eMarketer: US Mobile Ad Spending Far Exceeding Expectations

With the mobile stats we’ve seen recently, it’s clear that brands must have a complete mobile marketing strategy in 2012. A new eMarketer report reinforces this, finding that the mobile advertising market is growing much faster than previously expected, blowing past previous forecasts in leaps and bounds.

Previously, eMarketer assessed mobile ad spending at $1.2 billion in 2011, growing 47% to $1.8 billion in 2012. The new report finds mobile ad spending was $1.45 billion in 2011—up 89% from 2010—and will grow by 80% to $2.61 billion in 2012.

eMarketer principal analyst Noah Elkin cites Google’s performance in mobile advertising as the most significant adjustment in the forecast, estimating that Google reached a 51.7% market share—about $750 million—of overall US mobile ad revenues in 2011, a large portion of that coming from US mobile search ad revenues. eMarketer estimates Google earned 95% of all search ad revenues in the US in 2011.


With consumers increasingly turning to mobile for entertainment, search and commerce, this latest report further underlines that the advertiser response to consumer preference means an explosive year ahead for mobile marketing. Brands can’t afford to miss out on mobile marketing opportunities, but with the mobile arena getting increasingly crowded, a well-planned digital strategy that utilizes mobile efficiently will prove invaluable in 2012. Smart agencies are finding ways to use the field’s impressive growth for driving sales with mobile marketing rather than simply casting a line into a crowded pond.

How do you plan to effectively integrate mobile into your marketing strategy in 2012?