Mobile will account for 4.4% of total global ad spend in 2017, up from around 1% today.
Analyst Berg Insight claims that the global mobile advertising market will grow from €3.8bn in 2011 at a compound annual growth rate of 31% to €19.7bn in 2017. This corresponds to 15.5% of the online advertising market or 4.4% of total ad spend across all media.
Berg Insight telecom analyst Rickard Andersson said the change would reflect consumers’ media habits. “Consumers are currently devoting a quarter of their media consumption time on mobile devices, yet the channel only attracts slightly more than 1 percent of the ad dollars”, he said