BuzzCity, which provides global wireless communities and consumer services, has released the BuzzCity Mobile Advertising Index for Q4 2008. The report documents the growth of mobile Internet advertising and represents inventory sold across the BuzzCity Mobile Advertising Network. The report also tracks, by extension, the growth of off-portal mobile Internet use, in more than 200 countries around the world. 
In the fourth quarter of 2008, just over 7.5 billion advertiser banners were delivered across the entire network, representing a quarterly growth of 40%, a slight increase from the previous quarters growth of 38%. Banners are delivered to more than 2,000 publisher sites, including BuzzCity-owned mobile community service, myGamma.
Leading the way by some distance was Indonesia, with 3.6 billion banners served, 100% up on the previous quarter and representing almost half the total number of banners served. In second place was India with 727 million, 10% up on Q3, while S. Africa came in third on 465 million banners, despite this figure being 14% down on Q3. The US was in fourth place on 352 million, 47% up on Q3, while the UK came in 14th with 26.7 million, a 255% year-on-year increase on the Q4 2007 figure of 7.5 million.
The Q4 results are significant in light of the current economic situation, says BuzzCity, CEO, KF Lai. We are clearly seeing more advertising on mobiles, and expect to see further growth in 2009 as advertisers focus more on accountability in their campaign execution. Even the apparent shrinkage of advertising inventory in South Africa has a silver lining to it: publishers providing greater value and transparency for consumers will sustain demand as they continue to monetise their content in this market.
While the Top 10 performers contributed 80% of the traffic, the network continued to grow beyond these markets; by the end of December 2008, 28 markets exceeded 10 million banners per month, compared to 23 in Q3. Year-on-year the network grew by some 300% and BuzzCity says that growth is expected to continue. BuzzCity is also planning a new office in Johannesburg, to oversee the growing advertiser demand in South Africa.