Spending on mobile display ads in the United States, estimated at just under $313 million today, will almost quadruple to exceed $1.2 billion in 2015, according to ABI Research.
“A survey conducted by ABI Research in February found that 28 percent of the mobile subscribers queried accessed the mobile Internet daily,” ABI Research practice director Neil Strother says. “This is a huge increase over the number doing so just 14 months ago, and is a powerful driver for the mobile marketing and advertising market.”
While smartphone usage is a primary driver of this new and still fragmented industry (smartphone penetration in the US currently stands at about 20 percent), mobile marketing’s potential extends to mobile devices of all kinds, notably including tablet computers.
“Marketers have increasingly been shifting budgets into mobile campaigns,” Strother says. “This became evident during our research interviews with advertising agency executives, technology vendors and mobile ad network operators, who said they have been seeing year-over-year increases of 25 percent to 30 percent in campaign spending.”