Following this morning’s release of mobile ad spend figures for the UK from the IAB and PwC, research and consulting firm FirstPartner is forecasting that mobile ad revenues across Western Europe will grow to €5bn (£4.3bn) by 2015, writes Andy Penfold. The UK will remain the largest market, and is expected to be worth €1.14bn per annum by 2015. Germany (€1.09bn) and Italy (€904m) will follow close behind. FirstPartner says the forecast has been compiled taking full account of the IAB/PwC data.

FirstPartner forecasts that mobile search will remain the largest ad format, accounting for spend of €2.5bn by 2015, with display advertising accounting for €2.03bn. Permission-based targeted messaging, a format in which a number of major European operators are now investing, will also see growth to €362m, according to the study.

“Mobile advertising revenues have increased significantly during 2010, and while advertiser budgets are still limited, there is confidence that growth can be maintained,” says Justin Davidson, senior analyst at FirstPartner. “The increasing availability of rich media formats delivered to a rapidly growing population of smartphones and tablets, and Google’s consolidated presence, are among the factors that are delivering a breakthrough in awareness and demand amongst advertisers and creative agencies. Going forward to 2015, strong growth will also be driven by advertising through Facebook on mobile, growth in the global economy, and consumer use of smartphones.”

For the first time this year FirstPartner is making a summary of the forecast data available free to interested companies. Email [email protected] with your compnay name, business email address and phone number to express your interest in receiving the forecast.