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We’re holding our Mobile Advertising Conference tomorrow, and one of the things we’ll discuss is the breakdown of mobile ad spend.
Right now, mobile ad revenue is predominately from mobile search. According to data from the Interactive Advertising Bureau, search accounts for 62 per cent of mobile ad revenues, with the balance coming from display and SMS ads.
It’s even more dominant overseas. Search accounts for 48 per cent of mobile ad spend in North America, but is 72 per cent and 65 per cent in Asia and Europe, respectively.
Conventional wisdom holds that mobile ad spend will surge to catch up with user engagement. However, as Henry Blodget wrote in January, “Most individuals do not spend more money buying things merely because they can now use the web on their mobile devices.” In other words, advertisers will only spend more money if they believe they can increase their return on investment. Mobile spending may indeed catch up with engagement, but it will come partially at the expense of other kinds of advertising.
Want more data about mobile ads? Watch for a special report from BI Intelligence on the State of Mobile Advertising later this week….
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