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Direct Response Marketing

Industry Initiative Values Global Mobile Advertising Market at $5.3 Billion

20 Jun, 2012 By: Jackie Jones


NEW YORK – The IAB Mobile Marketing Center of Excellence in the U.S., IAB Europe and IHS Screen Digest have joined forces for the first time to size the mobile advertising market at both global and regional levels, according to an official release by the Interactive Advertising Bureau.

The global mobile advertising market was valued at $5.3 billion in 2011, while regionally shares broke down to: Europe at 25.9 percent, North American at 31.4 percent, Latin America at 3.5 percent, Asia-Pacific at 35.9 percent and Middle East and Africa at 3.2 percent.

“Hyper-personal and always-on, mobile has a tremendous potential as an advertising medium,” said Alain Heureux, president and CEO of IAB Europe. “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.”

The IAB Mobile Marketing Center of Excellence, IAB Europe and HIS Screen Digest partnered up because they recognized “the growing importance of mobile as an advertising platform” and “saw the need to deliver greater insight on investment in the medium,” according to an official statement.

“As mobile accelerates its global footprint, it is vital that we measure the worldwide and regional opportunities for advertisers,” said Anna Bager, vice president and general manager of the Mobile Marketing Center of Excellence at IAB. “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.”


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