A new Gartner report projects that mobile ad spending worldwide will grow 74% this year to $913.5 million but not really accelerate until 2011, when advertisers are expected to boost mobile spending as part of an overall shift toward digital marketing channels.
By 2013, the research firm expects mobile ad spending to surpass $13 billion, with the Asia-Pacific region leading the way, followed by North America and Europe.
"After 2011, the trend will continue as smartphones and flat-rate data plans become more affordable to mainstream users," states the report, titled "Mobile Advertising Grows Quietly. "The growth in mobile advertising revenues is primarily driven by mobile Web banner ads, but it also has a strong growth component from mobile search, downloadable applications and SMS advertising."
Underlying the growth of these formats is increased consumer use of smartphones, which Gartner expects to account for 45.5% of all mobile phone sales in 2013, up from just over 9% in 2008. The embrace of smartphones -- especially the iPhone -- coupled with a rise in flat-rate data plan pricing, signals that a fundamental change is underway in how consumers interact with high-end devices.
While data usage is growing most rapidly among smartphone users, Gartner analyst Andrew Frank points out that that the increased mobile media consumption is leading Web publishers to create more user-friendly versions of their mobile sites, "which in turn is lifting mobile Web access among non-smartphone users."
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Source - MediaPost
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