Digital Advertising: Large Chunk Captured By Mobiles In 2012

Written by  Sorab Ghaswalla | 14 January 2013
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mobilemarktrendseMarketer, an international agency that tracks digital marketing, media and commerce, has said that mobile ad spending around the world had more than doubled in 2012, and the trend was likely to continue in the coming years. In a report, eMarketer said in 2013, though growth in mobile ad spends would be comparatively moderate; it would still be in double-digit increases.

In 2012, mobile spending was at US $8.41 billion, it said, up from just over US $4 billion the year before and US $2.34 billion in 2010. eMarketer’s estimates of worldwide mobile ad spending include dollars going toward display and search advertising only, and exclude spending on messaging-based formats. Spending on tablets was also included.


eMarketer forms its estimates of worldwide mobile ad spending based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, estimates from other research firms, and consumer mobile usage trends.

In absolute dollar terms, none other than North America, especially the United States of America (USA) led from the front last year. Here, mobile search and display ad spending was up 220%. Spending doubled in the Middle East and Africa, from a very small base, while growth in the rest of the world’s regions was below average. In Asia-Pacific, spending was up a comparatively small 40%, the report added. By 2016, eMarketer has forecast, advertisers would have spent over US $21.39 billion on mobile in the US and Canada, compared to over $6.19 billion in second-place, Asia-Pacific.

In emerging markets, however, growth was booming. Mobile ad spending in China was up 138%, and Indonesia and India each enjoyed 110% growth rates.

[Image courtesy: eMarketer tjconsulting]

Sorab Ghaswalla

Sorab Ghaswalla

Sorab Ghaswalla is the Founder of India-based digital world consultancy firm, New Age Content Services LLP, an Internet Entrepreneur & Consultant, a journalist, and owner/Editor of 2 websites. In his free time, he contemplates the larger implications of digital life.

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