IAB: Mobile Marketing Worth $5.3 Billion Globally In 2011

A new analysis by the Interactive Advertising Bureau and partners finds the global mobile advertising market was worth $5.3 billion in 2011. Of that, $1.7 billion, or 31.4%, was generated in North America.

The study was undertaken by the IAB Mobile Marketing Center of Excellence, the IAB Europe and the IHS Screen Digest, in an effort to size the mobile ad market both globally and regionally.

The Asia-Pacific region generated the largest share (35.9%) of revenues, followed by North America (25.9%) and Europe (25.9%), with Latin America and The Middle East and Africa trailing with 3.5% and 3.2% of spending, respectively.

Across most geographies, mobile search marketing was the biggest revenue generator, commanding 62% of revenues globally. Only in Latin America did messaging (SMS) spending beat search. Next up overall came display, accounting for 30% of revenues. Last — except in Latin America — was messaging, which brought in 10% of overall dollars.

Here’s more on the search piece from Search Engine Land. 

About The Author

Pamela Parker

Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.