The NEXT team is excited and keeping a close eye on the mobile advertising world. Check out our friends at eMarketer’s excellent insight into the reality and forecast for mobile advertising in the US. Canada will soon follow the wave….
eMarketer estimates mobile advertising spending in the US reached $1.45 billion in 2011, up 89% from $769.6 million in 2010. This year, US mobile ad spending will grow 80% to $2.61 billion.
eMarketer forms its forecast for mobile advertising spending through a meta-analysis of estimates from research firms that track mobile ad spending and impressions, reported data from major mobile advertising publishers, and other sources. eMarketer also conducts interviews with executives at agencies, brands and mobile advertising publishers who provide perspective on the development of the mobile advertising business as a whole, as well as the revenues for individual companies.
Competition between Google, Apple and Millennial for mobile display dollars is healthier. eMarketer estimates Google earned $127.5 million from US mobile display advertising in 2011, or a 24.8% share of total US mobile display revenues. Apple’s share of display revenues reached 18% in 2011, just over Millennial’s 17.7% share, eMarketer estimates.
“While Google remains a leader in mobile display, it’s too early to call the race,” said Elkin. “Both Apple and Millennial have healthy, $90-million-plus US businesses, while companies with larger international footprints such as InMobi, Amobee, and JumpTap shouldn’t be discounted either.”
Full detailed eMarketer report with graphs and more details.