MASTERCLASSING

Mobile Advertising Recession-proof, says BuzzCity

David Murphy

BuzzCity, which provides wireless communities and consumer services, has announced the results of its quarterly Global Mobile Advertising Index. According to BuzzCity, the results show that the global recession is having little to no effect on mobile advertisers or user habits. The Index documents the growth of mobile Internet advertising and represents inventory sold across the BuzzCity Mobile Advertising Network in more than 200 countries globally. It indicates growth in the number of users accessing the mobile Internet, in spite of declining public confidence in the economy and security in the job market.   
In the first three months of 2009, the BuzzCity Advertising Network delivered 8.5 billion paid advertising banners, an increase of 11% over the previous quarter. The top 10 countries by the number of paid advertising banners delivered in each are:


  1. Indonesia: 4.4 billion (23% growth)

  2. India: 842 million (+16%)

  3. United States: 527 million (+38%)

  4. South Africa: 428 million (-8 %)

  5. Egypt: 162 million (+8 %)

  6. Romania: 161 million (+9 %)

  7. China: 130 million (+67% )

  8. Philippines: 125 million (+8 %)

  9. United Kingdom: 113 million (+54 %)

  10. Bangladesh: 112 million (-16 %)


Growth and usage of the mobile Internet in the first quarter was particularly strong in China (67%), the UK(54%), the US (38%) and Indonesia (23%). The UK is in the Top 10 for the first time and joins Romania in representing Europe, suggesting an increase in off-portal activity and the prospect of more advertiser interest. Italy, Spain, Sweden and France all recorded double digit growth on the Q4 2009 figures. Similarly, Egypts rise to 5th place is the result of steady growth in usage and advertiser interest since it first appeared on the Index in April 2008. 
Despite a very challenging economic environment advertisers are clearly moving more of their advertising budgets to the mobile Internet, says BuzzCity CEO, KF Lai. Competition for advertising dollars has never been more intense, but the mobile Internets superior ROI has made this media a part of many marketers plans.
The advertising industry has more reasons for optimism.
BuzzCity tracks the growth of the network and by extension, the growth of the mobile Internet in more than 200 countries around the world via advertisements placed on more than 2,000 publisher sites.