US spending on mobile display ads to quadruple over next five years
US spending on mobile display ads is expected to almost quadruple over the next five years, growing from $313 million to more than $1.2 billion in 2015.
Neil Strother, ABI Research practice director, said: “A survey conducted by ABI Research in February found that 28% of the mobile subscribers queried accessed the mobile internet daily.
“This is a huge increase over the number doing so just 14 months ago, and is a powerful driver for the mobile marketing and advertising market.”
ABI said that while smartphone usage is a primary driver of this new and still fragmented industry (smartphone penetration in the US currently stands at about 20%), mobile marketing’s potential extends to mobile devices of all kinds.
According to agency Initiative, there will be 1.82 billion internet enabled phones worldwide by 2013, while research from Strategy Analytics shows that smartphone sales were up 54% year on year to 55 million units in Q1 2010.
Strother added: “Marketers have increasingly been shifting budgets into mobile campaigns.
“This became evident during our research interviews with advertising agency executives, technology vendors and mobile ad network operators, who said they have been seeing year over year increases of 25% to 30% in campaign spending.”