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

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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.

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