Mobile Ad Networks: $794 Million in Media Spend in 2010
According to AccuStream Research, $794 million in media spend was generated by mobile advertising networks across the globe in 2010.
The report, “Mobile Advertising Networks 2009-2010: Gross Media Spend and Platform Revenue,” analyzed total inventory by network, geography, billing models, pricing by ad format, fill rates, click-through rates and participation percentages.
Among the mobile ad networks involved in the Q&A for the report were AdMarvel, Greystripe, InMobi and Millennial Media.
The research found that 340 billion impressions were filled and billed in 2010, generating $794 million in media spend and $254 million in net platform and media services-related revenue.
“The report’s extensive data sets, augmented by informative Q & A’s with the sector’s leading mobile ad networks, indicate that following a year when gross billings increased by 190% and network revenue grew by 180%, that triple-digit growth in 2011 can be projected persuasively,” AccuStream Research noted in its press release.
The average effective cost per thousand impressions (eCPM) was valued at $2.34, with the U.S. falling around that number and Europe notching an eCPM of $3.45. Asia and Latin America experienced eCPMs that were lower than the average mark.
According to eMarketer, total U.S. mobile ad spending was $743 million in 2010. Of this total, $327 million was spent on messaging, $203 million was spent on display, $185 million was spent on search and $28 million was spent on video.
Total U.S. mobile ad spending is expected to rise 48 percent to $1.1 billion in 2011, according to eMarketer. This total is expected to break down into $422 million for messaging, $335 million for display, $295 million for search and $51 million for video.
By 2014, total U.S. mobile ad spending is expected to reach $2.5 billion, reflecting a compound average growth rate of 44 percent.
Despite the booming mobile market, ad dollars are lagging behind a bit, according to eMarketer. While the Internet consumed 25.2 percent of U.S. adults’ time in 2010, the medium received just 18.7 percent of ad spending. While mobile consumed 8.1 percent of U.S. adults’ time, that medium received just 0.5 percent of ad spending in 2010.
Sources:</strong
http://www.emarketer.com/blog/index.php/stat-day-mobile-ad-spending-reach-11-billion-2011/
