A recent report by Berg Insights estimated that mobile ads and marketing comprised a €3.8 billion (U.S. $5 billion) market in 2011,dominated by Google’s AdMob and Apple’s iAd platforms. But Berg is predicting that numbers will grow by 5times into a €19.7 billion market in 2017. In the UK, the Internet Advertising Bureau UK (IAB) said the sector grewby 132% to £181.5 million in the first half of 2012 to account for 7% of digital ad spend.
This trend is reflected in the activities of the market’s more forward-looking agencies. For example, M&C Saatchi’s mobile division contributed 15 to 20% of the agency’s total UK profits last year.
In United Kingdom digital was 16% ofall expenditure in 2012, making mobile outlay equal to just over 1% of the entire UK spend on advertising. Yet mobile is grabbing an ever-larger share of consumer attention, as demonstrated by the diagram below, where time spent on mobile is at 23%.