Total value of mobile ad market to reach €19.7bn in the next five years.
New data from Berg Insight says that the global mobile marketing and advertising market will rise from €3.8bn in 2011 at a compound annual growth rate (CAGR) of 31 per cent to reach €19.7bn in 2017.
That will translate into mobile accounting for 4.4 per cent of the total global ad spend for all media in the next five years, or 15.5 per cent of the total online ad spend.
Rickard Andersson, telecom analyst, Berg Insight, said: "Consumers are currently devoting a quarter of their media consumption time on mobile devices, yet the channel only attracts slightly more than one per cent of the ad dollars.
"The unique targeting possibilities and new creative ad units suitable for mobile devices will spur mobile ad spend to increase severalfold in the medium-term."