The global mobile advertising market was worth £3.4bn in 2011, according to a new study, with the Asia-Pacific region leading the way with a 35.9% market share – worth £1.2bn.
The report, by the IAB Mobile Marketing Center of Excellence in the US, IAB Europe and IHS Screen Digest, puts North America second on 31.4% (£1bn); followed by Europe on 25.9% £900m; Latin America on 3.5% £121m; and Middle East & Africa on 3.2% £111m.
By contrast, online advertising spend hit nearly £5bn in the UK alone during 2011 – its biggest increase in five years – according to a recent study published by the UK’s Internet Advertising Bureau (IAB).
Commenting on the global report, IAB Europe president and chief executive Alain Heureux said: “Hyper-personal and always-on, mobile has a tremendous potential as an advertising medium. We are recognising 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.”
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