Mobile will account for 4.4 percent of the total global ad spend in 2017
Written by Berg Insight
Thursday, 20 December 2012
Gothenburg, Sweden – December 20, 2012: According to a new research report from the
analyst firm Berg Insight, the total value of the global mobile marketing and
advertising market will grow from € 3.8 billion in 2011 at a compound annual
growth rate (CAGR) of 31 percent to € 19.7 billion in 2017. This will then
correspond to 15.5 percent of the total online advertising market or 4.4 percent
of the total global ad spend for all media. As the digital convergence blurs the
differences between devices, the definition used for mobile advertising is that
it comprises the digital ads exposed on a mobile handset screen.
The report predicts that the mobile advertising expenditure will
increase rapidly, which resonates well with the continuously increasing share of
time people spend on the mobile channel at the expense of traditional media.
“Consumers are currently devoting a quarter of their media consumption time on
mobile devices, yet the channel only attracts slightly more than 1 percent of
the ad dollars”, said Rickard Andersson, Telecom Analyst, Berg Insight. While
the transition of advertising expenditure from traditional media to digital
channels has not kept up with the changes in consumer behaviour, the direction
of the development is clear. “The unique targeting possibilities and new
creative ad units suitable for mobile devices will spur mobile ad spend to
increase severalfold in the medium-term”, said Mr. Andersson. He adds that
advertisers today are keen on exploring opportunities with real-time bidding
enabling automation in the ad buying process.
The mobile marketing value chain is still developing and there are a
large number of players dedicated to different activities related to mobile
advertising. Since the value chain is fragmented and the industry has not yet
reached maturity, many different roles are involved. The major mobile OS
providers Google and Apple already hold major market shares offering their AdMob and iAd platforms. Microsoft and Yahoo! are also in
fierce competition over market shares in the mobile advertising space. Facebook
has moreover made a first inroad into the mobile ad market and may surface as an
important player if combining advanced user targeting with innovative mobile ad
formats. There is further a wide range of specialised mobile actors. Examples
include the major independent ad networks Millennial Media and InMobi, the ad
exchange Smaato and the operator-centric advertising solution provider Amobee
which is now part of Singtel. The mobile advertising industry continues to
demonstrate a high level of acquisition activity and further consolidation is
expected to bring about an ecosystem consisting of a few dominant digital
advertising networks spanning all types of devices.
Berg Insight offers premier business intelligence to the telecom
industry. We produce concise reports providing key facts and strategic insights
about pivotal developments in our focus areas. Our vision is to be the most
valuable source of intelligence for our customers.
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