According to the latest findings of an insightful comScore study, the number of US display advertisers on mobile devices has doubled in just the last two years.
In April 2011, 689 advertisers used mobile display advertising campaigns to reach consumers, up 128 percent from two years prior, demonstrating the growing use of the mobile channel for advertisers.
ComScore finds that mobile content and publishing account for half of all products advertised on mobile devices.
Specifically, an analysis of advertised categories revealed that mobile content and publishing accounted for 50% of mobile ads. Another 26% of display advertisements were for consumer discretionary goods. Information technology accounted for 7%, and comScore found that financial services accounted for another 6% of mobile display ads.
“Although mobile advertising is still in its relative infancy, it is quickly gaining importance as new advertisers come into the fold,” says Hans Fredericks, ComScore’s vice president.
“The acceleration of mobile media consumption, driven by adoption of smartphones, 3G/4G networks” are largely responsible for providing “a ripe environment for advertisers looking to reach consumers through a variety of platforms including mobile browsers, apps and SMS,” Fredericks concludes.
The publication of this study is a timely one, given comScore’s complimentary webinar scheduled for today, Wednesday, June 8th, from 2-3 PM EDT (11 AM-12 PM PDT). The webinar is entitled “The State of the U.S. Mobile Advertising Industry and What Lies Ahead.”
Hans Fredericks, Michael Becker, MMA Managing Director for North America, and Scott Hendrickson, VP of Advertising Sales for Where, Inc., will lead the presentation.