New data released today by Informa Telecoms & Media indicates mobile advertising revenue will rise tenfold to about $24.1 billion by 2015, with much of that growth coming from China and India.
The Asia Pacific developing region will account for the largest share by 2015, at 30.9 percent, driven by “strong growth” from China and India, according to the research. The Asia Pacific region, including Japan and South Korea, will fall to 21.7 percent from about 43.6 percent this year. Much of the future growth in mobile advertising will stem from movements made by big-name players such as Google and Apple, the research estimates.
“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,” said Shailendra Pandey, a senior analyst with London-based consultant Informa. “Apple’s iAd network, which was started in July, will force its rivals to speed up their own mobile advertising strategies, particularly Google, which has completed its acquisition of AdMob,” he said.
Closer to home, North America will account for 18 percent of the market in 2015, with Latin America at 6.4 percent and Western Europe at roughly 8.6 percent, according to the report. “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 said.