The Future of Mobile

Berg: Mobile Ad and Marketing Market to Break £23bn in 2018

Alex Spencer

[caption id="attachment_39522" align="alignleft" width="300"]Search will make up the majority of mobile spend Search will make up the majority of mobile spend[/caption]

The value of the global mobile marketing and advertising market will rise at a CAGR of 26 per cent over the next five years, according to Berg Insight, hitting €27.9bn (£23.4bn) by 2018.

This is equivalent to 19.3 per cent of the online advertising market, or 5.9 per cent of the total global ad spend for all media.

Mobile search will make up the majority of this spend, followed by display advertising and messaging - though this will vary between regions according to the preferences and maturity of each market.

“There is currently a mismatch between the ad dollars spent on different media and the share of time consumers devote to the various channels”, said Rickard Andersson, senior analyst at Berg.  “Mobile devices are on average devoted a double digit percentage of consumers’ time, yet the channel only attracts a few percent of the total global ad spend.”