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. 

Related Topics: Channel: Strategy | Mobile Marketing | Statistics: Mobile Marketing


About The Author: is executive features editor of Marketing Land and Search Engine Land. She’s a well-respected authority on digital marketing, having reported on, written about and worked in digital media and marketing for more than 10 years. She is a previous managing editor of ClickZ and has worked on the other side of digital publishing, helping independent publishers monetize their sites in her work at Federated Media Publishing.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!