Global mobile advertising expenditure has reached an all-time high of US$5.33 billion for 2011, IABwrote in its press release.
The IAB Mobile Marketing Center of Excellence in the U.S., IAB Europe and IHS Screen Digest jointly launched the first initiative to survey the mobile advertising market at both global and regional levels.
At regional levels, Asia Pacific area has the biggest share of mobile advertising, followed by North America and Europe. Asia Pacific area accounts for more than one-third of the global share. However, Latin America only accounts for 3.5 per cent, and Middle East & Africa has 3.2 percent. This means that Asia Pacific area has almost ten times bigger than Latin America’s and Middle East & Africa’s respectively.
Among the three advertising formats, namely, display, messaging and search, search takes the biggest proportion, which accounts for almost two-thirds.
Media practitioners should recognise the increasing importance of mobile as the medium of advertising, thus respond to the trend by making bigger investment in mobile advertising.
Alain Heureux, President and CEO of IAB Europe, remarked that mobile has the “tremendous potential as an advertising medium.”
“As mobile accelerates its global footprint, it is vital that we measure the worldwide and regional opportunities for advertisers,” Anna Bager, Vice President and General Manager of IAB, said.
However, PaidContent thought that the boom of mobile advertising has yet to arrive even though 2012 has saw a big took off of mobile advertising.
Paid Content also listed several problems that mobile advertising is facing, including smaller screens that are less friendly to display ads; users’ feelings that mobile ads are inherently intrusive; and the promise to deliver personalised messages to consumers wherever they go.
Image: The Guardian