Mobile adspend reaches $5.3bn in 2011- Asia Pacific leads the way

Jun 8, 2012 | Latin America

About $5.3 billion was spent on mobile advertising in 2011, according to the first industry-sponsored measure of the lucrative market. The survey by the Interactive Advertising Bureau with its IAB Europe affiliate and the research firm IHS found the Asia-Pacific region accounted for 35.9% of global revenues. The Asia Pacific-region was followed by North America […]

About $5.3 billion was spent on mobile advertising in 2011, according to the first industry-sponsored measure of the lucrative market. The survey by the Interactive Advertising Bureau with its IAB Europe affiliate and the research firm IHS found the Asia-Pacific region accounted for 35.9% of global revenues.


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The Asia Pacific-region was followed by North America with 31.4% and Europe 25.9%.
Latin America tallied 3.5% and the Middle East and Africa accounted for 3.2%, the survey found.
More than half of the revenues ($3.3 billion) were search-related, while $1.5 billion was from display ads and $536 million from messaging.
“As mobile accelerates its global footprint, it is vital that we measure the worldwide and regional opportunities for advertisers,” said Anna Bager, vice president of the IAB Mobile Marketing Center of Excellence.
Alain Heureux, president and chief executive of IAB Europe, said, “Hyper-personal and always-on, mobile has a tremendous potential as an advertising medium. We are recognizing the need for accurate and comprehensive data to support and provide evidence for its future growth.”
Around $US5.3 bn (£3.8bn) was spent on mobile digital advertising in 2011, a survey shows in the first industry-sponsored measure of what is expected to be a booming market.
IHS Screen Digest authored the research based on identification of mobile ad spend reported by IABs, harmonizing the data, and employing statistical and econometric models to infer a global market size, split across advertising formats.
Source:
IHS Screen Digest
IAB Europe

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