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.