Gartner: Worldwide mobile advertising revenue to hit USD 11.4bln mark this year

Newsroom 17/01/2013 | 12:04

Revenues from worldwide mobile advertising will reach USD 11.4 billion in 2013, up from USD 9.6 billion in 2012, according to Gartner estimations.

In 2016, worldwide revenue will reach USD 24.5 billion.

“The mobile advertising market took off even faster than we expected, due to an increased uptake in smartphones and tablets, as well as the merger of consumer behaviors on computers and mobile devices,” said Stephanie Baghdassarian, research director at Gartner.

Mobile advertising is creating new opportunities for app developers, ad networks, mobile platform providers, specialty agencies and even communications service providers in certain regions.

“Growth in mobile advertising comes in part at the expense of print formats, especially local newspapers, which currently face much lower ad yields as a result of mobile publishing initiatives,” added Baghdassarian.

Furthermore, smartphones and tablets extend the market for mobile advertisers. “Mobile advertising should be integrated into advertisers’ overall marketing campaigns in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets,” said Andrew Frank, research vice- president at Gartner.

Mobile search – including paid positioning on maps and various forms of augmented reality, will contribute to drive mobile ad spending across the forecast period.

However, Gartner estimates that mobile display ad spending will grow and take over from mobile search.

The adoption of handsets for digital content consumption in Japan and South Korea was very high but  economies like China and India are expected to contribute increasingly to mobile advertising growth.

In North America and Western Europe also, the mobile channel gets more and more integrated with 360-degree advertising campaigns, eating up budgets historically allocated to print and radio.
Otilia Haraga


BR Magazine | Latest Issue

Download PDF: Business Review Magazine December (II) 2023 Issue

The December (II) 2023 issue of Business Review Magazine is now available in digital format, featuring the main cover story titled “A Visionary Leader Entrusted With Consolidating CPI's Portfolio
Newsroom | 21/12/2023 | 14:13
Advertisement Advertisement
Close ×

We use cookies for keeping our website reliable and secure, personalising content and ads, providing social media features and to analyse how our website is used.

Accept & continue