The whitepaper notes that the US is the second largest market globally in terms of mobile advertising spend, behind Japan, and predicts that the US mobile advertising market will be worth $797.6m (£494.4m) this year, edging closer to Japan, where mobile ad revenues will exceed $1bn in 2010. Smaato and mobileSQUARED are forecasting that the US market will be worth $1.24bn in 2011, and $5.04bn in 2015.
The US has over 300m active mobile subscriptions, of which, almost one-third use their mobile phone to browse the web. Because of the high number of mobile users, the average mobile advertising campaign spend is much higher than in other countries, at between $75,000 and $100,000.
“Mobile is a conversation that all DDB clients want to have now, and we are happy to share our experience that when mobile is used effectively, it makes all media work harder,” says Jeff Swystun, CCO at ad agency, DDB Worldwide. “We believe that mobile can be an integral component of a larger campaign, as long as it works to connect people with people, not just people with brands.”
You can download the whitepaper here.