Gartner: Asia to Be Leading Ad Market by 2013

Gartner's is the latest in the flood of mobile ad forecasts to hit the market. As reported in MediaPost, here are the highlights:

  • Global mobile ad spending in 2009: $913.5 million.
  • Spending accelarates in 2011.
  • By 2013 the global mobile ad market will be worth approximately $13 billion.

The leading region (probably based on the number of subscribers and handsets, rather than the characteristics of the ad market) is Asia, followed by North America and Europe, according to the IT consulting firm.

Gartner says the leading ad category will be display, followed by search, apps and SMS. 

The company also sees smartphones constituting 45.5% of handset sales by 2013. This may be aggressive, however. It depends on pricing chiefly. But developments such as the BlackBerry Storm being cut to $50 (in anticipation of Storm 2) and the $99 iPhone 3G will continue to drive smartphone growth. 

In addition the upgrading of feature phone capabilities is a bit of a wildcard in mobile ad forecasting. Certainly SMS is a universal platform that is handset "agnostic," but other types of ads will likely make their way into improved feature phones over the next few years. 

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Related: Separately, Forrester said that European mobile Internet penetration will be 39% by 2014. My belief is that this figure is conservative. However the degree of engagement is highly variable and dependent on dataplan and smartphone adoption.  

And the EU is investing in LTE to boost mobile Internet speeds and growth. This will help drive adoption. In Europe mobile subscribers pay considerably less on average than in North America.