Mobile ad budgets set to hit $11.4bn in 2013

The mobile advertising market will hit $11.4bn in 2013 at the expense of traditional offline advertising budgets as smartphone and tablet adoption continues to rise according to a forecast from research firm Gartner.

iPhone

Spend on mobile advertising will grow further to hit $24.5bn in 2016 with brands expected to invest increasing amounts of their digital advertising budgets on targeting smartphone and tablet users with the price of mobile inventory expected to increase as a result.

The adoption of such technologies is set to spur behaviours such as ‘dual screening’ (consumers simultaneously watching television and using their mobile device) meaning brands will have to adopt “multi-platform” campaign strategies according to Gartner.

Stephanie Baghdassarian, research director at Gartner, says: “The mobile advertising market took off even faster than we expected due to an increased uptake in smartphones and tablets, as well as the merger of consumer behaviours on computers and mobile devices.

Andrew Frank, research vice president at Gartner, says: “Smartphones and media tablets extend the addressable market for mobile advertising in more and more geographies as an increasing population of users spends an increasing share of its time with these devices.”

Earlier this week Marketing Week reported that UK Online Measurement Company (UKOM) is preparing to debut its first unified consumer media consumption report with new data partner comScore, including mobile for the first time later this month.

This has been enabled by the inclusion of comScore’s Mobile Media Metrics (MMM) data sourced from the UK’s three-largest mobile operators measuring billions of page clicks each month, both via cellular and Wi-Fi networks, through a partnership with the GSMA, the mobile operator trade body.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here