eMarketer: Marketers moving money into mobile

Advertisers are set to spend $1.23 billion on mobile advertising this year, according to new figures released this week by eMarketer, the first time ever that annual revenues have topped the $1 billion mark.

by Helen Leggatt

In it's latest forecast eMarketer reveals that the amount spent on mobile advertising this year will be up 65% on last year's $743 million.

Furthermore, that growth shows no sign of slowing over the course of the next few years. By 2015 eMarketer forecasts U.S mobile advertising spend will hit around $4.4 annually.

2010 - $743 million
2011 - $1.2 billion
2012 - $1.8 billion
2013 - $2.5 billion
2014 - $3.4 billion
2015 - $4.4 billion

The largest chunk, around a third, of this year's mobile advertising spend will go on messaging-based formats but, forecasts eMarketer, this will change come 2012. Next year banners and rich media, along with mobile search, will steam ahead getting 33% of spending apiece, ahead of messaging-based formats which will fall to 28.2%.

Messaging-based formats will continue to see a decline in use, dropping to just 14.4% of total mobile advertising spend by 2015.

There's little doubt that significant rises in smartphone and tablet adoption have driven mobile advertising spending. Marketers, seeking to engage on-the-go consumers, are discovering that their presence on the mobile web and in apps is now more important than ever.

Tags: advertising revenue, advertising spending, eMarketer, mobile ad market, mobile advertising, mobile marketing, smartphone

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Eddie Crouch

As one who's involved in the cell phone marketing arena, I see the tremendous potential that you're offering. It's the beginning of a greater way to make money. Cell phone marketing is where the money is trending today. All serious marketers should get involved now, at the front end of it all.

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