By Andy Sambidge
Worldwide forecast is more than double the $1.6bn generated in 2010, says research firm Gartner
Worldwide mobile advertising revenue is forecast to reach $3.3bn in 2011, more than double the $1.6bn generated in 2010, according to US research firm Gartner.
Worldwide revenue will reach $20.6bn by 2015, but not all types of mobile advertising will generate the same opportunity.
Search and maps will deliver the highest revenue, while video/audio ads will see the fastest growth through 2015.
"Mobile advertising is now recognised as an opportunity for brands, advertisers and publishers to engage consumers in a targeted and contextual manner, improving returns," said Stephanie Baghdassarian, research director at Gartner.
"For that reason, mobile advertising budgets are set to increase tremendously across the various categories and regions, growing from 0.5 percent of the total advertising budget in 2010 to over four percent in 2015."
In April, the “Econsultancy State of Digital in the Middle East and North Africa” report said that on average, companies are spending 22 percent of their marketing budget on digital, and more than half (58 percent) are increasing their digital budgets in 2011.
Dubizzle, the UAE's largest free classifieds and community website, on Wednesday said it was launching a mobile version.
Dubizzle said it is rolling out the mobile platform simultaneously across all 14 countries in MENA where the company currently operates.
North America and Western Europe are the regions where mobile advertising budgets will grow most, representing 28 percent and 25 percent of the global market by 2015.
However, Asia/Pacific and Japan is forecast to account for 49.2 percent of mobile advertising in 2011, and 33.6 percent of the global market in 2015.
Andrew Frank, research vice president at Gartner, added: "In 2011, we are finally seeing some important drivers fall into place, so that we can expect the market to more than double year-over-year in the coming two years.
"This doesn't mean, by any stretch, that the experience delivered by mobile advertising will reach its optimum point in that time frame. We expect that targeting and contextualisation, especially in social sites and applications, will carry on improving throughout the forecast period and beyond."