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Mobile Advertising Trends 2011

2011: USA joins the billionaire's club
and "Big Five" European countries double their mobile advertising spending

In 2010, the iTunes Store tippled its offering of mobile applications and the Android market was established as the second largest app store. Android bypassed Apple with a market share of 25% (Apple 17%) and is now the second largest OS behind Symbian (37%) according to Morgan Stanley.

The growth of mobile as an established media channel will continue the next couple of years:

- Asia is still the leader in mobile advertising and will proceed being the strongest market in terms of ad spending. In 2010 Japanese companies already invested more than $1 billion in this business followed by South Korea and China ($270M and $180M). In Asia more than 15 billion page impressions are being generated on a daily basis in mobile.
- The US is the second largest market globally in terms of mobile advertising spending behind Japan. It will close the gab next year with a forecast of $1,24 billion and will grow up to $5 billion in 2015.
- The top 5 European countries (UK, Italy, France, Germany, Spain) will see a huge increase in mobile ad spending according to Smaato. End of 2010 these "Big Five" are estimated to have 65 million mobile internet users; this number will more than double within the next 5 years up to 160 million. The "Big Five" will reach the $1 billion mark approximately in 2014.

Source: MMA 2011

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