Forecast: Global mobile ad revenues to reach $24B in 2015
Worldwide mobile advertising revenues will reach $3.5 billion in 2010 according to research firm Informa Telecoms & Media, which anticipates revenues will grow to around $24 billion in 2015. Informa credits recent growth to initiatives spearheaded by Apple (NASDAQ:AAPL) and Google, adding that operators' mobile advertising share will decline from around 26 percent in 2010 to 20 percent five years from now. "The launch of Apple's iAd advertising platform is forcing rivals to speed up their own mobile advertising strategies. Google has responded by acquiring AdMob and has announced it is on track to generate $1 billion in revenues from mobile in 2010, a significant portion of which will be mobile advertising revenues," said Informa senior analyst Shailendra Pandey in a statement. "Google has also reported a 500 percent growth in mobile search queries between 2008 and 2010."
Informa anticipates the mobile advertising market will experience a sustained period of consolidation over the next 12 to 18 months, stating that the larger industry players are already on the hunt for companies that will integrate seamlessly with their existing platforms in an effort to guarantee they offer end-to-end mobile ad-serving capabilities. Informa adds that a number of operators have concluded it makes more sense to partner with other value chain players than to build an in-house mobile advertising solution complete with its own creative and sales teams.
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