2011 is the year mobile advertising will finally come of age thanks to smartphones, says Enders Analysis. “The explosion in smartphone sales and even faster growth in mobile internet usage is driving commensurate growth in advertising inventory,” Enders says.
Spending on mobile in the UK will grow from £46 million (€53.3m) in 2009 to £419 million by 2015, a compound annual growth rate of 45 per cent, the company predicts. Mobile advertising will make up 4 per cent of the total online ad market in 2011, reaching 9.5 per cent by 2015. Search will be more lucrative than display, accounting for between half and two-thirds of the mobile market during the coming years. Enders forecasts that smartphones will make up 75 per cent of mobiles in use in the UK by 2015.
But, Enders warns that mobile advertising could depress the broader online display market, dragging down the amount of money publishers can expect to generate from a page of content. “If a significant proportion of mobile browsing replaces existing PC-based browsing, the overall effect could be negative due to the lower display yield on mobile internet pages,” Enders’ report says.