Mobile advertising revenues of $11.4 billion have been forecasted by Gartner for 2013. The figure, up on 2012’s $9.6 billion, will likely reach $24.5 billion in 2016 according to the Forecast: Mobile Advertising, Worldwide, 2009-2016 report.
Gartner believes advertising revenue will create new opportunities for digital marketers. Ad networks, mobile platform providers, specialty agencies and even communications service providers in certain regions could all be beneficiaries.
Regional analysis shows how Asia/Pacific and Japan will still hold the accolade for most mobile ad revenue in 2013 with $4.9 billion. Predictably, North America will follow fairly closely with $3.8 billion and Western Europe is set to be some way behind on $1.9 billion.
Asia/Pacific and Japan's lead could reduce
North America and Western Europe will close the gap on Asia/Pacific and Japan over the next few years according to Gartner’s forecasting. The research company believes it will be down to the mobile channel becoming more integrated with 360-degree advertising campaigns.
The regional spread of revenue will lessen over the next three years. Gartner anticipates mobile ad spend in Asia/Pacific and Japan to accrue $9.5 billion in 2016. North America revenue could approach $8.9 billion, which would be almost double Western Europe’s $4.4 billion.
Research Vice President at Gartner, Andrew Frank has some advice for marketers contributing to mobile’s spiralling spend. “Mobile advertising should be integrated into advertisers' overall marketing campaigns in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets,” he said