EMMAs

BuzzCity Reports Mobile Ad Growth

David Murphy

The adoption of mobile advertising by brands and marketers shows no signs of abating, according to the latest quarterly report from BuzzCity.

In the third quarter, the BuzzCity network grew by 11 per cent, with the top 20 countries delivering 78 per cent (26.2bn) of all banners served. Moreover, demand for locally relevant content has led to increased publisher earnings in key markets, the company says.

The BuzzCity Report, a quarterly summary of the trends and forces shaping mobile advertising, based on activity in BuzzCity’s network, shows that in the third quarter of 2011, over 33.6bn ad banners were delivered across the network of over 8,100 publisher sites, to reach an average of over 300m unique users per month. Five markets now deliver over 1bn ads per quarter: India, Indonesia, the US and Vietnam, and a new entrant to the ‘Billion Club’, Brazil.

Among handset manufacturers, Nokia maintains top spot (52 per cent) as the most popular handset brand for internet access, followed by BlackBerry in second place (11 per cent), and Samsung (10 per cent).

While the UK still tops the European chart, Central and Eastern Europe emerged this quarter, with triple-digit growth for the year to date. Russia, Serbia, Albania, Hungary and the Czech Republic have all grown well, and critical mass appears to be developing to serve mobile content players. BuzzCity says that the 167 per cent growth seen in the region reflects the global adoption of mobile content promotions.

Other notable growth hotspots include Saudi Arabia, which secured a sixth successive quarter of growth and looks set to join the Billion Club over the coming months; and the UK, which is the only major market where BlackBerry dominates as the leading handset, with a 71.7 per cent share. Campaigns here are driven by heavy promotion of apps.

Poland also saw a 69 per cent increase in traffic during the quarter, to reach a total of 370m ads, compared with 98m in the whole of 2010. And in Turkey, traffic for the year to date has already more than doubled that of 2010. The country now delivers more than 350m banners per quarter.

“We’re very pleased that in addition to traffic growth, mobile is also securing a bigger chunk of total ad spend,” says BuzzCity CEO, Dr KF Lai. “Publishers in countries with higher bid rates, including Thailand, Indonesia, the US and the UK, now have the opportunity to continue to invest in quality content and locally relevant web services to build user loyalty, and ensure ongoing earnings.”

You can access the full BuzzCity Report, including data on top mobile internet countries, analysis, trends and demographics, as well as a feature on how SMEs are taking advantage of mobile advertising, here.

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