Mobile advertising and ad optimization company Smaato has released its latest whitepaper in association with mobileSQUARED, looking at the mobile advertising revenue in Europe’s ‘Big Five’ countries: France, Germany, Italy, Spain and the UK.

In the build-up to the Olympics over the next 18 months, the companies say, mobile will become a mainstream medium for advertisers to reach consumers. By 2012, there will be over 101m mobile internet users in the Big Five and by 2015, that figure will have risen to almost 160m. Consequently, page impressions will increase, as more mobile internet users spend more time browsing. From a mobile advertising perspective, this provides a greater opportunity for publishers to monetize the increasing levels of traffic to their sites. In 2015, the predicted revenues in Europe’s top markets will reach over $1bn (£630m).

“We see a dramatic increase of interest from brands and online marketers in the mobile advertising space,” says Torsten Schollmayer, head of marketing strategy at interactive agency, SapientNitro. “Our clients are looking for a sustainable strategy to move closer to the consumer with the omnipresent and smarter mobile devices. We welcome any market data that can support our customers’ outlook to make informed decisions about the future of mobile advertising in Europe.”

You can download the whitepaper here.