According to Smaato the US is the second largest market globally in terms of mobile advertising spending behind Japan. By the end of 2010 the US mobile advertising market size is expected to be worth $797 million and will move closer to Japan (currently more than $1 billion in 2010) next year with a forecast of $1.24 billion for 2011 and $5.04 billion for 2015.
Smaato also believes that the top 5 European countries (UK, France, Germany, Italy, Spain) will also be part of the ‘billionaires club’ in 2015. Smaato predicts that in the build-up to the Olympics over the next 18 months, mobile will become a mainstream medium for advertisers to reach consumers. By 2012, there will be over 101 million mobile internet users in the Big Five and by 2015, that figure would have risen to almost 160 million.
Consequently, page impressions will increase as more mobile internet users spend more time browsing. From a mobile advertising perspective, this provides a greater opportunity for publishers to monetize the increasing levels of traffic to their sites.
The company also estimates that the average U.S. mobile advertising campaign spend is between $75,000 and $100,000, higher than in other countries because of the size of the U.S. market, which has some 300 million active mobile subscriptions.
Along with the white paper, Smaato also released its mobile advertising metrics for September showing that the average fill rate for the largest mobile ad networks worldwide rose to 28% from 21% in August.
The free white paper can be downloaded at www.smaato.com/whitepaper[ad name=”Google Text half banner advert “]