Further to my 4th Apr post – Mobile Advertising– and its follow-up Facebook Home is no MyTop– PwC has issued an interesting report for the Internet Advertising Bureau. It shows that mobile advertising in the UK increased by 160% to c£526m in 2012. But this is still <3% of the total UK advertising market of c£16.8b.
Internet advertising was up a more modest 13% at $5.5b – now about a third of the total advertising market. Google is the clear leader here with 44% of the market with Facebook having less than 5%. All info taken from today’s FT report Mobile advertising more than doubles.
Just as many were slow to appreciate how the internet would disr
upt the advertising industry, the move of advertising to mobile and the ‘threat’ that this poses, even to those that made the move to the internet, should be appreciated. However, this report shows the relatively small size of this market at the moment. But as I pointed out in Mobile Advertising, over time the amount of time spent using a media and the advertising spend on that media tends to come together. So that would indicate that mobile advertising is in for a huge surge (probably at the expense of more conventional desktop internet advertising). A reader sent me a much better representation of this from the famous Mary Meeker/KPCB. See diagram.
No wonder so many of the leading players are putting so much effort (and investment) into their mobile advertising strategies. The rewards are massive – as are the threats if you don’t get it right.