Mobile ad network BuzzCity has reported a 38 per cent increase in global ad impressions in the first quarter of 2011. The network served 23.2bn ad impressions in the period, which represents a record performance for the network in terms of both traffic and ad spend. 

The company cites the surge in consumer demand for mobile content as the main driver behind the numbers.

“Consumer demand for mobile content such as games continues to grow, and advertisers are taking advantage of this by, for example using pay-per download games as a key part of ad campaigns,” says BuzzCity CEO, Dr KF Lai. “This is particularly true of certain mobile VAS players in Indonesia, South Africa, India, and Mexico.” 

BuzzCity reports that Central and S. America has seen huge growth. Despite political tension, Egypt has also shown a 144 per cent increase in mobile advertising. Spain (225 per cent), China (130 per cent), S.Korea and Thailand (both 92 per cent) also saw large boosts in ad impressions. 

BuzzCity also says that Nokia remains the dominant platform for mobile ad content globally, with the companys devices serving 46 per cent of BuzzCitys ads. However, game downloads on Android doubled in the quarter, the firm reports.

“Advertisers and developers with products on Java-based platforms will have ample opportunities,” says Dr Lai. “However, prospects are likely to be better for those whose strategies also include Android and MTK/Maui platforms.”