IAB: 2010 Mobile Ad Spend $550–$650 Million
The IAB put out its full-year report on the value of 2010 online ad spending today. The overall market was worth $26 billion according to the organization, with search as the leading category (46%). But nestled at the end of the report is a line item that marks the first attempt the IAB is making to estimate mobile advertising in the US.
The trade group puts the value of that spend at $550–$650 million, which is quite a bit lower than some of the other forecasts in the market. Here's a range of 2010 mobile ad spending estimates (including ours) ranked by value (millions):
- Borrell: $6,100
- JP Morgan: $3,790
- Coda Research: $2,331
- MMA: $2,200
- PwC: $1,710
- GroupM: $932
- Jack Myers: $914
- IDC: $877
- Opus/I2Go: $809
- BIA/Kelsey: $720
- eMarketer: $593
- ZenithOptimedia: $561
- Forrester: $561
- MAGNA: $331
- ABI Research: $313
- Yankee Group: $241
The IAB doesn't elaborate at all about mobile, the subcategories or its methodology so it's hard to say much about the accuracy of their estimate at this point.