eMarketer: Ad-supported content to skyrocket through 2015

According to eMarketer content revenues for mobile may surpass $1 billion by 2015 - much of that growth is estimated to come from mobile video ads.

In 2011 mobile video ad revenue reached $37.5 million; more than $213 million is expected to be spent by advertisers by 2015. Other hot mobile properties include gaming ($269 million in advertising), music ($591 million by 2015)

"A major revenue driver for mobile advertising is mobile-native rich media creative that fits within high-value content, like video," said Victor Milligan, CMO of mobile ad exchange Nexage. "This completes the circle for mobile advertising where high value creative - targeted to the right consumer to create relevance - seamlessly fits into high value content. It certainly creates the ingredients for rapid growth."

Currently most mobile content revenue comes from paid subscriptions and the like (82%) with only about 17% coming from ad-supported areas. By 2015 paid revenue is expected to account for 70% of the revenue share while ad-supported will account for nearly 30%.

comScore reports that in November 91.4 million US consumers owned a smartphone; 72% used text messaging, 44% downloaded apps and 44% used mobile browsers. One-third (33%) accessed social networks and 29% played mobile games.

Tags: comScore, eMarketer, m:commerce, mobile commerce, mobile content, mobile marketing, Nexage