• Save
Global mobileadspend2011ia bpublic
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,350
On Slideshare
789
From Embeds
561
Number of Embeds
4

Actions

Shares
Downloads
0
Comments
0
Likes
1

Embeds 561

http://www.199it.com 558
http://www.wumii.com 1
http://smart.cs0309.imtt.qq.com 1
http://131.253.14.250 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. GLOBAL MOBILE ADVERTISING SPENDA co-operation between IAB Mobile MarketingCenter of Excellence in the U.S., IAB Europe and IHSScreen Digest2011 1ST EDITION
  • 2. Methodology• IHS Screen Digest authored the research based on identification of mobile ad spend reported by IABs, harmonising the data, and employing statistical and econometric models to infer a global market size, split across advertising formats.• Market size is gross, defined as after discounts, before agency commissions. Global market sizing and format split is based on reported data by local IABs and a statistical and econometric model. Reported data has been harmonized to adjust for discounts and agency commissions. Modeled data is based on variables such as smartphone penetration, 3G subscriptions, messaging volume. Model has been refined based on benchmarking variables such as ad spend per capita and ad spend per mobile subscriber as well as through interviews with key players across the mobile advertising ecosystem. Model also takes into account typology of mobile ad markets in terms of maturity and format proliferation. 2
  • 3. Total global mobile advertising spend €3.8 billion ($5.3 billion) *2011 annual average exchange rate of 1 EUR = 1.39284 USD 3
  • 4. Mobile advertising spend by region Mobile ad spend in €m1,600 13751,400 12041,200 9911,000 800 600 400 200 135 124 0 Asia-Pacific North America Europe Latin America Middle East & Africa
  • 5. Mobile advertising dominated by search 28% 62% 10% Search Messaging Display
  • 6. Proliferation of formats varies across markets• Share 100% 90% 80% 70% 60% 50% Messaging 40% Search 30% Display 20% 10% 0% Europe North Latin America Asia-Pacific Middle East & Global America Africa
  • 7. Numbers in EU€ 2011: Mobile ad spend in €million Display Search Messaging Total Europe 263 646 81 991 North America 410 582 211 1,204 Latin America 22 53 59 135 Asia-Pacific 352 994 30 1,375 Middle East & Africa 32 89 3 124 Global 1,080 2,364 385 3,829
  • 8. Numbers in US$ 2011: Mobile ad spend in $million Display Search Messaging Total Europe 367 900 114 1,380 North America 572 811 295 1,677 Latin America 31 74 83 188 Asia-Pacific 491 1,384 41 1,916 Middle East & Africa 44 124 4 172 Global 1,504 3,292 536 5,333
  • 9. Contact• Press: Lucy Green, lgreen@greenfieldscommunications.com• IAB Europe: Alison Fennah, vprm@iabeurope.eu• IHS Screen Digest: Daniel Knapp, knapp.daniel@ihs.com