APAC to drive mobile adspend

25 November 2010

BEIJING: Mobile adspend will rise from $2.3bn (€1.7bn; £1.4bn) in 2009 to around $24.1bn by 2015, according to Informa Telecoms & Media, with much of that growth coming from China and India.

Shailendra Pandey, a senior analyst with the firm, said that within five years, emerging nations in Asia Pacific will account for the largest share of the sector, on 30.9%.

In contrast, the more mature markets in APAC, which include Japan and South Korea, will see their share fall to 21.7% from about 43.6% today.

North America will account for around 18% of the sector within five years, with Latin America at 6.4% and Western Europe at 8.6%, Informa believes.

In recent months, both Google and Apple have acquired mobile advertising businesses in a bid to exploit the interest in using mobile devices to buy goods and services. This trend will doubtless continue, the report suggests.

"Successful companies that have unique and attractive technology for mobile advertising will become takeover targets for companies such as Google, Apple, Nokia Oyj and Yahoo," Informa predicted.

It added that Apple's iAd network, launched in July, will force its rivals to speed up their own mobile advertising strategies. 

"The mobile advertising industry has now moved beyond the trial and experimental phase and many advertisers and brands are now spending significant sums on running mobile campaigns each month,” Pandey concluded.

Data sourced from Bloomberg; additional content by Warc staff