Sales of advertising on mobile devices worldwide could increase by 62% this year, with the U.S doubling the spending amount of last year. The U.S. will be ranked first in the top, followed by Japan, according to a study by eMarketer, released yesterday. Of the $6.43 billion allocated for advertising on mobile devices worldwide in 2012, about $2.3 billion goes to the U.S. market. Also, according to the research, Japan is expected to lose first place in the ranking of countries which attract most money from advertising on mobile devices.
“The mobile advertising market is more mature in Japan, which leads to a less significant increase than the North American market”, says eMarketer study. It is expected that advertising on mobile devices in Japan will grow by 27.2% to $1.74 billion in 2012 versus an increase of 35.4% in 2011.
The sector of the mobile devices is the fastest growing in advertising sales. However, advertising on these devices is still a very small amount of global advertising revenue, about 1% of all advertising revenue worldwide, according to the same study. “It will take a long time until mobile advertising will reach the revenue level of traditional media such as television, print and Internet”, according to eMarketer study. It remains to be seen how much of this market will be captured by Facebook, which is struggling to improve its business model to attract more investors after the IPO in May 28.
While mobile advertising in Asia-Pacific region would be worth $2.56 billion, North America is approaching $2.4 billion, while revenue from advertising on mobile devices in Western Europe reached only $1.3 billion.
According to another eMarketer study, Internet advertising will experience a growth of 21% in 2012 to $107.3 billion. The Internet will attract then more than a fifth of the amount allocated to advertising worldwide ($505 billion – an increase of 5%).
Regarding the Internet advertising, United States ranked first with $39.5 billion, while Japan ranked second, with $9.6 billion, followed by China with $7.36 billion. It is expected, however, that in 2014 China will surpass Japan in the revenue raised from advertising on the Internet.
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