Mobile ad: sponsored links reign supreme master

Driven by the growth of smartphones and networks broadband wireless, the mobile advertising growing worldwide exponential. According to the latest figures from IHS, it grew into the world of 82.8% between 2011 and 2012 to 6,889 billion euros.

As in the pub online, some regions are ahead of others. The Asia-Pacific region is in the lead with a turnover of 2.76 billion euros but the fastest is to look on the side of North America, with a market that spends 1.3 billion to 2.74 billion euros. The Western Europe is lagging behind with only 1.16 billion euros (16.9 per cent expenditure compared to 16.2% a year earlier).

And as in online advertising, sponsored links which are the most used. According to IHS, the research represents 52.8% of revenues compared to 51.1% a year earlier.

 

Advertising extension of the PC?

This growth benefit to a single player: Google. The giant very clearly dominates this market: according to a study by eMarketer, it will make this year 56% of the shares of the mobile advertising market after having won 52% of the market in 2012.

Moreover, North America represents the first market of the 'mobile search' with 1.5 billion euros generated $ 1.3 billion in Asia-Pacific and 698 million in Western Europe. But in terms of weight in revenues, sponsored links represent 60% of the total in Western Europe compared to 59% in North America.

Display (banners) focus 38.7% of expenditure, it is 0.9 point increase in one year. Advertising investments related to courier withdrew from 11.1% to 8.5% of the total. Still popular in the emerging (as in Latin America with 67% of the income), they went below 5% in Asia-Pacific.

 

These figures grow to certain questions. The mobile is as an extension of the PC on advertising? This media yet has its specificities and specific uses. Then it might be time to imagine real new formats, native, truly intended for the users.

With more and more large, touch screens, there are in fact material to be more original (and therefore more effective) than a simple adaptation of banner or sponsored links...

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Key figures: advertising on mobile in the world