New York : Spending on mobile advertising—long a bit player in the digital media mix—will top $1 billion in the US for the first time this year as smartphone adoption and rising mobile internet usage have made the market more attractive to advertisers.
Advertisers will spend nearly $1.23 billion on mobile advertising this year in the US, up from $743 million last year, according to a new forecast by eMarketer. By 2015, the US mobile advertising market is set to reach almost $4.4 billion. This includes spending on display ads (such as banners, rich media and video), search and messaging-based advertising, and covers ads viewed on both mobile phones and tablets.
eMarketer previously forecast in September 2010 that US mobile advertising spending would hit $1.1 billion in 2011, and reach $2.5 billion in 2014. This revision features significantly higher growth levels throughout the forecast period.
“After the consolidation that took place at the end of 2009 and beginning of 2010, this year has been about setting mobile up for significant growth in 2012 and beyond,” said eMarketer principal analyst Noah Elkin.