Mobile Advertising Market to Top $38 Billion by 2018: Berg
There are considerable regional differences in the format distribution depending on the level of maturity and local preferences across markets.The total value of the global mobile marketing and advertising market will grow from $9.4 billion in 2012 at a compound annual growth rate (CAGR) of 26 percent to $38.1 billion in 2018, according to a research report from analyst firm Berg Insight. This will then correspond to 19.3 percent of the total online advertising market or 5.9 percent of the total global ad spend for all media. On a global level, mobile search advertising is estimated to represent the largest share of more than 50 percent of the total mobile ad spend, followed by display advertising and messaging, the report projected. "There is currently a mismatch between the ad dollars spent on different media and the share of time consumers devote to the various channels," Rickard Andersson, senior analyst with Berg Insight, said in a statement. "Some channels such as print media receive a greater share of the total ad spend than can be motivated from a consumer behavior standpoint while other channels receive too little investments." However, the report noted there are considerable regional differences in the format distribution depending, for example, on the level of maturity and local preferences across markets.
In addition, numerous actors are involved in activities related to mobile marketing, including players from diverse backgrounds. Google has captured an important position, offering a range of mobile advertising alternatives such as mobile search ads, display advertising and video ads on YouTube.