The total value of the global mobile advertising market has been quantified for the first time by the IAB and HIS Screen Digest, who have come up with a figure of £3.8bn for 2011.
This global figure breaks down to regional shares of Europe 25.9%; North America 31.4%; Latin America 3.5%; Asia-Pacific 35.9%; Middle East & Africa 3.2%, highlighting the growing clout of the medium.
IHS Screen Digest authored the research based on identification of mobile ad spend reported by IABs, harmonizing the data, and employing statistical and econometric models to infer a global market size, split across advertising formats.
Alain Heureux, President and CEO of IAB Europe commented “Hyper-personal and always-on, mobile has a tremendous potential as an advertising medium. We are recognizing the need for accurate and comprehensive data to support and provide evidence for its future growth. This is not just a local, or even European affair. As many mobile campaigns are played out in a global ecosystem, the market we have to size spans across borders.”
Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB added: "As mobile accelerates its global footprint, it is vital that we measure the worldwide and regional opportunities for advertisers. This key IAB initiative provides an accurate gauge of mobile market developments across the globe, with the aim of helping our members and the industry achieve even stronger growth through mobile.”