eMarketer estimates that 38% of US mobile users will own a smartphone while 41% will surf the mobile internet at least once a month. Aside from increasing the coffers of telecoms, the increase in mobile web activity bodes well for mobile marketers.
adAccording to eMarketer this year mobile advertising will reach an estimated $1.23 billion in the US, up from an impressive $743 million in 2010, an almost paltry sum when compared to the estimated $4.4 billion in 2015. This sum includes display ads (such as banners, rich media and video), search and messaging-based advertising, and includes spend in both mobile phones and tablets.
According to the leading internet portal, messaging-based advertising formats will still account for the largest market share, accounting for an estimated $442.6 million in spending.
In 2012, banners and rich media will each achieve 33% of the market, equivalent to $594.8 million USD. Banners and rich media and search advertising will dominate further in 2015 while messaging will have shrunk to 14.4% of the total – while still growing in actual dollar spend
Video mobile advertising is experiencing the fastest growth amongst mobile advertising formats. Mobile video ad spending will reach $57.6 million this year, growing at an expected 69% between 2010 and 2015 reaching an impressive $395.6 million.
eMarketer’s mobile advertising spending forecast is based on an analysis of mobile advertising estimates from other research firms, company data from major mobile ad networks and vendors, marketers' mobile marketing strategies, and smartphone and tablet adoption and usage trends.
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