Mobile Advertising Revenue to Reach $11.4 Billion in 2013: Gartner
Smartphones and tablets will extend the addressable market for mobile advertising in more and more regions, the report indicated.The surge in mobile device ownership and the ability of these devices to connect to the Web will help drive the growth of mobile advertising, with worldwide revenue forecast to hit $11.4 billion in 2013, up from $9.6 billion in 2012, according to IT research firm Gartner. As mobile advertising revenue creates opportunities for application developers, ad networks, mobile platform providers, specialty agencies and communications-service providers, worldwide revenue will reach $24.5 billion in 2016, according to the report. "The mobile advertising market took off even faster than we expected due to an increased uptake in smartphones and tablets, as well as the merger of consumer behaviors on computers and mobile devices," Stephanie Baghdassarian, Gartner research director, said in a statement. "Growth in mobile advertising comes in part at the expense of print formats, especially local newspapers, which currently face much lower ad yields as a result of mobile publishing initiatives." The large adoption of handsets for digital content consumption in Japan and South Korea has given the Asia-Pacific region an early lead in mobile advertising worldwide, according to Gartner. However, North America and Western Europe are expected to close the gap on the region as the mobile channel becomes more integrated with complete advertising campaigns, which will eat up budgets historically allocated to print and radio.
In the rest of the world, including Latin America, Eastern Europe, and the Middle East and Africa, Gartner projected mobile advertising growth would be aligned with technology adoption and the stabilization of emerging economies, but will mostly be driven by large markets, such as Russia, Brazil and Mexico. Geographical regions are expected to evolve at a different pace and in different directions.