Asia dominates mobile adspend

20 December 2010

SINGAPORE: Asia will be the world's largest mobile advertising market this year, a new global report has predicted.

Smaato, a mobile ad specialist, estimates that mobile adspend will hit $1.5bn (€1.1bn, £950m) in 2010 across Asia, where 16bn mobile page impressions are served per day.

Asia already houses the world's single biggest market, Japan, where mobile spend is set to surpass $1bn for 2010, while South Korea and China in third and fourth places at around $270m and $180m respectively.

By contrast, total ad revenues in the US are anticipated to reach just $800m in 2010, rising to $1.24bn next year.

Europe remains far behind, with expenditure of $212m for 2011.

Asia also seems set for explosive growth over the years to come as network infrastructure improves and smartphones get cheaper.

The region has an overall mobile population of 2bn, of which just 433 million have phones capable of accessing the mobile web.

Harald Neidhardt, cmo and co-founder of Smaato, added: "With new innovations like LTE broadband bandwidth, NFC smartphones and more relevant mobile ad formats we will see a dramatic lift off in global mobile advertising."

Smartphone sales are also predicted to exceed those of computers in 2012, according to Morgan Stanley.

Data sourced from Smaato; additional content by Warc staff