets extends to more consumers, the audience of mobile advertising will increase and become easier to segment and target, driving the growth of mobile advertising spend[ing] for brands and advertisers."

Mr Frank added that user experience would also become of greater importance as mobile revenues rocket. 

"In 2011," he said, "we are finally seeing some important drivers fall into place, so that we can expect the market to more than double year over year in the coming two years.

"This doesn't mean, by any stretch, that the experience delivered by mobile advertising will reach its optimum point in that time frame. We expect that targeting and contextualisation, especially in social sites and applications, will carry on improving throughout the forecast period and beyond." 


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